A legacy society is an easy and important way to cultivate donor relationships, encouraging new or additional planned gifts and making it less likely that donors will change their minds about revocable gifts. Yet charitable organizations too often underutilize legacy societies. This is a missed opportunity, as legacy society members are more likely to make larger planned gifts and more irrevocable gifts than nonmember donors.
Creating and maintaining a strong legacy society provides numerous benefits for your organization, including:
• Urging supporters to think about their role in securing the future of your work
• Building significant relationships with members
• Recognizing and thanking members who make planned gifts
• Encouraging donors (including existing members) to share new or previously unreported planned gifts
• Creating a deeper sense of community among members
• Increasing donor connection and engagement with your organization
Is your team talking about creating a new legacy society or strengthening an existing one? Evaluate the following areas and ideas to get started.
Membership
Define or reexamine the requirements for membership in your legacy society. Decide whether you will offer membership to a donor who:
• Verbalized an intent to make a planned gift or signed a letter of intent
• Made specific types of planned gifts
• Gave any kind of gift of a certain minimum amount
This information should be clearly spelled out on your website or anywhere you talk about your legacy society.
Name and Logo
Choose a name for your legacy society that will remain relevant, consistent, and valuable over time. Consider a name inspired by:
• A person important to the organization’s history
• An inspiring word or phrase that captures the essence of your mission or vision
• A meaningful year
• A significant landmark associated with the organization
• The organization’s name, nickname, or acronym
Consider creating a legacy society logo as well. This symbol of the legacy society will become a visual cue in communication with donors and members and in other planned giving materials.
Benefits
The legacy society is an important way to express gratitude and honor a donor’s generosity and commitment to your organization. Carefully select membership benefits that show your appreciation, mean something to your members, and entice new donors to consider joining.
You know your donors best, and benefits will likely be tailored to your organization. However, some common legacy society membership benefits include:
• Recognition in a newsletter, on a website, or on a donor wall
• Mementos from your organization (bookmarks, mugs, playing cards, tote bags, etc.)
• Invitations to special events (luncheons, receptions, speakers, shows or concerts, private tours, etc.)
• Legacy society newsletters that include upcoming events, success stories, and information on the details and benefits of various gift options to encourage additional giving
Promotion
Whether your legacy society is brand new or well established, you’ll want to make sure your organization is taking an intentional approach to promoting the society and seeking new members. Some effective ways to promote your legacy society include:
• Your website. Include a page on your planned giving website with all the relevant information about your legacy society, from membership requirements to a list of benefits. You can directly link from your list of accepted gifts to more information about those gifts.
• Donor communications. Mention your legacy society in newsletters, mailings, planned giving guides, and annual reports. Include a web address, link, or QR code directing people to the legacy society page on your website. Whenever possible, include donor stories with the legacy society information to show supporters that people like them are making a powerful difference at your organization in ways that are also beneficial to them.
• Direct invitations. One of the most effective ways to add a member to your society is through a one-on-one conversation. Personally ask supporters with a history of investing in your organization to consider making a planned gift that will qualify them for membership in the legacy society. Present it as an opportunity to engage further with your mission, be recognized for their generosity (if they wish), and come together with like-minded, forward-thinking donors. Donors who feel heard and appreciated often go on to increase awareness of the organization and the legacy society by talking to their peers and members of their social circle.
• Surveys. You may notice commonalities among members of your legacy society—a particular age range, previous donations, volunteer experience, or other connections to your organization. A survey targeting people in these specific groups can be useful in identifying donors who have not yet informed you of their gift and encouraging others to consider a gift.
The time you invest in building a legacy society will greatly impact your planned giving program as you steward donors, strengthen connections, and foster a community of giving.
