Identifying legacy donors and knowing what to say

Identifying legacy donors

The best prospects for legacy giving aren’t always the wealthiest supporters, but rather the most engaged ones.

Focus on individuals who: 

  • Give consistently. Monthly donors or long-time contributors who rarely miss a year.

  • Volunteer frequently. Individuals who show up, help, and ask how they can do more.

  • Serve in a leadership capacity. Individuals who serve on your board of directors,  committees, or in other capacities that support your organization. 

  • Are consistent major donors: Donors who have made major gifts to your organization. 

  • Regularly support annual and special fundraising initiatives: Donors who show long-term engagement with your organization.

  • Stay connected. Former board or staff members who continue to champion your cause. 

  • Say things like. Individuals who say, “You all changed my life,” or “I want to make sure this work continues.” 

Remember, people give legacy gifts to reflect their identity and values, not their balance sheets. So, look for those who feel emotionally invested and personally aligned with your mission. 

“Legacy giving is not about convincing rich people to give. It’s about inviting the right people to express what already matters most to them.” – Russell James. 

Knowing what to say

According to Dr. Russell James, more than 70% of legacy donors say they made a planned gift simply because someone asked. That means your role isn't to be a financial expert—it’s to start the conversation. Dr. James also found that avoiding technical language (“bequest,” “estate tax”) in favor of clear, emotional phrasing (“gift in your will,” “lasting impact”) increases donor interest and response.

Consider the following conversation starters:

● “What motivates you to be such a long-time, loyal supporter of our work?” 

● “What kind of legacy would you like to leave?” 

● “Would you consider including [ABC Charity] in your estate plan?” 

Asking for a legacy gift isn’t about making a pitch—it’s about building a moment of shared reflection and purpose. People say “yes” when they see your mission as part of their identity, values, and legacy.

Click here to access a step-by-step conversation guide for a legacy giving conversation.

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