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, committee chairs, special events chairs, or in other capacities that support your organization.
Are Consistent Major Donors: Donors who have made major gifts to your organization.
Have Been Transformed: Alumni of the scouting programs, troop and council leaders who have seen the impact of scouting on the scouts in their troops and councils, or families who’ve experienced your impact firsthand.
Regularly Support Annual and Special Fundraising Initiatives, Popcorn Sales, and Other 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.
Initiating the Legacy Conversation
According to Dr. 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.
Conversation Starters:
● “What motivates you to be such a long-time, loyal supporter of the scouting program?”
● “What kind of legacy would you like to leave?”
● “Would you consider including SA-MAC in your estate plan?”
● “The James E. West Society is our legacy society. Would you be open to learning more?”
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. 13
Steps to Secure a Legacy Gift
Asking for a legacy gift isn’t about making a pitch—it’s about building a moment of shared reflection and purpose. Dr. Russell James reminds us that legacy giving is ultimately a life story decision, not a financial one. People say “yes” when they see your mission as part of their identity, values, and legacy. Below is a step-by-step structure to help you guide supporters through a conversation that honors their journey and invites them to be part of your future.
● Step 1: Affirm the Donor’s Generosity and Values
○ Start by acknowledging what matters most: the donor’s existing commitment to your mission.
○ Thank them sincerely for their past giving, volunteering, or involvement, regardless of the size.
○ Share a specific example of the impact their support has already made—a program expanded, a life changed, a moment made possible.
○ Encourage the donor to reflect on their giving journey by asking questions like: “What inspired you to get involved with us?” “What part of our work speaks to you most deeply?”
○ Goal: Let the donor feel seen, appreciated, and connected to the difference they’ve already made.
Dr. James' “Socratic fundraising” approach encourages fundraisers to ask open-ended questions that let the donor reflect on their values, family, and purpose. Gently connect those reflections to the opportunity of a legacy gift.
● Step 2: Provide Background and Education
○ This is your opportunity to connect the dots between the donor’s past impact and the broader vision for the future.
○ Dive into a program their gifts have supported and share a story of someone (anonymously, if needed) who was directly helped by it.
○ Paint a picture of how SA-MAC is planning to grow, adapt, or expand its reach in the years ahead.
○ Explain that legacy gifts help make this kind of long-term change possible by providing stable, predictable funding through SA-MAC’s James E. West Foundation endowment fund.
○ Explain the basic concept of legacy giving, including the fact that the donor is being asked to consider a gift after their lifetime. You are not asking for an gift now.
○ Goal: Help the donor understand how legacy giving works and why it matters, without overwhelming them with jargon or financial details.
● Step 3: Offer Inspiration Through Storytelling
○ Once the donor understands the opportunity, offer examples of how others like them have stepped into legacy giving.
○ Share a story about a donor who started with modest annual gifts and later made a legacy gift—emphasize the journey, not just the result.
○ Use names (with permission) or relatable donor profiles to show that legacy gifts come in all sizes and from all types of people.
○ Goal: Normalize legacy giving and show the donor they’re part of something meaningful, not alone or unusual.
● Step 4: Provide Specific Motivation and a Path Forward
○ Now that the donor feels affirmed, informed, and inspired, it makes it clear how they can take the next step.
○ Ask open-ended, respectful questions to gauge their interest: “Which of your values would you like to carry on through your giving?” “Imagine what a legacy gift would look like as part of your planning.”
○ Goal: Leave the door open, not pressured—your role is to support and walk alongside them.