How to Inspire Legacy Giving This Holiday Season

The end of the year is a time for giving. It’s when many donors reflect on what matters most including family, community, and impact. For nonprofits, it’s also the perfect time to introduce a new way for donors to make their generosity last.

Legacy giving isn’t just about planning for the future. It’s about connecting a donor’s values to something enduring. Here’s how your nonprofit can use the holiday season to inspire meaningful, long-term support.

1. Meet Donors in a Moment of Reflection

During the holidays, people naturally reflect on what they’ve accomplished and what they want to leave behind.

• This is a powerful time to introduce the idea of legacy.

• Use messaging that acknowledges the season’s emotional significance.

2. Show That Legacy Is Part of the Gift

Legacy giving doesn’t have to be separate from holiday generosity. In fact, many donors are already thinking beyond the present.

• Include legacy options in your year-end appeals and campaign materials.

• Emphasize that a gift in a Will or Trust is another way to support causes they care about.

3. Offer Simple, Actionable Resources

Donors are busy during the holidays. The easier you make it to learn more about legacy giving, the more likely they are to act.

• Provide a link to a legacy giving page or digital estate planning guide.

• Host a short webinar or Q&A before year-end to answer common questions.

4. Highlight the Family Connection

The holidays bring families together. That makes it an ideal time to talk about planning for the future.

• Encourage donors to discuss estate planning with loved ones.

• Position legacy giving as a family conversation rooted in shared values.

5. Celebrate Legacy Supporters in Your Holiday Communications

Recognition goes a long way. Use the holiday season to uplift and thank those who have already included your organization in their plans.

• Spotlight legacy donors in your year-end newsletter or social posts.

• Reinforce the idea that legacy gifts are a powerful part of your mission’s future.

How to Inspire Year-End Legacy Giving

Donors are most generous when they feel connected to their values. That’s what makes the holiday season such an important moment for your mission.

• Use emotionally resonant messaging that connects giving to purpose.

• Make it easy to take the first step with accessible tools and support.

• Celebrate every kind of gift, whether it helps today or far into the future.

Legacy giving is one of the most meaningful ways donors can support the causes they love. When you plant the seed now, you’re helping grow a future of impact.

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

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