How to Start a Legacy Program From Scratch

How to Start a Legacy Program From Scratch

By Laurence A. Pagnoni, MPA

Starting a legacy program can feel like standing at the edge of a long road. You know the work matters. You know the gifts will shape the future of your mission. But the first steps can feel uncertain. The truth is simpler: a legacy program grows from the same soil as every strong fundraising effort — trust, clarity, and a steady hand.

Begin With the Why

Before you design anything, name the purpose. A legacy program is not a revenue tool. It is a promise. It tells your donors that the work they care about will continue, and that their values can live on through your mission. When you speak from that place, the rest follows.

Build a Clear Message

People respond to clarity. They want to know what a legacy gift makes possible, how it strengthens the future, and how their story becomes part of yours. Write a message that speaks plainly to those truths. Keep it short. Keep it honest. Let the mission carry the weight.

A simple brochure or one‑page case is enough to begin. A short video can help. Before you share anything widely, test it with a few trusted colleagues. They will tell you what rings true.

Choose a Small Circle to Guide the Work

You don’t need a large committee. You need a thoughtful one. Two or three people who understand the mission and can help shape the early steps. They can review materials, think through stewardship, and help identify the first donors to approach.

Identify the First Prospects

Start close to home. Board members. Volunteers. Longtime donors. People who have stayed with you through changes and seasons. People who talk about the mission as if it’s part of their own story. These are the ones most likely to consider a legacy gift.

You don’t need a complex scoring system. You need attention. Look for the people who show up, ask deeper questions, and speak about the future with hope.

Create a Simple Way to Raise the Topic

Legacy giving is a personal decision. It deserves a personal invitation. You can introduce the idea in a newsletter, at an event, or in a quiet conversation. The tone matters more than the method. Speak with respect. Let the donor set the pace.

A line as simple as, “Many supporters choose to include us in their plans — if you’d ever like to talk about that, I’m here,” can open the door.

Honor Every Yes — and Every Maybe

When someone expresses interest, respond with care. Provide sample language for their will or beneficiary designation. Offer to speak with their advisor. Keep the process clear and steady.

If they need time, give it. If they decide not to move forward, thank them for considering it. A legacy program grows through trust, not pressure.

Steward the Donors Who Step Forward

Once a donor includes you in their plans, they become part of the organization’s future in a profound way. Stay in touch. Share updates that matter. Invite them into the life of the mission. Let them see the work continue.

Stewardship is the heart of a legacy program. It is how you honor the trust they have placed in you.

Let the Program Grow at Its Own Pace

Legacy programs don’t bloom overnight. They grow through steady cultivation, honest conversations, and a mission that earns devotion. If you stay patient and keep the work grounded, the gifts will come — and when they do, they will carry a kind of grace that stays with you.