Asking for a Legacy Gift: 10 Practical Steps to Get Started

Asking for a legacy gift is one of the most rewarding ways to secure your organization's future, but the conversation requires sensitivity and professionalism. To successfully navigate these discussions, it helps to first understand exactly what this type of philanthropy entails. In this guide, we’ll explore what a legacy gift is and the steps to get started.

What is a legacy gift?

A legacy gift is a meaningful donation, typically allocated in a will or estate plan, that allows a donor to make a lasting impact on a cause they care about for generations to come. It represents a powerful way to turn a lifetime of values into an enduring future for others.

What are examples of legacy gifts?

Legacy gifts come in many forms. By introducing your supporters to the diverse ways they can invest in your mission, you can help them create a lasting monument to their generosity while ensuring your organization thrives for generations to come.

Common examples of legacy gifts include:

• Bequest: A designation in a will or living trust. This can be a specific bequest (a set dollar amount or asset), a contingent bequest (fulfilled only if other beneficiaries pass away), or a residuary bequest (giving what remains of the estate after all other expenses and specific gifts are paid).
• Charitable remainder trust (CRT): A trust that pays an income to the donor or their beneficiaries for a set term, with the remaining balance transferring to the nonprofit at the end of the trust's lifetime.
• Charitable lead trust (CLT): The opposite of a CRT; this trust provides regular financial support to the nonprofit for a designated period, after which the remaining assets go back to the donor or their heirs.
• Life insurance beneficiary designation: Naming the nonprofit as a partial or sole beneficiary of a life insurance policy.
• Retirement account (IRA/401k) beneficiary designation: Designating the organization to receive all or a portion of an IRA, 401(k), or 403(b), which can also offer significant tax advantages for heirs.
• Donor-advised fund (DAF) succession: Naming the nonprofit as the ultimate successor beneficiary of an active DAF account.
• Real estate gift: Transferring ownership of a home, land, or commercial property to the nonprofit, either immediately or through a retained life estate (where the donor lives in the home for the rest of their life).

Now that you understand what a legacy gift is and the various forms it can take, you are ready to prepare for the conversation and confidently invite your donors to leave their own lasting mark.

Tips for asking for legacy gifts

Follow these 10 steps to request a legacy gift effectively:

1. Research and identify potential donors

Begin by identifying individuals who have demonstrated a strong commitment to your organization. Look for donors who have a history of regular giving, long-term involvement, or a personal connection to your mission. Consider starting your research with your nonprofit's board, volunteers, and staff to see whether any of them fit the profile for a legacy gift.

Your donor research can be anecdotal or extensive, depending on your support staff and budget. Anecdotally, you can ask people who know the donor to share information about them. More extensive research (which can be obtained by engaging a professional prospect research service) would include determining what they’ve given to other nonprofits and whether they have a donor-advised fund or family foundation. Consultants gather this information to guide you in your cultivation and solicitation.

Profiling donors ready to make a planned gift is not an exact science, but we can identify certain characteristics and indicators that may suggest a prospect’s readiness.

Here are common traits associated with donors most likely to consider a planned gift:

• Long-standing support: Donors who have supported your organization over an extended period are more likely to consider a planned gift. They’ve demonstrated a deep commitment to your cause and have developed a strong relationship with your organization.
• Passion for the cause: Donors who have a genuine passion and connection to your mission are more inclined to consider a planned gift. They believe in the long-term impact of your work and may wish to create a legacy for their philanthropic efforts.
• Affinity and engagement: Donors who actively engage with your organization–the ones that attend events, volunteer, or serve on committees or boards–are often more receptive to discussions about planned giving. Their involvement demonstrates a higher level of commitment to your organization and a greater interest.
• Financial capacity: Donors with significant assets or wealth may be more inclined to make a planned gift. They have the financial resources to support both their personal needs and philanthropic aspirations, making them prime candidates.
• Life stage and age: While age alone is not a determining factor, donors who have reached certain life stages, such as retirement or active estate planning, are more likely to consider making a planned gift. They may be evaluating their financial and philanthropic goals and considering ways to make a lasting impact.
• Prior charitable giving: Donors who have previously made significant charitable contributions or steadily supported other organizations have already enjoyed the benefits of philanthropy. They may be more receptive to conversations about furthering their charitable legacy.
• Personal connections: Donors who have been beneficiaries of your services or have a family member who exemplifies your cause may be more inclined to consider a planned gift. Their emotional connection can be a motivating factor for making a lasting impact.

2. Cultivate relationships

Build strong relationships with potential donors before discussing legacy giving. Engage with them regularly through personalized communications, event invitations, or one-on-one meetings. Show genuine appreciation for their support and keep them informed about your organization’s impact with updates via text, email, phone calls, or direct mail.

3. Educate yourself

Familiarize yourself with the different types of legacy gifts, such as bequests, charitable trusts, life insurance policies, or retirement account designations. Understand the associated legal and financial implications so that you can answer any questions that may arise. You don’t have to become an estate attorney, but you should try to understand how the various legacy investments are structured.

Also, seek out professional fundraising networks you can join that are usually quite extraordinary learning venues. In New York City, for example, the association of planned giving professionals is called the “Philanthropic Planned Giving Group of Greater New York” (PPGGNY), which brings together individuals involved in the field of planned giving, including fundraisers, attorneys, financial advisors, and nonprofit professionals.

Through webinars, networking, and professional development opportunities, the group strives to promote and enhance the understanding and practice of planned giving.

4. Develop a legacy giving program

Create a comprehensive legacy giving program that illuminates the benefits of leaving a legacy gift to your organization. Highlight the impact it can make, the recognition opportunities available, and the ways you will steward and honor the donor’s legacy. Our colleagues at FreeWill.com share useful steps and examples.

5. Establish a legacy giving committee

Form a committee within your organization comprising relevant staff members, board members, and volunteers knowledgeable about legacy giving. This committee can help guide the process, develop strategies, and provide support during discussions with potential donors.

6. Craft a clear and compelling message

Develop a case for support, a concise and persuasive message to articulate the importance of legacy giving. Emphasize the opportunity for donors to have a lasting impact on the causes they care about and leave a meaningful legacy for future generations. The document should be concise and graphically appealing. A short, high-quality video would also serve well. Consider testing your written and/or visual messages with a small group of five to ten trusted colleagues before disseminating them more broadly.

When asking a donor for a legacy gift to your nonprofit, it’s important to approach the conversation with sensitivity and professionalism. Here are ten practical steps to help you navigate the process:

7. Arrange personal meetings

Once you have identified potential legacy gift donors, request a personal meeting with each to learn about their philanthropic goals and aspirations. Broach the topic with sensitivity and respect, recognizing that legacy giving is a deeply personal decision. Many donors you encounter haven’t given this option much thought yet. Drawing them out to talk about their legacy should be an inspiring process for them.

8. Tailor the conversation

During the meeting, listen attentively to the donor’s values and interests. Tailor the conversation to align their philanthropic aspirations with your organization's mission. If possible, demonstrate how a legacy gift can help achieve the donor and your nonprofit’s shared goals.

According to a study conducted by the Lilly Family School of Philanthropy at Indiana University, analyzing data from various sources, including the IRS’s Statistics of Income, bequest giving represents 6-9% of total charitable giving in the United States. This indicates that a small but sizable portion of donors include a nonprofit organization in their estate plans.

In contrast, according to Giving USA 2026, the long-term trend shows a clear decline in broad-based civic participation. Individual giving as a share of total dollars has dropped to 64%, down from 80% in the late 1980s, and individual giving as a percentage of disposable personal income has plateaued at just 1.7%, as fewer American households engage in everyday charitable contributions.

But look again at the elements that enable us to construct a profile of likely bequest donors, and keep in mind the age, wealth, and connection factors as they apply to the person with whom you’re meeting.

9. Provide detailed information

Offer comprehensive information about legacy giving options, including written materials, brochures, and legal resources. Ensure that potential donors have access to professional advisors, such as estate and trust attorneys or financial planners, to address their specific questions. Be sure to provide sample language for donors to include in their Wills to arrange for your nonprofit to receive a portion of the estate after estate taxes.

10. Follow up and maintain relationships

After the initial conversation, be sure to send your donors personalized follow-up letters expressing gratitude for their time and reiterating the importance of their potential legacy gift. Continue to nurture the relationship by keeping donors apprised of your organization’s progress and maintaining regular communication.

Remember, legacy giving is a momentous decision for donors, so be patient, respectful, and understanding throughout the process. Building trust and maintaining strong relationships is the key to successfully securing legacy gifts.

Sample legacy gift ask: What to say

When you're ready to open the door to a legacy giving conversation, you don't need a formal, high-pressure pitch. Instead, focus on the donor's personal story and their long-term vision for your cause.

Here are two short, natural scripts you can adapt depending on how you choose to reach out. The first one is a template, and the second one is a more specific example of how it could look in action.

Hi [First Name],

I hope you’re doing well! I was just reflecting on how much your support has helped us accomplish this year, particularly with [mention a specific program or recent success].

Because of your deep commitment to our mission, I wanted to share a quick update. Many of our dedicated supporters have recently asked how they can protect this work for the next generation. We've put together some simple resources on legacy giving—such as naming [Organization Name] as a beneficiary in a will or a retirement account—that allow you to make a lasting impact without affecting your current finances.

Would you be open to a brief 10-minute chat next week to learn more about how this works?

Warmly,

[Your Name]

[Your Title]

[Organization Name]

“Chris, you’ve been supporting our youth mentorship programs for over five years now, and your impact is incredible. As we look toward our organization's future, we're sharing new ways our closest friends can sustain this work. Have you ever considered making a gift to Youth for Tomorrow through your will or estate plan? It's a wonderful way to ensure kids here always have a safe place to learn, without costing you anything today."

Ultimately, the most effective legacy ask doesn't feel like a sales pitch—it feels like an invitation to partner in a shared vision for the future

After the ask: How to document a legacy gift

Once a donor indicates that they have included your nonprofit in their estate plans, the focus shifts to properly recording that intent. To protect your organization's financial reporting and maintain donor trust, this process must be handled with care.

According to Claire Axelrad, J.D., CFRE, Bloomerang’s Chief Fundraising Coach, documenting these future commitments requires balancing careful database tracking with a deeply donor-centered perspective. Frame any documentation requests not as an administrative demand, but as a path to future planning and ensuring their desires are fulfilled.

Use a non-binding Letter of Intent

Rather than requiring formal or legally binding documentation, the industry standard is to ask donors to complete a non-binding Letter of Intent (LOI). This document serves to formalize their commitment without imposing legal pressure. The Jewish Family and Children’s Services and the University of Michigan’s LOI templates serve as good references.

What to include in a Letter of Intent:

• The donor's contact information: Full names, addresses, and primary contact details.
• The gift designation: Clear instructions on whether the funds are unrestricted or intended for a specific program, campaign, or endowment.
• The giving vehicle: A checkbox or space to indicate whether the gift is a bequest, a retirement account designation, a life insurance policy, or a trust asset.
• The value (optional): A space to share the estimated dollar amount or percentage of the estate, made explicitly optional for those who prefer privacy.
• Personal legacy statement: A dedicated section where donors can write a brief narrative about themselves and why they chose to support your mission. This serves to keep their memory alive and can inspire future generations of supporters.

Don't enter a bequest as a pledge

A common technical misstep in donor databases is recording an intended bequest as a standard financial pledge. Because estate plans can be updated or rewritten at any time, legacy commitments are entirely revocable. In accounting terms, they are not true "receivables," and you should never enter them into your organization’s primary financial ledger.

Instead, track these commitments safely within your CRM or database using these parameters:

• Internal notes and flags: Record the donor's intent, the date of the will or trust, and the estimated value inside specific profile notes or custom fields meant for forecasting, not accounting.
• Industry benchmarks: For intentions in which the donor chooses to keep the value undisclosed, the best practice is to calculate and apply a 5- to 10-year rolling average based on your pool of known legacy gift amounts.
• Legal boundaries: Avoid trying to make a bequest contractually binding. The main reason a nonprofit would hold a legally binding bequest pledge is if they intended to sue the estate for the assets after the donor passes away. As Axelrad's mentor noted: "If you wouldn't want to see it on the front page of the local newspaper, don't do it!"

Should you ask for a copy of a donor’s will?

When building out a legacy society, organizations often wonder whether they should require a photocopy of the specific section of a donor's will that names the nonprofit as proof of commitment.

The short answer is no. Squeamishness about personal financial and legal information can cause donors to feel offended when asked for official proof. Furthermore, a copy of a will only proves a snapshot of a specific moment in time; the donor could change their estate plans the very next day.

Accepting a donor's notification of a legacy gift should be treated as an "object of faith." A non-binding Letter of Intent provides the necessary structure to document the gift while preserving a positive relationship.

Keep it donor-centered

Legacy fundraising should always focus on values and outcomes rather than the mechanics of wealth transfer. Maintain a strong donor-centric point of view by taking these steps:

• Focus on transformation vs. transaction. Nurturing a legacy gift is a transformational experience that brings donors joy, whereas overemphasizing the financial proof turns it into a cold transaction.
• Consider the family metaphor. When a donor commits a portion of their life's savings to your organization, they are self-identifying as a member of your nonprofit's family. Treat them with the corresponding trust and gratitude.
• Err on the side of generosity. Treat your supporters with open appreciation rather than skepticism.

This donor-centered cultivation also benefits your immediate operations. Research from organizations like Giving USA confirms that when individuals commit to a legacy gift, their connection to the cause deepens. This joy frequently spills over into their annual giving, resulting in an overall increase in their lifetime financial support of the organization.

Frequently Asked Questions

How do I ask for a legacy gift?

Approach long-time supporters with sensitivity and a relationship-first mindset. Frame the ask around their values, personal story, and long-term vision for your mission. Use casual conversation openers or warm email scripts to introduce the concept of estate giving, emphasizing how they can protect your organization’s future without affecting their current finances.

How do you document a legacy gift?

Document legacy gifts using a non-binding Letter of Intent (LOI) signed by the donor. Record the gift vehicle, designation details, and any optional value estimates in your CRM notes for internal planning and stewardship purposes. Avoid demanding copies of a donor's will, treating their self-reported notification as an object of faith.

Can a bequest be entered as a pledge?

No. Because estate plans are revocable and can be updated at any time, bequests are not legally binding accounts receivable. Entering them as financial pledges violates accounting standards. Instead, log expected values internally within your database notes strictly for organizational forecasting and long-term donor stewardship.

What is a Letter of Intent for a legacy gift?

A Letter of Intent (LOI) is a non-binding document in which a donor formalizes their plan to leave an estate gift. It captures essential details like the chosen giving vehicle, program designations, and an optional gift value. It often includes a personal legacy statement explaining why they chose to invest in your future.

What’s your experience with the steps required to secure legacy gifts? Please let us know in the comments section below!