How to Start a Planned Giving Program: A Simple Guide for 2026

Let's get something out of the way right now: starting a planned giving program isn't nearly as intimidating as it sounds.

I know what you're thinking. "We need lawyers. We need estate planning experts. We need a massive budget and a five-year strategic plan." But here's the truth: you need clarity, a bit of structure, and the willingness to start small. That's it.

If your nonprofit has been putting off planned giving because it feels too complex or too risky, this guide is for you. We're going to walk through exactly how to start a planned giving program in 2026, step by step, without the jargon or the overwhelm.

Why 2026 Is a Great Time to Start

Before we dive into the how, let's talk about the why now. The landscape for planned giving has never been more favorable. We're in the middle of the largest wealth transfer in history: baby boomers are passing down an estimated $84 trillion over the next two decades. Your donors are thinking about their legacies, even if they haven't said it out loud yet.

Plus, new IRA and QCD rules make it easier than ever for donors to support nonprofits through retirement assets. If your organization isn't ready to receive these gifts, you're leaving serious money on the table.

Step 1: Check Your Foundation (Don't Skip This)

Here's where most nonprofits get tripped up: they jump straight into marketing before making sure their house is in order.

Before you start talking to donors about planned gifts, make sure you have:

• Valid tax-exempt status (obviously, but double-check your 501(c)(3) is current)
• Accurate donor records with up-to-date contact information and giving history
• Basic bylaws and governance policies in place
• Someone on staff with time to handle donor conversations and paperwork

Notice I didn't say you need a team of ten people or a million-dollar donor database. You just need the basics. If you're tracking donors in Excel and that system works for you, that's fine for now. You can upgrade later.

Step 2: Assign One Clear Leader

This is non-negotiable. Someone needs to own this program, even if it's just 20% of their job description at first.

The best person for this role is usually someone with fundraising experience who's comfortable having deeper conversations with donors. Ideally, they've been in nonprofit work for at least 5-10 years and understand donor psychology.

But if you don't have that person? Start with whoever is most passionate about it. Passion beats experience when you're just getting started. You can always bring in outside consultants or training (like the resources at Planned Giving Training) to fill knowledge gaps.

Your planned giving champion should also pull together an informal advisory committee: maybe a board member, a local attorney, a financial advisor, and a business owner. These folks don't need to meet monthly, but they'll be invaluable when you're deciding which types of gifts to accept and how to structure your policies.

Step 3: Decide What Gifts You'll Accept (Start Simple)

Here's where nonprofits get paralyzed by options. There are dozens of planned giving vehicles: charitable gift annuities, charitable remainder trusts, pooled income funds, retained life estates… it goes on forever.

Guess what? You don't need to offer all of them on day one.

For most small to mid-sized nonprofits learning how to start a planned giving program, I recommend beginning with just three gift types:

1. Bequests (the most common: someone names you in their will)
2. Beneficiary designations (life insurance, retirement accounts, bank accounts)
3. Gifts of appreciated securities (stocks, bonds, mutual funds)

These three cover about 85% of planned gifts, and they don't require you to manage ongoing payments or complex legal arrangements.

Once you're comfortable and you've received a few gifts, then you can explore charitable gift annuities or other life income gifts. But don't let complexity stop you from starting.

Step 4: Write Down Your Gift Acceptance Policy

This doesn't have to be a 40-page legal document. Start with a simple 2-3 page policy that covers:

• What types of gifts you'll accept (see above)
• Minimum gift amounts, if any (many organizations set no minimum for bequests)
• What kinds of assets you'll decline (contaminated real estate, complex partnerships, etc.)
• Who has authority to accept or decline gifts
• How you'll handle donor restrictions

The point of this policy isn't to create red tape: it's to protect your organization and give your team confidence when a donor calls with an unusual gift offer.

You can find templates online or work with a consultant to draft yours. Just don't spend six months perfecting it. Get something down on paper, get your board to approve it, and refine it as you go.

Step 5: Set Realistic Goals and Build Your Timeline

Here's where you get to be strategic. Use the SMART method: your goals should be Specific, Measurable, Achievable, Relevant, and Time-bound.

For a new program, reasonable first-year goals might look like:

• Identify 50 potential planned giving prospects from your existing donor base
• Have 20 meaningful conversations about legacy giving
• Secure 5 documented bequest commitments

Notice these aren't revenue goals. In planned giving, you're planting seeds. The financial impact might not show up for years (or decades), so focus on activities and commitments instead.

Create a simple timeline for your first six months. It might look like:

• Month 1-2: Finalize policies, train staff, identify prospects
• Month 3: Soft launch to 10-15 of your most loyal donors
• Month 4-6: Full launch with integrated marketing campaign

Step 6: Get Your Board on Board

Once you've done the groundwork, present your plan to your board of directors. You'll need their approval for your gift acceptance policies, and you want their buy-in for the program overall.

This doesn't have to be a big formal presentation. Walk them through your goals, your policies, and your timeline. Emphasize that this is a long-term investment in the organization's sustainability.

And here's a secret: ask if any board members would like to be your program's first legacy society members. Board leadership in planned giving is powerful.

Step 7: Create Your Marketing Plan (Keep It Simple)

Marketing planned giving doesn't mean fancy brochures and expensive campaigns. It means consistent, authentic communication about the impact of lasting support.

Start with these basics:

• Create a one-page leave-a-legacy document that explains the benefits and options
• Add planned giving language to your website (you can link to resources like this legacy giving guide)
• Mention legacy giving in your newsletter at least twice per quarter
• Send one dedicated planned giving appeal per year

Remember: donors need to hear about planned giving 7-10 times before they act. Don't get discouraged if your first appeal doesn't generate immediate responses. You're building awareness.

Step 8: Launch with a Test Group

Before you blast your entire database, do a soft launch. Pick 10-20 of your most loyal, long-time donors: people who've given consistently for years and clearly care about your mission.

Send them a personal email or letter about your new legacy society. Invite them to be founding members. See what questions they ask. Refine your messaging based on their feedback.

This low-risk approach lets you work out the kinks before going wide.

Step 9: Track Everything (But Not Obsessively)

Set up a simple system to track:

• Who you've identified as planned giving prospects
• What conversations you've had
• Who's made commitments
• Follow-up dates for stewardship

Your existing CRM probably has fields for this. If not, a spreadsheet works fine when you're starting out.

The key is consistency. Review your planned giving pipeline monthly and make sure no one falls through the cracks.

What About 2026 Tax Changes?

Quick heads up: make sure your donors know about the new charitable deduction limits that kicked in for 2026. Some donors might benefit from "gift bunching": combining two or three years of charitable giving into one tax year to maximize their deductions.

This is especially relevant for planned gifts involving IRAs and qualified charitable distributions (QCDs). Your donors' financial advisors will know the details, but you should at least be aware of these strategies when you're talking with supporters.

The Bottom Line on How to Start a Planned Giving Program

You don't need a big budget, a dedicated staff, or years of experience to launch a successful planned giving program. You need clarity about what you'll accept, someone to lead the charge, simple policies to guide decisions, and consistent communication with your donors.

Start small. Learn as you go. Refine your approach based on what works for your organization and your donor base.

The hardest part is just deciding to begin. Once you take that first step: whether it's drafting your gift acceptance policy, identifying your first 20 prospects, or sending that inaugural legacy giving appeal: you'll build momentum.

Your future self (and your organization's future) will thank you for starting today. And honestly? It's easier than you think.