How Nonprofits Can Encourage Charitable Bequests: A Case Study with 300% Growth
Executive Summary / Key Results
When the Community Health Foundation, a mid-sized nonprofit focused on accessible healthcare, wanted to secure their financial future, they turned to planned giving strategies. By implementing a comprehensive bequest marketing program using our free estate planning platform, they achieved remarkable results in just 18 months:
- 300% increase in documented bequest intentions
- $2.3 million in newly identified planned gifts
- 45% reduction in donor acquisition costs for legacy gifts
- 127 new legacy society members established
This case study demonstrates how nonprofits of any size can effectively encourage charitable bequests through strategic marketing, donor education, and accessible tools.
Background / Challenge
The Community Health Foundation had been serving their community for 25 years, providing essential healthcare services to underserved populations. Despite having a loyal donor base of 8,500 individuals, their planned giving program was underdeveloped. Only 12 documented bequest intentions existed in their database, and their fundraising team lacked the tools and confidence to discuss estate planning with donors.
"We knew our donors cared deeply about our mission," explained Sarah Johnson, Development Director. "But estate planning felt intimidating—both for us to bring up and for our donors to navigate. We were missing out on what could be our most significant source of future support."
Their challenges were common among nonprofits:
- Donor Hesitation: 78% of their survey respondents said they'd consider a charitable bequest but didn't know how to start
- Staff Training Gap: Only 2 of 12 development staff felt comfortable discussing estate planning
- Resource Constraints: Limited budget for expensive planned giving software or legal consultations
- Competition: Larger nonprofits in their region had established legacy societies with hundreds of members
Solution / Approach
We partnered with the Community Health Foundation to create a three-phase approach to encouraging charitable bequests:
Phase 1: Donor Education and Awareness
We helped them develop educational content that demystified estate planning. Instead of focusing on complex legal terms, they emphasized the impact: "Your legacy can ensure healthcare access for generations." Key components included:
- Monthly email series on planned giving basics
- Webinars featuring financial advisors (not sales pitches)
- Printed guides with clear, simple language
- Success stories from existing legacy donors
Phase 2: Accessible Tools and Resources
This is where our platform made the biggest difference. We provided:
- Free will creation tools that donors could use privately
- Charitable bequest language that donors could share with their attorneys
- Confidential intention forms that didn't require legal commitment
- Online legacy society enrollment with no minimum gift requirements
Phase 3: Strategic Marketing Integration
Rather than treating planned giving as separate from regular fundraising, we helped integrate it throughout their communications:
| Integration Point | Strategy |
|---|---|
| Annual Appeals | Included bequest language in 30% of appeal letters |
| Donor Events | Featured legacy donors at 2 major events annually |
| Website | Added planned giving section with our tools |
| Social Media | Monthly posts about legacy impact stories |
Implementation
The implementation began with a soft launch to their most loyal donors—those who had given for 5+ consecutive years. This group of 1,200 donors received personalized letters introducing the legacy society and inviting them to learn more.
A Concrete Example: The Miller Family Story
James and Linda Miller, both 68, had been donating $500 annually for 12 years. They attended one of the foundation's webinars about charitable bequests and realized they could make a much larger impact through their estate than through annual giving.
Using our free will tool, they created basic estate documents that included a $50,000 bequest to the foundation. "We always assumed estate planning was complicated and expensive," James shared. "Having free tools that walked us through the process gave us the confidence to include the foundation in our plans."
The Millers' story became a centerpiece of the foundation's marketing, demonstrating how ordinary donors could create extraordinary legacies.
Implementation milestones included:
- Month 1-3: Staff training and donor education launch
- Month 4-6: Soft launch to loyal donors (1,200 households)
- Month 7-12: Full program rollout to entire donor base
- Month 13-18: Optimization based on early results
Results with Specific Metrics
Within 18 months, the Community Health Foundation transformed their planned giving program from an afterthought to a cornerstone of their fundraising strategy.
Quantitative Results
| Metric | Before Program | After 18 Months | Change |
|---|---|---|---|
| Documented Bequest Intentions | 12 | 48 | +300% |
| Estimated Bequest Value | $450,000 | $2.75 million | +511% |
| Legacy Society Members | 0 | 127 | New program |
| Staff Comfort Discussing Bequests | 17% | 92% | +75 percentage points |
| Donor Inquiries About Planned Giving | 3-5 monthly | 25-30 monthly | +500% |
Qualitative Impact
Beyond the numbers, the program created significant cultural shifts:
- Donor Relationships Deepened: Conversations about legacy gifts often revealed deeper connections to the mission
- Board Engagement Increased: 8 of 15 board members joined the legacy society
- Competitive Advantage: The foundation now stands out among mid-sized nonprofits in their region
- Future Security: The $2.75 million in identified future gifts provides financial predictability
"The most surprising result wasn't the dollar amount," Sarah noted. "It was how these conversations strengthened our relationships with donors. They're not just giving money; they're entrusting us with their legacy."
Key Takeaways
Based on the Community Health Foundation's success, here are actionable insights for other nonprofits looking to encourage charitable bequests:
1. Start with Education, Not Solicitation
Donors need to understand planned giving before they'll consider it. The foundation's educational approach removed fear and built confidence. Consider creating content like our guide on promoting planned giving without being pushy.
2. Remove Barriers to Action
Complexity is the enemy of action. By providing free, accessible tools, the foundation made it easy for donors to take the first step. Even donors who eventually worked with attorneys appreciated having basic documents to start the conversation.
3. Integrate Across Channels
Planned giving shouldn't live in a silo. The foundation's success came from weaving bequest messaging into their regular communications. Every touchpoint became an opportunity to mention legacy giving.
4. Celebrate Every Commitment
Whether it's a $5,000 or $500,000 bequest intention, every commitment matters. The foundation's legacy society had no minimum requirement, which encouraged broader participation.
5. Measure Beyond Dollars
Track engagement metrics like webinar attendance, guide downloads, and conversations—not just documented intentions. These leading indicators predict future success.
For more detailed strategies, explore our resource on encouraging charitable bequests through donor conversations.
About Our Platform
We provide free estate planning tools that make it easy for individuals to create wills and trusts while facilitating charitable bequests to nonprofit partners. Our platform serves three key audiences:
For Individuals: Completely free, user-friendly estate planning tools with bank-level security and privacy protection.
For Nonprofits: Partnership programs that provide fundraising tools, donor education resources, and bequest facilitation—all at no cost.
For Professionals: Resources and tools that advisors and lawyers can share with clients interested in charitable planning.
We believe everyone should have access to estate planning, and every nonprofit should have the tools to secure their financial future through planned giving. By partnering with organizations like the Community Health Foundation, we're helping create lasting impact through charitable bequests.
Ready to start encouraging charitable bequests at your organization? Learn about our nonprofit partnership program or explore our free estate planning tools to experience what we offer donors.
