Planned giving programs are built over decades. They grow through trust, stewardship, and conversations that often begin long before a commitment is formalized. At Washburn University Foundation, legacy giving had long been a steady and valued part of advancement efforts. The foundation averaged 11 to 13 new planned gifts per year, meaningful commitments from loyal supporters who believed deeply in its future.
But leadership saw an opportunity. Many estate commitments were verbal or loosely documented. Anticipated bequests were increasing, yet not at a pace aligned with the university’s long-term goals. More importantly, without consistent documentation standards, it was difficult to steward donors intentionally or report future impact with full confidence. Washburn realized that legacy giving didn’t just need encouragement — it needed structure, visibility, and a catalyst for action.
In 2022, the foundation launched the “I Will for Washburn” campaign, a focused effort to bring legacy giving to the forefront of donor engagement and formalize more commitments.
Instead of a traditional matching gift, Washburn implemented an incentive-based model designed to reward documentation. Two donor couples committed a combined $1 million to create an incentive pool. When a donor documented a new planned gift, $10,000 was unlocked from that pool and directed — at the donor’s recommendation — to current campus priorities such as scholarships, academic programs, or facilities.
The structure was simple, but strategically powerful. Donors were not asked to increase their estate commitment. They were encouraged to formalize it. In return, they could see an immediate impact during their lifetime while still securing a lasting legacy. The approach created urgency without diminishing the long-term gift and allowed the university to celebrate generosity in real time.
The two lead donor couples were not just funders, they were partners. They were engaged in milestones and stewardship throughout the campaign, reinforcing a culture of collaboration and strengthening relationships across the donor community.
Behind the scenes, the campaign required disciplined execution. Clear documentation standards were established so that commitments could be counted and stewarded appropriately. Development, communications, finance, and data teams worked closely to align messaging and tracking systems. Gift officer portfolios were reviewed in depth. Planned giving likelihood scores were analyzed. Past engagement activity was mined for signals of interest.
Just as importantly, staff were equipped to integrate legacy conversations into everyday donor engagement. Planned giving was no longer treated as a specialized or separate initiative. It became part of the broader relationship strategy.
Marketing reinforced this shift. Through emails, mailed newsletters, campaign web content, and donor storytelling, Washburn emphasized that legacy giving was both meaningful and accessible. Stories featured alumni from a range of academic backgrounds and life stages, helping donors see themselves reflected in the campaign. By highlighting multiple giving vehicles — not just bequests — the foundation demonstrated flexibility and reinforced that estate commitments are personal expressions of values and belonging.
As momentum built, the team recognized another opportunity: reducing friction for donors who were inspired but had not yet formalized their plans. In 2024, Washburn introduced Giving Docs as an online estate planning option, enabling supporters to create legally binding documents once notarized. By offering a guided, digital pathway, the university removed a common barrier and made it easier for donors to move from intention to documentation. The addition aligned seamlessly with the campaign’s core goal, turning goodwill into confirmed commitments.
The results were significant. Over the course of the campaign, $1 million in incentive funds was deployed to immediate campus needs. More than $21 million in anticipated bequests were formally documented, with an average estimated bequest of $183,000. Beyond the numbers, the initiative strengthened internal systems, improved reporting confidence, and deepened donor relationships. Development staff gained greater comfort initiating legacy conversations. Several donors increased commitments or explored additional giving vehicles. Even the two lead donor families formed an unexpected friendship through their shared leadership.
Washburn’s experience demonstrates that legacy growth is not accidental. It requires intentional structure, internal alignment, and strategies that reward action. By incentivizing documentation, empowering staff, telling authentic stories, and reducing barriers to estate planning, the foundation transformed a steady program into a strategic priority.
For institutions seeking to move more donors from informal intent to documented commitment, the lesson is clear: when legacy giving is visible, accessible, and thoughtfully executed, it can accelerate both immediate engagement and long-term impact.
If you’d like to learn more about how Washburn structured the campaign and implemented these strategies, you can watch the full webinar recording here.
And if your organization is looking to reduce friction, increase donor disclosure, and grow documented planned gifts, Giving Docs would welcome a conversation.
