25 Tips for Launching a Legacy Giving Program Without a Huge Budget

Legacy giving programs might sound like something only the big nonprofits can pull off, you know, the ones with whole departments dedicated to planned giving. But here’s what we’ve found after working with hundreds of organizations: planned giving is actually one of the most accessible fundraising strategies out there, regardless of your size. In 2024, bequests contributed $45.84 billion to US charitable giving (Giving USA 2025), yet so many small and mid-sized nonprofits leave this money on the table simply because they think it’s too complicated or expensive to get started.

If you’re focused on proving real impact (and we’re guessing you are if you’re reading this), legacy giving deserves a spot on your radar. These programs are all about cultivating relationships with your most loyal supporters rather than dumping money into flashy marketing campaigns. Plus, they’re perfectly suited for budget-conscious organizations ready to lock in some long-term stability.

Common Challenges We See Daily

Before we jump into the tips, let’s acknowledge what we hear regularly from nonprofit leaders out there:

The paralysis of perfection. Organizations wait years to launch planned giving because they think they need fancy software, legal counsel, and glossy brochures first. Meanwhile, their most loyal supporters age out without anyone even asking.

The database disaster. A development director discovers their CRM can’t segment donors by giving history or track legacy commitments. They end up with scattered spreadsheets and miss follow-up opportunities that could’ve secured six-figure bequests.

The recognition gap. An organization receives a surprise $50,000 bequest from someone they barely remembered. They realize too late they had no stewardship system to cultivate similar donors who might’ve given even more with a little attention.

Look, these situations aren’t failures. They’re learning opportunities. And they’re exactly why starting simple beats waiting for perfect conditions.

Tips 1-5: Lay the Foundation with Zero-Cost Steps

Let’s build some momentum without spending a single dollar:

Identify loyal donors by reviewing your database for supporters with 5+ years of consistent giving or increasing donation patterns. These folks have already demonstrated commitment and are your prime legacy prospects (Planned Giving.com).

Craft a basic case statement in one page that connects legacy gifts to perpetual mission impact. An environmental nonprofit might emphasize how a bequest protects habitat “forever,” creating a tangible vision of lasting change.

Add a webpage section using free tools like WordPress. Include sample bequest language donors can share with their attorneys: “I give [percentage/amount] to [Organization Name], Tax ID [number], for its general purposes.”

Develop gift acceptance policies outlining simple rules for accepting bequests. Start basic. You don’t need complex legal frameworks initially, just clarity on what you’ll accept.

Train staff internally with free conversation scripts. Teach everyone from program staff to volunteer coordinators how to naturally mention legacy giving during thank-you calls or site visits.

One small environmental nonprofit used exactly this approach to secure three bequest commitments in their first year, eventually funding 250 acres of protected land in perpetuity (Planned Giving.com).

Protip: Create a private spreadsheet with your top 30 loyal donors. Track personal notes about family, interests, and passions. This context transforms generic asks into genuine conversations that feel personal rather than transactional.

Tips 6-10: Create a Legacy Society for Recognition

A legacy society builds community and social proof at minimal cost by honoring donors who pledge future gifts. Here’s how to implement one affordably:

Element	Low-Budget Implementation	Benefit
Name & Logo	Choose mission-inspired names like “Heritage Circle” or “Tomorrow’s Promise Society”; design free via Canva	Creates sense of belonging and exclusivity
Member Perks	Annual handwritten letters, website listing (with permission), virtual behind-the-scenes tours	Boosts retention without expensive events
Welcome Packet	PDF certificate signed by your CEO, mailed in reused envelopes with mission stickers	Personal touch for under $2 per member
Promotion	Feature in newsletter footer: “Remember us in your will?” with simple link	Zero advertising spend required
Tracking	Google Form for pledge submissions; list members in annual report	Builds instant credibility

Legacy societies remain underutilized despite their power for donor engagement. They provide ongoing stewardship touchpoints that cost pennies but yield significant loyalty (Nonprofit Learning Lab).

Tips 11-15: Market Creatively Using Existing Channels

Leverage channels you’re already using for inexpensive promotion that drives real commitments:

Email signatures and newsletters should include a simple line: “Please include us in your estate plans” with a link to your legacy giving page. This passive marketing reaches supporters with every communication (Stelter Company).

Thank-you notes create perfect openings. Handwrite notes for major gifts and mention legacy options naturally: “Your generosity this year means so much. Have you ever considered how your values might continue supporting our work in the future?”

Social media stories featuring donor impact (anonymized if needed) spark conversations. Share how past gifts made a difference, planting seeds about lasting legacy.

Business cards and events become marketing tools when you print “Ask me about legacy giving” on the back. Weave mentions into volunteer meetups or program showcases.

Free tool integration amplifies your reach. Embed FreeWill’s no-cost estate planning widgets on your website to capture pledges passively while providing genuine value to supporters (FreeWill for Nonprofits).

Organizations optimizing their digital channels see remarkable growth. Funraise data shows nonprofits using integrated fundraising platforms grow online revenue 73% year-over-year on average, which is 3x industry benchmarks (Funraise Growth Statistics). Apply this same optimization mindset to legacy giving by systematically linking your recurring donors to future gift conversations.

Protip: Add legacy mentions to your recurring donor upsell sequences. Monthly supporters already demonstrate commitment. They’re 5x more valuable over time and naturally inclined toward estate gifts (AFP Global).

AI Prompt: Personalize Your Legacy Giving Launch

Ready to customize your approach? Copy and paste this prompt into ChatGPT, Claude, Gemini, or your preferred AI assistant:

I'm launching a legacy giving program for my nonprofit [ORGANIZATION NAME] which focuses on [MISSION AREA]. We have a donor database of approximately [NUMBER OF DONORS] and our average annual budget is [BUDGET SIZE]. Create a 90-day action plan with specific weekly tasks for launching a low-budget legacy giving program, including sample email copy for our first outreach to loyal donors, ideas for our legacy society name, and three creative zero-cost marketing tactics tailored to our mission.

Adjust the four variables in brackets to match your organization’s specifics for customized guidance.

While AI assistants provide helpful starting points, daily workflow integration matters most. Funraise embeds AI components directly where you’re already working (drafting appeals, segmenting donors, analyzing giving patterns) so you have full operational context without switching between tools. This integration turns good intentions into efficient, measurable action.

Tips 16-20: Host Virtual Engagement Without Venues

Skip expensive venues entirely. Use Zoom or free platforms for donor cultivation that feels exclusive and personal:

Lunch and learns work brilliantly as 30-minute webinars on “Estate Planning Basics” via Google Meet. Position your mission within broader financial planning conversations, providing value while introducing legacy options (Stelter Company).

Virtual legacy luncheons replace costly catered events. Host coffee chats for society members where your CEO shares impact stories and future vision. No catering budget required, just authentic connection.

Peer screening calls leverage board members for 10-minute donor conversations using free phone services. Train board members with simple scripts to identify legacy prospects naturally.

Testimonial videos require nothing more than smartphones. Record donor stories (with permission) about why they give, then post to YouTube as unlisted videos you can share with prospects.

Q&A office hours position your team as trusted advisors. Monthly Zoom sessions where supporters ask estate planning questions build relationships and normalize legacy conversations (Trust & Will).

“The organizations that will thrive aren’t those with the biggest budgets. They’re the ones that build genuine relationships and make it easy for supporters to give in ways that match their values.”

Funraise CEO Justin Wheeler

In our experience, these relationship-building tactics typically yield first commitments within six months of consistent implementation (Planned Giving.com).

Protip: Record all virtual sessions and repurpose 2-3 minute clips as email embeds or social posts. You’ll double your reach without creating additional content from scratch.

Tips 21-25: Measure, Scale, and Network Smartly

Sustain growth by tracking basics and tapping into free resources:

Track commitments using Excel or Google Sheets. Create columns for donor name, pledge type, estimated value, date received, and stewardship notes. Simple beats sophisticated when you’re starting.

Annual impact reports should highlight legacy-funded wins. Even if you haven’t received bequest distributions yet, share pledge totals and stories from society members about why they committed.

Join peer groups through free AFP chapters or Giving USA forums. You’ll gain tips, benchmarking data, and moral support from peers navigating similar challenges.

Recurring donor bridge creates your legacy pipeline. According to AFP Global research, recurring donors demonstrate 5x greater lifetime value, making them ideal candidates for legacy conversations. Funraise clients see 52% year-over-year growth in recurring revenue (Funraise Growth Statistics), directly feeding future legacy prospects.

30-day launch plan keeps you focused:

• Days 1-30: Identify top prospects, create webpage, draft policies,
• Days 31-60: Begin outreach, send first emails, make initial calls,
• Days 61-90: Host first virtual event, welcome first society members.

Basic legacy programs launch for under $5,000 total investment, often far less when focusing initially on bequests before complex gift vehicles (Planned Giving.com). CCS Fundraising reports that legacy gifts average significantly more than annual gifts, making them vital for scaling sustainable impact.

The Real Overhead That Matters

Here’s what the overhead obsession misses: not launching a legacy giving program is the real waste. Every year you delay represents loyal donors who age out of your database without being invited to leave a lasting legacy. That’s not fiscal responsibility. That’s leaving mission-critical revenue on the table.

When you launch with these 25 tips, you’re proving that strategic thinking beats big budgets. You’re showing that relationships drive results more than glossy marketing. And you’re building sustainable revenue that funds your mission long after today’s grants expire.

Start simple. Benchmark against Giving USA data by aiming for bequests to represent 8% of total revenue initially (Giving USA 2025). Track progress through free donor surveys asking about estate planning intentions.

The best part? Platforms like Funraise offer free tiers specifically designed for growing nonprofits, with premium options that scale as you do. You can start testing integrated fundraising tools (including AI-powered donor insights, recurring gift optimization, and comprehensive reporting) without financial commitment. When you’re ready to prove that real impact matters more than artificial overhead restrictions, you need tools that support efficient, measurable growth from day one.

Your legacy giving program doesn’t need a huge budget. It needs intention, consistency, and the willingness to start before everything feels perfect. Those loyal supporters in your database? They’re already invested in your mission. Now give them a meaningful way to make that investment last forever.