Future-Proofing Your Mission: Planned Giving and Long-Term Funding

I remember a conversation I had with a long-time donor who had been quietly giving to a conservation nonprofit for over a decade. One day, over lunch, she said, “You know, I’ve included them in my will. I just haven’t told anyone yet.”

That one sentence ended up unlocking a legacy worth millions—and no one on the nonprofit’s team had any idea it was coming.

That’s the nature of planned giving. It’s deeply personal. Often invisible. And incredibly powerful.

As someone who helps families plan their giving, I’ve seen how legacy gifts can transform an organization—not just financially, but strategically. Yet many nonprofits don’t talk about planned giving until it’s too late. It’s treated as “nice to have,” when in reality, it’s a critical pillar of long-term funding.

Here’s how I encourage organizations to think about it:

1. Think in Years, Not Campaigns

Most fundraising is focused on the next quarter or the next gala. But planned giving invites supporters to look decades ahead—beyond their own lifetime.

These gifts often come through:

• Wills or living trusts

• Life insurance policies

• Retirement accounts

• Blended gifts (a mix of current and future support)

They may take years to materialize—but they can sustain a mission well beyond a single leadership team or funding cycle.

Tip: Ask yourself—how do we want this organization to be remembered 30 years from now?

2. Build Relationships, Not Just Bequests

Planned giving is ultimately about trust. Donors need to feel that your mission will live on—and that their legacy is in good hands.

That means:

• Clear communication about your long-term vision

• Financial transparency

• Personal, consistent stewardship

  
  

  In one nonprofit I worked with, we created a “Legacy Circle” just to keep in touch with planned giving donors. It wasn’t about perks—it was about connection.

3. Make It Easy to Commit

Donors often want to give—but they don’t always know how.

Make sure your website includes:

• Simple language about planned giving options

• Your legal name and EIN

• A point of contact to discuss next steps

• Sample bequest language

  
  

  Tip: Include a sentence in your donor newsletter: “Have you considered leaving a legacy gift? It can be as simple as adding one sentence to your will.”

4. Treat Legacy Donors Like Major Donors

Even if the gift isn’t immediate, the intention is. These donors are expressing deep confidence in your mission. Recognize that.

• Invite them to events.

• Share program updates.

• Ask for their input.

Many of them are long-time supporters who want to be part of your future—not just your past.

5. Educate Internally

Planned giving can’t be the job of just one person. Board members, fundraisers, and even frontline staff should be able to:

• Explain what it is

• Identify who might be a good candidate

• Know how to refer those conversations to the right place

  
  

  Tip: Train everyone to spot the phrase “I’ve always supported this cause...” That’s usually where a legacy gift conversation starts.

Final Thought:

Planned giving is about more than money. It’s about meaning. Donors want to know that their values will live on—that they’re helping build something bigger than themselves.

It doesn’t happen overnight. But when you plant the seeds, you’re building a financial future rooted in loyalty, trust, and shared vision.

Next up: “Closing with Confidence: How to Finalize the Gift and Keep the Relationship Strong”