For charities & nonprofits
Launch a Legacy Pledge Campaign for your organisation
My Loved Ones helps charities run their own Legacy Pledge Campaigns — where your supporters publicly express their wish to leave part of their future legacy to charity.
Public lifetime pledges like this have long been used by wealthy individuals and philanthropists such as Bill Gates and Warren Buffett. My Loved Ones was created to make this mechanism accessible to ordinary people. This is not a legal will. It is a declaration of intent.
My Loved Ones exists so that billions of ordinary people can express their goodwill by publicly naming, in advance, the charitable organisation whose work they consider meaningful — so that when their time comes, their loved ones will know about this wish and may choose to honour it in their memory, as an act of love toward those closest to them.
Why this matters
Many people are willing to support charity not only through donations during their lifetime, but also through their legacy. But conversations about legacy giving are often postponed.
Most adults pass away without a will. A will feels too serious. Too legal. Too associated with the end of life. As a result, people remain stuck for years in the mindset of “someday later”.
My Loved Ones changes the entry point. Instead of immediately asking someone to create a will, we suggest starting with a simple public intention:
“I want at least part of what I leave behind one day to go to a good cause, to Organisation X.”
This lowers the barrier to the conversation, makes legacy more human, and helps your organisation identify supporters who are already thinking about legacy giving in your favour today.
And the public nature of the pledge creates a butterfly effect: when one person pledges to support you, their loved ones see it — and some may decide to do the same, then another, then a third.
Our mission is to make legacy giving a new norm, so that every person pledges at least 1% of their legacy to charity. 1% that can inspire billions.
What your organisation receives
Ready-made infrastructure to launch your own Legacy Pledge Campaign — you invite supporters, we handle the technical side.
A catalog page
Your organisation profile in the My Loved Ones catalog.
A unique pledge link
A form for collecting Legacy Pledges in your favour.
Ready-made content
Texts and images for your publications and email campaigns.
Consented legacy leads
Contacts of people who chose you and agreed to share their details.
Automated infrastructure
A ready process that needs no technical team on your side.
What this looks like for a supporter
A person follows your link, sees an explanation of the campaign and a simple form:
“I choose to leave at least [X]% of what I leave behind to [Charity Name].”
They choose a percentage, enter their name and email, and confirm that this is not a will and not a legal obligation. After that, they receive a Legacy Pledge Kit:
- An image for social media
- A profile badge: “I Pledged for Good”
- A banner
- Post text
- A letter for loved ones
If the person agrees to share their details, you receive their name, email, date, and Legacy Pledge details.
Built to be safe
Why this is safe
Legacy fundraising is a sensitive topic — My Loved Ones is built around a few clear principles.
This is not a legal will
A Legacy Pledge is not a will and creates no legal obligation.
The person controls the process
They choose the percentage, the organisation, and whether to share their contact details.
Data is shared only with consent
Without consent, the organisation never receives personal data.
A gentle first step
It does not replace legal estate planning — it helps start the conversation.
Why this can work now
Most legacy programmes are hard to start because a person has to be ready for a serious legal step — and there aren’t many people like that.
But your organisation may have thousands of supporters who aren’t yet ready to see a lawyer, but are ready to say: “This organisation matters to me.”
My Loved Ones helps you identify these people — not as cold donors, but as people who have already expressed an intention to support your mission. This creates an opportunity for warmer, more respectful, longer-term communication.
How to launch a campaign
You send us your information
Name, website, logo, description, country, category, and the email for receiving leads.
We create your page
Your profile appears in the catalog with a link to your Legacy Pledge Campaign.
You receive a Campaign Kit
Texts, images and materials for your website, email and social media.
You share the link
Through email, social media, your website, or personal communication.
We send you consented leads
When a supporter chooses you and agrees to share their details, you receive them.
Who this is for
A Legacy Pledge Campaign especially suits organisations that:
- are already thinking about legacy fundraising
- have supporters but don’t know how to start a softer legacy conversation
- aren’t ready to build complex planned-giving infrastructure
- want to test legacy communication without a large budget
- want a new reason to speak with supporters about long-term impact
What's important to understand
My Loved Ones does not promise you future inheritances. We do not create wills. We do not provide legal advice. We do not take a percentage of donations or inheritances.
We use the power of intention, the power of public example, and the power of love between loved ones. We help your organisation make the first step easier: create a clear Legacy Pledge Campaign, receive early signals of interest, and begin warmer conversations with people for whom your mission truly matters.
Would you like to test it?
We're onboarding the first organisations in a free pilot. You'll receive a page, a link, campaign materials, and the chance to see how your supporters respond.
Help your supporters make their future goodwill visible today.
Fill in the formLaunch your campaign
Tell us about your organisation. We'll review it and email you to set up your page and campaign link. Free pilot — no payment, no technical work on your side.
Still have questions? Contact us.