Greetings from the community foundation!
We are honored to work with so many nonprofit organizations across our region as your missions strengthen the quality of life in our community. We are happy to share tips and trends to support your stewardship and planned giving efforts, especially in a fundraising environment that is always changing and full of as many challenges as opportunities.
Make-A-Will Month: A timely opportunity to grow legacy gifts
August's designation as Make-A-Will Month makes this the perfect time to introduce (or reintroduce!) your supporters to the idea of leaving a charitable legacy. Discover practical, relationship-centered ways to start the conversation, inspire donors, and position your organization for long-term success.
Engaging Millennials, Gen Z, and planned giving: Get an early start
The next generation of philanthropists is already here. Learn how younger donors think about charitable giving, why planned giving conversations should begin earlier than you might expect, and how authentic engagement today can lead to lifelong support tomorrow.
Keeping score: Simple tips for tracking planned giving activities
The most successful planned giving programs aren't measured only by realized bequests. Explore easy-to-implement strategies to measure meaningful conversations, stewardship activities, and donor engagement so your team can track progress without creating unnecessary administrative work.
Legacy giving is ultimately about helping donors express the values they want to carry forward. We hope this month's ideas encourage you to begin—or continue—those important conversations with confidence. As always, your community foundation is here to serve as a resource whenever you have questions about planned gifts, complex assets, or strategies for building stronger donor relationships.
—Your community foundation
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Make-A-Will Month: A timely opportunity to grow legacy gifts
August is widely recognized as Make-A-Will Month, making it an ideal time for nonprofit organizations to encourage donors to think not only about how they give today, but also about the legacy they hope to leave tomorrow.
For many organizations, planned giving can feel intimidating. Staff members often worry that discussing estate gifts requires technical legal knowledge or that only the wealthiest donors would be interested. In reality, neither is true.
Most charitable bequests are surprisingly straightforward, and many of the strongest planned giving programs begin with nothing more than a timely reminder that supporters can include a favorite nonprofit in their will or trust.
And the timing couldn't be better!
The much-discussed Great Wealth Transfer is already underway, with trillions of dollars expected to pass from one generation to the next over the coming decades. Unfortunately, though, this phenomenon isn’t going to be an automatic ATM machine for your fundraising efforts. Indeed, a recent Harris Poll highlighted by The NonProfit Times suggests that while trillions of dollars are expected to transfer between generations, relatively few older Americans currently view philanthropy as a primary purpose for their wealth—underscoring the importance of nonprofits engaging donors in legacy giving conversations before wealth changes hands.
Much of the public conversation about the Great Wealth Transfer focuses on who will inherit businesses, investment portfolios, and real estate. Still, many families are asking a different question: "What values do we want to pass along as well?" That's where nonprofit organizations have an important opportunity.
Rather than talking exclusively about tax benefits or estate planning techniques, consider inviting donors to think about the values they hope to leave behind. A charitable bequest is about much more than transferring assets. It is an opportunity to tell future generations, "This cause mattered to me, and I hope it continues to matter to our family." That message often resonates far more deeply than discussions about financial planning alone.
What’s more, the latest Giving USA report underscores why these conversations matter. Charitable bequests reached more than $62 billion in 2025, increasing nearly 20% in current dollars over the previous year and representing the fastest-growing source of giving. For nonprofits, that trend is an encouraging reminder that legacy gifts continue to play an increasingly important role in sustaining missions for generations to come.
So how can your organization make the most of Make-A-Will Month? A great place to start is by making legacy giving a little more visible, such as:
—Consider adding a simple page to your website explaining that supporters can remember your organization through a will or trust, or by naming the organization as a beneficiary of a retirement account, life insurance policy, or other financial account. Focus also on the lasting difference these gifts can make. If you already have a page on your website, this is a good time to review the content to be sure it is concise, as well as practical and inspiring.
—Share stories alongside statistics. When you highlight a donor who established a legacy gift, don't focus primarily on the size of the future contribution. Tell the story behind the decision. What inspired the donor? Why was your mission important to them? These personal stories help other supporters imagine their own legacy.
—Give donors permission to have the conversation. Many people simply don't realize that nonprofits welcome estate gifts of every size. A sentence in your newsletter, annual report, website, or donor communications may be all it takes: "If our mission has been meaningful to you, we'd be honored if you would consider including our organization in your estate plans." Sometimes the invitation itself is the most important step.
—Remember that planned giving is about relationships. The best legacy gifts rarely result from a single solicitation. Instead, they grow naturally from years of trust, stewardship, and shared commitment to a mission. Donors who have volunteered, served on boards, made annual gifts, or supported special campaigns are often excellent candidates for conversations about the future because they already believe deeply in your work.
—Reach out to the community foundation for support with complex gifts. When a donor expresses interest in making a legacy gift involving a complex asset, such as an interest in a privately held business, or is considering a complex structure such as a charitable remainder trust, please reach out. We are happy to help you work through the nuances of these types of gifts. In many cases, it may make sense for the donor to establish a fund at the community foundation to receive the complex gifts, and the fund in turn supports your organization.
The bottom line is that Make-A-Will Month isn't simply about encouraging people to sign legal documents. It's about helping donors think intentionally about the legacy they hope to leave to ensure that your organization’s mission stays strong for generations to come.
Engaging Millennials, Gen Z, and planned giving: Get an early start
If you are like many nonprofit organizations, your fundraising strategies—especially those focused on planned giving—are likely oriented to Baby Boomers and Generation X. And that makes sense, considering that these generations currently control the largest share of charitable wealth and account for most major gifts, making them the most productive audiences for near-term fundraising efforts.
Against this backdrop, though, keep in mind that younger generations are becoming increasingly important for long-term growth. Here’s why:
As Millennials accumulate wealth and Gen Z advances through its early working years, these younger donors are increasingly embracing strategic philanthropy, with many prioritizing purpose-driven giving, recurring donations, donor-advised funds, and charitable organizations that demonstrate transparency, measurable impact, and authentic engagement.
Generation Z—generally defined as people born between 1997 and 2012—is the first true generation of digital natives. They tend to value authenticity, social impact, transparency, and mobile-first communication and, importantly, they expect nonprofit organizations to demonstrate measurable results rather than simply make broad mission claims.
So, given the unique nature of this generation, how should you address planned giving with these donors and potential donors? Or should you at all? Yes, you should! Here are factors to keep in mind as you build a planned giving strategy to engage younger generations.
Activate Millennials to give now and later
According to the Bloomerang 2026 Giving Signals Report, Millennials have become one of the most active and strategically important donor segments. Three out of four Millennials say they plan to increase their charitable giving this year, 80% expect to support at least one new nonprofit, and 42% have already used a donor-advised fund or another tax-advantaged giving vehicle. In other words, younger donors aren't simply "donors of the future." They're giving now. This means it’s a good idea to double down on annual giving messages to Millennials while also incorporating legacy and planned giving messages.
Focus on the people
Just because younger generations are “on social media” doesn’t mean they’ll be drawn into your mission because you push a flashy social media campaign or redesign your gala. The foundation of strong fundraising—both lifetime and legacy giving—is still about building authentic relationships that can grow over decades.
Go light on the “resume”
Younger donors want to know exactly what difference their gift will make. Instead of leading with your organization's longevity or annual budget, explain how a contribution changes lives. Concrete examples consistently outperform broad mission statements when it comes to motivating younger donors.
Invite participation—not only donations
Gen Z and Millennials want to feel connected to a cause, not simply asked to fund it. Volunteer opportunities, advocacy campaigns, behind-the-scenes experiences, and opportunities to interact with beneficiaries or program staff can help younger supporters build a lasting connection with your mission.
Show them where the money goes
Transparency matters. Younger donors expect organizations to communicate outcomes, report impact, and explain how gifts are being used. Regular updates, photos, stories, and measurable results help build confidence and trust.
Make it easy!
Your donation process should be mobile-friendly, simple, and free of unnecessary obstacles. Complicated forms, confusing navigation, or unexpected fees create friction that can discourage younger donors before they complete a gift.
Think beyond annual giving
As Millennials accumulate wealth and Gen Z begins entering its peak earning years, many are already thinking strategically about philanthropy. Donor-advised funds, recurring giving, appreciated assets, and long-term charitable planning are becoming part of how younger generations approach generosity—not just how older donors do. Planting the seed of a future legacy gift doesn't require asking a 30-year-old to rewrite a will. It simply means introducing the idea that your organization hopes to be part of their philanthropic journey for decades to come.
Engage the whole family
Younger generations want to participate in family philanthropy rather than simply inherit it. Indeed, many expect to direct substantial resources toward charitable causes and want to be actively involved in those decisions.
Here’s the bottom line: Organizations that start building relationships with younger generations now will pave the way for both annual giving and planned giving. As always, please reach out to the community foundation anytime! We are happy to serve as a sounding board for engaging younger generations, whether your organization has established an endowment or reserve fund at the community foundation, or whether you’d simply like to learn more about how the community foundation can support your capacity to receive complex and planned gifts. We look forward to a conversation!
Keeping score: Simple tips for tracking planned giving activities
Naturally, your organization understands the importance of planned giving. But, if you are like many organizations, figuring out a way to track it and measure success leaves you scratching your head.
That's understandable. Unlike an annual campaign, planned giving is built on relationships that often develop over many years. A donor may first express interest today but not finalize an estate gift until years later. That long timeline can make it difficult to know whether your efforts are paying off.
The good news is that you don't have to wait decades to measure success. Instead of focusing only on completed bequests, begin tracking the activities that lead to future legacy gifts—which will also generate plenty of annual giving along the way!
Here are a few best practices to consider.
Document “meaningful conversations,” not just commitments and gifts received
One of the best indicators of a healthy planned giving program is the number of meaningful conversations your team is having with donors about legacy giving. Ask yourselves, “Did this conversation make it more likely that this donor will include our organization in their estate plan?” Every discussion represents an opportunity to better understand a donor's goals, while also planting the seeds for a future gift and securing lifetime gifts.
Celebrate documented intentions
When a donor informs your organization that they have included you in their estate plan—or signs a letter of intent—celebrate that milestone. Tracking these commitments helps you understand how your legacy program is growing long before gifts are ultimately realized.
Focus on stewardship activities
Activity drives results! And the work doesn't end when a donor makes a legacy commitment. You can generate ongoing meaningful conversations through in-person meetings (even if just 10 minutes!), phone calls, invitations to special events, and even super warm email exchanges that move the relationship forward.
Check your marketing materials
Successful planned giving programs are supported throughout the organization and across the team. Review your website each year to ensure legacy giving information is easy to find. Include planned giving stories in newsletters and annual reports. Add brief legacy giving messages to event materials, email signatures, and social media throughout the year. Small, consistent reminders help normalize conversations about charitable bequests.
Set activity goals you can achieve—and also challenge you
You don't need dozens of metrics to get started. Even setting goals for one or two types of metrics—most importantly, meaningful conversations—can provide valuable insight into your progress from year to year. Again, the activity will drive results! Over time, multiple conversations with a donor, even if brief, stand a good chance of paying off in the long run. Imagine what could happen if everyone on your team held meaningful conversations with a wide range of donors throughout the year—and appropriately introduced legacy giving during those conversations.
Keep it simple!
We cannot stress this enough! If you are spending so much time tracking and reporting that it is eating into precious time available for proactive meaningful conversations with donors, something is wrong. It is not a badge of honor to show your board a rocket-scientist-level tracking plan for stewardship, planned giving, and legacy giving, or any type of giving, for that matter. Measure what matters, and what matters are activities that build relationships.
The bottom line is that what gets measured gets managed. By establishing a few simple tracking systems today, your organization can build accountability, celebrate progress, and create a stronger planned giving program that will benefit your mission for generations to come.
This newsletter is provided for informational purposes only. It is not intended as legal, accounting, or financial planning advice.