The Gift That Keeps on Giving: Why Legacy Giving Matters for Your Church

One of the most overlooked yet powerful ways to ensure a church’s future is through an intentional, well-executed plan to promote – to “market” – the benefits of planned giving to their parishioners. Too often, church leaders avoid the topic. Why? Perhaps “planned giving” sounds too complicated. Maybe they don’t think it is worth the effort. Perhaps they haven’t done their own estate planning and are uncomfortable with the topic altogether.

As church leaders, we must realize that if we don’t talk about planned giving, it won’t happen. And when it does, the benefits can be transformative – not just for the church, but for the individuals (and their families) who participate in it.

Why Planned Giving? Why an Endowment?

At its core, an endowment provides a financial resource for the future. It ensures that the church can not only withstand challenging times but thrive in any season. That alone makes it worth your church leaders’ time and attention.

But what about the individuals in your congregation? What does a planned giving program do for them? And why should we shift our focus from what an endowment does for the church to what it does for its people?

The Number One Reason People Don’t Leave a Gift

Research has shown that the single biggest reason people don’t leave a charitable bequest is simple: no one asked. That’s true for all nonprofits, including churches.

In fact, many Americans don’t do any estate planning at all. And if you think that’s only the case for people with minimal assets – think again. Plenty of people with substantial assets just never “get around to it.” Procrastination is common, and many delay making a will or estate plan – sometimes until it’s too late.

By fostering a culture of legacy giving, churches can help their members take this important step – not just for the church’s benefit, but for their own peace of mind.

Legacy Giving: From the donor’s perspective

Language is important. “Planned giving” and “legacy giving” are often used interchangeably. But let’s be more intentional, especially when we are talking to parishioners.

“Planned giving” suggests financial sustainability for the church. But legacy giving? That shifts the focus to the donor – how they want to be remembered and the impact they want to have.

Bequests Matter

When a church receives an unexpected bequest, it often arrives in the form of a letter from an attorney executing a will. Many times, the church had no idea it was coming. And the amount? According to the Chronicle of Philanthropy, the average charitable bequest exceeds $78,000.

And that’s just the average – estate gifts (often from people we least expect) can be much larger. If your church has ever benefited from such generosity, consider how you can encourage the next generation of faithful givers to do the same.

What an Active Legacy Giving Program Communicates

Implementing a legacy giving program signals to parishioners that the church has a future – that leadership is committed to long-term sustainability. It also sparks important conversations.

Encouraging parishioners to create a will, designate their assets, and plan for their legacy is an act of pastoral care. And for those who include a gift to their church, it’s a way to extend their faith and values beyond their lifetime.

Legacy giving isn’t just about money – it’s about faith, stewardship, and ensuring the church’s mission continues for generations. When we consider our own legacy, we engage in a spiritual act – reflecting on how we want our values to live on.

Let’s Talk

Planned giving should not be a secret. Making it part of your church’s culture ensures that members know it is an option – and that their legacy can support the church they love.

If you’d like to learn more about launching a planned giving program or need guidance on starting the conversation, I’d love to help.

In the photo at the top of this article, you’ll see me making a recent planned giving presentation to members of Christ Church in Bloomfield & Glen Ridge. I’d love to do the same for you or your Regional Ministry Network!