Year-End Planning

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.

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, 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, thus 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.

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.

You can share that message by making legacy giving more visible.

• 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, do not 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 do not 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 would be honored if you would consider including our organization in your estate plans.” Sometimes the invitation itself is the most crucial 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 East Tennessee 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 East Tennessee Foundation to receive the complex gifts, and the fund in turn supports your organization.

The bottom line is this: help donors think intentionally about the legacy they hope to leave to ensure that your organization’s mission stays strong for generations to come.

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