The right starting point is almost never a new brochure or newsletter, it's a live conversation with the donors most likely to already be considering a legacy gift: the organization's most loyal, longest-tenured donors, often those giving consistently for 10+ years at modest annual levels.
Catapult's Legacy Call program formalizes that starting point into a seven-step process: prospect identification using donor-data analysis, a donor list review with the client team, a pre-call letter previewing the conversation, qualification calls from a trained Stewardship Officer, referral to a Gift Planning Specialist for eligible prospects, confirmation and reporting, and a warm hand-off to the organization's internal team.
A new planned giving program doesn't need to build all of this internally on day one, it needs the qualifying conversations to start, since 41% of planned giving donors give 10+ consecutive years and are already more receptive than most organizations assume.
More on Planned Giving