What if your nonprofit’s most loyal supporters could continue making an impact even after they’ve passed on? Legacy society members do exactly that by committing to planned gifts that support your long-term strategy and benefit your organization for years to come.
These individuals have chosen to give generously through their wills or long-term financial plans. As a planned giving officer, you’re responsible for ensuring these donors feel just as valued as their gifts. Their commitment requires your nonprofit to actively engage with them by keeping them updated and involved in your work throughout their lifetimes.
Let’s explore three tried-and-true strategies for deepening relationships with legacy society members and inspiring future generations of donors to follow in their footsteps.
Host exclusive events to encourage social connections.
When donors join your legacy society, they join a community of like-minded individuals who are passionate about your cause. Exclusive events help them invest in those connections and strengthen their sense of belonging.
Whether formal or more relaxed, events make donors feel valued and connected through a sense of shared purpose. By encouraging consistent interaction, you’ll remind them that committing to a planned gift was the right choice!
Events your legacy donors will enjoy
Some events you might organize for your legacy society members include:
- Legacy society luncheons or dinners: These intimate gatherings offer legacy society members a chance to connect with your nonprofit’s leadership and fellow supporters while learning about your ongoing initiatives and future plans.
- Annual appreciation reception: This event celebrates and honors legacy society members, providing an opportunity to thank them for their ongoing support and reaffirm their vital role in your organization’s mission.
- Private tours: Exploring your nonprofit’s facilities or projects gives legacy members a closer look at how their contributions make a direct impact.
- Special preview events: Whether for upcoming fundraising campaigns, new programs, or major initiatives, exclusive previews give legacy society members a first look at exciting developments within your nonprofit.
- Private social gatherings: Smaller, informal gatherings, such as cocktail hours or afternoon teas, offer legacy society members a relaxed environment to mingle and build relationships with one another.
- Milestone anniversary celebrations: Commemorate significant achievements in your nonprofit’s history, such as your founding date or successful program launches. This event encourages legacy society members to reflect on your organization’s journey and the lasting impact of their support.
Create a legacy society newsletter.
Keep legacy society donors informed about the impact of your planned giving program with an exclusive newsletter. Using your nonprofit’s donor database or CRM, segment legacy donors and provide exclusive updates.
Regular, transparent communication reinforces legacy donors’ connection to your mission by providing an opportunity to celebrate milestones, share success stories, and highlight your organization’s long-term vision.
What to include in your newsletter
When creating your newsletter, consider both the content and its delivery. Start by curating content that reflects your legacy donors’ interests and values, such as:
- Impact stories: Share real-life examples of how legacy gifts are furthering your nonprofit’s mission, demonstrating the lasting effect of donations.
- Achievements: Highlight organizational milestones—such as anniversaries, significant fundraising goals, or program successes—to celebrate donors’ collective impact.
- Upcoming initiatives: Describe new programs or projects you’re planning to launch to give donors a glimpse into the future and keep them engaged in your nonprofit’s growth.
- Events: Highlight upcoming events, including exclusive gatherings for your legacy society and ones open to the broader community.
- Recognition of new legacy society members: Publicly acknowledge new legacy donors to celebrate their commitment to your organization’s future.
- Other involvement opportunities: Highlight additional ways legacy society members can stay engaged, such as volunteering, giving to current fundraising campaigns, or exploring other giving options like Donor-Advised Funds (DAFs) or cryptocurrency.
If you’re sending your newsletter via email, choose a compelling subject line to ensure it stands out in their inboxes. For example, an environmental organization might use the subject line Creating a Greener Future: Your June Legacy Society Update.
For each newsletter, pay attention to engagement metrics, such as open rate, to determine whether donors are actually reading your newsletters. If they’re not, revamp your content based on the recommendations above. Better yet, survey your legacy donors to learn exactly what type of content they want to see!
Show appreciation for your legacy society members.
FreeWill’s guide to planned giving programs suggests that nonprofits should keep stewarding donors throughout their lifetimes. After all, the majority of planned gifts are bequests, which are revocable until the donor’s passing. Showing appreciation is important in stewarding these donors and potentially encouraging them to increase their giving.
Whether done publicly or privately, showing appreciation communicates genuine gratitude.
Private recognition ideas
Private recognition is personal and tailored, showing that you value your legacy society members and their individual contributions. Here are some ideas they might appreciate:
- Personalized thank-you notes: Send handwritten thank-you cards or letters signed by your nonprofit’s leaders expressing deep gratitude for their commitment to your cause. Personalize the message with specific details about their gift, such as its intended impact.
- Anniversary cards: Send fun eCards celebrating the anniversary of their initial gift or when they joined your legacy society. This will remind them of the ongoing impact they’ve had.
- Exclusive impact reports: Share impact reports that provide financial transparency and showcase how legacy gifts are being used. Include specific examples of projects funded by planned gifts alongside broader updates on your nonprofit’s work. Use photos and infographics to illustrate outcomes and bring impact data to life.
- Personalized videos: Record videos of nonprofit leadership, program staff, or beneficiaries expressing gratitude. These make perfect heartfelt, tailored messages that highlight unique contributions.
Public recognition ideas
Public recognition celebrates your legacy society members in ways that raise their profile within the broader community. It also inspires others to consider legacy giving.
With their permission, try these ideas to demonstrate how legacy donors are contributing to your nonprofit’s long-term success:Legacy donor spotlight: In your newsletter or on your website, feature different legacy society members. Include their motivations and how their gift will make a difference. Here’s an example of a donor spotlight page by the Yale School of Public Health:
- Donor wall: Build a donor wall in your nonprofit’s building or create a virtual one on your website. This could list the names of your major donors and legacy society members, their commitment level, or even their photos.
- Annual report acknowledgments: eCardWidget’s guide to thanking donors recommends creating a special section in your annual report to acknowledge legacy donors. You might list names alphabetically, group them by type of planned gift, or organize them by gift amounts.
- Event recognition: Acknowledge your legacy society members at key events like your annual gala to emphasize their vital role in your nonprofit’s sustainability. Take a moment to express gratitude and potentially have a legacy donor speak.
- Social media shoutouts: Acknowledge individuals’ contributions to your mission and share their reasons for supporting your nonprofit, along with a photo or video if they are comfortable with it.
Wrapping up: Strengthening bonds within your legacy society
While individual giving trends fluctuate, planned gifts provide consistent and reliable support for your nonprofit’s long-term sustainability. By implementing one or more of the engagement strategies outlined in this article, you can strengthen your legacy society and foster deeper connections with your most committed supporters.
Remember, personalization is key! Tailor your approach to reflect the values and interests of your unique donor base to ensure that your legacy society members feel valued and inspired to continue their lifelong support.
About the Author
Patrick Schmitt and co-CEO Jenny Xia founded FreeWill at Stanford University’s Graduate School of Business in 2016. FreeWill’s charitable giving platform makes it easier for nonprofit fundraising teams to unlock transformational gifts, and to date has generated over $6.6 billion in new gift commitments for thousands of nonprofit organizations. Patrick hosts FreeWill’s popular webinar series, educating thousands of nonprofit fundraising professionals each month about planned and non-cash giving strategies.
Before FreeWill, Patrick was the Head of Innovation at Change.org, where he helped grow the organization to 100 million users in four years. Prior to that, he ran email marketing for President Obama and served as Campaign Director for MoveOn.org.