Legacy Gifts Aren’t Scary—They’re Sacred

A colleague called me yesterday with a question I hear a lot: “How do I even start talking to someone about a planned gift?”

It’s a fair question. Planned giving can sound intimidating—like something that requires a law degree, a crystal ball, and a deep understanding of tax code. But at its heart, legacy giving is just this:

💛 A person choosing to leave behind something that matters.

It’s not about complicated financial instruments (though those might come into play). It’s not about a hard sell. It’s about honoring someone’s values, hopes, and the mark they want to leave on the world.

Planned gifts take time. Often years. They don’t come from flashy campaigns or year-end pushes. They grow from conversations. Relationships. Trust. And a deep respect for the fact that this person is thinking about what kind of legacy they want to leave behind. That’s no small thing.

So if you're new to this, here’s what I always come back to:

• Talk like a human. Say things like, “You know, it seems like you are so passionate about our cause. Have you ever thought about leaving a gift in your estate plan?” That’s it. No jargon required.

• Make it easy. Provide printed collateral (unless they ask for digital) that they can take to their attorney or CPA. It doesn't need to be complicated - in fact, simple is better. Help them see that this doesn't have to be a heavy lift.

• Follow up with care. Not pressure—care. Share stories about legacy donors (with permission). Keep them close. Let them know they matter right now, not just someday.

Most of all, remember: planned giving isn’t scary. It’s deeply human.

And if you’re the one talking about it? You’re not selling. You’re offering someone the chance to write a final love letter to the causes they believe in.

Not bad work, if you ask me.

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I'm Liz. I help nonprofits raise more money with less stress—so you can stay focused on the work that matters. You don’t have to figure out fundraising alone. Let’s talk.