The 5-Step Legacy Society Framework: How Nonprofits Can Build Donor Loyalty and Boost Bequests
A legacy society is a membership association for donors who have told you they will leave a gift to your organization in their will. These societies boost bequests by giving donors recognition, stewardship, and a sense of belonging that keeps their commitment strong. The 5-Step Legacy Society Framework—Define, Design, Launch, Steward, and Measure—turns a simple recognition club into a strategic engine for planned giving growth.
Executive Summary
A legacy society is a membership association for people who have told you they will leave a gift to your organization in their will. It can aid your planned giving marketing strategy through word-of-mouth and by giving donors the added incentive they need to leave a bequest. This whitepaper presents the 5-Step Legacy Society Framework—Define, Design, Launch, Steward, and Measure—and explains how each step builds donor loyalty and boosts bequests. Drawing on sector sources, we show that focused stewardship of legacy society members correlates with significantly higher realized bequests: a study by Pentera and the Indiana University Lily School of Philanthropy found that the average realized bequest of legacy society members was two to three times higher than that of non-group members. We provide a practical, evidence-informed roadmap for nonprofits of any size to create or strengthen a planned giving donor recognition program that deepens relationships and increases future gifts.
Introduction: Why Legacy Societies Matter for Nonprofits
Nonprofits face a persistent challenge: how to secure long-term financial sustainability while honoring donors who want to make a lasting impact. Bequests—gifts made through a will—are among the most cost-effective forms of fundraising. Legacy gifts offer the highest return on investment of all fundraising types. Yet many organizations lack a structured way to identify, recruit, and retain these donors. Enter the legacy society.
Donors who include a charity in their will often view that charity as family. Such donors deserve recognition that matches the depth of their commitment. A legacy society creates a formal community for these supporters, offering benefits, events, and ongoing connection. It also serves as a powerful marketing tool: when donors see peers joining a legacy society, they may be inspired to do the same, generating word-of-mouth momentum.
The strategic value is clear. According to a study conducted by Pentera and the Indiana University Lily School of Philanthropy, the average realized bequest of legacy society members was two to three times higher than that of non-group members. This suggests that the focused stewardship provided to legacy society members leads to reinforced and increased giving. In other words, a legacy society is not just a thank-you club—it is a driver of larger, more reliable bequests.
But starting a legacy society can feel daunting. Where do you begin? What steps ensure success? This whitepaper answers those questions with a five-step framework grounded in sector best practices and designed for nonprofits of any size.
Problem Statement: The Gap Between Bequest Interest and Action
Many nonprofits know that planned gifts are valuable, but they struggle to convert donor interest into documented bequests. Donors may intend to leave a gift but never formalize it in their will. Without a structured program, these intentions remain unrealized. Moreover, nonprofits often lack a systematic way to recognize and steward donors who have already made a bequest commitment. This leads to missed opportunities for deepening loyalty and increasing gift amounts.
The problem is compounded by resource constraints. Small and mid-sized nonprofits may not have dedicated planned giving staff. They need a simple, low-cost approach to legacy society development. The 5-Step Legacy Society Framework addresses this gap by providing a clear, sequential process that any organization can implement.
Research and Analysis
What Is a Legacy Society and How Does It Differ from General Donor Recognition?
A legacy society is a membership association specifically for donors who have documented a planned gift in their will (or other planned gift vehicle). It differs from general donor recognition programs in three key ways. First, it focuses on a specific commitment—a bequest—rather than annual giving. Second, it provides ongoing stewardship designed to maintain and strengthen that commitment. Third, it creates a peer community that can inspire others to join. Membership is typically open to anyone who has made a planned gift, and benefits often include recognition, events, and communications. Some donors appreciate the recognition and extra attention associated with membership; others prefer to remain anonymous and not to be “fussed over”. A well-designed society offers options for both preferences.
Why Do Legacy Society Members Give More?
The evidence suggests that the stewardship provided to legacy society members leads to reinforced and increased giving. The Pentera/Lily School study found that the average realized bequest of legacy society members was two to three times higher than that of non-group members. This correlation may exist because members receive frequent, personalized updates that make them feel appreciated and involved. That involvement can lead to additional gifts, such as annual cash gifts or major gifts of stock. In short, a legacy society is not simply a recognition tool—it is a loyalty engine that increases lifetime donor value.
What Are the Essential Components of a Successful Legacy Society?
Based on sector guidance, successful legacy societies share several components: a name and brand, membership criteria and benefits, a welcome process, ongoing stewardship events, and clear materials for prospective members. These elements align with the 5-Step Framework. For example, developing a name, brand, and story is a foundational step. Creating membership criteria and benefits ensures clarity and consistency. A welcome letter and information sheet help new members feel valued. A membership roster facilitates personalized communication. Brochures and reply cards support recruitment. Stewardship events provide opportunities for connection. Each component reinforces the others, creating a cohesive program.
How Does a Legacy Society Support Planned Giving Marketing?
A legacy society can aid your planned giving marketing strategy through word-of-mouth and by giving donors the added incentive they need to leave a bequest. When donors see that others have joined, they may feel more confident in making their own commitment. A dedicated web page for the legacy society gives you a clear place to send anyone interested in leaving a bequest or other planned gift. On this page, you can list benefits, provide instructions on how to make a planned gift, and include a link in solicitation emails and on your donation page. This integrated approach ensures that prospective donors can easily find information and take action.
The 5-Step Legacy Society Framework
We propose the following five-step framework, synthesized from sector best practices, to help nonprofits build a legacy society that boosts bequests. Each step includes practical actions and references to supporting materials.
Step 1: Define Your Legacy Society’s Purpose and Brand
Begin by clarifying why you are creating a legacy society and what it will be called. A strong name and brand help donors identify with the society and feel proud to belong. According to sector guidance, developing a name, brand, and story for your recognition society is a key project. Choose a name that reflects your mission and the lasting impact of bequests. Create a logo and a brief story that explains the society’s purpose. This foundational work ensures consistency across all communications.
Step 2: Design Membership Criteria and Benefits
Next, establish clear criteria for membership and the benefits members will receive. Membership criteria typically include documentation of a planned gift, such as a bequest in a will. Benefits may include recognition in publications, invitations to special events, and regular personalized updates. Sector guidance emphasizes developing membership criteria and benefits for your legacy society. Consider offering tiered benefits or options for anonymity. Some donors prefer not to be publicly recognized, so provide a way for them to join without public acknowledgment. A welcome letter and information sheet should be created to onboard new members smoothly.
Step 3: Launch Your Legacy Society
Launching involves creating the materials and online presence that will attract and inform prospective members. A dedicated web page is essential. This page should explain the society, list benefits, and provide instructions on how to make a planned gift. Include a link to this page in solicitation emails and on your donation page. Develop a brochure and reply card to support direct mail and personal solicitation. A membership roster template helps you track members and personalize communications. Finally, plan a launch event or announcement to generate awareness.
Step 4: Steward Members with Personalized Engagement
Stewardship is where the real loyalty-building happens. Since legacy gifts offer the highest return on investment of all fundraising types, it’s important to provide these major donors with frequent, personalized updates to make them feel appreciated and involved. This not only helps ensure that they keep their legacy gift in their will, but can also lead to more gifts in the future, whether those be annual cash gifts or even major gifts of stock. Organize stewardship events specifically for legacy society members. Send welcome letters and information sheets to new members. Use your membership roster to track interactions and preferences. Regular communication—whether by email, phone, or in-person—reinforces the donor’s decision and deepens their connection to your mission.
Step 5: Measure and Refine Your Program
To ensure your legacy society is effective, track key metrics: number of members, average bequest amount, retention rate of bequest commitments, and additional gifts from members. The Pentera/Lily School study provides a benchmark: the average realized bequest of legacy society members was two to three times higher than that of non-group members. Use this as a reference point, but also set your own goals based on your organization’s size and history. Solicit feedback from members through surveys or conversations. Refine your benefits, communications, and events based on what you learn. Remember that a legacy society is a long-term investment; results may take years to fully materialize.
The framework is illustrated in the table below.
| Step | Key Actions | Evidence Support |
|---|---|---|
| 1. Define | Choose name, brand, story | |
| 2. Design | Set membership criteria & benefits; create welcome letter | |
| 3. Launch | Build web page, brochure, reply card; announce | |
| 4. Steward | Personalized updates, events, track preferences | |
| 5. Measure | Track members, bequest amounts, additional gifts |
Implementation Considerations
Implementing the 5-Step Framework requires attention to several practical factors. First, secure buy-in from leadership and allocate staff time. Even a small team can manage a legacy society if tasks are distributed and templates are used. Second, integrate the society with your broader planned giving efforts. A legacy society is not a standalone program; it supports and is supported by other planned giving vehicles like charitable trusts and donor-advised funds. For a comprehensive overview of how estate planning and nonprofit partnerships fit together, see our guide on Charitable Estate Planning and Nonprofit Partnerships: A Complete Guide.
Third, respect donor privacy. Some donors prefer anonymity, so ensure your membership materials allow for that choice. Fourth, use technology wisely. An online platform for estate planning can make it easy for donors to create a will and include a bequest, which streamlines the process for both donors and nonprofits. For more on how to set up charitable trusts, see How to Set Up Charitable Trusts for Maximum Impact.
Fifth, consider the role of professional advisors. Lawyers, financial planners, and estate professionals can be valuable partners in encouraging bequests. Provide them with information about your legacy society so they can share it with clients. For strategies on partnering with nonprofits for estate planning fundraising, see Partnering with Nonprofits for Estate Planning Fundraising.
Budgeting is another consideration. While a legacy society can be run on a modest budget, costs may include printing brochures, hosting events, and software for tracking members. These costs should be weighed against the potential return: legacy gifts offer the highest return on investment of all fundraising types.
One limitation: results are not immediate. Bequests often come from donors later in life, and the full impact of your legacy society may not be realized for years. Patience and consistent stewardship are essential.
Conclusion
The 5-Step Legacy Society Framework—Define, Design, Launch, Steward, and Measure—provides a clear, evidence-informed path for nonprofits to build donor loyalty and boost bequests. By creating a membership association for donors who have documented planned gifts, you give them recognition, community, and ongoing connection that strengthens their commitment. The data supports this approach: legacy society members’ average realized bequests are two to three times higher than non-group members. Moreover, stewardship can lead to additional gifts during the donor’s lifetime.
Start by defining your society’s purpose and brand, then design membership criteria and benefits. Launch with a dedicated web page, brochure, and reply card. Steward members with personalized updates and events. Finally, measure your progress and refine. This framework is adaptable for nonprofits of any size. With consistent effort, your legacy society can become a cornerstone of your planned giving program and a source of lasting support for your mission.
