Planned giving is an often-overlooked strategy in newsroom fundraising, yet it may be one of the most powerful tools available to strengthen journalism for the long term.
“A planned gift is typically the largest gift a person can leave [in their lifetime], often six figures,” said Anna January, director of philanthropy at Wisconsin Watch.
Up to $124 trillion of wealth will be transferred over the next 25 years through legacy gifts, experts say. Many of these gifts will be mission-driven based on donors’ values, which can include supporting journalism and its impact on local communities.
LMA’s Lab for Journalism Funding recently convened fundraising experts for a webinar on Unlocking the Power of Planned Giving to explore how legacy gifts can help newsrooms build a philanthropic strategy for long-term sustainability while navigating financial uncertainty and aligning deeply with donor priorities.
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