Beyond Giving Tuesday: Turning One Day of Generosity Into a Legacy

Giving Tuesday is one of the most inspiring days of the year for nonprofits. But what if the impact didn’t have to end on Tuesday?

While Giving Tuesday is built on urgency and momentum, legacy giving is built on meaning and longevity. The two can work hand-in-hand to transform one day of generosity into a lifetime of impact.

Here are five ways nonprofits can evolve their Giving Tuesday strategy to spark legacy conversations and deepen long-term commitment.

1. Plant the Seed for Future Giving

The spirit of Giving Tuesday makes it the perfect time to introduce estate planning as another way donors can support your mission.

• Include legacy giving language in your Giving Tuesday follow-up emails.

• Show how a gift in a Will or Trust can extend a donor’s values far beyond a one-time gift.

2. Connect Urgency With Legacy

Donors respond to urgency because it makes action feel important. But legacy gifts carry that same emotional weight, with even greater staying power.

• Share stories of donors who gave during Giving Tuesday and later included your organization in their estate plans.

• Frame estate planning as the next chapter of a donor’s generosity.

3. Make It Easy to Take the Next Step

After Giving Tuesday, donors are engaged. Use this moment to provide a clear path to learn about long-term giving.

• Add a “Leave a Legacy” CTA to your post-campaign thank you page.

• Offer a resource, like a guide or checklist, to explore estate planning basics.

4. Highlight the Power of Long-Term Impact

Many donors want their giving to stand for something beyond the moment. Legacy gifts can fulfill that desire.

• Show how planned gifts support sustainable funding or seed future programs.

• Use visuals to show the “ripple effect” of legacy giving over time.

5. Celebrate Legacy Donors Alongside One-Time Givers

Don’t wait until the end of the year to recognize your most future-focused supporters.

• Feature a legacy donor in your Giving Tuesday recap email or social media posts.

• Reinforce the message that every kind of giving counts. 

How to Extend the Spirit of Giving Tuesday

Giving Tuesday is just the beginning. With a few thoughtful additions to your messaging and donor journey, you can turn it into a launchpad for lasting generosity.

• Use the momentum of Giving Tuesday to introduce estate planning.

• Frame it as a way to live one’s values and extend impact.

• Support donors with tools, resources, and trusted planning partners.

Legacy giving isn’t just about what happens after a donor is gone. It’s about what their values can continue to create.

Looking for a planned giving solution for your organization? Look no further! Trust & Will is the leading digital estate planning solution in the U.S., and we make it a no-brainer for donors to leave gifts when they set up their estate plans. Click here to learn more about what Trust & Will can do for your organization.

Claim Your Organization to make it easy for donors to leave gifts and unlock more bequests.

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