You’ve probably seen news stories of multi-million-dollar legacy gifts to hospitals, universities, arts organizations or other nonprofits. These gifts clearly have the power to change the trajectory of an organization and make things possible that could only be imagined before.
But it’s not just mega gifts that can make a dramatic difference for charities.
With the average legacy gift in Canada being roughly $35,000—and even higher in urban areas like Vancouver and Toronto—these gifts too can have a big impact and can add up to become a significant source of sustainable revenue.
For small and mid-size organizations, one or two legacy gifts a year can be the difference between funding a program and having to scale back on your plans, or not offering the program at all.
Let’s look at the potential impact on an organization if just a percentage of their supporters made an average-sized legacy gift of $35,000.
Impact on a charity with 1,000 donors:
• 1% make a legacy gift: $350,000
• 3% make a legacy gift: $1,050,000
• 5% make a legacy gift: $1,750,000
• 8% make a legacy gift: $2,800,000
Impact on a charity with 10,000 donors:
• 1% make a legacy gift: $3,500,000
• 3% make a legacy gift: $10,500,000
• 5% make a legacy gift: $17,500,000
• 8% make a legacy gift: $28,000,000
Impact on a charity with 50,000 donors:
• 1% make a legacy gift: $17,500,000
• 3% make a legacy gift: $52,500,000
• 5% make a legacy gift: $87,500,000
• 8% make a legacy gift: $140,000,000
What a difference this could mean!
Think of how many more kids can enjoy camp; how many dogs can be saved from euthanasia; how hospital waiting lists could be shortened; how bigger performances could be staged; or how many more vulnerable people can be fed and sheltered.
Now that’s what I call transformational!
The power of proactive legacy asks
Covenant House Vancouver’s proactive legacy outreach is a masterclass in legacy giving success. For nearly a decade, they’ve consistently connected with supporters through a simple donor survey, reaching out to twenty people each week.
The results? An incredible 464 confirmed legacy expectants and a steady pipeline of warm leads. Legacy gifts now make up roughly 20% of Covenant House’s annual revenue— funding critical programs that transform the lives of youth in need.
This story demonstrates the impact of asking. When you engage your supporters and show them how their values align with your mission, extraordinary results follow.
If you’re looking for a reason to focus more of your attention on securing legacy gifts, Aimée Lindenberger’s second book in her Legacy Essentials series—How to Engage Potential Legacy Donors: Your Guide to Legacy Lead Generation—details what your fundraising potential may be. Aimée’s first book, How to Talk About Legacy Giving, is a detailed dive on crafting your legacy messaging. By both and save $8 with discount code LEGACY2!
