Half of nonprofits are leaving their long-term funding up to chance. Are you?

Planned giving (sometimes called legacy giving) isn’t just for the biggest institutions with legal teams, it’s for any nonprofit that wants its mission live on. At AmPhil, we’ve seen how even small organizations can build thriving planned giving programs that deepen relationships, invite transformational gifts, and secure their future.

Whether you're just starting or want to revive a dormant initiative, here's a simple way to begin.

What Is Planned Giving?

Planned giving (sometimes called legacy giving) refers to charitable donations arranged as part of a donor’s financial or estate plan. These gifts are often made through a will, trust, life insurance policy, or retirement account.

Though they may not arrive immediately, they provide long-term, often substantial funding that helps carry your mission forward for years to come.

Why It Matters for Your Organization

Adding a planned giving option can help your nonprofit:

• Stabilize future funding
• Receive larger gifts than typical annual donations
• Give donors a chance to align their legacy with your cause
• Build deeper, lasting relationships with supporters

Planned giving allows people to be part of your mission for generations to come.

Two Simple Ways To Start

Launching a full-scale planned giving program can sound overwhelming, but you don’t have to do it all at once. Here are two easy ways to begin:

1. Create a Legacy Recognition Group

Start by recognizing donors who have already included your nonprofit in their will or estate plans. Forming a “legacy circle” or “heritage society” creates community, encourages others to participate, and helps donors feel honored and valued.

2. Educate and Inspire

People often just need a prompt. You can:

• Add a section about legacy giving on your website
• Share stories of donors who’ve made planned gifts
• Include simple reminders in newsletters or emails like:
  “Have you considered including our mission in your long-term plans?”

Really, it’s about starting the conversation and making planned giving an option for your donors. This article from The Chronicle of Philanthropy has a lot of insight into how exactly to get started with your planned giving program. And to learn how to launch a planned giving program in four steps, out this article.

Planned Giving FAQ's

How should we talk to donors about planned gifts?
Focus on their values. Ask about the impact they hope to have and explain how a future gift can help make that vision real.

Do we need legal help to begin?
Not necessarily. You can start with general language and donor education. Legal and financial advisors can help guide specific cases as needed.

Can small nonprofits offer planned giving?
Yes! You don’t need a big budget to start. Many donors will consider legacy gifts if they feel connected to your mission, regardless of your organization’s size.

Final Thoughts: Don't Wait to Start

You don’t need a large team or complex infrastructure to begin your planned giving. What you do need is a willingness to talk about legacy, honor the donors who believe in your future, and offer simple ways for them to get involved.

Planned giving focuses on mission continuity, lasting relationships, and inviting your community to be part of something much bigger than today.

Start small, keep it human, and stay consistent. The long-term rewards are worth it. And if you need help, our team is here to help you start your planned giving program.