Every organization dreams of that game-changing, multi-million-dollar bequest that seems to come completely out of the blue. We’ve all heard stories about a nonprofit learning that a longtime supporter has left a major endowment gift through a will, trust, IRA beneficiary designation, or other legacy planning arrangement. “When is our big gift coming?” you wonder.
Of course, sometimes a big gift really is a surprise. But most of the time, the seeds for that gift—a lot of seeds—were planted years earlier: the donor gave modestly but consistently; the organization stayed in touch; a staff member at the organization took the time to learn why the mission mattered to the donor; the donor also learned about the organization’s endowment and was intrigued. Over time, the relationship deepened. And eventually, the donor decided to include an endowment gift to the organization in the donor’s estate plan.
How can you increase the likelihood that this sequence of events happens for your organization? Here are three suggestions.
Don’t underestimate the donor who gives $100.
It’s easy to focus fundraising attention on donors who can make large gifts today. But today’s $100 donor could be tomorrow’s loyal annual donor—and someday, that donor could leave your organization a significant portion of an estate.
2026 gives nonprofits an especially timely reason to engage donors at all levels. Beginning this year, taxpayers who do not itemize deductions may deduct up to $1,000 in qualifying cash charitable contributions, or $2,000 for married couples filing jointly.
Even with the new deduction, taxes should not become the centerpiece of your fundraising message. Your mission should always lead. Still, the new deduction gives you one more reason to reach out to people who give at modest levels—or who haven’t yet become donors at all.
Consider a simple message:
New for 2026! Taxpayers who don’t itemize deductions may be able to deduct up to $1,000 in qualifying cash charitable contributions, or $2,000 for married couples filing jointly. If you’re considering gifts to charity this year, [ABC Charity] would be honored to be included. Thank you!
This is just the beginning, though. A $100, $250, or $500 gift matters today. But the person making it may matter to your organization for decades. So keep in touch!
Make endowment giving feel accessible—not exclusive.
If every message about your endowment features six- and seven-figure gifts, don’t be surprised if donors conclude that endowment giving isn’t for them. Instead, help donors understand that an endowment is something everyone can help build. A $250 gift, a $2,500 gift, a gift of appreciated stock, and a future gift through a will, trust, or IRA beneficiary designation can all be ways for donors to support your endowment and contribute to your organization’s long-term strength.
You might craft a message such as:
We invite you to support [ABC Charity]’s endowment fund at whatever level fits your charitable giving plans. Every gift helps build resources to support our mission for years to come. Whether your gift is a $250 online donation, a $2,500 check, $25,000 of appreciated stock, or a much larger future gift through your will, trust, or IRA beneficiary designation, you are helping strengthen our organization for the future—and we are grateful!
The point isn’t that every donor needs to make an endowment gift today. Rather, the point is to help every donor understand that supporting your endowment isn’t an opportunity available only to “someone else.”
Plant more than one legacy seed—a lot more.
Communicating endowment and legacy giving opportunities is not a one-and-done effort. Keep repeating it in different ways and through different channels. A donor may hear you mention a legacy gift today and barely notice. Six months from now, that same donor might read a story about what your endowment makes possible. Next year, the donor may attend an event where someone talks about supporting your organization for future generations. Two years from now, that donor may be updating an estate plan and pass along your website URL to an estate planning attorney.
Of course, you don’t need to include an outright endowment or legacy ask in every donor communication. Just make sure that you mention legacy and other types of planned giving often enough that plenty of seeds get planted. You simply want donors to understand that your organization is focused on today’s needs and tomorrow’s mission—and that there are ways they can support both.
Please reach out to the community foundation team to learn more about planned giving, legacy giving, and how the community foundation can help administer and manage your endowment or reserve fund as you strive to build a brighter future for our community. Thank you for your partnership.
