Creative Cultivation and Stewardship for Legacy Donors

At MWD, we believe legacy giving prospects are some of your most important donors —after all, one large legacy gift can transform your organization and the communities you partner with. 

A good legacy giving strategy is broad and deep and ensures you engage efficiently with the right donors at the right time – including meaningful stewardship moments.  

Skipping stewardship, or using boilerplate messaging, can leave a donor feeling unappreciated and disconnected. They may even withdraw their gift.  

The best way to steward donors is by making a personal and authentic connection.  

Here’s how! 

Communicate with your donor in the right way at the right time 

Some legacy donors only want to receive essential communications, while others want more frequent or personal contact. Reach out via the channel your donor prefers to build a personal relationship and increase the chance of beginning a meaningful dialogue.  

Not sure what your donor prefers — the best way to find out is to ask! 

Create personalized touchpoints 

Handwritten, hand-addressed, personalized cards show donors they’re a valued member of your organization’s community. 

Think creatively about times when a card or call would make an impact such as on the anniversary of the donor’s first gift or the anniversary of joining your legacy society. 

Other opportunities for personalization include event invitations, cover letters for Impact Reports, Annual Reports, and magazines, and acknowledgments letters. 

Welcome legacy donors into your organization (figuratively and literally)! 

Strengthen your donor’s commitment by inviting them to attend an event where they can see your organization’s mission in action.  

Take your donor on a tour of your offices or a site where your organization has made an impact — or invite them to a virtual event like online issue briefings and town halls.  

Give legacy donors an opportunity to participate in your work. Volunteering allows them to see first-hand the essential work they’re supporting and can help them feel even more invested in and inspired. 

Ask them to share their story 

Ask your donors if they’d be willing to share what inspired them to give with a broader audience. You can feature their story newsletters, websites, and planned giving communications.