There’s a story I love sharing about a small nonprofit that went from barely surviving to thriving—and it all started with a single legacy gift.

For years, this nonprofit worked tirelessly to serve its community, but it was always a struggle. Year after year, they operated in survival mode, dependent on many small donations, and constantly scrambling to meet their budget. The stress was relentless, and the dream of expanding their impact felt like a distant fantasy.

Then one day, they received a legacy gift—a single bequest that changed everything.

But instead of using that gift to cover immediate expenses, they made a game-changing decision: they used it to start an endowment. Slowly but steadily, the endowment grew, and almost immediately, it was covering 10% of their operating budget. That shift in financial stability allowed the nonprofit to do something they had never been able to before—focus on growth.

With the security of the endowment, they were finally able to expand their programs, reach new communities, and multiply their impact. 

And the most amazing part? They did this without hiring a planned giving professional or building a huge team. They simply integrated a few strategic legacy giving steps into their regular operations.

This story isn’t unique. Nonprofits across the country are experiencing similar transformations by embracing legacy gifts. And here’s why:

1. The Great Wealth Transfer is happening now. Over the next 20-25 years, an estimated $73 trillion will be passed from one generation to the next, with $10-$12 trillion of that going to charity. This is the greatest transfer of wealth in history, and we’re in the midst of it.
2. Bequest giving remains steady while other types of donations fluctuate. Non-cash gifts like bequests are becoming the preferred choice for many donors.
3. Planned gifts are transformational—the typical completed legacy gift is 200 times larger than a donor’s biggest annual contribution.

Building an endowment through legacy gifts is an opportunity you can’t afford to miss. Legacy gifts have the potential to secure your nonprofit’s future, providing financial stability that fuels your mission for years to come.

I want this transformational opportunity to be within your reach, so…

Throughout this article, I’ll break down the six steps to building an endowment through legacy giving and establishing a stable and growth-oriented future for your church or nonprofit. At the end, I’ll share how you can unlock my signature step-by-step process for doing this work and get your questions answered in six weeks of FREE group coaching.

If you’re ready to unlock one of the most powerful sources of funding for your organization, keep reading!

6 Keys to Growing Your Endowment Through Legacy Giving 

I snuck out the back of the room during my first planned giving seminar—yes, me! 

The presenter was explaining a tax regulation that had just gone into effect and I felt like a fish out of water. Intimidating works and concepts were flying over my head. All I could think was, “If I don’t leave I’m going to completely give up on my fundraising career!” So I left. 

Unfortunately, this is an all too frequent response to legacy giving and it’s unnecessary.

Fast forward 40+ years, and not only did I build a successful fundraising career—I specialized in legacy giving. So, what changed?

Soon after that daunting seminar, a seasoned fundraiser (and now a dear friend) took me under his wing. He simplified everything, helping me learn strategic and effective ways to approach legacy giving that actually made sense.

With these tools, I went on to help a university and other organizations transform through inviting life-changing legacy gifts. I also witnessed donors experience deep, meaningful joy as they made their legacy gifts. It was powerful, and I knew I had to share these skills with others—people like you.

That’s why I left a legacy giving leadership role at a large organization to advance my organization and design Legacy Giving: The Basics. This self-paced course is designed to make legacy giving simple, strategic, and accessible for nonprofits and churches.

Throughout the course and this article the word LEGACY serves as an acronym for the 6 Keys to Legacy Giving work.

Key #1: Leadership

Establishing an effective leadership model lays the foundation for the generosity you will inspire. Getting off to the right start with the right people focused on the right destination is fundamental to creating momentum.

Your work in the Leadership stage of the Legacy Giving process should result in:

1. A program that has been presented to and approved by your governing board. Ideally, there are two Legacy Giving champions working together to advocate for the program’s initiation. The chief executive and a trusted, current, or former board member are the most likely influential pair to present a Legacy Giving program proposal to your Board. Your board’s official action on a formal resolution secures the proper ownership and oversight of your program.
2. A leadership work group that shares a common vision and purpose. Your Legacy Giving leadership team should be a working group—not an advice-only group—of staff and volunteers who are committed to your ministry and widely trusted by your stakeholders. Ideally, the group includes several practicing professionals like an estate planning attorney, financial planner or wealth manager, a resource development professional, and a communications or marketing expert. A common vision and purpose shape the case for support that will be used to inform and inspire potential legacy givers.

Establishing a strong leadership foundation is essential for the success of an endowment and Legacy Giving program. By engaging the right people and securing board approval, your leadership team can drive the initiative forward with a shared vision and purpose.

Key #2: Education

The Christian church has long focused its stewardship education efforts on tithes and offerings. People of faith respond by giving a percentage of their income. 

Here’s the challenge this creates: a typical American holds only 10% of their wealth in cash and 90% of their wealth in accumulated assets. What a donor can give from cash pales in comparison to their capacity to give from assets.

What life-changing impact could your ministry have if people of faith shared their tithes and offerings from the entirety of God’s gifts to them? Design your Legacy Giving education plan with this vision for ministry in mind. 

Your work in the Education stage of the Legacy Giving process should result in:

1. A workgroup that has the competence and confidence to accomplish its role. An initial orientation equips your leadership with a common understanding of their roles and charts the course for the work ahead. Additional training throughout the year provides the knowledge needed to effectively implement each step of a Legacy Giving program. Easy access to relevant online resources through BrendaMoore.org provides support for those who take on specific tasks for program implementation.
2. An integrated year-round education plan designed for your context and constituency. The annual calendar for Legacy Giving education should include seminars or other educational events, periodic newsletter articles, and updated web content. The implementation of your Education plan is greatly simplified by the availability of a step-by-step seminar planning tool, an experienced seminar presenter, and replicable online resources through BrendaMoore.org. If you’re in a congregation context, asset stewardship education should be integrated into your regular stewardship program.

Effective Legacy Giving education helps donors understand the broader impact of their gifts. A well-prepared team and year-round education plan will empower your ministry to teach stewardship that extends beyond cash donations, unlocking the potential of accumulated assets.

Key #3: Gifts

Gifts are THE most important outcome of the Legacy Giving process. Sadly, this is where most ministries get stuck. They often begin by establishing a separate fund like an endowment, but the gifts don’t magically appear. The fund’s distributions make only a modest impact and discouragement sets in.

An estimated 75% of Americans make gifts to charities during their lives, but fewer than 10% plan for gifts at death. When asked “why”, they usually respond “I wasn’t asked.” All of the other steps in the Legacy Giving process set the stage for effective gift invitations. But sustained momentum will come only from the intentional identification, development, and invitation of legacy gifts.

Your work in the Gifts stage of the Legacy Giving process should result in:

1. Relationships of trust that have been developed with your most likely Legacy Giving donors. The identification of your long-time and most loyal stakeholders establishes your initial prospect list. An introductory letter and survey tool help them signal their existing intent or their potential interest. The development of a meaningful face-to-face relationship between each prospect and a Legacy Giving leader fosters trust and respect. Thoughtfully planned and executed personal visits put the legacy gift invitation on the table for conversation.
2. An expectancies report of gifts that are planned and in place for the future. An initial survey step, and perhaps other communication steps, will help you identify donors who have already made a provision for your ministry in their estate plans and are willing to tell you. The personal visit process will be the most productive path to gift decisions. Professional advisors in your community may also be instrumental in leading your stakeholders to gift decisions. A memo of intent or other form of documentation will help the donor clarify their gift plan for your ministry. A worksheet or other tool will help you track these expectancies and report your progress.

Building an endowment through legacy gifts is the ultimate goal of the giving process. By building trusting relationships with loyal stakeholders and inviting them to make planned gifts, your ministry can ensure future support through thoughtful, documented gift plans.

Key #4: Administration

Your ministry will want to exercise excellent stewardship over the gifts it receives as a faithful response to a generous God. Documented policies and practices also clarify your donors’ options and expectations and further foster relationships of trust, guarding against the revocability of most simple bequests. 

Don’t forget—your organization is also accountable to the laws of the land and needs to comply with the various state and federal regulations that govern legacy gifts. Appropriate administration processes make this possible.

Your work in the Administration stage of the Legacy Giving process should result in:

1. The approval of gift acceptance and administration policies. It’s your board’s role to provide initial approval and ongoing oversight of key Legacy Giving policies. A Gift Acceptance Policy, Unrestricted Bequests Policy, and an Investment and Distribution Policy are the three most essential policies to have in place. Starting with excellent sample documents greatly reduces the time and trouble of drafting these critical pieces. As a communications strategy, you will also want to publish them on your website after they’re approved.
2. The implementation of gift stewardship processes and tools. Given the importance of the timeliness, accuracy, and confidential nature of various administrative details, it’s helpful if a trusted member of your ministry staff can take on these responsibilities. Gifts received and future gift notifications both require a formal acknowledgment to the donor. The Expectancies Report on gifts anticipated and a Maturities Report on gifts received need to be maintained. Estates in probate require careful monitoring to protect the interests of your donor and your organization.

Strong administration is crucial for ensuring the stewardship of legacy gifts. By implementing policies and procedures approved by the board, your organization can comply with legal requirements and foster trust with donors through clear communication and careful oversight.

Legacy Giving: The Basics participants often tell us this is their favorite module. Along with the video trainings, we provide customizable policy templates so that your church or nonprofit can begin implementing these procedures immediately (and confidently). 

Key #5: Communications

The promotion of your Legacy Giving program works hand-in-hand with your Education and Gift strategies. The stories of faith, generosity, and impact that you share will inspire legacy gifts as well as support for your entire ministry. 

Here’s the good news: Communication strategies need not be complicated or involve significant time, money, or expertise. They need to be consistent and regular so that Legacy Giving becomes a front-of-mind consideration for a prospective donor.

Your work in the Communication stage of the Legacy Giving process should result in:

1. The development and implementation of an integrated, year-round promotion plan. Use your existing communication channels—newsletter, email, website, and public presentations—to introduce and encourage Legacy Giving. A consistently placed ad, a check box on a gift reply device, a periodic sidebar article, a simple Legacy Giving brochure, and a few well-developed stories of impact should cover your basic needs. There’s no need to reinvent any wheels. 
2. A cadre of professional advisors who encourage Legacy Gifts for your ministry. Organizations with mature planned giving programs report that less than half of all bequests received were either known to them in advance or planned with their assistance. The majority of legacy gifts are established with the help of estate planning attorneys, accountants, and wealth managers who advise your donors. Professional advisors need to know your ministry, trust your financial stewardship, understand how legacy gifts will be used, and have current information to share with their clients.

Consistent communication is key to receiving legacy gifts. By leveraging existing channels and sharing stories of faith and generosity, you can inspire potential donors and build connections with professional advisors who influence giving decisions.

Key #6: YOU

The important work of Legacy Giving will simply not happen without YOU—an inspired and equipped YOU. 

You know that in today’s world, ministry is struggling to survive despite a period of incredible abundance. Your heart’s desire is that ministry would thrive, but you don’t have the skills to tap into the wealth transfer. You long to pass on a legacy of faith that is alive in the hearts of your grandchildren and future generations. But you need a guide and a plan.

Your work in the You stage of the Legacy Giving process should result in:

1. Growth in competence, confidence, and capacity as a Legacy Giving leader. With Brenda Moore as your guide, you have a sister in Christ who shares your heart’s desire to give God your very best. You also have a coach who has helped hundreds of leaders like you raise hundreds of millions for ministry. With Legacy Giving: The Basics as your plan, the best practices of planned giving are synthesized into a year-round process, simplified into implementable steps, and supported with dozens of downloadable, replicable resources. You will enjoy a shortened learning curve, the elimination of unproductive meetings, the addition of gift revenues, and the satisfaction of greater mission impact. 
2. The finalization of your own legacy gift plan, and a willingness to encourage others. You won’t fully appreciate the great joy that generosity can bring until your own legacy gift is in place. And you won’t have full credibility until you can invite the gifts of others using the words “join me.” You’ll understand the estate planning and gift planning process far better if you first experience it yourself. And your personal story will provide the most compelling encouragement to others.

Your role as a leader is pivotal to the success of your endowment and receiving legacy gifts. With proper guidance, personal experience, and a strong plan, you’ll grow in confidence and inspire others by sharing your own legacy gift journey, encouraging them to join in the impact.

Your Next Steps to Building an Endowment with Legacy Gifts

If you’re ready to unlock these types of gifts for your organization, I’ve made it easy for you. 

In my Legacy Giving: The Basics self-paced course, I break down each of these six keys to legacy giving and how to implement endowment-building strategies into the fundraising work you’re already doing. Plus, you’ll get access to customizable templates—so you’ll always know exactly what to say, write, or do!

BONUS: If you purchase the course by October 2nd, you’ll get access to six FREE group coaching sessions starting October 9th at noon central. 

Ready to get started? Check out the course and begin building the financial future your organization deserves.

Co-authored by Brenda Moore, CFRE and Samantha Roose.