Bequests

When most people think about supporting a cause they care about, they imagine writing a check, making an online gift, or attending a fundraising event. While these current gifts are essential, it is important to remind donors of the importance of legacy giving. Giving by bequest is the most popular way to make a legacy gift. In fact, bequests make up 90% of all planned gifts.

For charitable organizations, this is more than a statistic—it’s a powerful reminder of the long-term value of encouraging supporters to include charitable gifts in their wills, trusts, or estate plans. These legacy gifts often represent the most transformative support an organization will ever receive.

Remind Donors That an Estate Plan Is Important

While many people know they should have a will or trust, they often postpone creating it. That’s why it is important to consistently reinforce the value of estate planning in your donor communications—not just for the peace of mind it brings donors, but also for the opportunity it offers them to make a lasting impact on the causes that are important to them.

Let your donors know that including a charitable gift in their estate plan can be simple and meaningful. Whether it’s a specific dollar amount, a percentage of their estate, or what remains after other gifts are made, a bequest offers a way to support your mission long into the future—without affecting their finances during their lifetime.

Start Conversations About Legacy Giving

Talking about legacy doesn’t have to be awkward. In fact, most donors appreciate the opportunity to reflect on how their values can live on. You don’t need a special campaign to bring it up—just a thoughtful approach. Incorporating even a brief mention of planned giving in regular communications, thank you letters, or one-on-one conversations can open the door to meaningful dialogue.

Normalize legacy giving by consistently including messaging in your print and digital materials. The more your supporters see this as a natural part of philanthropy, the more empowered they will feel to take action.

Highlight the Power of Endowment

Endowment gifts—often made through bequests—help ensure your organization’s work can continue for generations. Whether structured as a permanent fund to provide annual support or directed to a specific purpose or program, endowment gifts build financial stability and long-term impact.

Many endowments begin with estate gifts from wills or trusts. By connecting legacy giving to endowment growth, you help donors see how their planned gifts can be both personal and powerful.

Keep the Conversation Going—Year Round

Legacy giving isn’t seasonal. Although national campaigns occasionally spotlight estate planning, your organization can and should talk about it year-round. The sheer magnitude of support that comes through bequests makes it too important to ignore.

If your organization has not yet integrated bequest messaging into your development strategy, now is the time. The most impactful gifts often come from those who made thoughtful plans and trusted your organization to be a part of them.

As always, the East Tennessee Foundation is here to help. Whether you need messaging, tools to engage donors, or technical support for complex gifts, we are your partner in building endowment and strengthening donor relationships. Together, we can make sure that your mission continues to thrive—for generations to come.

This newsletter is provided for informational purposes only. It is not intended as legal, accounting, or financial planning advice.