How to Start a Planned Giving Program at Your Nonprofit (and Why You Should)

In the simplest terms, planned giving is when a donor decides to make a charitable gift through their will, estate, or other long-term financial arrangements. It's about thinking beyond today—and creating a legacy that continues to support the causes you care about, even after you're gone.

Why the Timing Is Critical: The Great Wealth Transfer

We are living through one of the most significant financial shifts in American history. According to the Chronicle of Philanthropy, more than $84 trillion is expected to pass from Baby Boomers to their heirs and charities by 2045. Of that, $12 trillion is projected to be donated to nonprofit organizations, creating an extraordinary opportunity for mission-driven institutions.

The Lilly Family School of Philanthropy at Indiana University confirms that planned gifts make up more than 9% of all charitable giving annually, with the average bequest often ranging from $35,000 to $70,000—though many are much higher. These are not just one-time donations. They’re long-term investments in your mission's future.

Yet, despite the incredible potential, less than half of nonprofits have an active planned giving program.

What Is Planned Giving, Really?

At its core, planned giving allows donors to make a meaningful contribution through:

• Wills or trusts (bequests)

• Life insurance policies

• Retirement accounts (401(k), IRA)

• Charitable gift annuities or remainder trusts

• Real estate or other appreciated assets

It’s not just for the wealthy. Everyday supporters—your volunteers, board members, alumni, and donors giving $25/month—can include your organization in their estate plans.

Why Some Avoid Talking About It

Let’s be honest: Planned giving can feel uncomfortable. It brings up topics people don’t love to discuss—like death, aging, and finances. But the truth is, the conversations around planned giving can be positive - how does a donor want to leave a legacy?

It’s the ultimate expression of trust: a donor saying, “I believe in your work so much that I want to support it beyond my lifetime.”

How to Start a Planned Giving Program (Without a Legal Team)

You don’t need to be an expert in estate law to begin offering this option to your supporters. Here’s a simple path to get started:

Add simple bequest language to your website and donor materials. “I bequeath [a specific dollar amount or percentage] to [Nonprofit Name], a nonprofit organization located at [Address], EIN: [Tax ID].”

Create a dedicated planned giving page on your site. Include FAQs, contact info, and a downloadable PDF for advisors.

Train your staff and board with basic language. Here’s a helpful phrase: "While we are not financial advisors and cannot provide estate planning guidance, we’re happy to talk about how planned giving can be a meaningful part of your legacy and may offer tax benefits. We encourage you to speak with your attorney or financial advisor."

Invite current donors to consider a legacy gift. Start with your most loyal donors, monthly givers, and former board members. You can say: "Have you considered including [Organization Name] in your estate plans? It’s a powerful way to ensure the programs you love continue to thrive for generations to come."

Launch a Legacy Society. Create a recognition group—no minimum amount required. People love to feel part of something meaningful.

Quick Tips to Build Momentum

• Include checkboxes on your donation forms:

  • I have included [Organization] in my estate plans

  • Please send me information about legacy giving opportunities

• Celebrate legacy donors in newsletters or annual reports.

• Host a “Lunch & Learn” with a local estate attorney or financial planner.

• Highlight stories of legacy donors—especially regular people, not just millionaires.

You don’t have to raise millions today to build a sustainable tomorrow. You just need to start the conversation.

By creating space for donors to include you in their future plans, you’re inviting them to be part of something bigger than any single campaign. You’re offering them a way to make meaning—and a lasting mark—through generosity.

The great transfer of wealth is already underway. The only question is: will your organization be ready?