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Helping Donors Understand Their Options for Long-Term Giving

Think about all the ways your nonprofit stays in touch with supporters throughout the year. Every newsletter, social media post, and community event gives you another chance to share your work and strengthen those relationships. But how often do those conversations include opportunities for long-term giving?

Endowment funds and legacy gifts can help nonprofits plan for the future, but many supporters may not know these options exist. By including information about long-term giving in your regular communications, you can help donors become more familiar with the possibilities.

Here are 4 ways to get started.

1. Make Long-Term Giving Part of Your Regular Communications

Donors may need to hear about a giving opportunity several times before they’re ready to explore it. Someone might notice a mention of legacy giving in your newsletter, then read a story about a donor who included your organization in their estate plan. Later, a conversation at an event could encourage them to learn more.

Each interaction can generate familiarity and give your supporters another chance to consider how they might contribute to the organization’s future. You don’t need a separate campaign every time you want to talk about planned giving. Instead, look for natural opportunities to include this information in the communications you’re already sharing.

2. Meet Donors Where They Already Are

Different communication channels give nonprofits different ways to connect with supporters.

Social media is a great place to share stories and introduce ideas
Your website can provide more detailed information for people who want to explore their giving options
Email newsletters offer opportunities to share updates
Events allow donors to see your mission in action

Personal conversations are also incredibly valuable when discussing long-term giving. Taking time to understand what matters to a donor can help you introduce options that reflect their interests and charitable goals. The key is to make information easy to find without overwhelming supporters with the same message everywhere.

3. Remember That Giving Decisions Take Time

It’s tempting to measure the success of a fundraising message by how many people click a link or make an immediate donation. But those numbers don’t always tell the whole story. For example, a supporter might first learn about your endowment fund through an email, visit your website several months later, and eventually reach out to discuss a legacy gift. Each moment of engagement plays a part, even if the final contribution happens much later.

This is especially important with planned giving, where these decisions also tend to involve conversations with family members or professional advisors. Staying in touch and providing helpful information can keep your organization top of mind when donors are ready to take the next step.

4. Keep Your Online Giving Information Up to Date

Many donors use online platforms to learn about nonprofits and make contributions. These tools can make giving more convenient, but it’s important to make sure the information people find is accurate. A 2026 Candid survey of more than 6,000 nonprofits found that giving platforms accounted for an average of 17% of respondents’ revenue, although results varied considerably among organizations. That means online giving platforms may be useful, but they shouldn’t be your only approach to connecting with supporters.

Take time to review your organization’s profiles on popular giving platforms, update outdated information, and make sure your website clearly explains how people can support your work. Keeping your Candid nonprofit profile current is another helpful step.

Building Support for Your Nonprofit’s Future

Talking about long-term giving doesn’t have to be complicated. The most important thing is helping your supporters understand the opportunities available and giving them time to consider what fits their goals. At the Athens Area Community Foundation (AACF), we work with local nonprofits to explore charitable giving options that can support their missions for years to come. From conversations about endowment funds to planning for future gifts, we’re here to help organizations think about their long-term sustainability.