How to Get Started with Legacy Giving in 2025

I’ll be honest – when my director first approached me about starting a legacy giving program at our small environmental nonprofit, I almost laughed. Me? The fundraiser who still gets nervous asking for a $500 donation? Starting a program about what happens when people die? Talk about uncomfortable conversations!

But here I am, eight months into building our legacy program from scratch, and I’m shocked at how rewarding it’s been. If I can do this, any fundraiser can. And in 2025, with nearly $9 trillion dollars expected to be inherited over the next decade, your nonprofit simply can’t afford to miss out on legacy giving.

My first challenge was convincing our board that this was worth investing in. I’ll never forget nervously presenting stats on a wrinkled printout, explaining that legacy gifts have the highest return on investment of all fundraising types. Their eyes actually widened when I mentioned that for every dollar spent pursuing bequest gifts, nonprofits see an estimated return of $56.83. That got their attention!

Starting from zero was intimidating. I kept putting off the actual work because it felt so complex. The breakthrough came when I realized I didn’t need to build Rome in a day. Starting with a simple bequest program was enough to get the ball rolling. Before overwhelming myself with charitable remainder trusts and complex financial instruments, I focused on the basics.

The first thing I did was draft a one-page plan outlining our goals. Nothing fancy – just what we hoped to accomplish in year one, who would be responsible for what, and a modest budget request. No program succeeds without a plan that articulates your mission and vision for your legacy giving program with attainable goals. My director appreciated that I didn’t ask for the moon right away.

Identifying potential legacy donors was my next challenge. I assumed we’d need to target wealthy donors, but our research showed that’s not necessarily true. Often, the best prospects are your most loyal supporters – even those giving in small $25 increments. I pulled a report of donors who had given consistently for seven or more years, regardless of amount, and was surprised to find over 200 names!

Creating promotional materials felt overwhelming until I simplified my approach. I added a planned giving page to our website with basic resources, contact information, and a simple form where interested donors could request more information. Nothing fancy – just clear information about how their legacy could continue supporting our work protecting local watersheds.

The hardest part was actually starting conversations with donors. I practiced in front of my bathroom mirror for days before making my first calls. What surprised me was how receptive people were! All it took was paying attention to cues, like when a donor would say “I wish I could do more…” That was my opening to mention our new legacy society.

One practical tip I wish I’d known earlier: remind potential donors to actually name your organization in their will. It sounds obvious, but several supporters told me they had included “something for the environment” in their plans without specifically naming us. Without that crucial step, their gift might never reach us!

What’s working really well in 2025 is combining legacy giving conversations with discussions about non-cash giving options. Using legacy gifts as a springboard, we’re educating donors about giving beyond cash – like stocks, retirement accounts, and even real estate. This has opened up entirely new fundraising opportunities.

We’ve kept our recognition program simple but meaningful. We created the “Watershed Guardians” society and host a small annual luncheon. Nothing lavish, but it gives our legacy donors recognition and creates community. Donors appreciate seeing how their name will help carry on their legacy, whether on a building, scholarship, or recognition wall.

The most surprising benefit has been how these conversations have deepened our relationships with donors. One elderly gentleman who had been giving $30 monthly for years revealed during our legacy conversation that he had no family left and saw our organization as his legacy. He’s since increased his annual giving and volunteered regularly. These aren’t just financial transactions – they’re deeply personal connections.

If you’re starting from scratch like I was, give yourself permission to start small. Creating a dedicated webpage for legacy giving that provides comprehensive, easily digestible resources is a crucial first step. Make the topic approachable by using clear language and avoiding jargon.

Remember that legacy giving in 2025 is more accessible than ever before. It’s not just for wealthy donors or large organizations. By starting this program, you’re offering supporters a way to make their most significant gift ever and create meaning that extends beyond their lifetime. And isn’t that what fundraising is truly about?