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Bequests Uncovered: 5 Powerful Reasons They Transform Nonprofit Sustainability

Bequests

Bequests: Unlocking 5 Game-Changing Benefits for Nonprofit Growth

Bequests are often overlooked as a powerful source of nonprofit funding, yet they have the potential to transform the financial future of organizations. These planned gifts, made through wills or estates, are not just financial lifelines—they are statements of trust and commitment to a cause. For nonprofits, bequests represent more than money; they embody a donor’s lasting legacy.

However, despite their transformative potential, many organizations underutilize or poorly market this strategy. This article will explore why bequests matter, common challenges nonprofits face in promoting them, and how to integrate them effectively into your development plan.


Why Bequests Are Essential for Nonprofits

Planned giving through bequests has a unique appeal. Unlike other fundraising strategies, these gifts don’t require an upfront ask for liquid assets, making them easier for donors to commit to while still providing a significant future benefit for nonprofits.

Bequests are also typically unrestricted, allowing organizations to allocate funds where they’re needed most. Whether it’s bolstering operations, funding programs, or expanding initiatives, these gifts give nonprofits the flexibility to act decisively.

But what makes bequests stand out is their emotional resonance. When a donor chooses to leave a portion of their estate to an organization, it’s a testament to their enduring belief in the nonprofit’s mission. That level of trust is priceless.


The Challenges of Promoting Bequests

While the benefits of bequests are clear, nonprofits often struggle to integrate planned giving into their development strategies. Common hurdles include:

  1. Lack of Awareness: Many donors don’t even realize they can include nonprofits in their wills. Without proactive education, this opportunity goes untapped.
  2. Discomfort Discussing Death: Let’s face it—talking about wills and legacies can feel morbid. Nonprofits might shy away from these conversations, fearing they’ll alienate donors.
  3. Misconceptions About Wealth: A prevailing myth is that only the wealthy can leave bequests. In reality, donors of all financial backgrounds can make impactful legacy gifts.

These challenges underscore the importance of creating a thoughtful and approachable strategy for promoting bequests without overwhelming or alienating potential donors.


How to Build a Bequest Program That Resonates

Promoting bequests doesn’t have to be daunting. By focusing on communication, accessibility, and authenticity, nonprofits can build an effective planned giving program.

Start with the Basics

Educate your supporters about what bequests are and how they work. Use clear, jargon-free language in brochures, website content, and newsletters. Show examples of how even a small percentage of a donor’s estate can create meaningful change.

Highlight Impact, Not Dollar Amounts

Instead of emphasizing the financial side, focus on the transformational impact of a bequest. Share stories of how previous planned gifts have changed lives or sustained key programs. People give to people, not spreadsheets.

Make It Easy

Create straightforward resources for donors, including sample bequest language they can share with their legal advisors. Offer one-on-one consultations or webinars to answer questions and dispel myths about planned giving.

Engage All Donors, Not Just the Wealthy

Bequests are not reserved for millionaires. Emphasize that every gift matters and that legacy giving is about the heart, not the wallet. This approach broadens your audience and makes planned giving inclusive.

Build Relationships Over Time

Bequests are rarely impulse decisions. They stem from trust and a strong connection to the organization. Prioritize stewardship, regular updates, and genuine gratitude to nurture donor loyalty over the long term.


Bequests as a Marketing Strategy

Integrating bequests into your overall fundraising and marketing strategy can amplify their effectiveness. Start by identifying touchpoints within your donor journey where the idea of planned giving can be introduced naturally.

  • Website Presence: Dedicate a section to planned giving, complete with FAQs, impact stories, and a simple contact form.
  • Event Highlights: Host legacy-focused events that celebrate existing planned givers and invite others to learn more.
  • Storytelling: Use social media and newsletters to showcase the lives impacted by past bequests. Real-life narratives resonate far more than cold numbers.

The key is consistency. By normalizing conversations around bequests, nonprofits can gradually build a culture where legacy giving becomes second nature.


Why Nonprofits Can’t Afford to Ignore Bequests

With donor retention rates declining and competition for funds intensifying, bequests offer a way to build sustainable financial security. They represent a long-term strategy that aligns with both donor values and organizational needs.

Ignoring bequests means leaving money—and meaningful relationships—on the table. By integrating planned giving into their development strategies, nonprofits can unlock a wealth of opportunities, both figuratively and literally.


The Emotional Weight of Bequests

Beyond the numbers, bequests carry deep emotional significance. For donors, leaving a legacy gift is a way to continue making a difference even after they’re gone. It’s a way of saying, “I believe in this cause so deeply that I want it to succeed beyond my lifetime.”

For nonprofits, every bequest is a reminder of the trust placed in their mission. Honoring that trust means using these gifts wisely and transparently, ensuring donors’ legacies are preserved.


Taking the First Step Toward a Bequest Program

Building a bequest program doesn’t require a massive budget or a dedicated team of planned giving experts. Start small, focus on education, and integrate planned giving into your donor conversations.

Platforms like Nonprofit Freelancers can help organizations connect with skilled consultants to kickstart their bequest programs. Whether it’s crafting the perfect marketing strategy or developing resources for donors, expert guidance can make all the difference. Visit Nonprofit Freelancers today to explore how freelancers can help bring your planned giving vision to life.

 

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November 28, 2024