School Legacy Program Newsletter
Legacy giving is how alumni create a permanent connection to the institution they care about. The planned gift that a graduate makes at age 65 often reflects a lifetime of relationship with the school and a desire to ensure that what mattered to them continues to matter for students who will never know their name. Your newsletter is the beginning of that conversation.
Explain what a legacy gift is, in plain language
Many alumni have heard the term "planned giving" and assume it requires complex legal arrangements beyond what they can manage. Demystify it. The simplest legacy gift is a sentence in a will: "I leave [amount or percentage] of my estate to [school name]." That is it. No trust. No attorney specialization beyond basic estate planning. The newsletter's most useful work is removing the imagined complexity.
Name the options across a range of complexity
Walk through the most common planned giving vehicles from simplest to more sophisticated. Bequest through a will: a fixed amount, a percentage of the estate, or a residual gift after other obligations are met. Beneficiary designation: naming the school on a retirement account or life insurance policy, often a simple form change. Gift annuities: the alumni gives assets now and receives income for life. Charitable remainder trusts: provide income during life and leave the remainder to the school. Each option serves a different financial situation. The newsletter does not need to explain them all deeply. It needs to name them and invite a conversation.
Tell the story of a legacy donor
With permission, include a brief account from an alumnus who has made a planned gift. What motivated them. What they want their gift to accomplish. How the decision was made. A real story from a real person is more persuasive than any program description. It also normalizes legacy giving as something real people do, not just a concept discussed in development literature.
Explain the legacy society
If the school has a legacy giving society, describe it: the name, what membership involves, how members are recognized, and how to join. Alumni who make a planned gift often want to know they are part of a community of donors who share their commitment. The legacy society provides that community.
Invite a conversation without pressure
Close with a gentle, specific invitation. If an alumnus wants to learn more about including the school in their estate plans, they can contact the director of development by email or phone. No commitment is required. The conversation is simply to explore what is possible. Give the name and contact information of a specific person, not a department email address.
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Frequently asked questions
What is a legacy giving program and how should the newsletter define it?
A legacy program recognizes and cultivates alumni who have made or are considering a planned gift: a bequest through a will, a charitable remainder trust, a retirement account beneficiary designation, or another planned gift arrangement. These gifts often represent the largest single contribution an alumnus ever makes to the school.
Who is the right audience for a legacy giving newsletter?
Alumni who are in estate planning conversations, typically aged 55 and older, though planned gifts can come from any age. Families of significant annual donors who may have expressed interest in doing more. Alumni who have been consistently engaged over many years. The newsletter should be targeted, not sent to all alumni.
How do you open the planned giving conversation without making alumni feel uncomfortable?
Frame it as information, not a solicitation. 'Many alumni ask us how they can include the school in their estate plans. Here is what that looks like and what your gift would accomplish.' The newsletter should provide information and an invitation to a conversation, not pressure.
What types of planned gifts should the newsletter mention?
Bequests through a will or revocable trust are the most common and simplest. Beneficiary designations on retirement accounts or life insurance policies are another low-barrier option. Charitable remainder trusts and gift annuities are more complex but may interest donors with significant assets. The newsletter should explain the simplest options most thoroughly.
How does Daystage help schools communicate legacy giving programs to alumni?
Daystage makes it easy to send professionally formatted legacy newsletters to targeted alumni segments, with links to planned giving resources and invitations to connect with the development office.
Adi Ackerman
Author
Adi Ackerman is a former classroom teacher and curriculum writer with 8 years in K-8 schools. She writes about school communication, parent engagement, and what actually works in real classrooms.
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