Why Legacy Programs Are Essential—And A Planned Giving Consultant Who Is Leading the Way Forward

Legacy giving is one of the most powerful ways for nonprofits to ensure long-term sustainability and deepen relationships with their donors. It’s not just about raising money; it’s about creating lasting impact and aligning a donor’s values with an organization’s mission.

Yet, despite its immense potential, legacy giving remains an underutilized strategy in the nonprofit sector.

I’m sure you’ve heard this before, but it’s worth repeating: Planned giving matters now more than ever.

Baby Boomers, the wealthiest generation in history, are in their prime estate-planning years, driving a $68 trillion wealth transfer. But the potential of legacy giving goes beyond high-net-worth donors. With the right systems and conversations, legacy giving can become a cornerstone of any nonprofit’s fundraising strategy.

Here’s why: Legacy programs provide financial stability, allowing organizations to weather economic uncertainties and plan for the future with confidence.

Unlike annual giving or event-based fundraising, legacy gifts offer a dependable revenue stream that enables nonprofits to focus on long-term impact rather than short-term needs. For donors, legacy giving is deeply personal—it’s a way to align their values with a cause they care about and ensure their contribution has a lasting impact.

So why do so many nonprofits struggle to establish legacy programs?

The reasons are both practical and psychological. For many, planned giving feels overwhelming. It’s often seen as a complex field requiring legal expertise and specialized knowledge that most fundraising teams don’t have. This lack of confidence can lead organizations to avoid the topic entirely.

On top of that, many nonprofits prioritize immediate revenue needs over long-term strategies. Annual campaigns and event planning take up so much bandwidth that legacy giving is pushed to the sidelines.

There’s also a fear of having the conversation. Fundraisers worry about making donors uncomfortable by bringing up estate planning or discussing end-of-life decisions. This hesitancy, while understandable, often leads to missed opportunities.

Misconceptions about legacy giving also play a role. Many nonprofits assume that planned giving is only for the ultra-wealthy, ignoring the fact that most legacy gifts come from middle-class donors who want to leave a lasting impact.

A pathway forward.

I’d like to introduce you to Lori Kranczer, founder of LINK Elevating Philanthropy. I first met Lori when she was using MarketSmart’s system as an employee of Hillel—an organization I supported (and continue to support) and included in my estate plan just this year.

Lori has pioneered an approach that takes the mystery—and the fear—out of legacy giving: Lead with Legacy program.

Let’s stop for a minute and think about that title: Lead with Legacy.

Can you imagine leading your fundraising with a legacy program? You can! Lori’s approach has helped nonprofits across sectors build thriving legacy programs that not only raise funds but also strengthen their connections with donors.

Her results speak volumes: organizations like Sierra Harvest and Humanity & Inclusion have transformed their planned giving efforts, creating lasting revenue streams and deeper donor relationships. And, by the way… I’m not getting paid for this post. It’s just that I believe this is what most organizations need. Of course, you can determine whether you’d like to work with her by going here.

Lori’s approach tackles these challenges head-on.

Through her Lead with Legacy program, she helps nonprofits start by demystifying planned giving, empowering their teams with the tools and confidence to succeed.

Then, her work emphasizes the importance of relationships. Legacy giving isn’t about pushing donors to include an organization in their will; it’s about listening to their values, understanding their aspirations, and showing them how they can make a meaningful difference.

Her program also ensures that nonprofits have the infrastructure to support planned giving. From tracking donor intent to stewarding relationships, she helps organizations create systems that sustain their programs over time.

The results speak for themselves.

Humanity & Inclusion came to Lori with just three legacy donors. Within two years, their Legacy Society had grown to 26 members, creating a foundation of sustainable support for their mission. Sierra Harvest, another of Lori’s clients, launched a legacy program from scratch and secured over 20 planned gifts in less than two years. These aren’t just numbers—they represent lives impacted, missions sustained, and futures secured.

What makes Lori’s approach stand out is her ability to make legacy giving accessible to nonprofits of all sizes. She understands that not every organization has the resources to hire a planned giving specialist or launch a comprehensive program overnight. That’s why her approach is both practical and scalable. She meets nonprofits where they are, providing tailored solutions that fit their unique needs and capacities.

So, why not embrace legacy giving?

The opportunity is massive, but it won’t last forever. Donors are ready to leave their mark, but they need you to invite them into the conversation.

Legacy giving isn’t just about securing funds—it’s about creating a deeper connection between your organization and the people who believe in your mission. It’s about helping donors see themselves as part of your story, now and into the future.

Legacy giving doesn’t have to be intimidating or exclusive. With the right guidance, any nonprofit can build a legacy program that transforms its financial stability and strengthens its mission. The need is clear, the tools are available, and the time is now.

Your donors are ready to create their legacy. Are you ready to help them?