Legacy Giving Survey 101: A Beginner’s Guide to Better Nonprofit Lead Generation
Hey there! If you’ve ever felt like planned giving is a mysterious club reserved for the biggest universities or hospitals with massive legal teams, I’ve got some great news for you. It’s actually one of the most accessible, and rewarding, ways for any nonprofit to grow.
The secret weapon? A simple legacy giving survey.
At Donation Accelerator, we’ve seen how a well-timed, friendly survey can turn a quiet donor base into a goldmine of future support. If you’re looking to boost your lead generation without spending a fortune on fancy prospect research, you’re in the right place. Let’s dive into how you can start identifying your future legacy legends today.
What Exactly is a Legacy Giving Survey?
Think of a legacy giving survey as a friendly "check-in" with your supporters. It’s not a solicitation for money right now; it’s a tool to uncover who is thinking about your organization’s long-term future.
In the fundraising world, legacy giving (or planned giving) refers to donations made through a will, trust, or beneficiary designation. The trouble is, many donors set these up and never tell the nonprofit! Research shows that a huge chunk of legacy gifts are "blind", you don't know they exist until the donor passes away.
A survey changes that. It opens a door for donors to say, "Hey, I actually already put you in my will," or "I’m interested, but I have no idea how it works." By using these surveys, you aren’t just guessing; you’re building a pipeline of qualified leads who actually want to hear from you about these options.
Why Legacy Giving is Your "Secret Sauce" for Growth
You might be thinking, "Harry, we need money now. Why focus on gifts that might not arrive for 20 years?"
It’s a fair question! But here’s the kicker: legacy donors are often your most loyal current donors. When someone decides to leave a gift in their will, their connection to your mission skyrockets. They often start giving more now because they feel a deeper sense of ownership in your success.
Plus, consider these stats:
- Roughly 70% of donors who make a planned gift do so simply because they were asked.
- You don’t need to be "rich" to leave a legacy. Many of the best leads are long-term, modest donors who have been giving $25 a month for ten years.
By starting these conversations early through a survey, you’re securing the financial bedrock of your organization for decades to come.
How to Identify Potential Legacy Donors Early
One of the biggest mistakes nonprofits make is only targeting their "wealthiest" donors for legacy gifts. In reality, your best prospects aren't necessarily the ones writing the biggest checks today. They are the ones with the most loyalty.
When looking at your donor relationship manager software, look for:
- Consistency: Who has given every year for the last five or ten years?
- Engagement: Who opens your emails, attends your events, or volunteers?
- Life Stages: While anyone can leave a legacy gift, donors aged 55+ are often in the "planning" mindset.
A survey helps you find these people across your entire database, not just the top 1%. It’s the ultimate equalizer for lead generation.
Designing Your Survey: Keep It Simple, Silly!
The biggest hurdle to a successful survey is overcomplicating it. You don’t need a 20-page document. In fact, the shorter, the better! Your goal is to get a response, not to write a biography.
The "Magic Questions" to include:
- "Have you already included [Organization Name] in your will or estate plans?" (This uncovers those hidden gifts!)
- "Would you like more information on how to support our mission through a gift in your will?" (This is your primary lead gen question.)
- "What inspires your support for our work?" (This gives you the "why" for future conversations.)
By keeping the tone casual and focused on the donor's legacy, you make it easy for them to say "Yes."
Modular Marketing: The Modern Way to Reach Donors
At Donation Accelerator, we're big fans of "modular marketing." This basically means creating bite-sized pieces of content that can be easily plugged into your existing campaigns.
Instead of one giant, scary "Legacy Giving Month," you can sprinkle survey links and legacy messaging throughout the year.
- A P.S. in your monthly newsletter.
- A small block on your donation confirmation page.
- A quick shout-out in a thank-you email.
This "always-on" approach keeps legacy giving at the top of mind without being overwhelming. It’s about building a culture of legacy giving, one small touchpoint at a time.
Leveling Up with AI and Automation
Let’s be real: your team is busy. Manually following up with every survey response can feel like a mountain of work. This is where AI-powered fundraising solutions come in to save the day.
Imagine having a virtual agent call campaign that can reach out to donors to conduct the survey for you. Or a website chatbot fundraiser that can answer basic questions about planned giving while you sleep.
These tools allow you to scale your lead generation efforts without adding more hours to your workday. You get the data, and then your team can focus on the high-value task: building real human relationships with the people who said "Yes, I want to leave a legacy."
You’ve Got the Lead… Now What?
The survey is just the beginning. Once someone checks that box saying they want more information, the clock starts ticking.
- Immediate Gratitude: Send a warm, personal thank-you. Acknowledge that thinking about a legacy is a big, beautiful step.
- Provide Resources: Send them to a dedicated page, like our Planned Giving Accelerator, where they can learn about different gift types (bequests, life insurance, etc.) at their own pace.
- The Human Touch: For your most engaged leads, a phone call or a coffee meeting is essential. They’ve signaled they love your mission: now it’s time to show them that love back.
Common Pitfalls to Avoid
Even the best-intentioned surveys can go off the rails. Here are a few things to watch out for:
- Being Too "Legal": Don’t lead with tax codes. Lead with impact. Talk about the children helped, the trees planted, or the animals saved.
- Ignoring the Results: There is nothing worse than a donor saying "I’ve put you in my will" and then receiving a generic appeal six months later that doesn't acknowledge it. Use your donor dashboard to tag these supporters correctly!
- Asking Too Often: A dedicated survey once or twice a year is plenty. Over-surveying can lead to fatigue.
Final Thoughts: Just Start!
Legacy giving doesn't have to be a daunting "someday" project. With a simple survey and a friendly approach, you can start identifying your most loyal supporters today.
Remember, you aren't just "asking for money." You are giving your donors a way to make a lasting impact on a cause they care about. You’re helping them write their own story.
If you’re ready to see how technology can make this whole process a breeze, why not check out our virtual agent call campaigns demo? We’d love to help you find your next generation of legacy donors.
Happy fundraising!
Want to learn more about how we help nonprofits thrive? Visit our about page or get involved with the Donation Accelerator community today!
