Most fundraisers hesitate to talk about planned giving because they feel like they need to be experts in trusts, annuities, and tax law. The good news? You don’t. You just need to focus on two simple, flexible options that work for nearly everyone.

Planned giving is a powerful way for donors to leave a lasting legacy, but the sheer number of options can create confusion and hesitation. Each option comes with its own set of benefits and complexities. While these options certainly have their place, trying to promote all of them can dilute your message and overwhelm your supporters.
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In today’s post, I’m making a case for simplicity. Instead of trying to master every planned giving option, focus on the two that are most common, simplest, and most flexible for donors: bequests and beneficiary designations.

After years of experience, it’s clear that the majority of nonprofit organizations would benefit most from sticking with two straightforward approaches: bequests and beneficiary designations.

1. Bequests
Bequests are perhaps the simplest form of planned giving. They allow donors to include a gift to your nonprofit in their will. Not only are bequests easy for donors to understand, but they also require minimal ongoing effort on your part once the gift is in place.

Why Bequests?

• Simplicity: Most donors already have a will in place or plan on making one at some point, so adding your organization as a beneficiary is a small change with a big impact. Bequests are also revocable, meaning they can be changed or removed at any time (which gives many donors peace of mind).
• Flexibility: Donors can decide how much to give and even set up multiple bequests for various causes. If a donor already has a will in place, they can simply file a codicil to their will (kind of like an amendment) to add a bequest.
• Long-Term Impact: Bequests help ensure that your mission continues well into the future. Most donors can afford to give more out of their lifetime assets than is possible for them out of their income, meaning bequests are often much larger than annual gifts.

To make it even easier, consider offering sample bequest language. I’ve developed a straightforward template that organizations can use to guide donors in drafting their wills. This sample language takes the guesswork out of the process – helping donors feel confident in leaving a legacy gift.

2. Beneficiary Designations
The second option, beneficiary designations, is equally compelling. This approach is often used for individual retirement accounts, pensions, 401(k)s, and life insurance policies. By naming your nonprofit as a beneficiary, donors can provide significant support without having to alter their wills.

Why Beneficiary Designations?

• Flexibility: Once the donor decides which account they want to make your nonprofit the beneficiary of, they can choose to give you all the proceeds or a percentage. This means they can easily support multiple charities and their surviving spouse and heirs. Beneficiary designations are also fully revocable, which as I mentioned, appeals to most donors.
• Ease of Set Up: Beneficiary designations are usually set up with a simple form. No need for the donor to visit their attorney. All they need to do is ask the company that holds the account for their beneficiary form, fill it out, and submit it.
• Widespread Appeal: This method appeals to a broad range of donors, from younger supporters who are just beginning to plan their futures, to older donors looking to maximize their tax benefits.

To support your efforts in this area, you might post a Beneficiary Designation Checklist which lists all the kinds of accounts that can have beneficiaries. Simple, clear instructions can demystify the process and boost participation.
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In my store you’ll find social media templates for planned giving, which include a template Beneficiary Designation Checklist and pre-written Web Copy to create a planned giving focused landing page on your website.

By narrowing your planned giving strategy to these two options – bequests and beneficiary designations – you create a clear, focused message that resonates with donors. Not only do these methods simplify your messaging, but they also provide the flexibility that many donors are looking for when planning their legacies.
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Instead of overwhelming your supporters with a menu of complex options, concentrate on making it as easy as possible for them to learn about and pursue these two powerful tools. Whether it’s through offering a handy sample bequest language template or leveraging engaging digital content to promote beneficiary designations, a focused approach is key.

When it comes to planned giving, less is often more. Focusing on just these two options will make your planned giving efforts clearer, easier to promote, and ultimately more successful. Keep it simple, and you’ll see results.

What planned giving opportunities does your organization focus on? Where will you focus your efforts for the rest of 2025? Let me know in the comments!
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Cheers!

PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

If you liked this…

• Spring Cleaning for Fundraisers: Organizing Planned Giving Documentation
• How to Talk About Death and Taxes: Getting Comfortable Having Planned Giving Conversations
• Leveraging National Estate Planning Awareness Week for Planned Giving Success
• Why Nonprofits Can't Afford to Sleep on IRA Rollover Gifts
• 6 Ways to Show Donors Gratitude in the New Year

​It’s that time of year again – when we roll up our sleeves, open our closets, and get everything in order. Why should fundraisers be any different? Just as a good spring cleaning refreshes your home, organizing your planned giving documentation can breathe new life into your fundraising strategy. A well-structured planned giving system not only keeps you compliant and prepared for future revenue but also sets the stage for stronger donor relationships. Here’s a step-by-step approach to auditing your data, collecting key donor details, promoting planned gift opportunities, and streamlining your documentation process.

Before you can plan your next move, you need to take stock of what you have. Start by auditing your current planned giving records:

• Review Your Existing Records:
  Go through your files and CRM to identify which donors have planned gifts on file. Determine the estimated value of these future gifts. This isn’t just about tallying numbers – it’s about understanding the potential impact on your organization.
• Check for Essential Data:
  One crucial piece of information is the donor’s birthday. Why? Knowing when your donors were born not only helps you project future revenue (especially when combined with other data points) but also gives you a chance to personalize your stewardship efforts and promote opportunities (like IRA rollovers) that are right for their age bracket.

I once had to project future revenue from our planned gifts for an accrediting agency. Sounds straightforward, right? Not so much – because I was missing a key piece of data: donor birthdays. Turns out, knowing a donor’s age helps with more than just sending a thoughtful birthday card. While it’s not the most cheerful topic, actuarial data can help organizations estimate when planned gifts might be realized. If you don’t have birthdays in your CRM yet, now’s a great time to start collecting them, it’ll help with stewardship today and strategic planning down the road!

• Double Check Documentation:
  It’s considered best practice to log even verbal commitments for planned gifts so that you can steward those donors. However, closing the loop and getting a planned gift letter of intent and supporting documentation is the gold standard. Understand which donors’ gift intentions are verbal only, written intent, and written intent with documentation. This will help you prioritize folks for follow-up.

Once you’ve audited your existing records, the next step is to fill in any gaps, especially with critical data like birthdays. Capturing birthdays is a good idea for everyone in your database not only legacy donors!

• Why Birthdays Matter:
  Birthdays aren’t just dates on a calendar – they’re opportunities. They allow you to send a personalized birthday card or a thoughtful email, reinforcing your relationship with the donor. Such touches can make all the difference in donor retention and long-term engagement.
• How to Collect Data:
  • Update Your CRM: Make sure every donor profile includes a birthday field.
  • Use Surveys and Forms: Include a simple question about birthdays in your regular donor surveys or update forms.
  • Stewardship Touchpoints: Every time you have an interaction with a donor, verify that you have their current information.

Now that your data is in shape, it’s time to get the word out about your planned giving opportunities – and track every inquiry that comes your way.

• Outreach Strategies:
  Develop an integrated promotional plan that spans multiple channels:
  • Email Campaigns: Send targeted emails that explain the benefits of planned giving and include a clear call-to-action.
  • Social Media Posts: Leverage your platforms to educate and engage. Quick tips or success stories about planned gifts can capture attention.
  • Donor Events: Host webinars or in-person events to discuss planned giving, answering questions in real time.
• Tracking Leads:
  Implement a system to track all inquiries related to planned gifts:
  • Database or it didn’t happen: Make sure every inquiry is logged in your CRM.
  • Lead Capture Forms: Create a dedicated form on your website for planned giving inquiries.
  • Follow-Up Reminders: Set up automation or calendar reminders to follow up with interested donors promptly.

Once a donor decides to move forward with a planned gift, it’s critical to have a clear, standardized process for documentation. This ensures nothing slips through the cracks and that every commitment is properly recorded.

1. Guide Donors Through the Initial Steps

• For Bequests:
  Encourage your donors to consult with their attorney to update their wills. Provide clear, simple instructions on how to include your organization as a beneficiary. Offering sample bequest language can make this step much less daunting.
• For Beneficiary Designations:
  Direct donors to fill out the appropriate beneficiary forms for their life insurance policies or individual retirement accounts. This step is often straightforward and can be promoted via social media and email. My social media templates to promote planned giving opportunities includes a Beneficiary Designations Checklist to promote the kinds of accounts that qualify.

2. Collect and Secure Documentation
After the donor has taken the initial steps, ensure that you collect the necessary documentation:

• Planned Gift Letter of Intent:
  Have the donor complete a formal letter of intent. This document should outline their planned gift and serve as an initial record of their commitment.
• Supporting Documents:
  Request copies of any official documentation:
  • For bequests, a copy of the relevant page from their will or codicil of their will.
  • For beneficiary designations, a copy of the completed form or a confirmation from their financial institution.

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3. Organize and Track the Documentation

• Hard Copy Files:
  Maintain a secure physical file for each planned gift, containing all original documentation and correspondence.
• Digitized Cloud Files:
  Scan documents and store them in a secure, organized cloud storage system. Use clear naming conventions and folder structures for easy retrieval.
• CRM Integration:
  Upload digital copies of the key documents into your CRM. Record essential details in donor profiles to ensure you have a centralized record of every planned gift.
• Action Step:
  Create a standardized checklist that outlines each step of the documentation process – from guiding the donor to collecting and storing the necessary documents. This checklist will serve as a training tool for your team and help maintain consistency across the board.

A well-organized planned giving system is like a well-tended garden – regular maintenance pays off in beautiful blooms year after year. By auditing your data, collecting key donor information, promoting planned gift opportunities, and establishing a clear documentation process, you’re setting the stage for both immediate and long-term success.

Implement these spring cleaning steps today, and watch as your planned giving program becomes more efficient, donor-friendly, and robust. Not only will you be better prepared to project future revenue, but you’ll also be fostering stronger, more meaningful relationships with your donors.

Remember, every great legacy starts with a single, well-documented planned gift. Get organized, streamline your process, and make it easier than ever for donors to leave a lasting impact on your mission.
What’s on your list for fundraiser spring cleaning? Let me know in the comments!
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Cheers!

PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

If you liked this… 

• How to Talk About Death and Taxes: Getting Comfortable Having Planned Giving Conversations
• Leveraging National Estate Planning Awareness Week for Planned Giving Success
• Why Nonprofits Can't Afford to Sleep on IRA Rollover Gifts
• 6 Ways to Show Donors Gratitude in the New Year
• Discovery Visits Demystified: Tips for Effective Donor Meetings

If you work for a small nonprofit like I do, you probably know that it's hard to find time to work on planned giving. Planned gifts don't usually help you reach that all-important year-end fundraising goal, and there's a lot of technical terminology that, as a new fundraiser, you may not feel confident in discussing with donors. In this article, I will give you lots of reasons why you should be promoting planned gifts, a feasible plan to get started, and help demystify some of the basic terminology.
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National Estate Planning Awareness Week (NEPAW), held annually during the third week of October, is a prime opportunity for nonprofits to highlight the importance of estate planning and the opportunities of estate gifts. The goal of NEPAW is to increase public awareness of the need for proper estate planning, which can benefit individuals and their chosen charitable organizations significantly. My hope is this article will spur you to prepare now to fully leverage National Estate Planning Awareness Week so planned giving leads come to you!

Donors make annual gifts from income. Donors make planned gifts from assets.

The connection comes because planned gifts usually come from your most loyal supporters not necessarily the wealthiest. This is why you should never undervalue annual gifts and you should have a consecutive year giving society to cultivate those donors and encourage loyalty.

Planned gifts are usually much significantly larger than annual gifts because they are made from assets accumulated over a lifetime. In fact, according to industry reports, planned gifts are typically 200-300 times the size of an average annual donation, underscoring their importance for long-term financial health of the nonprofits we work to support. Cultivate your annual donors and you will be surprised how willing they are to discuss a planned gift with you. That is their legacy to a cause that they have shown through many years of generosity means much to them.

Larger planned gifts rarely fall out of the sky from mysterious anonymous donors. The donors who will make the largest planned gifts your organization will ever receive are already in your database! And they are giving at much more modest levels than you expect. Strong stewardship of annual donors is the key to planned giving success. It takes a while, but the payoff is extraordinary. These are the folks that are here for your mission and invested in your organization’s long-term success.
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Now that you know who your planned giving prospects are, you can target educational messages about planned giving opportunities to them, meeting them where they are. Knowing that our best planned giving prospects are your nonprofit’s most loyal annual donors and fans, take the messaging to them on the same platforms you use for annual giving: mail, email, your website, and social media.

Many folks are unaware of the substantial benefits that planned giving can offer both to themselves and to the nonprofits they support. NEPAW provides an ideal platform to educate donors about the various forms of planned giving, including bequests and beneficiary designations. Planned gifts often provide significant tax benefits to the donor while offering a critical revenue stream for nonprofits. By focusing on the dual advantages of planned giving, nonprofits can attract more interest and commitment from potential donors. 

Demonstrating a well-organized planned giving program can significantly enhance a nonprofit's credibility. By displaying their expertise and commitment to planned giving during NEPAW, nonprofits can build trust with potential donors. This confidence is crucial, as donors are more likely to include organizations they trust within their estate plans. Providing clear, accessible information can demystify the process of planned giving and encourage more donors to consider it as part of their estate planning.

Whatever content you create for National Estate Planning Awareness Week can be repurposed throughout the year by designating another time as <<Your Organization>>’s Legacy Giving Week! Simply choose a date or week that resonates with your organization—perhaps a meaningful anniversary or milestone—but don't feel limited to that. You can pick any week that works best for your team and your supporters. Once you have those dates, swap out "National Estate Planning Awareness Week" with "<<Your Organization>>’s Legacy Giving Week” in your plan. This simple tweak allows you to maximize the impact of your carefully crafted materials and engage your community in planned giving conversations multiple times a year!

Tactic #1: Planned Giving Landing Page
Having a landing page on your website about planned giving opportunities doesn’t have to be complicated. You can start by just highlighting the two simplest, most common vehicles for planned gifts: bequests and beneficiary designations. But having some resources available on your website signals that you accept and encourage these kinds of gifts.

Tactic #2: Educational Campaigns
Nonprofits can launch educational campaigns during NEPAW to inform donors about the benefits of planned giving. These campaigns can include webinars and workshops but can also be as simple as informative content distributed via newsletters, emails, and social media. These campaigns can push your prospects to your landing page for more information and to contact your staff. Bringing the planned giving leads straight to your inbox.

Tactic #3: Partnerships
Forming partnerships with financial advisors, estate planners, and legal professionals can enhance the nonprofit's planned giving program. These partnerships can provide donors with the expert advice they need to make informed decisions about their estate plans. While there are lots of potential benefits, this strategy can be time-consuming if you don’t already know one of these professionals. It is worth putting these sorts of skills on your wish list for board members and volunteers though.

Tactic #4: Testimonials
Highlighting success stories and testimonials from planned giving donors can be a powerful way to inspire action. The absolute BEST way to do this is by crafting a donor profile of someone who has already set up a bequest or other planned gift to your nonprofit.

If you have a generous supporter in mind, reach out and ask if they’d be willing to share their story during National Estate Planning Awareness Week. Send them a few thoughtful questions and ask for permission to highlight their journey. Most donors will be thrilled to express their love for your mission and inspire others to give. Don’t forget to ask for a photo or two to accompany their story, and make sure they’re comfortable with sharing not just that they made a planned gift but also the amount. (Some donors are comfortable with one but not the other.)

Use this story strategically during NEPAW: share it as an extra social media post on Monday, include it in the Tuesday email blast, and feature it in the final Monday recap email of your campaign. Here are some questions to guide the testimonial:

• What do you love about <<your nonprofit>>?
• How did you start giving to our cause?
• What made you decide to set up this planned gift?
• What do you hope this gift will accomplish in the future?

​This approach personalizes your campaign and underscores the impact of planned giving through heartfelt, real-life examples.

BEQUESTS
Bequests are the simplest, most flexible, and most versatile way to ensure that donors can help nonprofits continue our work for years to come. There are numerous options when it comes to bequests:

• General Bequests are legacies left to certain people or causes that come from the general value of the estate, and are made by designating a specific dollar amount, a particular asset, or a fixed percentage of your estate to the cause of your choice.
• Specific Bequests are made when a particular item or property is bequeathed for a designated purpose. For instance, a donor could designate their bequest to fund a scholarship at a school or college.
• Residuary Bequests are made when a person intends to leave the residual portion of their assets after other terms of the will have been satisfied. (Residuary bequests can be general or specific.)
• Contingency Bequests allow a person to leave a portion of their estate to a particular charity if their named beneficiary does not survive them. (Contingency bequests can be general or specific.)

BENEFICIARY DESIGNATIONS
Making a nonprofit the beneficiary of some of their assets is an easy method for donors to support your organization. All they need to do is name your organization as a beneficiary to receive assets such as retirement plans and life insurance policies after the donor’s lifetime. The donor would simply fill out a form that is entirely separate from their will—which makes this approach an uncomplicated way to give.

Not only are beneficiary designations an easy way to give, but they are also flexible — donors aren’t locked into their choices today. Donors can review and adjust beneficiary designations anytime they want. They can make your organization a sole or partial beneficiary of a retirement account or an insurance policy.
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Beneficiary Designation Checklist:

• Defined Contribution Plans: For instance, 401(k)s, 403(b)s, 457s, Simplified Employee Pension, etc.
• Defined Benefit Plans: Such as pension plans
• Individual Retirement Accounts: IRAs
• Life insurance plans: all types
• Accidental death and dismemberment insurance

Donors can choose to make your organization the sole beneficiary, the beneficiary of a specific percentage, or the contingent beneficiary after a spouse or other loved one. The funds realized from this legacy gift can be given as unrestricted or restricted for a specific purpose (scholarships, for example). Donors can also stipulate that the funds become part of your endowment and the proceeds from that investment be used for your chosen purpose, meaning their legacy will last in perpetuity!

Educating donors about planned giving opportunities, like bequests and beneficiary designations, can be highly beneficial for nonprofits. The reality is that nonprofits cannot afford to ignore planned giving, whether we feel we have time or not. Here are some key points to emphasize:

• Bequests, or planned gifts, can provide nonprofits with a reliable source of long-term funding. By educating donors about including the organization in their estate plans, nonprofits can build a pipeline of future support that helps ensure financial stability and sustainability.
• In 2024, Giving USA notes that more than $42.68 billion was given via bequests, an increase of 4.8% from 2022 (remaining relatively flat, with a small increase of 0.6% when adjusted for inflation). Due to generational shifts (Baby Boomers and Generation Xers aging), bequests are projected to grow for the next couple of decades at least. Nonprofits must find time to promote these giving opportunities with their constituencies.

By keeping it simple while showing donors the benefits and the process, and providing clear information and resources, nonprofits can encourage donors to consider including the organization in their estate plans, thereby securing future support and ensuring the organization's mission continues to thrive.

QUESTION FOR YOU? Do you utilize National Estate Planning Awareness Week or have some other routine educational campaign about planned giving for your supporters? What have you found that works best to generate interest about planned giving? Let me know in the comments!

Lastly, I understand the complexities of time with a small nonprofit staff. Maybe you are a solo fundraiser for an organization or perhaps you are a CEO or founder, or board member and your organization doesn’t yet have a dedicated fundraiser on staff?

If that’s you, I’ve designed a way to enhance your planned giving program with minimal effort. With National Estate Planning Awareness Week just around the corner (October), I've got the perfect solution to save you time and effort without sacrificing your nonprofit's unique branding and voice. Check out my Celebrate National Estate Planning Awareness Week Bundle for only $84.99! Read the PS on this post to see what’s included.

​Cheers!

PS - What's Inside the Celebrate National Estate Planning Awareness Week Bundle?:

• Planned Gift Landing Page Web Copy: Plug-and-play customizable language to create an informational landing page where donors can learn about planned giving options.
• Planned Gift Letter of Intent: A ready-to-use template that allows donors to easily declare their planned gifts.
• Sample Bequest Language: Clear and concise bequest language for donors to include in their wills.
• NEPAW Promotional Plan: A detailed plan to keep your social media and email buzzing all week long.
• Social Media Post Templates: 10 Customizable, attention-grabbing templates to make your posts stand out.
• Bonus: Email Header Templates: 3 email headers make your educational email blasts catch your donor’s eye

Total Value: $89.99 | Save 26% as a Bundle!

Why You Need This Bundle:

• Time Saver: Skip the hassle of creating materials from scratch. Our bundle has everything ready to go, letting you focus on engaging with your donors.
• Consistent Branding: Customize our templates to match your nonprofit's voice and style, ensuring your communications remain authentic and on-brand.
• Maximize Impact: Follow our detailed plan and use our professional templates to run a knockout campaign during National Estate Planning Awareness Week, securing your organization’s future with increased planned giving leads.

Visit our Etsy store now and get ready to rock National Estate Planning Awareness Week with confidence and ease! If you’ve read this far, you clearly need this product. Here’s a coupon code to help you make it happen for your nonprofit. Get $10 off this product using the code: NEPAW10. This code makes the entire bundle only $79.99!

PPS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my monthly newsletter email, which includes the best articles on fundraising, productivity and cool stuff every week. The whole thing is weekly curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

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