Comfortable Conversations: Tips for Discussing Planned Gifts with Donors

This may surprise you: donors are usually very willing to discuss planned giving. In fact, many donors wish they had a conversation partner on the topic. On the other hand, staff and volunteers at nonprofit organizations are frequently hesitant because they are uncomfortable with end-of-life conversations. So how can you enter those conversations with confidence?

Here are a few things to keep in mind.

• First, remember that you and the donor are both passionate about your organization’s mission. Keep that as the focus of the conversation. The donor has supported you for a long time, and now you are offering them the opportunity to invest beyond their lifetime. Tell them about your organization's grand vision, which will become part of their ongoing legacy.
• Second, keep in mind that only one-third of Americans have a will or an estate plan. Knowing this allows you to approach the conversation as a resource, rather than just a fundraiser. By opening this conversation with donors, you are offering them and their families a gift. Having a will or trust when one dies makes things easier on remaining friends and family and may offer significant tax advantages. Including charitable gifts can ease the tax burden while contributing to the donor's legacy.
• Finally, know that there’s no pressure to ask for a planned gift in the moment. Introduce the topic gently. Bring it back around as you tell the story of how a planned gift made a difference in your organization. Relate how other donors have chosen to leave planned gifts. These conversations take time and so do the gifts – nonprofits receive planned gifts an average of 7-10 years after the commitment. Continue to slowly move the conversation forward as you build and deepen the relationship.

When someone decides to make a planned gift to an organization, it’s more than just a line item in an estate plan; it is a profound act of kinship. They are no longer just supporters, they are partners in the organization’s future, more committed and connected to the mission than ever before. Now is the time to start the conversations that turn that shared vision into a lasting legacy.