Smarter Planned Giving Strategies: Using Data and Stewardship to Build Legacy

Planned giving is gaining renewed attention among nonprofit fundraising professionals. If you're focused on long-term sustainability, you're likely asking: how do we identify the right prospects, and how do we cultivate planned gifts over time? These questions are both timely and strategic. As we prepare for a historic generational wealth transfer, planned giving is emerging as a powerful lever for long-term impact. To make the most of this moment, nonprofits need a proactive strategy.

Why Planned Giving Strategy Is Essential Right Now

The timing couldn't be more critical. Over the next two decades, trillions of dollars in assets will pass from one generation to the next. Some estimates suggest that up to $9 trillion could flow to nonprofits. This generational wealth transfer represents a rare opportunity to build a robust pipeline of legacy donors and secure your organization's future impact.

But planned giving is still treated as a tertiary revenue stream in many organizations. To capture a share of this massive opportunity, your team needs a clear strategy, internal alignment, and the right tools to support long-term growth.

Laying the Groundwork for Planned Giving Success

Success begins with preparation. A strong foundation for legacy giving includes:

• Cross-functional alignment: Ensure legacy giving is understood and championed across departments-especially major gifts, finance, and marketing-to foster unified support.
• Clear gift acceptance policies: Define which types of gifts your organization can accept and outline how they will be managed to avoid confusion and ensure transparency.
• Legacy societies that inspire connection: Build a sense of belonging by helping donors feel personally connected to the impact of their contributions.
• A thoughtful stewardship strategy: Many individuals with the capacity to give planned or asset-based gifts are unfamiliar with the process and the potential tax advantages. Maintain consistent engagement with planned gift prospects to build trust, introduce the ask, and nurture long-term commitment.

Who Should You Target, and How Do You Find Them?

Not every donor is a planned giving prospect. The most promising candidates often share traits like consistent giving behavior, long-term engagement, and a strong emotional connection to your mission. In fact, a Giving USA study found that over 50% of planned gift donors had been giving for more than 20 years.

Predictive analytics can help surface these individuals by analyzing giving history, engagement patterns, and external data sources. These insights allow prospect researchers to move beyond static wealth scores and toward dynamic, behavior-based profiles.

As Carrie Goldberger, Principal Product Manager at Blackbaud, explained during a recent webinar, "Capacity doesn't always equal a planned gift. It's often about loyalty."

Educating Donors About Planned Giving Options

Even motivated donors may not understand the full range of planned giving options available to them. Education is key-whether through donor stories, personalized outreach, or legacy-focused messaging that invites donors to reflect on the impact they want to leave behind.

Tools That Support Planned Giving Strategy

Planned giving stewardship is deeply personal, but it also benefits from the right infrastructure. To build a successful program, you'll need tools that support both sides of the equation: identifying the right donors and empowering them to take action.

Use predictive analytics solutions to pinpoint high-potential planned giving donors with clarity and precision. By analyzing giving history, engagement patterns, and external data, this type of software turns donor signals into actionable opportunities-making it easier to prioritize outreach and steward relationships over time.

Estate planning platforms give your donors a modern, accessible way to create their legacy. These tools guide donors through estate planning while providing nonprofits with visibility into gift intent, helping bridge the gap between interest and impact.

Together, these technologies support a more strategic and full-picture approach to planned giving. They help fundraisers act with confidence, follow up with purpose, and build lasting donor relationships.

From Strategy to Impact: Learn from the Experts

If you're thinking about how to build or strengthen your organization's planned giving strategy, this is the moment to take action. In the webinar Legacy in Motion: Smarter Strategies for Planned Giving Growth, you'll hear from two experts who bring complementary perspectives to the conversation.

Carrie Goldberger from Blackbaud and Brantley Boyett, co-founder of Giving Docs, offer a complete view of what it takes to grow a successful planned giving program-from pinpointing the right prospects to supporting donors in creating their legacy. Whether you're just starting out or looking to expand your organization's impact, you'll come away with insights to help you think strategically and act intentionally.