Heritage Societies Are Having a Quiet Resurgence
Over the past year I have worked with several clients to retool or relaunch their heritage societies. Hospitals. Universities. Community based nonprofits. In each case, the conversation begins the same way. “We have a list of bequest donors. We send a letter once a year. We are not sure it does much.”
It does more than most organizations realize.
Planned gifts represent one of the largest sources of charitable revenue in the United States. Bequests routinely account for close to ten percent of all charitable giving nationally, and in some years the total exceeds forty billion dollars. The average bequest is often far larger than a donor’s annual gifts. Many legacy donors never made a major gift during their lifetime. That alone should recalibrate how we think about these relationships.
A heritage society is not about a pin, a luncheon, or a name in a report. It is a framework for stewardship. It signals that a donor’s long-term commitment matters now, not just someday. When done well, it deepens trust, reinforces mission alignment, and keeps the organization top of mind.
There are practical advantages.
First, identification. A clear heritage society with simple entry criteria makes it easier for donors to self-disclose estate intentions. Many donors will not volunteer that information unless invited. When they do, you gain visibility into future pipeline that otherwise sits hidden in an attorney’s office.
Second, retention. Donors who make a planned commitment often continue giving during their lifetime. Ongoing engagement increases the likelihood that they maintain or even grow that commitment. Absent stewardship, bequests are more likely to be changed or diluted over time.
Third, culture. Heritage societies normalize legacy giving. When donors see peers recognized for forward thinking commitments, it reframes planned giving from a technical conversation to a values conversation. It becomes about impact and permanence.
From a management perspective, the lift is manageable. A concise annual touchpoint. One meaningful event. Periodic insider updates from leadership. Thoughtful acknowledgment. That is not an additional department. It is disciplined stewardship.
For organizations focused on long term financial resilience, heritage societies are not optional.
They are strategic. They surface hidden commitments, strengthen donor loyalty, and build future assets with clarity. And they are not overly complex. With modest structure and consistent attention, they create disproportionate value.
