How to Launch a Planned Giving Program That Lasts

Introduction

Starting a planned giving program might feel like a big leap, especially for smaller teams. But you don’t need to be an expert in tax law or start with a full suite of materials to make progress. What you do need is a thoughtful, people-first approach—and a clear sense of where to focus first.

This guide will walk you through the foundational elements of building a sustainable planned giving program, grounded in real relationships and aligned with your mission.

Understand What You’re Really Offering

Planned giving isn’t about complex financial instruments. It’s about trust.

At its core, a planned gift is a donor’s personal decision to include your organization in their legacy. That decision is rooted in values, not legal structure. So before you dive into policies and tools, it’s important to understand the heart of what you're offering: a meaningful opportunity for supporters to align their story with your mission.

Start by learning the basics—like the difference between a bequest and a beneficiary designation—but don’t wait to launch until you feel like an expert. What matters most is creating space for honest, values-driven conversations.

Identify and Engage Your Most Loyal Supporters

The best planned giving prospects are often hiding in plain sight: long-time donors, volunteers, and board members who already care deeply about your mission.

A good rule of thumb? Start with supporters who’ve given consistently over many years. These are the people most likely to include you in their estate plans if asked.

You don’t need a flashy campaign to start. A warm, personalized note or phone call can go a long way. Planned giving is deeply personal, so the more authentic your outreach, the more meaningful the connection.

Build a Foundation With the Essentials

To launch a basic but effective program, focus on these core elements:

• A simple web page explaining what planned giving is and how someone can include your nonprofit in their estate plans

• A legacy society name to give donors a sense of belonging and recognition

• Basic marketing materials, like a brochure or email footer that invites donors to consider a legacy gift

• Gift acceptance policies that define what types of gifts your organization can accept

You can always expand these over time. The key is to start small, stay consistent, and build from there.

Make Planned Giving Part of Everyday Development Work

Planned giving shouldn’t feel like a separate silo. It’s most effective when integrated into your overall fundraising efforts.

Create a 10-minute daily habit to focus on one legacy giving goal Try carving out 15 minutes a day to think about legacy giving—whether that means following up with a prospect, updating your materials, or checking in with a donor who’s shared intent. The more routine it becomes, the more opportunities you’ll notice.

Provide education toEncourage all staff and board members to understand the basics so they can identify potential opportunities during other conversations.

Recognize and Steward Legacy Donors

Once a donor includes your organization in their estate plan, the work isn’t over—it’s just the beginning of a meaningful relationship with people who are supportive of your mission. Stewardship is one of the most powerful tools you have.

• Create a legacy donor recognition list or wall

• Send handwritten thank-you notes or birthday cards

• Invite donors to share their story (with their permission)

• Host small gatherings or legacy-focused events

These efforts signal that you value the gift not just for its financial impact, but for what it represents: a lasting commitment to your mission.

Know When to Leverage Technology

As your planned giving program grows, so will the need to track conversations, gift intent, life events, and stewardship touchpoints.

That’s where a platform like EstateOS for Nonprofits can help. With built-in donor insights, real-time alerts, and smart engagement tools, EstateOS helps you:

• Track legacy intent across your donor base

• Identify life changes that could prompt a gift conversation

• Manage recognition and stewardship more effectively

You don’t need a complex tech stack on day one—but an accessible, modern system will help you scale your efforts sustainably as you grow.You don’t need complex toolsYou don’t need to invest in complex tools on day one—but having an accessible modern system in place can help you easily scale your efforts sustainably.

Final Thought: Start Small, Think Long-Term

Launching a planned giving program doesn’t require a legal background or a massive campaign. It requires intention, empathy, and the commitment to start conversations that matter.

Begin with your most loyal supporters. Offer clear, human information. And when you’re ready, use modern tools that help you grow with confidence.

Learn How Trust & Will Can Help

Trust & Will’s EstateOS for Nonprofits is built to help organizations of all sizes grow legacy giving in a modern, mission-aligned way.

👉 Explore the platform and learn how it can support your program.