Building a Legacy Society: How Nonprofits Can Recognize and Steward Planned Giving Donors
A legacy society is a formal membership group that recognizes donors who have committed to leaving a gift to your nonprofit in their will or through another planned gift. It serves two purposes: thanking current planned giving donors and uncovering unanticipated bequest intentions among supporters who have not yet notified you. Establishing one requires a functioning planned giving program and a simple stewardship workflow, not a large budget.
Executive Summary
A legacy society turns quiet bequest intentions into a visible, stewarded community of supporters. Nonprofits that launch one gain a structured way to recognize planned giving donors during their lifetimes, reinforce gift decisions, and ensure no donor falls through the cracks during staff turnover. The core idea is simple: planned giving donors often go unrecognized because organizations lack a formal program to identify and steward them. A legacy society solves that by creating a named membership association with clear recognition and communication practices. This whitepaper explains what a legacy society is, why it matters, how to build one step by step, and how to sustain it over time. It draws on established nonprofit guidance and offers a practical framework any size organization can adapt.
Introduction / Background
Planned giving is one of the most reliable ways for nonprofits to secure long-term support. Yet many organizations never learn which of their supporters have already included them in an estate plan. According to FreeWill, a legacy society is a membership association for people who have told you they will leave a gift to your organization in their will. Without a planned giving program in place to accept and market legacy gifts, nonprofits may have legacy donors they don't know about—meaning they can't steward those donors properly to ensure the gift is realized.
The concept is not new, but its execution has become more accessible. A legacy society is both a recognition tool and a cultivation strategy. It acknowledges donors for a future gift while building a relationship that can lead to additional support. As the Nonprofit Learning Lab explains, a legacy society is a donor cultivation strategy that recognizes and thanks donors for a future gift. It also helps find unanticipated planned giving donors—individuals who intend to leave a gift but have not informed the organization.
For nonprofits of any size, the opportunity is clear: formalize the recognition of planned gifts, and you create a pathway to deeper engagement. The platform behind this whitepaper supports that goal by providing free estate planning tools and nonprofit partnerships that make charitable bequests easier to facilitate. That aligns with what donors want: a simple way to give, and what nonprofits need: a reliable method to steward those gifts.
Problem Statement
Most nonprofits struggle with planned giving for three reasons. First, they lack a structured way to identify donors who have already made a bequest intention. Second, they fail to steward those donors consistently, which risks the gift being changed or forgotten. Third, staff turnover erodes relationships, leaving donors uncultivated.
These problems compound. Without a legacy society, donors may never be thanked for their future gift. That matters because recognition reinforces the decision to give. As Stelter notes, legacy societies are a common method of recognizing planned giving donors to a nonprofit organization, as they offer an opportunity to acknowledge, thank, and engage donors for their future contributions during their lifetimes. When recognition is missing, donors may feel their intentions are unimportant. That increases the risk they will redirect their estate to another cause or simply let the bequest lapse.
A second problem is visibility. Many organizations have "hidden" planned giving donors—people who have made a provision in their will but never told the nonprofit. A legacy society gives these donors a reason to come forward. It signals that planned gifts are valued and that there is a community of like-minded supporters. Without that signal, unanticipated donors remain unidentified, and the organization misses the chance to cultivate them.
Finally, staff transitions threaten continuity. A fundraising staff member may leave, and with them goes the institutional knowledge of who has planned a gift. A legacy society creates a durable record and a steady rhythm of communication that survives personnel changes. It ensures a donor does not "fall through the cracks" during a staff or leadership transition.
Research and Analysis
What Exactly Is a Legacy Society and How Does It Differ from a Planned Giving Program?
A planned giving program is the operational backbone: it accepts, markets, and administers legacy gifts. A legacy society is a recognition and cultivation layer that sits on top of that program. You can have a planned giving program without a legacy society, but you cannot create a legacy society without a planned giving program already in place. That distinction is critical. The program does the legal and administrative work; the society does the relational work.
A legacy society is typically a membership association. It may be open to all individuals who make a planned gift, and it often has a membership roster that signals to donors and the public the significance of planned gifts. Some organizations set giving thresholds, but many keep it open to any documented planned gift. The choice depends on your goals and donor base.
Membership is usually based on a documented commitment: a bequest intention, a charitable gift annuity, a life insurance gift, or a gift from a retirement plan. These are the common instruments. The society itself does not need to manage these vehicles; it simply recognizes the donors who have arranged them.
Why Do Planned Giving Donors Need Recognition and Stewardship?
Recognition is not flattery. It is a strategic reinforcement of a major decision. When a donor tells you they have included your organization in their will, they are making a profound statement of trust. A legacy society honors that trust and makes the donor feel seen. As the Nonprofit Learning Lab puts it, a legacy society helps a donor reinforce a gift decision.
Stewardship goes further. It builds an ongoing relationship. According to FreeWill, for major donors it's important to provide frequent, personalized updates to make them feel appreciated and involved. This not only helps ensure they keep their legacy gift in their will, but can also lead to more gifts in the future—annual cash gifts or even major gifts of stock. In other words, stewardship of planned giving donors often yields current giving as well.
A legacy society also builds a bridge between the donor and the organization's mission. It gives donors a way to see the impact of their future gift and to feel part of a community. That sense of belonging can be powerful. It transforms a legal provision into a personal legacy.
What Are the Key Benefits of a Legacy Society for Nonprofits?
A well-run legacy society delivers multiple benefits. It increases the likelihood that bequest intentions are realized, because donors are regularly reminded of the organization's importance. It uncovers unanticipated planned giving donors by encouraging self-identification. It creates a pipeline for major and annual gifts, since stewarded planned giving donors often increase their current support. And it protects against staff turnover by embedding donor relationships in a structured program rather than in a single person's contacts.
The table below summarizes the primary benefits and the mechanisms behind them.
| Benefit | How It Works |
|---|---|
| Reinforces gift decision | Regular recognition and thanks reduce doubt and keep the gift top of mind |
| Uncovers hidden donors | Society membership signals that planned gifts are welcome and valued |
| Increases current giving | Personalized stewardship can lead to annual gifts, stock gifts, and more |
| Ensures continuity | Formal membership records survive staff transitions |
| Builds community | Donors feel part of a group with shared values |
What Are the Common Types of Planned Gifts a Legacy Society Recognizes?
Legacy societies typically recognize a range of planned gifts. The most common are bequest intentions (a gift in a will), charitable gift annuities, life insurance gifts, and gifts from retirement plans. Each of these represents a future commitment, and each can be acknowledged during the donor's lifetime.
It's important to confirm that a planned gift actually exists before extending membership. Stelter advises nonprofits to be sure donors have really made a planned gift—whether a bequest intention, charitable gift annuity, life insurance gift, or gift from a retirement plan—before including them in the society. This due diligence protects the integrity of the society and ensures your recognition is accurate.
How Do You Identify Unanticipated Planned Giving Donors?
Unanticipated planned giving donors are individuals who intend to leave a planned gift but have not told the nonprofit. These donors are invisible to your organization until they self-identify or you discover their intention through a conversation. A legacy society helps surface them by making planned giving a visible, celebrated option.
To find these donors, you need a combination of marketing and personal outreach. Marketing raises awareness that your organization welcomes legacy gifts. Personal outreach—through visits, calls, or surveys—creates opportunities for donors to share their plans. When a donor discloses a bequest intention, that is the moment to invite them into the society. The invitation itself is a form of recognition.
Proposed Solution / Approach
A Step-by-Step Framework for Launching a Legacy Society
The following workflow synthesizes guidance from Stelter and FreeWill into a practical sequence. It is designed to be adaptable for organizations of any size.
- Compile a list of current planned gift donors. Start with what you know. Gather names of anyone who has documented a bequest, gift annuity, life insurance gift, or retirement plan gift to your organization.
- Verify each gift. Confirm that each individual has actually made a planned gift. This may require a conversation or documentation review.
- Send a letter announcing the society. A formal announcement letter invites qualified donors to join and explains the society's purpose.
- Visit donors to thank them personally when possible. In-person visits allow you to express gratitude and learn more about why they made the gift. This is also a chance to deepen the relationship.
- Establish a charter membership for the first two years. If you are just beginning, a charter membership period creates momentum and recognizes early adopters.
- Integrate the society into all communications. Include information about your legacy society in newsletters, on your website, and in planned giving materials.
- Steward members consistently. Provide frequent, personalized updates. This ensures they feel appreciated and involved, which helps keep the gift in their will and can lead to additional gifts.
- Maintain the roster and review it annually. Keep records current and use the roster to track engagement. This also protects against staff transitions.
This framework is not a one-time project. It is an ongoing cycle of identification, recognition, and stewardship.
How Should Nonprofits Recognize Planned Giving Donors?
Recognition can take many forms. The most meaningful recognition is personal and specific. A handwritten note, a phone call from a leadership volunteer, or a small gathering can be more powerful than a generic certificate. The key is to thank donors for their future gift during their lifetimes.
Public recognition through a membership roster is another option. Many societies maintain a roster to signal the significance of planned gifts to donors and the public. Some donors prefer anonymity, so always offer a choice. Recognition should never feel like pressure.
A tiered recognition structure can be useful, but it's not required. Some organizations simply list all members equally. Others create levels based on gift size or type. The right approach depends on your donor culture. One exception: if your donors are highly privacy-conscious, a simple private thank-you may work better than a public roster.
What Does Effective Stewardship of Planned Giving Donors Look Like?
Stewardship is the ongoing cultivation of the donor relationship. It includes regular communication, updates on mission impact, and opportunities to stay involved. According to FreeWill, frequent, personalized updates make donors feel appreciated and involved. These updates can be letters, emails, calls, or in-person meetings.
Stewardship also means listening. Ask donors about their motivations and interests. Learn what programs matter to them. Use that information to tailor your communications. A donor who loves a specific program will appreciate updates about it. A donor who values general operating support may want to hear about organizational milestones.
The goal is to build a relationship that lasts beyond any single staff member. A legacy society provides the structure for that relationship. It ensures that stewardship continues even when personnel change.
How Can Nonprofits Integrate Free Estate Planning Tools into Their Planned Giving Strategy?
The platform behind this whitepaper offers free estate planning tools—wills and trusts—supported by nonprofit partnerships. For nonprofits, this creates a direct pathway to facilitate charitable bequests. By promoting a free, easy online tool to your supporters, you lower the barrier to creating a will and making a planned gift. This aligns with the value propositions of no fees, data privacy, and charitable impact.
Integrating these tools into your legacy society strategy can help you identify unanticipated donors. When a supporter uses the tool and names your organization, you may be notified (with their permission) of their intent. That turns a hidden intention into a known planned gift, ready for stewardship. You can also offer the tool as a member benefit or as part of your planned giving marketing.
Implementation Considerations
What Staffing and Budget Resources Are Needed?
A legacy society does not require a large budget, but it does require staff time. The primary costs are communication materials, event expenses (if you host gatherings), and database management. A dedicated planned giving staff member is ideal, but in smaller organizations, the responsibility may fall to a development generalist. The critical factor is consistency—someone must own the stewardship process.
You can start small. A simple letter and a quarterly update may be enough for the first year. As the society grows, you can add events and more personalized outreach. The framework above is scalable.
How Do You Handle Data Privacy and Donor Confidentiality?
Planned giving involves sensitive information. Donors trust you with their estate intentions. Respect that trust. Always ask permission before listing someone publicly. Store data securely and follow your organization's privacy policies. The platform mentioned earlier emphasizes data privacy as a core value; your legacy society should do the same.
What Are Common Pitfalls to Avoid?
One pitfall is recognizing donors without verifying their gift. This can lead to embarrassment if the gift does not actually exist. Always confirm before extending membership. Another pitfall is neglecting stewardship after the initial recognition. A one-time thank-you is not enough; ongoing communication is essential. A third pitfall is failing to integrate the society into broader fundraising efforts. The society should be part of your planned giving marketing, not a separate silo.
A fourth pitfall is ignoring staff transitions. If only one person knows the donors, the society is vulnerable. Document everything and involve multiple team members.
How Do You Measure the Success of a Legacy Society?
Metrics can include the number of members, the number of new planned gifts documented, the retention rate of existing gifts, and the conversion of planned giving donors to current donors. You can also track engagement through event attendance and communication response rates. A simple annual review will show whether the society is growing and whether members are staying engaged. Adjust your strategy based on what you learn.
Conclusion
Building a legacy society is one of the most effective ways for nonprofits to recognize and steward planned giving donors. It transforms quiet bequest intentions into a visible community, reinforces gift decisions, and protects relationships through staff changes. The steps are straightforward: verify planned gifts, invite donors into a named society, thank them personally, and keep them engaged with regular, personalized updates. A legacy society is not a luxury—it is a practical tool for any nonprofit that wants to secure its future.
To learn more about how free estate planning tools can support your planned giving efforts, explore our resources for professional advisors and building a successful estate planning practice. You can also read about integrating digital estate tools into your advisory practice if you work with donors on their estate plans.
References
- FreeWill. "How to start a legacy society for your most loyal donors." nonprofits.freewill.com
- Nonprofit Learning Lab. "How to Build a Legacy Society to Cultivate Planned Giving Donors." nonprofitlearninglab.org
- Stelter. "Making the Most of Your Legacy Society." stelter.com
- Customer-approved business context for the online platform providing free estate planning tools
