Legacy society letters invite donors to make planned gifts through estates. According to planned giving research, bequests represent 8-10% of total nonprofit revenue but require minimal fundraising investment compared to annual campaigns. The average charitable bequest exceeds $35,000—dramatically higher than typical annual gifts. Mid-level donors giving $500 annually may never make a $50,000 outright gift, but they can leave that amount in their will.
Planned Giving Vehicles
Options to Present to Donors
| Vehicle | How It Works | Best For |
|---|---|---|
| Bequest (will/trust) | Donor adds gift to will | Most donors—simplest, most common |
| Beneficiary designation | Name org on IRA, 401k, or insurance | Quick setup, bypasses probate |
| Charitable gift annuity | Donor transfers assets; receives lifetime income | Income-focused donors |
| Donor-advised fund | DAF names org as successor | Donors with existing DAFs |
| Charitable remainder trust | Complex trust with income + charitable remainder | Major donors with advisors |
Letter Template
Dear [First Name], **[HOOK - Vision of lasting impact]** Imagine children 50 years from now receiving the same life-changing education you help provide today. Through a planned gift, your generosity can extend far beyond your lifetime. **[WHAT IS PLANNED GIVING]** A planned gift is a charitable donation arranged now but received in the future—often through your will or trust. These gifts cost nothing today while creating a lasting legacy. **[CONCRETE IMPACT]** A legacy gift of $50,000 could establish a permanent scholarship fund supporting one student annually—forever. Your gift would help hundreds of students across generations. **[LEGACY SOCIETY INVITATION]** Our Heritage Society honors donors who include us in their estate plans. Members receive special recognition and updates showing how their future gifts will create change. **[SIMPLE OPTIONS]** Most planned gifts are simple bequests through wills. You can also name us as beneficiary of retirement accounts or life insurance. We're happy to discuss options confidentially. **[REASSURANCE]** Planned gifts are flexible. If your circumstances change, your gift intention can be adjusted at any time. **[NEXT STEP]** Please complete the enclosed card to let us know you've included us in your estate plans—or contact me to discuss legacy giving options. With gratitude, [Signature]
Who to Target for Planned Giving
Best Prospects
| Characteristic | Why They're Good Prospects |
|---|---|
| 10+ years of consistent giving | Loyalty suggests mission alignment extending to estate |
| Age 65+ | Actively estate planning; thinking about legacy |
| Modest but steady annual gifts | $100/year donor may leave $25,000 bequest |
| Former board/volunteers | Deep connection despite possibly limited giving |
| Childless donors | Often make larger charitable bequests |
Recognition and Stewardship
- Named recognition: "Heritage Society Members" in annual report and donor wall
- Special events: Annual luncheon or exclusive briefing for legacy donors
- Regular updates: Quarterly newsletter showing organizational health and vision
- Anonymous option: Always offer confidential membership
- Revocability reminder: Explicitly note gifts can be adjusted if circumstances change
Sample Bequest Language
**Specific Amount:** "I give [dollar amount] to [Organization Legal Name], located at [address], for its general purposes." **Percentage of Estate:** "I give [percentage]% of my estate to [Organization Legal Name], located at [address], for its general purposes." **Residuary (what's left):** "I give the residue of my estate to [Organization Legal Name], located at [address], for its general purposes." **For Specific Purpose:** "...for the purpose of supporting [scholarship fund/program name]." (Note: Add "If this purpose becomes impractical, the organization may use the gift for similar purposes.")
Frequently Asked Questions About Planned Giving
When should we start a planned giving program?
Now—but expect 5-10 years before consistent bequest receipts. Planned giving is a long game. Start cultivating today for bequests realized in the 2030s. The earlier you start, the larger your eventual pipeline.
Aren't planned giving donors only wealthy people?
No—middle-class donors often leave surprisingly large bequests. Teachers, nurses, and small business owners who gave $500/year may leave estates of $200,000-$500,000 with substantial charitable portions. Don't prejudge capacity based on annual giving.
Should we ask for estimated bequest amounts?
Offer the option but don't require it. "Estimated value: [ ] Prefer not to disclose [ ] $______" respects privacy. Many donors prefer confidentiality. The notification matters more than the dollar amount.
What if donors change their minds?
Bequests are revocable until death—and that's okay. Explicitly acknowledge flexibility: "If circumstances change, your gift intention can be adjusted." This reassurance actually increases comfort making commitments.
Can AI help write planned giving letters?
Yes, AI tools like River's Planned Giving Letter Generator create inspiring invitations. Input your organization's mission and legacy society name, and the AI generates complete letters balancing inspiration with sensitivity. Always personalize for individual donors.
Planned giving letters open conversations about transformative gifts. Use River's Planned Giving Letter Generator to secure the bequests that will sustain your mission for generations.