{"id":118650,"date":"2024-11-14T10:00:24","date_gmt":"2024-11-14T15:00:24","guid":{"rendered":"https:\/\/bloomerang2dev.wpengine.com\/?p=118650"},"modified":"2025-10-01T17:10:15","modified_gmt":"2025-10-01T21:10:15","slug":"ask-an-expert-how-to-revive-a-legacy-giving-program","status":"publish","type":"post","link":"https:\/\/bloomerang.com\/blog\/ask-an-expert-how-to-revive-a-legacy-giving-program\/","title":{"rendered":"[ASK AN EXPERT] What\u2019s The Best Way To Revive A Moribund Legacy Society?"},"content":{"rendered":"

Our\u00a0Ask An Expert<\/a>\u00a0series features real questions answered by\u00a0Claire Axelrad, J.D., CFRE<\/a>, also known as Charity Clairity.\u00a0<\/strong>Today\u2019s question comes from a nonprofit employee who wants advice on how to energize their legacy giving program:\u00a0\u00a0<\/b><\/p>\n

Dear Charity Clairity,<\/i><\/p>\n

We have an on-paper \u201clegacy society\u201d that was started before my time here. Members gave $5000 outright to be a<\/i> \u201cmember\u201d and the funds are in our restricted fund. I want to energize our legacy giving program, and wonder if starting with these members to talk about actual bequest giving is a good start? Also, do bequest societies work to secure gifts? If so, what benefits should I list?<\/i><\/p>\n

— Uncertain How to Proceed<\/i><\/p><\/blockquote>\n

Dear Uncertain,<\/i><\/p>\n

First, allow me to address whether legacy societies matter. Yes! As I\u2019ve previously noted, most people enjoy being recognized and appreciated<\/a>. It appears these $5,000 donors may have felt this way when your legacy society was initiated, but\u2026 perhaps it\u2019s been some time since they\u2019ve felt the rewards for their giving? You are right to consider how to reboot your legacy giving<\/a> program so it brings donors the connection and meaning they seek. Generally, this will be the reassurance that their values will live on.<\/p>\n

Second, beginning with your current members is a great idea. The $5,000 cash gifts they already made are indicators they can probably make much larger legacy gifts from their assets \u2013 once they no longer need them. These are folks who already understand the importance of having the equivalent of a \u201crainy day fund,\u201d and will be receptive to adding to their impact if you make it easy for them to do so. Depending on how many of these members you have, you might want to attempt a personal meeting with as many as possible. Some may want to vent about their discontent at having been abandoned for so long. Allowing them to do so, while embracing your own organization\u2019s errors, is a good way to restart what should be a values-based conversation.<\/p>\n

Beginning with bequests is also smart<\/a>. They\u2019re the most common form of legacy giving<\/a>, and something with which most folks are familiar. You don\u2019t need to become an expert on complex gift vehicles\u00a0(e.g., charitable remainder annuity and unitrusts, charitable lead trusts, charitable gift annuities, pooled income funds, real estate gifts, etc.), which actually make up just a small fraction of all deferred gifts. Just be aware of these options should a donor who\u2019s seen them being promoted elsewhere asks you about them; know who to call for help when the need arises. When you\u2019re ready, you can add in other giving options you\u2019ll want to promote more actively.<\/p>\n

List benefits the same way you would for any other type of giving society. For example: \u201cLegacy Society donors assure the mission of XYZ Charity continues on for future generations. All members receive ongoing updates on program outcomes, and also get\u2026.<\/i>\u201d Whatever you choose to offer as a benefit doesn\u2019t need to be fancy or even substantial. The real benefit is intangible: the donor feels a warm glow knowing their values will live on, and they\u2019ve planted a seed for those who will come after them.<\/p>\n

Here are some examples of benefits you can list:<\/h3>\n