Planned Giving Leads Don’t Generate Themselves – But They Can Be Sparked

Planned Giving Leads Don’t Generate Themselves – But They Can Be Sparked

I used to think donor interviews for our legacy giving newsletter were just good stewardship – a warm thank-you to generous folks who’d already made a planned gift.

Back then, part of my “gal Friday” role at the university was to call these donors, hear their stories, and write up little features for our newsletter. It felt like we were shining a light on their kindness and leaving it at that.

Then something surprising happened. After a few issues, my inbox started filling with messages:

• “How do I make a bequest?”
• “Can you send me sample language?”
• “I think I want to do this too.”

That’s when I realized: peer stories are one of the most powerful planned giving lead generators you’ll ever have.

Planned giving can feel awkward to talk about – it’s wrapped up in big questions about life, death, and legacy. But when donors see someone just like them, sharing why they chose to leave a gift, it shifts the conversation. Suddenly it’s not about confronting mortality – it’s about hope for the future.

And when those leads came in, the follow-up conversations weren’t awkward at all. I wasn’t “convincing” anyone; I was simply giving them the tools they’d already decided they wanted.

If you have even one donor who’s named your organization in their will, you have a powerful story to tell. And those stories can spark more conversations – and more commitments – than any brochure or website copy ever could.
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Here are five simple, effective ways to start generating planned giving leads right now, starting with the most important one…

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1. Collect and share meaningful donor testimonials.

Start with real people who’ve already made a legacy commitment. Interview them, ask thoughtful questions, and tell their story with heart. These five questions help bring their motivations to life:

• What motivated you to include [Your Organization] in your estate?
• What does this gift mean to you?
• How did you become committed to the work of [Your Organization]?
• What would you say to others considering a gift like this?
• What is your dearest hope for the future of [Your Organization]?

Share those stories in newsletters, emails, social media, and video. These stories are your campaign – they create connection, trust, and curiosity.

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2. Build a simple landing page to support the conversation.

You need a place to send people who want more info – don’t make them hunt for it. This doesn’t have to be complicated. Just make sure it includes:

• Sample bequest language
• A downloadable letter of intent
• A list of beneficiary options (retirement accounts, IRAs, life insurance, etc.)
• A contact form or a real name and email for follow-up

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3. Use National Estate Planning Awareness Week (October) to shine a light.

This is your annual window to talk openly about legacy giving – especially with donor stories. Tie them to helpful content like estate planning tips, FAQs, or “3 Easy Ways to Leave a Legacy” guides. Light, approachable, and packed with value.

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4. Reinforce with your own “Legacy Giving Week” in the spring.

Don’t let October do all the heavy lifting. Bring it back around with a spring campaign using your existing content – maybe add a new testimonial, or reframe the messaging. Familiarity builds comfort.

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5. Add a 30-second legacy survey to your direct mail reply cards.

Flip that reply device over and include a quick checkbox survey:
☑ I’ve already included [Org Name] in my estate plans
☑ I’d like more information
☑ Please send me sample bequest language

This low-lift tweak has sparked real results for many nonprofits – and costs zero extra to implement.

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If your nonprofit does just these five things, you’ll be light years ahead of most organizations in planned giving marketing. And the best part? None of them require new dollars in the budget.
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That’s a win for your donors – and a big step toward your organization’s long-term financial stability.

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🎉 Ready to make it even easier? Grab the Celebrate National Estate Planning Awareness Week Bundle – just $84.99! 🎉

Planned giving is one of the most powerful ways to future-proof your mission – and October is the perfect time to talk about it. This digital bundle is packed with tools to help you celebrate, educate, and inspire your supporters to leave a lasting legacy.

Here’s what’s inside:

1. ✍️ Planned Gift Landing Page Web Copy – $15.99 value
   Pre-written, customizable copy to get your new page up and running fast.
2. ✍️ Planned Gift Letter of Intent – $15.99 value
   A ready-to-go Canva template that makes it easy for donors to document their intentions.
3. 📜 Sample Bequest Language – $15.99 value
   Plug-and-play language your donors can use in their wills.
4. 📅 Digital Marketing Plan for National Estate Planning Awareness Week – $34.99 value
   Your entire week planned out with posting schedules, content ideas, and engagement tips.
5. 📲 Social Media Planned Giving Templates (10) – $24.99 value
   Customizable, scroll-stopping designs for Facebook, Instagram, and X.
6. 🎁 Bonus: Email Headers for Promoting Planned Giving (3) – FREE
   Designed to pair with your planned giving email blasts.

​💡 Total value: $114.95  –  You pay just $84.99. That’s 26% off.

And here’s the kicker:

• Planned giving brings an average return of $56.83 for every $1 spent.
• It often boosts annual giving, not just future gifts.
• And it opens the door to new, deeply loyal donors.

📥 Once you purchase, you’ll receive a downloadable PDF with links, setup instructions, and a tutorial video to walk you through the whole process.

👩‍💼 Made by me – Jessica Neno Cloud, CFRE – with 20+ years in the field helping fundraisers like you take real, doable steps toward long-term success.

👉 Ready to roll? Get your bundle now and make this October count.

Cheers!

P.S. Like this kind of insight? ​Subscribe to Real Deal Fundraising and get my best articles, tools, and curated resources every week – including webinars, videos, and free downloads.

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If you liked this…

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• The 3 Questions Donors Ask About IRA Rollover Gifts (and How to Answer Them)
• Leveraging National Estate Planning Awareness Week
• How to Talk About Death and Taxes: Getting Comfortable Having Planned Giving Conversations