Planned Giving Bequest Marketing for Small Environmental Nonprofits
Small environmental NGOs are energetically focusing all their efforts on conserving forests, seas, and wildlife, as well as the land that people use. Nevertheless, despite their considerable efforts, many of them are still struggling with a problem that is very difficult to solve: obtaining long-term financing. Yearly donations help keep the lights on, yet they rarely offer the kind of future security these groups need. That’s where planned giving bequest marketing becomes so valuable. It allows supporters to leave a legacy gift that continues protecting the environment long after today’s projects end. It’s a simple, meaningful option that helps small organizations build financial strength and form deeper ties with donors.
This manual leads you through the process of establishing a strong planned giving bequest marketing program by small environmental nonprofits—even if the team is small or the budget is limited. The steps are simple and practical, made for organizations that wish to expand without increasing their load. Once you make legacy giving simple for donors, you start to create a room for long-term impact.
What Is Planned Giving Bequest Marketing?
The strategy of planned giving bequest marketing is to provide knowledge, stir up, and encourage the donors to include your organization as a beneficiary in their wills. The most common form of planned giving is bequests. They do not require complex financial tools. Donors simply add a line in their will or trust stating that a portion of their assets will go to your nonprofit.
Bequest programs work well for small environmental nonprofits because they do not need legal expertise to get started. They also create a stable funding stream that can support land conservation, restoration projects, climate programs, or community education for decades.
Why Bequest Marketing Works for Small Environmental Nonprofits
The followers of green activities are usually very sensitive and understanding of the nature around them, and hence they will not find it difficult to list their favorite places, such as pure water, strong forests, free areas, and friendly animals. They want to guard these resources, even with little money coming from their side during their lifetime. A bequest provides them with an opportunity to present a big environmental gift long after their death, without causing any stress on their present-day income or savings.
Bequest marketing is effective because:
- It speaks directly to donors’ personal values and emotional connection to the environment.
- It gives supporters an easy path to leave a lasting legacy.
- It doesn’t rely on big fundraising budgets.
- It strengthens trust and deepens donor relationships.
- It sets nonprofits up with more predictable long-term funding.
With clear, steady communication, even a small team can develop a strong stream of future legacy gifts.
How to Build a Strong Bequest Marketing Strategy
Planned giving is sometimes a huge burden for small groups. However, a gradual process can help you reach the point where you have a strong program of your own. These actions will assist you in developing a program that is clear and efficient.
1. Understand Your Donor Base
Start by identifying supporters who care deeply about the environment. Look for people who:
- Donate regularly
- Volunteer often
- Attend events
- Respond to your emails
- Engage on social media
These individuals are most likely to consider a future bequest. They trust your mission and believe in your impact.
2. Start With Simple Messaging
You do not need complex language or legal terms. Use clear, friendly, and hopeful messages. Talk about the future you want to protect. Show how a bequest can help:
- Preserve forests
- Protect wildlife
- Clean rivers and oceans
- Support climate action
- Educate communities
Focus on impact. It’s what people look for, an assurance of how their purchase will benefit another.
3. Create a Dedicated Page on Your Website
A bequest page builds trust and makes it easier for donors to take action. Include:
- A simple explanation of what a bequest is
- Steps to include your nonprofit in a will
- Sample bequest wording
- Contact information
- Stories or testimonials
Help people to easily find this page. Put it in your main menu and link it in your emails.
4. Share Stories of Legacy Impact
Stories motivate people. Show how past gifts made a difference. Even if you do not have old bequests yet, you can highlight:
- Long-term environmental wins
- Success stories from your programs
- The lasting impact of donor support
Help donors imagine the legacy they can leave.
5. Educate your staff in talking about bequests
Ensuring that all staff members understand the rudiments of bequest giving is crucial. They do not need legal knowledge. They only need to explain:
- What a bequest is
- How simple it is to set up
- Why it matters
- Who to contact for support
This builds confidence and helps donors feel comfortable asking questions.
How to Communicate About Bequests Effectively
Communication is the heart of planned giving bequest marketing. Donors need reminders, reassurance, and clarity. Use these communication tools to reach them for effective bequest marketing.
Email Campaigns
Send short and friendly emails that explain:
- Why bequests matter
- How easy they are to set up
- The impact they can create
Use a warm and emotional tone. Speak directly to the reader. Ask questions like:
- “Have you ever thought about the impact you want to leave?”
- “Would you like to protect nature for future generations?”
These questions spark interest and reflection.
Direct Mail
Some donors prefer printed materials. Send postcards, brochures, or letters with simple bequest information. Keep the design clean and the message warm.
Social Media
Share posts that highlight:
- Nature photos
- Donor stories
- Legacy features
- Environmental wins
Use calls to action such as:
- “Create a legacy that protects our environment!”
- “Make your mark on the future!”
Social media helps you stay visible and consistent.
Events
Add legacy conversations to your events. You can mention bequests during:
- Community cleanups
- Tree-planting days
- Fundraising dinners
- Educational workshops
These moments remind supporters that their long-term impact matters.
How to Make Your Bequest Program Easy for Donors
Donors give when you make the process simple. Remove confusion and reduce barriers by offering clear guidance.
Provide Simple Bequest Language
Donors should have a one-sentence statement that they could present to their lawyers. For example, “I donate an estate or [percentage] sum of money to the previously named nonprofit organization with the address mentioned above for its environmental goal.”
This makes the process easier.
Offer Staff Support
Let donors know who they can contact. Provide:
- A name
- An email
- A phone number
Friendly support encourages donors to move forward.
Respect Privacy
The reasons donors give for keeping their plans confidential should be respectfully met. Once you have assured them of the same, their hearts will open more to your trust and confidence.
Build Long-Term Donor Relationships
Bequest donors are long-term partners. Give them due care and respect. Stay connected through:
- Thank-you calls
- Annual updates
- Invitations to special events
- Impact reports
- Personal notes
These gestures serve as a token of gratitude for your respect for donors and their commitment.
Create a Legacy Society
A legacy society is a special group for donors who include your nonprofit in their will. It helps you:
- Recognize donors
- Build community
- Create pride
- Inspire others
Among the benefits, there are:
- Newsletters are only for subscribers
- Early event access
- Special recognition
- Private tours
A legacy society strengthens loyalty and encourages more people to join.
Digital Tools That Support Bequest Marketing
Even small nonprofits can use simple digital tools to improve their bequest marketing program. These tools help with communication, education, and tracking, making bequest marketing more effective and efficient.
Email Marketing Software
Platforms like Mailchimp or Constant Contact help you:
- Send legacy messages
- Segment donors
- Track engagement
Donor Management Tools
A CRM helps you record:
- Donor interest in bequests
- Legacy society members
- Follow-up reminders
Simple Design Tools
Canva helps you create:
- Legacy brochures
- Social posts
- Website graphics
Digital tools save time and help your message reach more people.
Overcoming Common Challenges
Small nonprofits often face challenges when starting planned giving bequest marketing. Here are simple ways to solve them in your bequest marketing efforts.
We Don’t Have Legal Expertise.
You do not need legal expertise to promote bequests. You only need to provide basic information and encourage donors to speak with their attorney.
Our Donor Base Is Small.
The donor base, even one that is small, consists of individuals who are highly concerned about your mission. Those individuals are usually the ones who may be approached when asking for gifts in the future for bequest marketing.
We Don’t Know Where to Start.
Start with simple steps:
- Add a bequest page to your website.
- Send one legacy email each quarter.
- Mention bequests at events.
- Share one story per month.
Little things count eventually.
How to Inspire Action With Emotion
Environmental donors care deeply about nature. Use emotional storytelling to inspire them.
Share messages like:
- “Your legacy can protect the rivers your children will depend on.”
- “Your gift can save endangered wildlife before it is too late.”
- “Your commitment today will preserve our forests for generations.”
These messages connect with donors’ desire to leave the world better than they found it.
Case Study: How a Small Nonprofit Grew Its Future Gifts
A small wildlife preservation nonprofit started with only a part-time staff member to run its bequest program. They made a simple bequest page, sent three emails, and shared a story of a donor. In one year, seven loyal donors told the nonprofit that they had included it in their wills.
All these donors had never contributed more than $250 in a single year. However, their collective bequest intentions were more than $600,000. This amount assured the nonprofit to broaden its programs and to think about the future in terms of long-term projects.
Small nonprofits can also achieve this. The scale of success is not tied to the organization’s size, but to the factors of trust, communication, and consistency.
Conclusion
Planned giving bequest marketing helps small environmental nonprofits build long-term stability, and understanding best practices for nonprofit financial management can strengthen these efforts learn more here. It lets supporters protect nature in a simple and meaningful way. There is no need for a large team or intricate tools for initiation. Only, you will be requiring unambiguous messages, solid connections, and persistent communication for bequest marketing.
Donors who are aware of the fact that their legacy can save the earth for future generations get motivated to act. Bequest marketing ensures that every inheritance is a picture of your labor and a donation to future years. Thus, do not surrender and just continue, and in no time, you will begin to realize the bright side of it all.
FAQs
Why should small environmental nonprofits focus on bequest marketing?
Bequest marketing offers long-term funding and loyalty. It helps small nonprofits secure future support without increasing annual fundraising pressure.
Do planned giving programs cost a lot to start?
No. Bequest programs are low-cost. A simple website page, emails, and donor education are enough to begin.
Do donors need a lawyer to leave a bequest?
Most donors will use their attorney or estate planner. Your role is to provide sample wording and answer basic questions.
In what way can small teams continue the same pattern with inheritance marketing?
Small teams can simply make a straightforward plan which is consisting of emails sent every quarter, stories each month, a strong web page, and personal outreach.
What is the reason for the donors to make a legacy gift?
Donors intend to make the world a better place and have a good impact to lasts forever. The factors pushing them to come to such a decision are the emotional bond and the trust they have.