Planned Giving Marketing & Legacy Program Development

Build planned giving programs and legacy society marketing for nonprofits

Startup Cost
$8,000-$35,000
Difficulty
Advanced
Time to Profit
8-18 months
Profit Potential
$10,000-$50,000/month

Overview

Planned giving consultants charge $100-$300 hourly or $15,000-$75,000 for program development.

Serving 8-20 nonprofits generates $120,000-$600,000 annually with 70-85% margins.

In 2025, planned giving creates transformational future gifts.

Revenue from planned giving program development ($15,000-$75,000), legacy society creation ($10,000-$40,000), planned giving marketing ($5,000-$25,000), bequest donor stewardship ($3,000-$12,000), estate planning seminar programs, and ongoing advisory retainers ($3,000-$12,000 monthly).

Services include planned giving program strategy and development, legacy society branding and marketing, bequest and planned gift marketing materials, estate planning seminars and events, bequest expectancy stewardship programs, and planned gift administration support.

Successful consultants understand planned giving vehicles (bequests, charitable gift annuities, remainder trusts), create compelling legacy messaging, partner with estate planning professionals, steward bequest donors effectively, and help secure future transformational gifts.

Established nonprofits with aging donor bases as clients.

Marketing through planned giving councils, estate planning attorneys, wealth advisors, legacy giving expertise, and planned giving case studies.

Required Skills

  • Planned Giving Vehicles
  • Estate Planning Knowledge
  • Legacy Marketing
  • Donor Stewardship
  • Professional Advisor Relations
  • Program Development

Pros and Cons

Pros

  • Very high fees for program development
  • Planned gifts are transformational ($50K-$5M+)
  • Aging population creates opportunity
  • Professional advisor partnerships
  • Long-term consulting relationships

Cons

  • Need planned giving expertise and credentials
  • Results materialize over many years
  • Complex estate planning and tax laws
  • Requires professional advisor partnerships
  • Competitive planned giving consulting market

How to Get Started

  1. Build planned giving expertise and credentials (CAP, CFRE)
  2. Understand planned giving vehicles and tax laws
  3. Develop planned giving program methodologies
  4. Partner with estate planning professionals
  5. Market to established nonprofits
  6. Design planned giving and legacy programs
  7. Implement bequest marketing and stewardship

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