May Is Legacy Giving Month: How Nonprofits Can Inspire Planned Gifts
May Is Legacy Giving Month: How Nonprofits Can Inspire Planned Gifts
May is widely recognized as Legacy Giving Month, a time when nonprofits are encouraged to start conversations about long-term support and planned giving. While many organizations focus heavily on annual fundraising campaigns and grants, legacy giving offers something equally powerful: the opportunity to secure meaningful gifts that support your mission for years to come.
Legacy gifts which are often made through a donor’s will or estate plan, allow supporters to leave a lasting impact on causes they care deeply about. For nonprofit organizations, even a small number of planned gifts can transform the future of programs, services, and community impact.
IMPORTANT STATS ABOUT LEGACY GIVING:
- Legacy giving typically yields gifts 200 to 300 times larger than a donor’s average annual gift (www.plannedgiving.com)
- Average bequests are $35,324
- Lack of awareness: Only 37% of people aged 30 and older understand what “planned giving” means
If your organization has not yet explored legacy giving, May is the perfect time to begin.
What Is Legacy Giving?
Legacy giving, sometimes called planned giving, refers to charitable gifts that donors arrange during their lifetime but are distributed after their passing. The most common type of legacy gift is a bequest, where a donor includes a nonprofit in their will.
Legacy gifts may also include:
- Bequests in wills
• Retirement account beneficiary designations
• Life insurance beneficiary gifts
• Charitable trusts
• Gifts of appreciated assets or property
Many donors find legacy giving appealing because it allows them to make a significant future contribution without affecting their finances during their lifetime.
For nonprofits, legacy gifts can provide long-term financial stability and transformational support.
Why Legacy Giving Matters for Nonprofits
Legacy giving programs are often overlooked because they are seen as complicated or reserved for very large organizations. In reality, nonprofits of all sizes can benefit from encouraging planned gifts.
Legacy giving can:
- Create long-term financial sustainability
• Strengthen relationships with loyal supporters
• Provide transformational funding for programs
• Build an endowment or reserve fund
• Demonstrate donor confidence in your mission
Many of the largest gifts nonprofits ever receive come through planned giving. A donor who contributes $100 annually today may leave a legacy gift of $10,000 or more in the future.
Why May Is the Perfect Time to Talk About Legacy Giving
Legacy Giving Month provides a natural opportunity to raise awareness and educate your community about the importance of long-term support.
Unlike urgent fundraising appeals, legacy giving is about storytelling, gratitude, and vision. It invites supporters to reflect on the lasting difference they want to make.
During May, nonprofits can:
- Share stories of legacy donors
• Highlight the long-term impact of planned gifts
• Encourage conversations about wills and estate planning
• Provide simple information about how donors can include your organization in their plans
The goal is not to pressure donors, but to open the door to meaningful conversations about legacy and impact.
How Nonprofits Can Start a Legacy Giving Program
The good news is that starting a legacy giving program does not require complicated infrastructure. Many successful programs begin with simple steps.
1. Start the Conversation
Many donors are open to leaving a gift in their will but simply have never been asked.
You can begin by including a short message in:
- Newsletters
• Annual reports
• Email campaigns
• Your website’s donation page
Even a single sentence can spark interest.
Example:
“Have you considered leaving a legacy gift in your will to support the future of our mission?”
2. Create a Legacy Giving Page on Your Website
Your website should include a simple page explaining how donors can include your nonprofit in their estate plans.
This page can include:
- A short explanation of legacy giving
• Sample bequest language
• Your organization’s legal name and tax ID
• A contact person for questions
This information makes it easier for donors and their advisors to take action.
3. Recognize Legacy Donors
Many organizations create a Legacy Society to recognize individuals who have committed to leaving a planned gift.
Recognition might include:
- Listing donors in your annual report
• Invitations to special events
• Thank-you letters from leadership
• Public acknowledgment of their long-term commitment
Recognition builds community and encourages others to consider similar gifts.
4. Share Stories of Impact
Legacy giving is about more than financial planning—it’s about values and vision.
Sharing stories about how donors have supported your mission helps others imagine the difference their legacy could make.
Stories are one of the most powerful tools in fundraising.
Legacy Giving Is About Relationships, Not Pressure
The most important thing to remember about legacy giving is that it is not a transactional fundraising tactic. It is an extension of the relationship you have built with your supporters.
When donors believe deeply in your mission and trust your leadership, they are far more likely to consider leaving a gift that continues their support long into the future.
Legacy giving invites donors to answer an important question:
What impact do I want my life to have after I am gone?
For many people, supporting a nonprofit that has touched their lives is a meaningful part of that legacy.
Final Thoughts
Legacy giving may feel like a long-term strategy—and it is—but it begins with simple conversations today.
May, as Legacy Giving Month, is the perfect opportunity to start educating your community about planned gifts and the lasting impact they can have on your organization’s mission.
Even a few thoughtful conversations this year can lead to transformational support in the years ahead. If you are interested in expanding your Fundraising Strategy to include grants and multiple fundraising revenue streams for your nonprofit CONTACT US today for a free discovery call!
Frequently Asked Questions About Legacy Giving
What is legacy giving?
Legacy giving refers to charitable gifts arranged during a donor’s lifetime and distributed after their passing, most commonly through a will or estate plan.
What is a planned gift?
A planned gift is a type of legacy gift that is formally arranged as part of a donor’s financial or estate planning.
Do nonprofits need a large development team to start legacy giving?
No. Many nonprofits begin legacy giving programs simply by educating donors and including information on their website and in communications.
What is the most common type of legacy gift?
The most common planned gift is a bequest, where a donor includes a nonprofit in their will.
When should nonprofits talk about legacy giving?
Anytime is appropriate, but Legacy Giving Month in May is a great opportunity to raise awareness and begin conversations.
