How Smart Universities Are Growing Alumni Legacy Giving

Key Takeaways

• Affinity Drives Action: Alumni legacy giving performs best when tied to identity and affinity, such as class year, school, or specific program, rather than a generic university-wide ask.
• The Education Advantage: Eight of the nine major nonprofit subsectors grew in 2025, but the education sector experienced the highest surge, growing by an impressive 11.7% in current dollars.
• A Boost to Annual Giving: A legacy gift is a natural extension of alumni pride and does not compete with annual giving. After a donor adds a charity to their estate plan, their annual cash giving to that organization increases by an average of 77%.
• The Power of Asking: Roughly one-third (33%) of Americans state they would consider including a charitable gift in their estate plans if they were simply asked by an organization they support. 

In This Guide

• Why alumni are a distinct legacy giving audience
• Using class years and affinity groups effectively
• Reunions as a natural moment
• Working with existing advancement data
• Avoiding competition with annual giving
• What a strong alumni legacy ask looks like
• Frequently asked questions

1. Why Alumni Are a Distinct Legacy Giving Audience

2. Using Class Years and Affinity Groups Effectively

This targeted approach also helps uncover hidden gems. Mid-level donors who have consistently given modest amounts for five to ten consecutive years are prime legacy prospects. They've demonstrated enduring commitment to the institution but may simply lack the current liquidity to make major cash gifts during their peak earning years.

3. Reunions as a Natural Moment

4. Working with Existing Advancement Data

5. Avoiding Competition with Annual Giving

A pervasive myth among advancement teams is the fear that promoting legacy giving will compete with or cannibalize annual fund donations. The good news? Extensive empirical research has categorically disproven this myth.

Legacy gifts and annual gifts draw from entirely different resources. A legacy gift comes from an estate, while an annual gift comes from a donor's current liquid budget. Because 97.7% of household wealth is held in non-cash assets like real estate and retirement accounts, legacy giving taps into wealth that annual giving cannot reach.   

That means the two rarely compete for the same dollars. In fact, when a donor writes an institution into their will, they elevate that organization to the status of family. Their lifetime giving increases to match their newly elevated internal identity, resulting in an immediate and sustained increase in annual cash giving.   

6. What a Strong Alumni Legacy Ask Looks Like

The strongest alumni legacy messaging ties directly to what the university meant to the donor personally. Focus on the education, the community, and the formative years rather than using generic institutional language.

Framing the gift as extending that impact to future students tends to resonate deeply. However, the semantic framing of the ask is critical. Avoid using "death language" as it triggers mortality salience and psychological avoidance, which severely depresses engagement. Focus instead on terms like "legacy" or "will" to frame the action as an empowering administrative task.

Additionally, avoid suggesting arbitrary percentages (such as 1% or 2%) in your marketing materials. Suggesting small estate percentages significantly decreases the intended financial size of the gift and can negatively impact the likelihood of making the gift at all.

Here's an example of a well-written legacy ask:

Subject: Passing on the story that started here

Dear [First Name],

Think back to your time at [University]: the late-night debates in [Name of Library/Quad], the mentor who pushed you past your limits, and the community that helped shape the person you are today. Those formative years weren't just about earning a degree; they were about discovering your voice and finding your place in the world.

The environment that nurtured your growth exists because earlier generations chose to invest in the future of [University]. Today, you can help ensure that same experience remains vibrant for the students who follow in your footsteps.

By including [University] in your estate plan or will, you create a lasting legacy that extends your personal impact far into the future. A gift through your will allows you to support tomorrow’s scholars, researchers, and leaders while maintaining full control of your assets during your lifetime.

When you document your legacy gift, you help protect the spirit of [University] for generations to come.

If you have already included [University] in your plans, or if you would like information on how to name the university in your will, please reach out to our team at [Phone] or [Email], or visit [Website].

With gratitude for your enduring connection to our community,

[Name]

[Title]

[University]

Frequently Asked Questions