Legacy Donor Stewardship: Three Do’s and a Don’t 

Suzanne Bellanger
Assistant Director, Stewardship Marketing
Brown University 

It goes without saying that donors who have provided for your organization through an estate provision are among your most committed supporters. After all, they care enough about you and your cause to include you among their family and closest friends—it’s no small thing.  Even though they don’t provide an immediate revenue source, their impact (both now and in the future) should not be overlooked.

First a few quick stats:

Multiple studies across the last decade have shown that donors who add charities to their wills actually increase their annual giving in the following years. A GivingUSA study finds that 45% percent of legacy donors increase their annual giving to an organization. Planned Giving expert Dr. Russell James conducted an in-depth analysis of charitable giving, which found that committing to a charitable gift in a will triggers a 75% increase in annual gifts from the same donors. Plus, the Center on Philanthropy at Indiana University showed through their research that legacy donors gave over twice as much money in any given year than those who did not have a charity in their will.

All of this means that legacy donors can have a significant financial impact on your organization now and offer an incredible opportunity for future revenue. But in order to realize that opportunity, these valuable and impactful donors must be properly recognized, cultivated and stewarded. Here are three things you should definitely do in order to make sure you are providing legacy donors with an optimal donor experience, and one thing you absolutely, positively, definitely should NOT do.

Recognize them as major donors.

Planned gifts are usually the largest gifts a donor will ever make in their lifetime. According to Freewill, the average size of charitable bequests made across the U.S. ranges from $25,000-$100,000. Legacy donors are major donors.

At Brown, when legacy donors make a bequest they are welcomed into the College Hill Society, special recognition society that celebrates and honors their philanthropic commitment to the University. Members of the College Hill Society receive ongoing communications from the Planned Giving team; are invited to leader-level events, annual luncheons, and special virtual events; are provided with a special memento; and are recognized in annual publications.

This year as the world navigated a new remote way of life, the Planned Giving team introduced monthly invitation-only virtual presentations, seminars, and workshops for College Hill Society members and key legacy prospects. This program provided exclusive access as an additional benefit and broadened the reach beyond what the traditional in-person luncheons could accommodate.

“We’d been meaning to do this for a long time,” said Sierra Rosen, Executive Director, Planned Giving. “The pandemic forced us to figure it out and it has been a real silver lining. Our efforts have resulted in new gifts, new gift conversations and attendees from as far away as France and Hawaii—at the same event."

Creating a recognition society for your legacy donors helps distinguish them as philanthropic leaders and allows you to recognize and celebrate them in a visible and meaningful way.

Demonstrate and continuously remind them of their impact.

Stewarding a gift you haven’t actually received yet can seem tricky, but it isn’t really—it’s all about reminding the donor how much their gift can and will help. Focus on the impact of giving in general and combine it with specific examples of how other legacy gifts have been transformative for the institution. At Brown, the Planned Giving team demonstrates the value of a legacy gift by sharing profiles of donors that constituents across the board can relate to, paying close attention to profiles that differ demographically, are spread across income levels or wealth index, and represent varied types of affinity to the University.

According to Rebecca Zuck, Associate Director, Planned Giving, the profiles “help normalize the idea of making planned gifts to higher education, while also inspiring alumni to think about how they would like their own legacy remembered.”

Another way the Planned Giving team demonstrates how transformative a legacy gift can be is by sharing stories that show impact across many years. One compelling video that Brown shares on its Planned Giving website and through other communication channels, tells the story of Leonilda Gervasi. Leonilda graduated in 1921, had a career as a librarian, and went on to leave a modest but meaningful gift to the University in 1993. That single gift has supported more than 30 scholars. The video features her scholarship recipients sharing how they have benefited from her generosity and reinforces how a single gift can have a ripple effect that spans generations. It also demonstrates how every donor, no matter how much they give, can have a significant and long-lasting impact on your organization.

Relatable and inspiring stories of transformative giving can be a powerful incentive for other donors, especially ones who don’t currently have the capacity to make larger gifts. It helps them consider what they want their own legacy to be and gets them thinking about what they can do to make a difference, not only now, but in the future.

Steward them holistically.

Once a donor commits to a legacy gift, it’s important to remember that they are most likely still actively supporting your institution or organization in other ways. At Brown, the Planned Giving team receives notice whenever a College Hill Society member makes a gift to any University designation. And though that gift is likely being acknowledged elsewhere, the donor receives a special note from Planned Giving, thanking them for their current and ongoing support of University initiatives.

Conversely, you should recognize when annual donors are also legacy donors in all correspondences related to other gifts. It reinforces their commitment and demonstrates that you’re paying attention. Donors should feel as though you are aware of all the ways they’re supporting your organization. Stewardship efforts should be coordinated across units and teams to ensure that the donor experience is a cohesive, holistic one. 

Don’t treat them like future or potential donors.

Legacy donors should receive all the stewardship—or more—that other donors to your institution are receiving. The success of your Planned Giving program depends on your ability to foster long-lasting, meaningful relationships with donors. The relationship should be cultivated and grown through thoughtful interactions, intentional benefit offerings, and continued appreciation.

Simple things like adding the giving society logo or addressing donors as legacy donors in gift acknowledgement letters, reports and other communications and inviting them to donor events go a long way in demonstrating your appreciation for their support.

Every donor has the potential to have a transformative effect on your organization. Cultivating legacy gifts early in the donor lifecycle and then actively engaging with those donors throughout the years will help you build a strong Planned Giving pipeline. And a strong Planned Giving pipeline is an extremely valuable asset that could provide extraordinary revenue growth for years to come.