The largest wealth shift in modern U.S. philanthropy is already underway. Known as the Great Intergenerational Transfer of Wealth, it will move extraordinary assets from older generations to heirs and charitable causes. In December 2024, studies projected that $124 trillion will transfer through 2048, including $18 trillion to charity. 

That money will not automatically reach every nonprofit. Donors include organizations in their long-term plans when trust, relevance, and relationships have been built over time. The organizations most likely to benefit are those investing now to earn a place in those plans. 

Planned giving is not only about future gifts. It is also a way to strengthen long-term institutional resilience, deepen relationships with loyal supporters, and build more depth and diversity in a major giving program. For many organizations, legacy commitments can also help seed or grow endowment, linking today’s donor trust to tomorrow’s financial stability. 

Why Planned Giving Matters Now 

A well-built planned giving program serves donors as well as institutions. Giving is consistently associated with higher well-being, and many supporters see a charitable provision in their estate plan as a way to express meaning, values, and legacy—especially later in life. 

Planned giving also expands the pool of people who can make a “transformative” gift. Because many legacy gifts are structured as bequests or beneficiary designation, donors may be able to make a significant future commitment without affecting current household cash flow to the same extent as a large current gift. That helps explain why planned giving can invert the traditional donor pyramid: a meaningful share of bequest value often comes from donors outside the top tier of lifetime giving. 

For nonprofits, planned giving is a resiliency strategy—not only a potential future windfall. Bequest giving comprises a significant portion of American philanthropy: Giving USA estimated $45.84 billion came from bequests in 2024. Over the last 40 years, bequests have represented about 8–10% of total giving.  

Planned giving additionally strengthens present-day fundraising. A nationally representative longitudinal study found that annual charitable giving increased by about 77% after adding a charitable estate component, with reported averages rising from $4,355 to $7,699 (inflation-adjusted).  

Starting—or Reinvigorating—Your Planned Giving Program 

Organizations do not need a large planned giving department to begin. But they do need a thoughtful foundation. In most cases, getting started comes down to four practical steps. 

Step 1: Determine Whether You’re Ready 

A planned giving program does not begin with marketing. It begins with readiness. Organizations should first ensure they have the policies, internal ownership, and administrative capacity needed to receive and steward these gifts responsibly. 

Step 2: Start with Your Most Loyal Supporters 

The strongest prospects for planned gifts are often the people who already care deeply about your mission. Long-time donors, consistent annual supporters, volunteers, board members, and others with a sustained connection to your organization are often the best place to begin. 

Step 3: Make Planned Giving Visible 

Supporters are unlikely to act on an option they never see. A simple mention on your website, in newsletters, appeal letters, donor conversations, and stewardship materials can help normalize legacy giving and open the door to future commitments. 

Step 4: Prepare for the Conversation 

When interest appears, your organization needs to be ready to respond clearly and appropriately. That means having someone who can guide the next step, answer basic questions, and connect donors to additional information or professional advisors when needed. 

With a thoughtful approach, organizations can begin now to position themselves for a share of the historic transfer of wealth already underway. 

Benefactor Group brings deep experience in both planned giving and endowment strategies, helping organizations translate legacy potential into practical, mission-aligned fundraising systems. 

If your organization is exploring how planned giving and endowment strategy can strengthen long-term mission sustainability, let’s connect. 

This material is educational and is not legal or tax advice. Encourage donors to consult their attorney, tax professional, and/or financial advisor as appropriate.