By Viken Mikaelian / Founder of PlannedGiving.com and Philanthropy.org
Harvard built a $50 billion endowment — without a single weekly worshipper.
Yet your church has them. Every Sunday.
So why aren’t we asking for gifts that don’t come from the wallet, but from the will? I recall when I approached my former church and talked to the pastor about mentioning legacy gifts before the sermon. His answer was, “We do not do things like that here.”
My current church? Different story. The CFO gets up before every sermon, gives a 2-minute update about our financial health, and reminds us to consider legacy gifts. No guilt. No hard sell. Just consistency. And that’s why it works.
Remember, 70% of donors who make a legacy gift do so because they are asked. Yet, most churches never ask.
It’s time for houses of worship to wake up and go beyond the collection plate.
The hard truth: Shrinking congregations, shrinking collections
Despite America being the most Christian nation in the West, churches consistently rank near the bottom of U.S. charities for soliciting and securing planned gifts. That’s not just surprising — it’s a crisis.
If your church’s financial future depends entirely on weekly cash gifts from a shrinking, aging congregation, you’re not preparing for tomorrow. You’re praying yesterday’s model will somehow fund tomorrow’s mission.
That’s not stewardship. That’s denial.
The risk you’re not managing
Consider this: What would happen if your three most generous members were to die in the same year?
For many churches, that scenario would mean immediate financial crisis. Yet it’s entirely preventable.
::::::
“IRS data show that as wealth rises, more people include religion in their estate giving, but religion receives a smaller share of the total charitable dollars. Churches are good at getting small gifts. They are bad at getting large ones.”
— Russell James, J.D., Ph.D., CFP®
::::::
The data doesn’t lie
- 37% of regular church attendees don’t give money to their church (Nonprofit Source)
- Only 5% tithe (Nonprofit Source)
- Christians give 2.5% of their income—down from 3.3% during the Great Depression (Nonprofit Source)
- Only 2% of Christians leave anything to the church when they pass away (Barna Group)
- 47% of Americans belonged to a house of worship in 2020, down from 70% in 1999 (Gallup)
[Download the complete statistics presentation]
We’re on the cusp of the largest wealth transfer in history — an estimated $68 trillion. But how much of that will go to churches?
Only what’s been planned for.
They’re already giving — just not to you
Your members are already making legacy gifts to World Vision, the Salvation Army, and their alma maters.
Why? Because they’ve been asked.
::::::
“In both current and estate gifts, the data are clear. Churches are good at getting small gifts. They are bad at getting large ones. Why? Because they only talk about income sharing, not wealth sharing. Big gifts mean have asset sharing conversations with wealth holders, not just disposable income conversations.”
— Russell James, Texas Tech University
::::::
While your church stays silent, others are having meaningful conversations about legacy.
They’re capturing gifts that could have transformed your ministry.
God helps those who launch planned giving programs
The best time to start a planned giving program? Twenty-five years ago.
The second-best time? Right now.
If your pews are filled with seniors — wise, faithful, and legacy-minded — you have the perfect audience. The only thing missing is the invitation.
A simple bequest announcement in a sermon. A one-page flier in the bulletin. A card on a card rack next to the coffee machine. A column in the monthly newsletter. It doesn’t take much to begin, but it takes something — because right now, most churches are doing nothing.
The blue sky scenario
Imagine this: What could your church do differently if you learned that one of your longtime members left an unrestricted $5 million bequest?
It happens.
But only to churches that ask.
Success stories are real
Real churches are already reaping the benefits:
- All Souls Church faced a financial crisis when they received unexpected bequests totaling $458,000 from deceased parishioners who were silent members of their Legacy Society.
- St. Mary’s Church installed a new access ramp thanks to a planned gift from Bill Wallace, a retired elementary school teacher.
- The Presbyterian Church in Canada received a bequest from Colonel J.B. Maclean, founder of Maclean’s Magazine, that created the Crieff Hills Community, now serving thousands of guests annually.
These aren’t wealthy mega-churches. They’re ordinary congregations whose members chose to leave a lasting legacy.
What’s the real problem? Hint: It’s not the congregation
The problem is its leadership.
Pastors weren’t trained to talk about tax-savvy giving, and most boards wouldn’t recognize a charitable remainder trust if it walked through the narthex in a choir robe.
But that’s no excuse.
The Bible talks plenty about stewardship. And there’s a long scriptural tradition of planned giving. (Ever heard of King David’s bequest that built the First Temple? That was a planned gift — in 970 BC.)
What’s lacking isn’t theology. It’s marketing, mindset and a tad bit of courage. Not even a lot of courage.
Legacy giving as ministry, not just fundraising
Many church members suffer from what philanthropic advisors call the “wounds of wealth” — they feel burdened by decisions about distributing their assets at death. They’re looking for meaning, not just tax deductions.
Legacy giving conversations can be transformational for both the church and the member. You’re not just securing funds; you’re providing:
- Peace of mind about their family’s future.
- Meaning for accumulated assets.
- Connection between their values and their legacy.
- Healing from the anxiety of wealth stewardship.
When you help members make a planned gift, you’re ministering to their deepest needs for significance and eternal impact.
Addressing common objections head-on
“This feels too commercial for a church.”
Legacy giving is biblical stewardship. It’s helping congregants be wise with what God has entrusted to them. Plus, you’re already losing gifts to organizations that aren’t shy about asking.
“We don’t want to pressure elderly members.”
You’re not pressuring — you’re providing options. In fact, you’re helping them as they already want to give. Many seniors are actively looking for meaningful ways to leave a legacy. The pressure comes from NOT knowing how to give wisely.
“Our congregation isn’t wealthy.”
The widow’s might matters. Many of your most devoted members hold their wealth in illiquid assets — land, small businesses, collectibles. Legacy giving is often the ONLY way they can make a significant gift.
“This could reduce weekly giving.”
National research shows that donors increase their current giving after adding a charity to their estate plans (on average 75% to 100%). Legacy giving unlocks generosity; it doesn’t replace it.
The biblical foundation for legacy giving
Planned giving aligns with biblical stewardship:
“A good man leaves an inheritance to his children’s children.” — Proverbs 13:22
“The prudent see danger and take refuge.” — Proverbs 22:3
“God loves a cheerful giver.” — 2 Corinthians 9:7
“Honor the Lord with your wealth, with the first fruits of all your crops; then your barns will be filled to overflowing.” — Proverbs 3:9-10
“Each of you should give what you have decided in your heart to give, not reluctantly or under compulsion.” — 2 Corinthians 9:7
Consider also the Parable of the Talents (Matthew 25:14-30) — we’re called to multiply what we’ve been given, not bury it. Legacy giving is faithful multiplication that extends beyond our lifetime.
The solution: Practical steps to get started
Your First 90 Days Action Plan
Month 1: Foundation
- Week 1-2: Present to church board for approval
- Week 3: Form planned giving committee (3-5 people)
- Week 4: Draft basic bequest language
Month 2: Launch
- Week 1: A board member or CFO announces program before sermon
- Week 2: First bulletin insert appears including intention forms with bequest language in the lobby
- Week 3: Website page goes live
- Week 4: Host information session
Month 3: Build Momentum
- Weekly bulletin mentions
- Feature in church newsletter
- One-on-one conversations with key donors
- Celebrate first commitments
-
Start Small and Simple
Begin with bequests. They’re the easiest gift to understand, market and receive. A single line in a will can change your church’s future.
Example language:
“I give and bequeath [$X or X%] to [Your Church Name], a nonprofit religious organization located at [Address], to be used for its general purposes.”
Market bequests as “A gift anyone can make” or “A gift that costs nothing during your lifetime.”
Sample Bulletin Announcement:
“Leave a Legacy of Faith: Including our church in your will costs nothing today but ensures our mission continues tomorrow. Contact the office for free bequest language.”
Or simply have the intention form with the bequest language on the table below.
-
Get Your Pastor on Board
A 60-second plug in a sermon — “Consider leaving a legacy of faith through your will” — can open doors. Your pastor doesn’t need to be a fundraising expert. They just need to believe in the mission. Or ask your CFO or a board member to participate right before the sermon.
-
Educate the Board
Show them the numbers: Legacy donors increase their annual giving after making a planned gift. This is not a replacement for annual giving — it’s an amplifier.
-
Launch a Ministry of Will Preparation
Since most individuals don’t have a will, position your church as providing a valuable service:
- Host “Faithful Planning” workshops
- Partner with local estate attorneys
- Provide resources for parents making guardianship decisions
- Provide free resources to estate planning guides
- Frame it as ministry to families, not fundraising
-
Create Named Giving Opportunities
Many families want to document their history with the church. Offer named endowments for:
- Outreach programs
- Education initiatives
- Pastoral sabbaticals
- Facility maintenance
- Music excellence
- Youth ministry
-
Build a Legacy Society
Name it. Celebrate it. Even if it starts with just three members. Recognition builds momentum. Legacy Society members should receive:
- Annual recognition dinner
- Special nameplate in the narthex
- Quarterly impact reports
- Personal notes from beneficiaries of their future gift
-
Market Consistently and Creatively
One mention isn’t enough. A program lives or dies by its visibility and consistency is key:
Monthly Rotation:
- Week 1: Bulletin insert (donor story + postcard with bequest language)
- Week 2: Website feature on tax benefits
- Week 3: Newsletter article on Biblical stewardship
- Week 4: Announcement of new Legacy Society members
Annual Events:
- Legacy Sunday with guest preacher
- Estate planning workshop
- Appreciation dinner for society members
-
Track Your Success
Monitor these metrics:
- Number of legacy commitments
- Value of known expectancies
- Increase in annual giving from legacy donors
- Number of information requests
- Will preparation workshop attendance
These are all simple, actionable items that one or two volunteers can execute.
Building your planned giving team
Essential Roles:
- Pastor: Spiritual champion and spokesperson
- Board Member: Governance and credibility
- Volunteer Coordinator: Day-to-day execution
- Professional Advisor: Technical expertise (can be outsourced and most volunteer for visibility)
- Legacy Donor: Testimonial provider and peer advocate
Quick wins: Low-hanging fruit
- Beneficiary Designations: Encourage members to name the church on retirement accounts and life insurance
- Stock Gifts: Accept appreciated securities (huge tax benefits for donors)
- IRA Charitable Rollover: Members 70½+ can give directly from IRAs
- Memorial Gifts: Create a formal program for honoring loved ones
- End-of-Year Tax Letters: Include bequest language in every year-end receipt
- Have a cash donation page? Add bequest info to your donation ‘Thank You’ page — 99% of nonprofits miss this simple opportunity.
ROR: Return on relationship
Members who have attended your church for 15+ years have made a significant emotional and spiritual investment. Understand these donors! A planned gift is often the largest gift a member makes in their lifetime because such gifts come from accumulated assets, not annual income.
Legacy giving is the most powerful strategy because it allows participation from:
- Single, divorced or widowed women who often demonstrate devotion through significant bequests
- Farmers and business owners with illiquid wealth
- Middle-class retirees with modest estates but deep commitment
- Young families who can name the church as life insurance beneficiary
The donor’s perspective
Understanding why members want to make legacy gifts:
- Lasting Impact: Their values live on through the church’s work
- Tax Benefits: Reduce estate taxes for heirs
- Simplicity: Often easier than they imagined
- Meaning: Transforms earthly assets into eternal significance
- Family Values: Documents what mattered most to them
Measuring success
Year 1: Launch program, secure 3-5 commitments
Year 3: 10% of regular donors engaged with program
Year 5: Sustainable annual income from matured gifts
Year 10: Endowment supporting significant ministry expansion
It’s (much) simpler than you think
You don’t need to master the technical aspects of planned giving to launch a legacy initiative. You just need to:
- Start the conversation
- Provide basic tools
- Celebrate those who participate
- Repeat consistently
- Did we mention “repeat?”
Legacy giving doesn’t require a PhD from Harvard. Ironic, since Harvard built $50 billion without your greatest asset: a congregation.
Tithing, taxes and tomorrow
Planned giving doesn’t ask your congregants to give more — it asks them to give smart.
A gift of appreciated stock. A retirement account beneficiary designation. A life insurance policy. These are gifts with zero impact on today’s cash flow, but a massive impact on tomorrow’s ministry.
The gifts are already in the pews
There are people in your congregation — right now — who:
- Love your church
- Want to leave a legacy
- Have the means to make a difference
- Are already planning gifts to other organizations
They’re not waiting for another sermon on stewardship. They’re waiting for permission.
Give it to them.
Final word: You’re sitting on a gold mine
Your church isn’t under-resourced.
It’s under-activated.
The members are there. The desire is there. The assets are there. You just need to make the ask — the right way.
You can pass the plate for another $20 donation, or you can help a lifelong church member leave a $200,000 gift that supports your mission for decades. (See the last “bonus tip.)
Every planned gift is a vote of confidence in your church’s future ministry. It’s a declaration that what happens in your sanctuary matters — not just for today, but for generations of believers yet to come.
Remember: 70% of donors who make a legacy gift do so because they are asked.
So ask.
You decide which future you want to build.
Denominational Considerations
- Catholic parishes: Check with your diocese for approval requirements
- Protestant churches: May need congregational vote
- Independent churches: Ensure your board has proper authorization
Always consult your denominational guidelines before launching.
