Shop With Purpose: A Guide to Online Shopping Fundraisers

Shop With Purpose: A Guide to Online Shopping Fundraisers

It’s no secret that online shopping is rapidly growing in popularity. Research shows that e-commerce sales generated more than $856 billion in revenue in 2022, and approximately 2.64 billion customers are expected to make at least one online purchase sometime in 2023.

So, what do these statistics have to do with you, a nonprofit professional? They mean that, in your search for innovative fundraising strategies to engage your organization’s supporters and boost your revenue generation, you should consider tapping into the power of online shopping!

In this guide, you’ll learn everything you need to know to get started with an online shopping fundraiser for your nonprofit. Here’s what we’ll cover:

With the right tools on your side, you can turn an online shopping fundraiser into a lucrative year-round campaign for your organization. Let’s dive in!

Online Shopping Fundraisers: An Overview

An online shopping fundraiser allows your supporters to contribute to your nonprofit by making everyday purchases from participating e-commerce businesses.

To make this fundraiser work, you’ll need to sign your organization up with an online shopping fundraiser program. When supporters use the program’s app to shop online, a percentage of their total sale will go directly to your nonprofit at no additional cost to you or the shopper.

It’s likely that you heard of (or even participated in) AmazonSmile, one of the best-known programs that ran on this model, before its 2023 discontinuation. However, there are a variety of alternatives to AmazonSmile that your nonprofit can still partner with to run your online shopping fundraiser. Plus, these programs often offer benefits that Amazon Smile didn’t, such as higher commission rates and more flexibility in their retailer options.

Benefits of Online Shopping Fundraisers

Online shopping fundraisers benefit both your nonprofit and its supporters. Let’s explore some of the advantages from both perspectives.

For Nonprofits

Some of the reasons why your organization should consider launching an online shopping fundraiser include:

  • It’s easy to run. Once your partner program’s experts walk you through a simple onboarding process, your fundraiser will basically run itself. Then, all you have to do is promote the campaign and track your results.
  • It provides unrestricted funding. Some of the funds your nonprofit receives have to be used for specific programs or projects according to your agreement with the donor or grantmaker. However, the contributions from your online shopping fundraiser can be put toward any area of your nonprofit’s budget that needs additional funding, including operating expenses.
  • It helps diversify your nonprofit’s revenue streams. According to Jitasa’s nonprofit financial management guide, having multiple funding sources allows your organization to achieve greater financial stability. Online shopping fundraisers can be run year-round, making them a great way to supplement your nonprofit’s other fundraising efforts.

Online shopping fundraisers are also completely free for your organization to launch, and they work for nonprofits of all sizes and in all verticals.

For Supporters

Supporters can also benefit from your nonprofit’s online shopping fundraisers in multiple ways, including the following:

  • It’s a no-ask sale. Most other fundraising campaigns that involve buying items, such as product fundraisers or branded merchandise sales, require supporters to go out of their way to give to your organization. Online shopping fundraisers, on the other hand, allow supporters to contribute by purchasing items they were likely going to buy anyway, so they don’t have to spend any additional money to support your nonprofit.
  • It’s highly flexible. As long as the program you partner with has access to a wide network of retailers, supporters will have lots of options when it comes to shopping for your cause.
  • It allows them to shop more ethically. Shoppers can feel good about their online purchases when they know that they’re supporting an organization that makes a difference in their community at the same time.

Participating in an online shopping fundraiser can also be a great entry point for supporters to get involved with your nonprofit. If you review your fundraising data and notice that a brand-new supporter has just shopped for your cause, reach out to them with a welcome email series providing more information about your organization’s work and other ways for them to engage in it.

How to Launch an Online Shopping Fundraiser

According to ShopRaise’s guide to shopping for a cause, your organization can start its own online shopping fundraiser in just three easy steps. Let’s walk through the process in more detail.

1. Partner With a Fundraising Program

As stated previously, the first thing you need to do to launch your online shopping fundraiser is find a dedicated platform to launch your campaign. Look for a program that not only has connections to a wide network of retailers but will also handle all business negotiations for you. Additionally, make sure to ask about their commission rates and whether they can scale with your organization.

Once you’re onboarded with the program and they’ve created a branded landing page for your nonprofit, you’re ready to start spreading the word about your fundraiser to your supporters!

2. Market Your Fundraiser

Marketing is essential for a successful online shopping fundraiser, and leveraging multiple communication methods will allow you to reach as many supporters as possible. Provide instructions for how to participate in your fundraiser and reminders to continue shopping for your cause via the following channels:

The program you partner with can sometimes help with this step by creating email templates, flyer designs, and website banners advertising your fundraiser, all featuring your organization’s logo and brand colors.

3. Track Your Results

Through your online shopping fundraiser platform, you’ll be able to view real-time data on your nonprofit’s campaign. Analyzing this information serves two main purposes. First, you can hone your marketing strategy over time to prioritize the channels that drive the most conversions.

Second, you can recognize your top supporters individually. Send them personalized thank-you messages with their names and fundraising totals, and remind them to keep up the good work in shopping for your cause. To protect shoppers’ privacy, these two pieces of information are all your organization will be able to see—only the supporter will know exactly what items they purchased.

Online shopping fundraisers combine two societal trends—e-commerce and digital fundraising—to provide year-round funding for your organization. While it’s important to maintain your usual fundraising pushes, such as events and your year-end giving campaign, supplementing these efforts with online shopping makes it even more likely that your nonprofit will bring in the revenue it needs to further its mission.

4 Online Fundraising Campaign Ideas to Boost Your Reach

4 Online Fundraising Campaign Ideas to Boost Your Reach

These days, almost everything has gone digital—even fundraising. Hosting your fundraising campaign online is beneficial not only for the existing donors in your community, but also for reaching new donors. An online campaign can expand your reach beyond your community, acting as an innovative way to engage supporters from across the country and even the world. 

To get started, you’ll need a compelling fundraising campaign idea that aligns with your nonprofit’s goals and meets your unique audience’s interests and motivations. Not sure where to begin? Explore our roundup of the top online fundraising ideas guaranteed to spur donations and help you achieve your fundraising goals:

Host a combination of these campaigns or use them as inspiration to plan a unique online fundraiser at any point of the year. Let’s dive in! 

Peer-to-Peer Fundraiser 

Peer-to-peer fundraising is a fun and engaging way to get your supporters directly involved in the fundraising process. During a peer-to-peer fundraiser, you’ll hand over the fundraising reins to your most loyal supporters, empowering them to create their own fundraising pages. By tapping their personal networks to help meet their fundraising goals, your supporters will effectively introduce you to brand new donors, boosting your donor acquisition rate. 

To maximize the success of your online fundraising campaign, the OneCause guide to peer-to-peer fundraising best practices recommends leveraging these best practices: 

  • Recruit supporters to help: Market your peer-to-peer campaign online using channels like your website, social media, and email to help promote this opportunity and pique your existing supporters’ interest. You can also reach out to well-connected supporters, like board members and major donors, to serve as ambassadors and lend a helping hand in fundraising. 
  • Provide training and instructions: Consider hosting an online training session to go over peer-to-peer fundraising best practices and how to create a personal fundraising page. You can also consolidate these instructions in a digital guidebook that can be accessed at any time. Make sure you have a point-person to field any supporter questions and walk them through best practices if they need additional advice. 
  • Pair your campaign with exciting events: Consider hosting your peer-to-peer fundraiser alongside an event to increase engagement, such as a walk-a-thon, an online silent auction, or a livestreamed panel with members of your team who can discuss your cause in detail.  

Once your fundraiser concludes, remember to thank all of your peer-to-peer fundraisers who helped make it happen. A handwritten thank-you note or shout-out on social media can go a long way in helping your supporters feel appreciated and eager to champion your cause again in the future. 

Matching Gift Campaign 

According to 360MatchPro’s guide to corporate philanthropy, a matching gift campaign allows your nonprofit to double the impact of donors’ gifts with the help of corporate support. In a matching gift campaign, corporate donors will match gifts during a certain period of time. For example, if a donor gave $100 to your nonprofit, a corporate sponsor might match this at a 1:1 ratio, resulting in $200 for your nonprofit.  

To get started with matching gifts, follow these steps: 

  • Research companies with similar values and interests: Research local businesses and ask your board members and staff for references of companies who may be interested. Even if they say no to providing a matching gift, they may be a valuable resource to tap into for future fundraisers, such as sponsorship opportunities or silent auction item procurement.  
  • Create a corporate sponsorship proposal: Create a letter that pitches a partnership, outlines what type of support you’re seeking (such as matching at a 1:1 or 2:1 ratio), and when you hope to host a matching gift campaign. You’ll also need to explain how the gift matching will help bring your nonprofit closer to reaching its goals and how your corporate partner will benefit from this arrangement. For instance, you might promote their company in your marketing materials to help expand their reach in exchange for financial support. 
  • Follow up and express appreciation: At the end of your matching gift campaign, let your corporate partner know how much you raised and how the funds will be used to further your mission. Expressing gratitude can help you secure their support again in the future. 

Make sure to promote your matching gift campaign widely and well in advance so supporters know when it’s happening and how they can get involved.  

Text-to-Give Campaign 

A text-to-give campaign is one of the easiest ways to raise money online. It enables donors to give donations at any time on their own devices. Supporters simply submit donations right from their phones, making the donation process inherently convenient, simple, and rewarding.  

You can use text-to-give donation channels for everyday fundraising, not just during an event. Using it is easy—all your supporters need is a specific keyword and the short- or long-code that they’ll text (which should be provided by your text-to-give solution). This will automatically take mobile donors to your nonprofit’s donation page.  

Be sure to find a good software solution that can support virtual transactions and customizations specific to your nonprofit. Specifically, look for a text-to-give solution that offers features like: 

  • Gamification tools to inspire giving, including a scoreboard 
  • Automated email receipts 
  • Flexible payment options 
  • Donor data collection and automated reports

On top of having the right fundraising technology, you also need to make sure you’re doing everything possible to build up your contact list. Promote your text-to-give campaign widely to encourage all your supporters to opt-in. A multichannel marketing plan can help you put your text-to-give campaign at the forefront of supporters’ minds, so consider generating content related to text-to-give on your social media, website, and email newsletters. 

Crowdfunding Campaign 

If you’re looking for a campaign that will make a big impact without asking your donors to empty their wallets, a crowdfunding campaign might be right for you. A crowdfunding campaign raises smaller amounts of revenue from a large pool of donors—think $5 per person. If you ask a group of 100 donors to give that much, you will walk away with a hefty donation, and your donors won’t feel fatigued. 

Most crowdfunding campaigns happen online, so you’ll need to establish a strong digital presence for your fundraiser. Consider creating a fundraising microsite with the following elements: 

  • Embedded donation form with a simple donation process and limited prompts
  • Your nonprofit’s branding
  • Storytelling that explains how the donations will be used, including emotionally compelling visuals
  • Social sharing features so supporters can promote your microsite among their personal networks

After your crowdfunding campaign wraps up, be sure to show your appreciation to all of your participating donors and share how the donations will be used. By cultivating relationships with these donors, you can increase the likelihood that they’ll continue to come back and donate to your organization again and again! 

Wrapping Up 

As you think through which fundraising idea makes the most sense for your organization, consider your audience and what will excite them the most to give. Then, channel that idea into a well-designed online campaign that will help you spread awareness and bring in more funds.  

Before you dive into your new campaign, make sure you’re working with the best fundraising technology so you can run your online campaign seamlessly. An all-in-one fundraising platform will provide your nonprofit with everything you need to succeed, whether you’re hosting an in-person, online, or hybrid campaign. Happy fundraising! 

To take advantage of spring and summer weather, get your students and supporters outside with these three outdoor school fundraisers.

3 School Fundraisers that Get Your Students Outside

By the end of the school year, it’s likely that students will start to feel burned out by school work and classes, ready to get outside for summer vacation. Their parents might even be planning fun family trips and outings so they can soak up the sun. However, for many student organizations and sports teams, work doesn’t end when classes do. 

If you are a football coach or parent to a player, for example, you know that summer is when the team buckles down to train for the next fall season. But if you’re relying on last season’s funds, it can be difficult to cover the expenses your team incurs during this time (e.g., paying for new uniforms, equipment, and food for players). This year, why not be prepared for these costs by choosing an engaging fundraising idea to kick off the summer season?

In this guide, we’ll explore a few important best practices for holding fundraising outdoors, along with some fun ideas to try out:

  • What are some best practices for outdoor fundraisers?
  • 3 Outdoor Fundraisers for School Groups

There are some unique elements of outdoor fundraisers to consider before starting your campaign. Factors like weather can impact how you plan the event as well as the fundraising methods you choose. Let’s get started by exploring some best practices for addressing these factors.

What are some best practices for outdoor fundraisers?

It’s essential to remember that when you plan an outdoor event, you are surrendering control of certain elements (like the temperature). While a sunny, clear day with a light breeze would be best on these occasions, there’s a chance your fundraiser might be met with exceptionally hot, windy, or rainy conditions. 

To ensure your event is a success no matter what happens outside, here are some things to consider when planning:

  • Keep the weather and venue in mind. Obviously, your team should avoid scheduling the event on days that are likely to be extremely hot or prone to storms. However, weather is not always predictable, especially during warmer months. In the event that temperatures exceed safe limits or there is rain expected, be prepared with an alternative plan. Consider having tents, a secondary location, or a backup date ready in the event of rain.
  • Use a fundraising platform. When your team uses a fundraising platform, supporters can donate online before the event so they don’t need to wait in registration lines at the fundraiser. Additionally, your team won’t need to worry about collecting cash or checks during the event. This adds a layer of financial security as there is no risk of a donation blowing away or getting rained on.
  • Prioritize safety. When events take place outdoors, there are more variable factors at play to impact safety–particularly heat. If you are holding a physically demanding event like a sports tournament or race, make sure to have plenty of water, snacks, and shade available. If food will be present, make sure to adhere to proper food safety procedures during preparation and storage.

In addition to these special considerations, make sure you follow traditional fundraising best practices as well. To generate excitement and attract attendees, marketing the fundraiser ahead of time. And as always, be sure to thank and recognize your donors and volunteers with thank-you cards or emails.

3 Outdoor Fundraisers for School Groups

While there is a time and place for more serious fundraising events like galas, feel free to get creative with these outdoor events. Choose a fundraising idea that your team will love and that your community will want to engage with. Keep in mind that as a school-affiliated organization, parents will make up the largest portion of your volunteer base. So, avoid choosing fundraisers that will require unreasonable amounts of time and effort.

1. Charity Race

A charity race, 5K, or marathon is one of the most traditional, classic outdoor fundraisers. Don’t shy away from these tried-and-true fundraisers–just because something is traditional doesn’t mean it isn’t engaging and effective.  

The best part about holding a charity race is that they can easily be adapted to various age groups and fitness levels. Here are three different types of races your team can organize to appeal to distinct audiences:

  • Walk-a-thon. A walk-a-thon is similar to a traditional 5K, but instead of running, participants are encouraged to walk. Because it is stroller-friendly, this idea is great for younger children and families. To get the whole family involved, encourage them to bring leashed pets along, too.
  • Fun run. Double the Donation defines a fun run fundraiser as “a type of peer-to-peer fundraiser in which participants sign up to run, collect pledges, and earn donations for each mile (or other specified unit of distance) they run.” Your team will need to choose a route, date, and time as well as a fun theme. For example, you might choose an 80s theme and encourage runners to dress up in athletic attire inspired by the decade.
  • 10K or half marathon. A longer, more intense race is best for experienced runners and older students (i.e., those in high school). To get more community involvement in your race, make sure to advertise it using posters or flyers inside local business establishments. Additionally, your team could partner with nonprofits in your area to leverage both supporter bases. 

There are no hard and fast rules around who can participate in which type of race. For example,  your high school cheerleading squad might prefer a walk-a-thon to a 10K. The most important thing to consider is whether your team members and supporters would enjoy and engage with the fundraiser.

2. Picnic or Barbecue 

When you imagine the perfect summer evening, what comes to mind? For many, it’s backyard barbecues, ice cream, and lemonade. Your team can take advantage of the nostalgia and comfort of a picnic or barbecue for its next fundraiser.

When planning one of these events, follow these steps:

  1. Choose a date, time, and venue (e.g., a local park, picnic pavilion, or school playground).
  2. Determine how you will fundraise, either by charging for entry or per food item.
  3. Decide whether your team will host a potluck-style or catered event.
  4. Start marketing your event using digital channels as well as printed promotional materials like flyers.
  5. Purchase plenty of supplies, like plates, cutlery, cups, tablecloths, blankets, and, of course, food.
  6. Set up enough blankets and tables for all of your guests.
  7. Host the event and have fun!

If your team decides to prepare food onsite or in advance, be sure to strictly follow all food safety guidelines. Make sure to have coolers and ice available to keep food at the proper temperatures, and ensure all foods are cooked thoroughly to keep your guests safe.

3. Sports-Themed Fundraisers

If your group is a sports team, you already have a built-in, cohesive theme to follow for your fundraisers. Your supporter base will already be familiar with the sport, and they’ve shown that they are interested in supporting your team financially by purchasing merchandise or tickets to games.

Let’s say you coach a high school soccer team. 99Pledges’ guide to soccer fundraising ideas recommends organizing soccer lessons that benefit the team. So, your team puts together a weeklong camp at which younger players can pay to get soccer lessons from the older high school players.

There are many other ways to incorporate the sports theme into your fundraiser, even if you don’t want to center the entire event around your sport. For example, if you hold an outdoor bake sale in tandem with a summer carnival, you could sell soccer-themed cookies and other treats. Your team’s sport can play as big or small a role in the fundraiser as you like, but it can be a helpful reminder to show what donors are supporting.

While choosing to hold your fundraiser outside can introduce new challenges, it will make for an engaging, unique experience that your supporters will remember for years to come. No matter which event you choose, remember to always have a backup plan, whether that’s a secondary location or an alternative date. And finally, make sure that your participants, donors, and volunteers know you appreciate them and their hard work.

Read more

Webinar Team

a:8:{s:8:”location”;a:1:{i:0;a:1:{i:0;a:3:{s:5:”param”;s:9:”post_type”;s:8:”operator”;s:2:”==”;s:5:”value”;s:12:”webinar_team”;}}}s:8:”position”;s:6:”normal”;s:5:”style”;s:7:”default”;s:15:”label_placement”;s:3:”top”;s:21:”instruction_placement”;s:5:”label”;s:14:”hide_on_screen”;s:0:””;s:11:”description”;s:0:””;s:12:”show_in_rest”;i:0;}

Webinar options

a:8:{s:8:”location”;a:1:{i:0;a:1:{i:0;a:3:{s:5:”param”;s:9:”post_type”;s:8:”operator”;s:2:”==”;s:5:”value”;s:7:”webinar”;}}}s:8:”position”;s:6:”normal”;s:5:”style”;s:7:”default”;s:15:”label_placement”;s:3:”top”;s:21:”instruction_placement”;s:5:”label”;s:14:”hide_on_screen”;s:0:””;s:11:”description”;s:0:””;s:12:”show_in_rest”;i:0;}

Classified Category

a:8:{s:8:”location”;a:1:{i:0;a:1:{i:0;a:3:{s:5:”param”;s:8:”taxonomy”;s:8:”operator”;s:2:”==”;s:5:”value”;s:19:”classified_category”;}}}s:8:”position”;s:6:”normal”;s:5:”style”;s:7:”default”;s:15:”label_placement”;s:3:”top”;s:21:”instruction_placement”;s:5:”label”;s:14:”hide_on_screen”;s:0:””;s:11:”description”;s:0:””;s:12:”show_in_rest”;i:0;}

Classifieds

a:8:{s:8:”location”;a:1:{i:0;a:1:{i:0;a:3:{s:5:”param”;s:9:”post_type”;s:8:”operator”;s:2:”==”;s:5:”value”;s:10:”classified”;}}}s:8:”position”;s:6:”normal”;s:5:”style”;s:7:”default”;s:15:”label_placement”;s:3:”top”;s:21:”instruction_placement”;s:5:”label”;s:14:”hide_on_screen”;s:0:””;s:11:”description”;s:0:””;s:12:”show_in_rest”;i:0;}

Panelist Tech FAQs

Thank you so much for being a panelist on an upcoming NXUnite panel! We’ve compiled some guidance on navigating the NXUnite Panel streaming platform called Livestorm. If you have any questions or concerns, please reach out to your contacts on the Nexus Marketing team.

Compatible Browsers

As a panelist, we strongly recommend that you use Google Chrome. However, it is also possible to use Mozilla Firefox, Opera, Safari 12.1+, and Microsoft Edge 79+.

You can also check your Livestorm setup here beforehand.

Joining the Panel

  • NXUnite panels are hosted via Livestorm. Once the registration page is made live to attendees, you will receive an email inviting you to be a panelist. In case you did not receive the invitation, please email one of the Nexus team members and we will get it to you ASAP.
  • Please join 15 minutes early.
  • Click on the button that says “Participate” on the bar at the bottom of your screen, this will allow you to turn on your camera and microphone.
  • First, you’ll be in a “backstage” area where you will be able to see and be seen by the other panelists, the Nexus moderator, and the Nexus behind-the-scenes tech team. We’ll have everyone test their audio and cover any last-minute questions before the webinar starts.
  • At the time of the panel, a Nexus team member will alert you that we will be moving over to the live webinar with attendees (you will not need to do anything) and the panel will begin.

Adding a Virtual Background in Livestorm

  • Hit the “participate” button
  • Click “settings”
  • It will then pull up a version of your screen. Hit the button marketed with a small figure in the right of your screen.

Still having issues?

Sorry to hear that! Please reach out to your Nexus Marketing points of contact for support or Livestorm’s own support team.

This article will explore the basics of legacy giving for nonprofits.

Legacy Giving – Nonprofit Catalog

Legacy giving is a unique fundraising opportunity that can be ongoing like other development work, such as seeking major gifts or grants, and can also access an untapped source of donations. This type of gift is important to your donors who want to leave a lasting legacy and positive impact on your mission as it allows them to give larger donations at a future date.

Before you plan how to incorporate legacy giving into your fundraising strategy, let’s review the basics:

What is legacy giving?

Legacy giving, or planned giving, is a donation that has been incorporated into the donor’s financial or estate plan, usually to be given after they pass away.

This is typically a large donation that can provide significant funds to a nonprofit and tax benefits to the donor or the donor’s family. Legacy gifts or planned gifts are often unrestricted, although donors can specify particular programs or projects that their gifts will need to go towards.

These are the common types of legacy gifts.

Types of legacy gifts

Legacy gifts are unique in that they’re non-cash. In other words, they’re given out of assets or overall estates rather than day-to-day income. Donors can often give larger planned gifts than they’d be able to purely out of pocket. There are numerous ways to plan a gift to a nonprofit, so there are options to accommodate each situation. Consider these key types of legacy gifts:

Bequests: A legacy gift where the donor includes a nonprofit in their will, leaving a portion of their estate to it.
Retirement plans and life insurance: A legacy gift where the donor leaves their unused retirement assets to a nonprofit or names the nonprofit as the beneficiary of their life insurance policy.
Charitable gift annuities: A legacy gift where the donor gives a large donation in exchange for a fixed income payment.
Retained life estates: A legacy gift where the donor transfers ownership of their property to a nonprofit but retains the right to use it until the set term is up.

Only a donor can decide which type of legacy gift works best for their situation, goals, and plans. Make sure your supporters understand their options so they can choose and customize their gifts accordingly once you start a conversation with them about planned giving.

Legacy giving FAQ

Who is eligible to give a legacy gift?

Anyone is eligible to give a legacy gift, but people who have a will, life insurance policy, property, or other significant assets are more likely to give. Because there are so many types of these gifts, the parameters are wide, but these donors at least have to have something to give. Donors with proven wealth make ideal first prospects, but even lifelong savers who might not otherwise be on your radar as top prospects can make significant legacy contributions if you put in the work of developing your relationships with them and explaining the impact they could have.

To narrow down this donor pool, you might research a prospect’s involvement with your cause, such as past giving or volunteering. You can also survey your supporters to learn more about their interest in legacy gifts and your organization. Some of your supporters might have already included your nonprofit in their will.

What is the most common type of legacy gift?

Bequests are the most popular type of legacy gift. They’re typically easier to arrange than other gifts, since wills are easy to update. Providing easy-to-use estate planning tools to your bequest prospects can help you secure more planned gifts.

Many people may choose to give via bequest but won’t tell your nonprofit about their gift. This is why a survey can be helpful to identify existing donors or people who might be interested in planned giving.

Why are legacy gifts important to the nonprofit?

Nonprofits benefit from legacy gifts financially. These donations can be considered long-term income for a nonprofit because they promise future funding that can be projected and planned on to support future growth. They can also be invested in some cases to return even more funding.

It’s a gift that will support the nonprofit for years without requiring extra expenses from the nonprofit, making planned giving among the highest-ROI fundraising activities. Rather than hosting a gala, for example, nonprofits might secure legacy gifts by simply making their supporters aware of planned giving as an option and reaching out to prospects to discuss it. It’s a promise of future funding that can come from nearly any supporter at little or no cost to your organization.

How does a legacy gift benefit the donor?

Depending on the type of legacy gift, donors might not feel the financial effects of giving in their lifetime. Because they don’t interrupt daily cash flow, they provide an opportunity to give a large gift to a cause the donor is passionate about. Leaving such a gift can make the donor feel like they’ve left an impactful legacy.

The reduced day-to-day burden is helpful, but there are also financial incentives to legacy giving. Some gift types, like bequests and charitable remainder trusts, offer significant tax benefits for donors and/or their heirs. The donor is given the flexibility to develop a planned gift that best suits their financial situations and desired outcomes.

Legacy giving gives control to the donor in more ways than one. Not only can the donor choose which type of gift they’d prefer to give, but they can also decide what’s done with that gift. For example, in a bequest, the donor might allocate their money to a specific cause or project.

How can nonprofits start promoting legacy gifts?

Even if you have a clear understanding of legacy gifts and the potential impact they would have for your organization, your supporters might not. The best way to promote legacy gifts is to make donors aware of their options.

You might find opportunities to bring up legacy giving in conversations with top prospects, or you might send out communications to your supporter base specifically about these types of gifts. No matter what, make it as easy as possible for your supporters to explore their options and plan their gift. Offer easy to use tools for creating bequests, like Freewill. Over time, you can develop a dedicated planned giving program that sources, cultivates, and stewards new legacy gifts for your nonprofit.

Additional Resources

Nonprofit Catalog – Read up on more nonprofit essentials by exploring our Nonprofit Catalog.

Nonprofit Marketing – Learn more about the basics of nonprofit marketing and how to structure your marketing strategy.

A Guide to Planned Giving – Take a deeper dive into planned giving and how to get started.