1-1-1: Building Your Legacy Giving Program



1 lesson from me

Legacy giving programs can be technical and a little intimidating for many. Charitable remainder trusts, gift annuities, and the like require advanced knowledge and resources many fundraising pros don't yet possess. But 67% of all legacy gifts come through simple bequests, life insurance policies, and IRA gifts according to the Indiana University Lilly Family School of Philanthropy.

Start now with simple, less technical legacy giving offers and enjoy the benefits of legacy support from your most loyal donors.

Five steps to building a legacy giving program:

  1. Understanding the mind of the legacy donor
  2. Identifying who makes legacy gifts and why
  3. Developing effective legacy messaging
  4. Building the infrastructure to secure legacy gifts
  5. Creating a legacy program project plan and rollout


In the full, on-demand 60-minute class, "Building Your Legacy Giving Program," that I created for Growth members in my Fundraising Transformers community, I take a deeper dive into each of these five steps. I also provide helpful insights such as when donors establish and/or update their Wills, triggers for when donors make changes to their Wills, key attributes to help you identify individual legacy giving prospects, real examples of legacy giving messaging and appeals, preferred channels donors prefer to receive information on legacy giving, and suggestions for on-going promotion of your legacy giving program.

CFRE Credits: 1.0 


1 quote from someone else

“80% of legacy gifts come from 12% of donors.”

Source: Tom Ahern, Donor Communications Expert, Author, & Speaker


1 question for you

As you know, we believe that a high tide raises all boats.

To help other fundraising pros who want to build or strengthen their legacy giving program, what insights can you share that will help build or strengthen a successful legacy giving program?

To share your thoughts and suggestions, reply to this email or tweet me @tammyzonker.


Keep transforming your fundraising,
Tammy Zonker
Fundraising Strategist, Keynote Speaker, & Certified AFP Master Trainer
Recognized as one of America's Top 20 Fundraising Experts
Creator of the Fundraising Transformers Community


p.s. You may also find helpful LEAVE A LEGACY, a public awareness campaign from the National Association of Charitable Gift Planners.

p.p.s. If you find this lesson helpful, please forward this email to someone else you know who may benefit.


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