Don’t Forget Your Future Donors: The Art of Stewarding Estate Gifts
In the nonprofit world, we talk a lot about stewardship. It’s one of those words we use often, and rightly so. Stewardship means taking care of the people who make our work possible. We write thank you notes, host appreciation events, send newsletters, and share stories about the impact of giving. We do these things to remind our donors how much they matter to our mission.
But there’s one group we often overlook: those who have included our organizations in their estate plans. These are some of our most loyal and generous supporters, yet they rarely receive the kind of intentional stewardship they deserve.
Why does that matter? Because an estate gift isn’t immediate. The gift someone has promised will come someday, sometimes, years in the future, usually after their lifetime. And while the timing may feel distant, the relationship needs attention right now. People can, and do, change their minds. If they don’t feel appreciated or valued, they might redirect their gift elsewhere.
The Missed Opportunity
Too often, organizations focus their energy on what’s visible today. We celebrate the individuals who made this year’s campaign possible or who gave a major gift that’s transforming a program in real time. That’s understandable as those gifts have an immediate impact.
Meanwhile, the people who have quietly pledged a future gift through their will, trust, life insurance, or retirement account may not hear from us at all. They’re not in the spotlight, and because their generosity doesn’t appear in this year’s budget, they sometimes fade into the background.
That’s a mistake.
It has been said that an estate gift is, on average, 2.7 to 4 times larger than the total of a donor’s lifetime giving. Think about that for a second, someone who gives $1,000 a year might leave a $100,000 bequest. And yet, only five to six percent of Americans include a charitable organization in their estate plans. That means every one of these donors is rare, intentional, and incredibly important to your mission.
Why Stewardship Matters Even More for Estate Givers
Estate donors aren’t just names on a list; they are individuals who believe deeply in your cause. Many are current annual donors, volunteers, or long-time advocates who want to leave a legacy. But just like any relationship, this connection needs ongoing engagement and care.
If you don’t stay in touch, you risk becoming “out of sight, out of mind.” Instead, if you nurture the relationship while a person is living, those same donors are likely to continue giving annually, attend your events, and even increase their support during their lifetime.
Imagine for a moment a loyal supporter who has quietly included your organization in her will. She believes in what you do, but she never hears from anyone after she fills out the paperwork. Years pass, leadership changes, and her connection fades. Without that human touch, her intentions may change too. A simple note or invitation might have made all the difference.
Four Ways to Steward Planned-Gift Donors
1. Identify and Track Them
Start by knowing who your planned gift donors are. Create a dedicated field in your database or CRM to record this information and keep it up to date. That way, you can easily pull their names for communication and events.
2. Send Thoughtful, Personal Notes
Don’t underestimate the power of a simple thank you. A handwritten note or a personalized card at Thanksgiving can be deeply meaningful. Let them know they are part of your organization’s future and that their generosity is top of mind, not an afterthought.
3. Host an Exclusive Gathering
Consider creating a special event just for legacy donors. It doesn’t need to be elaborate. Invite them to meet with your executive director, tour a new facility, or hear from program leaders. Make it a moment where they feel proud of their decision to include you in their estate plans.
4. Connect Donors to the Impact They’ll Have
One of the most meaningful gestures is to have a student, client, or program recipient write a thank you note. A message that says, “Thank you for keeping us in your heart,” can reinforce how powerful their planned gift will be and how much it’s appreciated even now.
The Payoff of Gratitude
Stewardship is never just about saying thank you. It’s about nurturing trust, maintaining connection, and showing people that they matter. When you acknowledge and celebrate individuals who have committed an estate gift, you strengthen your relationship today and secure your organization’s future.
Ask yourself: Do you have a system, even a simple checklist, that ensures your planned gift donors feel seen and appreciated throughout the year? If you do, those relationships will continue to grow, both now and in the years to come.
Because when people feel valued, they stay connected. And when they stay connected, they keep your mission close, during their lifetime, and beyond.
