Planned Giving
Planned Giving for Small Nonprofits: Starting Without a Full-Time Staffer
ConsultNonprofit.com · 7 min read
Small nonprofits leave more money on the table in planned giving than any other channel. Not because donors don't want to give — because nobody ever asked. You don't need a planned giving officer or a $30,000 marketing budget to start. You need three things.
The three things you actually need
1. Sample bequest language on your website. One paragraph. Legal review is a 30-minute favor from any estate attorney on your board.
2. A legacy society with a name and a symbol. Not a mailing. A membership with a pin, a lunch, and public recognition (unless the donor requests anonymity).
3. One question added to every major-donor conversation. "Have you included the organization in your estate plans?" That question — asked kindly, without pressure — is worth more than any brochure.
Who to ask first
Loyal donors who have given for 10+ years, at any level, are your highest-yield audience. Not your biggest current donors. Not your board. Loyalty is the strongest predictor of a planned gift, and small dollar amounts over long periods signal it clearly.
Realistic expectations
A well-run legacy program at a $1M nonprofit adds 15–35 documented bequest intentions in the first three years. Realized gifts trail intent by 8–15 years. This is a long game. The organizations that start it become the ones that survive their next crisis.
What not to spend money on
Charitable gift annuity programs, complex trusts, and third-party planned giving marketing vendors are almost always overkill for organizations under $5M. Start with bequests. Ninety percent of the planned gifts you'll ever receive will come from a will.
Frequently asked questions
- Do we need an endowment to accept planned gifts?
- No. Any 501(c)(3) can accept bequests and beneficiary designations without an endowment. You only need a gift acceptance policy and a plan for stewarding the eventual gift.
- How much staff time does planned giving take?
- For a small shop, 2–4 hours a week is enough to run a legacy society, send a quarterly touch, and follow up on inquiries. It doesn't require a dedicated planned giving officer.
- Who are our best planned giving prospects?
- Long-time loyal donors — 10+ years of consistent giving — matter more than large donors. Loyalty predicts bequests better than gift size.
- What's the simplest gift to promote?
- A bequest through a will or a beneficiary designation on a retirement account. Both are free to set up, revocable, and account for the vast majority of realized planned gifts.
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