Legacy gifts are a long-term investment rather than an immediate funding gain, and for some organizations, they fall by the wayside. However, estate gifts are some of the most crucial tools for stabilizing an organization’s bottom line and should be part of any forward-thinking fundraising strategy. Because these gifts provide long-term financial predictability, they let your leadership team create an accurate forecast for future organizational growth and programming.

Since end-of-life planning can be an incredibly delicate topic, many fundraisers hesitate to bring it up in conversations with donors. However, you can make these discussions comfortable and routine with the right internal preparation and external approach. Follow these 4 strategies to center legacy giving conversations around your donors’ long-term positive impact on your cause.

1. Conduct prospect research beforehand.

Not every supporter in your database is an ideal candidate for planned giving. DonorSearch’s prospect research guide can help you identify prime candidates based on affinity, wealth capacity, philanthropic leanings, and demonstrated end-of-life planning.

Use these markers to identify individuals who are potential candidates for your planned giving program:

• Giving consistency: Look for individuals who have given consistently over many years. Long-term loyalty is often a better indicator for legacy giving than a single massive major gift.
• Major life milestones: Monitor your database for supporters who may be experiencing major life events (e.g., retiring, getting married, having a child), as these are natural times people update their financial plans.
• Philanthropic affinity: If a donor has a history of giving or contributing to nonprofit organizations similar to yours, such as through major gifts or board service, they may be open to giving to your organization.

When approaching legacy donors specifically, it’s also important to determine whether they have an end-of-life plan. Individuals with life insurance or a will have likely already thought about their potential legacy, and may be open to a conversation about planned gifts.

2. Normalize the topic internally with your team.

Many nonprofits hesitate to even develop a legacy gift strategy. Before taking this to supporters, your development department must feel entirely comfortable discussing end-of-life giving internally and with organizational leadership.

Here are some strategies to normalize the conversation around planned gifts:

• Conduct staff training sessions. Use role-playing exercises so gift officers can practice answering difficult questions and gracefully navigating emotional responses.
• Integrate legacy language into everyday marketing. Routinely mentioning estate giving in standard newsletters or annual reports introduces the concept, making the eventual direct conversation feel less abrupt.
• Emphasize impact. Create a presentation showing the real-life social impact of legacy gifts for nonprofit budgets to your organizational leadership, development, and marketing teams. If your team is on board with planned giving as the backbone of your long-term financial forecast, they can better allocate resources to support it.

When your team is aligned on your legacy giving approach, they can better log and follow up with prospects. Have staff members send your development team any community members they engage with who may possess the prospect indicators of a potential legacy benefactor.

3. Approach the actual conversations around estate donations with a strategy.

Legacy gift conversations require a different approach than standard donation request letters or even major gift asks. Once you’ve identified supporters likely to be interested in contributing a legacy gift, use these tips from FreeWill’s planned giving guide to cultivate a successful ask:

• Prioritize donor preferences. Legacy gift conversations should happen in the setting the prospect finds most comfortable—whether in person or via video—including any family members or trusted advisors they may choose to invite.
• Frame the conversation around their values. Fundraisers should ask the individual what impact they want to leave on the world, rather than diving straight into tax benefits or legal jargon.
• Prepare an impact report. Before creating the ask, provide a personalized impact report celebrating the donor’s past support of your organization, illustrating how a future legacy gift would permanently sustain the specific programs they care about most.
• Provide clear and accessible literature. Have simple, easy-to-read materials ready that explain the exact steps to finalize a commitment, removing any confusing administrative friction. A planned giving microsite is a great catch-all resource for explaining these gifts and providing relevant tools for estate planning.
• Create a plan together. Both your organization and your prospect likely have an idea of what you want your gift to be. Use your conversation to nail down details of major milestones, giving over time, and anticipated impact so both of your goals are aligned.

After your conversation, create a formal request to present to your donor, outlining your stated goals, pledged gift amount, and anticipated impact. To secure and formalize their gift to your organization, invest in tools that facilitate bequests and beneficiary designations

4. Continue stewarding relationships with legacy donors.

Securing the verbal or written commitment for an estate gift is the beginning of a years-long, or even decades-long, stewardship journey. Legacy donors tend to continue making annual gifts in addition to their promised contribution, so it’s important that they stay up-to-date and engaged with your organization.

After you’ve secured a legacy gift, inform those donors of major milestones, long-term impact, and significant organizational shifts so they maintain their involvement and trust in your organization. Be sure to use the following best practices in your stewardship strategy:

• Always say thank you. Send regular communications about the status of your organization and thank them for their trust. Inform them of major gift campaigns and large events, so they know your organization is still active and thriving.
• Maintain a consistent communication cadence. Your legacy donors should never feel forgotten. Send regular, personalized updates showing exactly how their future contribution will secure the mission’s future. Include impact reports on your funds raised, tangible community effect, and overall operational success so they feel confident in their decision to give.
• Create a legacy society. Form an exclusive group that honors those who have made planned commitments. Regularly plan special luncheons or behind-the-scenes tours.

Legacy gifts are a lifelong partnership. Make sure your donors feel included in your organization, planning, and growth through regular communications and follow-up. After all, they are securing your future.

Talking about estate planning does not have to be morbid or uncomfortable. When handled with care, research, and empathy, it becomes a deeply meaningful conversation about an individual’s enduring values and the permanent mark they wish to leave on their community. If you haven’t already, start including your legacy benefactors in your community today to show your appreciation for their gifts and the mark they will leave on your organization in the future.

Capital campaign fundraising represents one of the most ambitious undertakings for nonprofits, fueling the construction of new buildings, major program expansions, and lasting endowments. These bold initiatives often come with significant pressures: board members expect powerful results, staff are tasked with balancing everyday work and added responsibilities, and donors want to see their gifts translate into maximum impact.

Here are key strategies for building successful capital campaigns from start to finish.

• Laying the Foundation: Organizational Readiness and a Clear Case for Support
• Planning and Executing Each Phase of Your Capital Campaign
• Challenge Grants: Multiplying Campaign Momentum and Impact
• Maximizing Results with Donor Data, Matching Gifts, and Technology
• Marketing That Drives Engagement and Donor Action
• Innovative Fundraising Ideas for Sustained Campaign Momentum

Maintaining energy and momentum in a capital campaign can be difficult, but integrating strategic planning with challenge grants sets the stage for stronger campaigns, broader donor participation, and inspired giving. By anchoring your fundraising in organizational alignment, thoughtful execution, and fresh engagement ideas, nonprofits can maximize both dollars raised and excitement generated. Let’s begin!

Laying the Foundation: Organizational Readiness and a Clear Case for Support

Capital campaign success relies not only on vision but on deep preparation. Laying the groundwork ensures the organization can sustain the intensity and scope required for transformational fundraising. Assess your current fundraising landscape. Review past results, average gift sizes, and donor retention to gauge whether your capital campaign goal is realistic.

Early and enthusiastic board participation is key: aim for every board member to give and set expectations around their specific roles. Involve staff and volunteers from the beginning since these efforts require substantial coordination, teamwork, and the ability to distinguish between regular annual fundraising and the resource-intensive nature of capital campaigns.

Set measurable objectives that clearly define what your campaign will accomplish. Goals should be specific, time-bound, and data-driven, such as raising a defined sum within a set timeframe to serve a specific number of beneficiaries. Benchmark against similar campaigns in your sector to ensure your goals are both ambitious and achievable.

Gather broad input from across your organization and constituent community. Solicit feedback from staff, program recipients, and core supporters to build shared ownership over the campaign’s focus. Develop a compelling case for support that explains your “why.” This should blend clear narratives, urgent needs, and tangible outcomes, bolstered by data and testimonials. Testing this story with trusted stakeholders and refining based on their feedback strengthens your message. Preparation at this level unites your team and inspires early donor confidence.

Planning and Executing Each Phase of Your Capital Campaign

Once your foundation is set, strategic planning and systematic execution are crucial. Each campaign phase requires distinct actions and a disciplined approach to keep momentum high and results on track. Begin by conducting a feasibility study. Interview major donors and local influencers to test your case for support and campaign goal, gathering blunt feedback on their interest and likelihood of contributing. Use these findings to refine your approach.

Organizations that adapt based on candid feedback often outperform their original projections. Chart the campaign journey using a timeline with defined phases:

• The quiet phase comes first, focusing on securing major leadership gifts and board commitments. During this time, target raising about half to two-thirds of your total goal before launching publicly.
• The public phase follows, rallying the wider community and using challenge grants to energize new and lapsed donors. The finishing phase centers on limited-time challenges to close any funding gaps and celebrate the campaign’s conclusion.

Assign responsibilities for each phase and set clear milestones. Use accessible planning tools or calendars to visualize checkpoints, fostering transparency and accountability. Develop a multi-audience communications plan that keeps all parties engaged. Segment your supporters to customize messages for major donors, long-term supporters, and new prospects. Choose appropriate communication channels for each audience and deliver updates on milestones, challenge launches, and donor stories to maintain enthusiasm.

Thoughtful planning for each phase, combined with tailored communications, guides your campaign from early excitement to successful completion.

Challenge Grants: Multiplying Campaign Momentum and Impact

Challenge grants are powerful catalysts in capital campaign fundraising. They create urgency, generate friendly competition, and inspire both large and small donors to give more generously. Identify potential challenge grant partners with the capacity and history to motivate others. Engage these partners in structuring the match so they feel invested and recognized, which can lead to increased participation and higher contributions.

Public recognition, such as naming opportunities or featured acknowledgment at events, can express gratitude and encourage future involvement. Design clear, compelling design challenge grants. Specify details such as match ratios, timeframes, and any restrictions, such as focusing on new donors or increased gift sizes.

For the best results, time these challenges to coincide with critical campaign phases, like the quiet phase for early leadership gifts or the public phase to generate widespread excitement. Messaging should emphasize urgency and impact, such as the doubling of donations during a limited window. Promote challenges across all communication channels. Highlight key challenge information in emails, print communications, on your website, across social media, and at events. Regular updates on progress can build momentum and encourage participation.

Challenge grants work effectively at all stages of the campaign. For example, a matching grant in the quiet phase can galvanize core supporters. During the public phase, challenges attract new or dormant donors. As your campaign nears its goal, a finish-line match can provide the final push. Understanding when and how to deploy challenge grants accelerates progress toward your fundraising objectives.

Maximizing Results with Donor Data, Matching Gifts, and Technology

Technology and data work hand in hand to intensify capital campaign results. When leveraged alongside challenge grants, they streamline operations, improve targeting, and amplify donor response. Invest in a robust donor management system to support your campaign. Select a solution that can segment donors, highlight match eligibility, and track progress in real time.

Custom tags for challenge grant gifts make it easier to analyze which appeals resonate the most with your audience. Internal dashboards allow staff and volunteers to monitor campaign progress closely and adapt strategies promptly. Many donors are eligible for matching gifts through their employers, but this potential is often overlooked. Encourage donors to provide their employer information and to embed matching gift prompts in every donation receipt and acknowledgment.

Regular reminders in campaign communications raise the visibility of these opportunities and ensure more gifts are matched. Use your donor data to inform campaign outreach. Wealth screening and analysis of giving patterns help you identify leadership giving prospects or those most likely to respond to specific challenges. Consistently review results and adjust messages, timing, and challenge offers to increase conversion rates. Communications can be further optimized with visuals that track campaign progress, such as thermometers and leaderboards, helping supporters see the results of their participation in real time. Automated reminders ahead of matches or milestones increase urgency and participation rates. Harnessing donor data and technology improves efficiency and provides actionable insights, driving greater fundraising success.

Marketing That Drives Engagement and Donor Action

Effective marketing fuels donor participation and campaign visibility. A well-executed marketing strategy generates excitement, conveys transparency, and sustains interest throughout the campaign. A dedicated campaign landing page on your website is essential. This page should clearly articulate your campaign’s case for support, track progress toward the goal in real time, share impactful donor stories, and provide straightforward ways for supporters to contribute. Featuring regular updates and engaging content, such as videos or testimonials, brings your mission to life and keeps visitors coming back.

Personalized and segmented email outreach remains one of the most productive channels in nonprofit fundraising. Tailor messages for different donor segments and highlight the urgency connected to active challenge grants, upcoming deadlines, or key milestones. Including stories of donor impact and specific calls to action encourages gifts and reinforces the importance of participation. Expand your reach with digital advertising, proactive media outreach, and events timed with match launches. Free promotional channels, including search ads, can drive relevant donors to your campaign. Public relations efforts around milestones or matched giving periods generate broader awareness in your community. Events, whether in-person or virtual, provide compelling moments to promote new match opportunities and showcase progress.

Keep communications timely and urgent by following a content calendar. As deadlines approach, increase the frequency and intensity of messages. Publicly celebrating every challenge milestone fosters a culture of gratitude and motivates ongoing support. Strong, consistent marketing underpins your capital campaign, turning interest into action.

Innovative Fundraising Ideas for Sustained Campaign Momentum

Sustaining momentum over the life of a capital campaign requires creativity and continual engagement. Fresh approaches keep supporters invested and bring in new energy as milestones are achieved. Experiential events help donors connect directly with your mission. Begin your public campaign phase with a kickoff event where every ticket or donation is matched. Celebrate milestones with special virtual tours or behind-the-scenes events, unveiling new matching opportunities and making donors feel part of the journey. Host finish-line rallies to build excitement and encourage last-minute gifts as the campaign nears its close.

Peer-to-peer fundraising activates your community’s strongest supporters as campaign ambassadors. Encourage board members, volunteers, and alumni to set up personal fundraising pages that contribute to the overall match target. Friendly competitions between groups can drive higher participation, with leaderboards and special bonus matches for top-performing teams. Corporate and community partnerships offer additional sources of support. Raise awareness of employer match programs by including easy-to-access information in all communications. Invite local businesses to participate through sponsorships or in-kind donations, and publicly acknowledge their contributions for added visibility. Gamification techniques, such as flash match days with time-limited challenges or special recognition rewards, inject energy and encourage participation. Offer perks such as naming opportunities or event invitations for significant contributions, or for those in which a specific match is triggered.

By adopting innovative ideas and maintaining a steady flow of engagement opportunities, your campaign will keep supporters enthusiastic from start to finish.

Conclusion

Rigorous preparation, strategic execution, and continuous innovation are cornerstones of a successful capital campaign. Aligning your team around clear objectives and thoroughly preparing your case for support sets the stage for success. With well-designed challenge grants, data-driven tactics, targeted marketing, and creative engagement, campaigns achieve deeper impact and greater participation.

From engaging your board at the outset to celebrating your closing victory, every phase of the campaign matters. These strategies ensure that your organization not only raises the funds needed but also builds lasting connections, elevates your impact, and sets a new standard for your mission’s future. Explore more insights and campaign tips to further refine your approach. With a multiplier mindset and robust planning, your next capital campaign can leave a lasting legacy.

Fundraising professionals at independent schools understand that funding their schools requires more than the occasional bake sale. These organizations need engaging fundraisers that strengthen donor relationships and lead to long-term support. 

Whether you’re launching a new fundraising initiative or refreshing long-standing campaigns, this guide will offer practical ideas for how private schools can host fundraisers that spark engagement and inspire valuable donations. 

1. Create community-driven campaigns.

While the majority of private school revenue comes from tuition, donations from your community are vital for filling any funding gaps. Building a positive relationship with your greater community is the key to sustainable fundraising. 

Throughout the year, aim to host a range of fundraisers that resonate with different parts of your community. Graham-Pelton’s guide to independent school fundraising explains how there are three types of fundraisers these institutions can run: 

• Fundraising campaigns. There are two main types of fundraising campaigns: major initiatives like capital campaigns and routine annual fundraisers. The expert fundraising consultants at Graham-Pelton report that independent schools host capital campaigns roughly once a decade, and these fundraisers require strong relationships with a community of major donors. 
• Year-round opportunities. Special events and small-scale fundraisers help you generate support and stay connected to your community between major campaigns. Examples of these events include: festivals, book fairs, and community picnics. 
• Ongoing advancement strategies. Several types of donations require long-term cultivation efforts and cannot simply be added to a calendar. For example, major donor and planned giving programs are built and confirmed on an individual basis. 

While year-round opportunities may be less profitable than major gifts or a capital campaign, these events are essential for engaging with your greater community and laying the groundwork for large-scale fundraisers. For example, you might invite major giving prospects to a fall festival and use the event to make face-to-face connections.  

Continue to build these relationships to retain donors year-round. Always thank donors for their participation in your fundraisers and provide them updates on the campaigns they support to ensure they know how their gifts are making a difference.

2. Add fundraising opportunities to events.

Independent schools engage their communities by hosting a range of events throughout the year. Capitalize on existing events by expanding them with fundraising opportunities. 

For example, Double the Donation’s school fundraising ideas guide lists a number of unique revenue-generation opportunities that can supplement other fundraisers:

• Matching gifts. Matching gifts are donations that corporations make to the causes their employees give to. This allows donors to give more without increasing their spending. During other fundraisers, educate supporters about matching gifts to empower them to increase their giving potential. 
• Text-to-give. Mobile donation forms and text-to-give tools make it easy for supporters to donate, no matter where they are. Schools can leverage mobile giving by making announcements at events that encourage attendees to take out their phones and donate. Seeing others pull out their phones to give encourages other community members to follow suit. 
• Peer-to-peer fundraising. By bringing your peer-to-peer fundraisers and your community together, these supporters have a face-to-face opportunity to solicit donations on your school’s behalf. Often, schools will host events to cap off peer-to-peer campaigns, ending in a final fundraising push and celebrating fundraisers’ efforts at the same time. 

Be cautious about adding new fundraising opportunities without overwhelming supporters. For example, if you sell tickets to an event, make various activities, refreshments, and entertainment free. This ensures that the ticket itself feels valuable, rather than an invitation to spend more money. 

3. Highlight impact through storytelling.

Independent schools rely on major donors, and supporters who invest significantly in your school want to know their contributions make a meaningful difference. Foster these connections by demonstrating your impact through stories. 

While statistics and data are useful, stories help donors visualize how their gifts are being used, solidifying an emotional connection to your school. Collect stories from students, teachers, and parents that help make your case for support. For example, a student might list their favorite books they were able to check out from your school library, while a teacher can recount how students developing a love of reading has transformed their classroom. 

A few valuable types of storytelling formats for schools include:

• Video testimonials
• Written profiles
• Student spotlights in newsletters 

Increase your stories’ power by gathering visuals to pair with them. Get permission from parents to take photos and videos of their children. Then, record and photograph visually interesting activities at your school, such as sports games, art classes, field trips, and science projects. 

4. Connect with businesses. 

Expand your school’s fundraising budget by partnering with local businesses. Business sponsorships and donations provide your school with the resources it needs to host large-scale, engaging events. 

Identify businesses that may be open to working with your school by:

• Reviewing corporate values. Some businesses will openly state their corporate and philanthropic values using resources like their websites. These values can help you find organizations likely to support schools and also help you frame your sponsorship pitch. For example, if a business is committed to promoting literacy, you might focus on your school’s library and reading programs. 
• Researching giving history. If a business supported a school like yours in the past, they are more likely to also support your independent school. 
• Assessing past connections. Local businesses are far more likely to work with your school if you already have a connection with them. Determine if anyone at your school has a pre-existing relationship with a local business, and leverage that relationship to set up an introductory meeting. 

When approaching businesses, be open to a range of support options. Some may provide monetary sponsorships, whereas others may prefer to help with marketing to ensure their organization’s name is connected to your school. Providing multiple ways for sponsors to support your school increases the likelihood that businesses will see an option that appeals to them. 

5. Explore fundraising tools.

Fundraising software solutions provide your independent school with the tools it needs to streamline giving, host unique fundraising opportunities, and gather data. 

Expand your school’s technology stack by assessing fundraising software on these criteria:

• Features. Determine what your school needs software for, and whether various platforms provide tools that align with those needs. For example, if your school needs better predictive analytics, you might look into platforms with extensive reporting capabilities, rather than all-in-one platforms that have more limited data management features. 
• Price. Most fundraising software operates on a subscription model, so ensure the platform you choose fits into your monthly or annual budget. Additionally, consider other upfront expenses, like developer and training costs. 
• Scalability. Your software should keep up with your school’s growth rate. For example, many marketing software solutions have an annual or monthly cap on how many messages you can send. When selecting a marketing platform, you might look for a solution that has an unlimited message plan. 

If your school is not sure what tools it needs or whether a specific platform is worth the investment, consider working with a nonprofit technology consultant. These experts can provide professional advice and even help you customize your software to fit your school’s needs. 

Fundraisers are key opportunities for independent schools to connect with their communities, and engaging, professional campaigns can earn lifelong support. Refresh your school fundraisers by experimenting with new community-driven event ideas, expanding your fundraising activities, and investing in the right resources to host compelling campaigns.