Planned Giving: Stop Treating It Like a Death Conversation

Planned giving. Just saying the words makes a lot of fundraisers… uncomfortable. I get it. It can sound like we’re about to launch into a somber discussion about death and wills, and no one wants to be that person over lunch.

The truth is, planned giving isn’t actually about death at all. It’s about life and legacy. It’s about sustaining the long-term impact of your organization’s work for future generations. It’s an invitation for your most loyal donors to weave their values and their story into the future of your mission.

I had a fantastic conversation recently with Tony Martignetti, host of Nonprofit Radio and a longtime expert in planned giving, and he reminded me just how approachable this topic can be if we strip away the fear and jargon. In fact, Tony believes you could have your first planned giving conversations by next Thursday. No consultants. No lawyers. No complex infrastructure needed.

Start with Loyalty, Not Wealth

One of my favorite takeaways from Tony was this:

“I don’t care if their average gift is $5. If they’ve been giving it for 20 years, they’re your people.”

Your best planned giving prospects aren’t necessarily your major donors. They’re the folks who’ve stuck with you year after year and campaign after campaign. Planned giving is about commitment, not cash.

How to Start a Planned Giving Program (By Next Thursday)

Tony laid out a simple roadmap that any nonprofit can follow:

1. Run a query in your CRM for your most loyal donors, not your highest-dollar ones.
2. Identify 10–12 people who’ve given consistently for years.
3. Pick 3–4 top prospects who you know will take your call or meet with you.
4. Schedule a personal conversation over lunch, coffee, or a phone call.
5. Use a simple, authentic script (below).
6. Ask the question and then be quiet. Let them respond.
7. Thank them no matter their answer. Even a “no” is a step forward in building this muscle.

Tony’s Sample Script

Tony was kind enough to provide our listeners with a simple script to start these conversations. If you are new to this, try role-playing with a coworker before you drop it at lunch for the first time.

“You know how important our work is. You’ve been with us for over a decade. We’re starting to focus on our long-term sustainability for the next generation and beyond.

We’re reaching out to our most loyal donors to ask if they’d consider investing in our future by including us in their will. Is that something you’d consider?”

That’s it. No morbid speeches. No legal jargon. Just an honest conversation about legacy and impact.

If They Say “No”

Thank them sincerely for the loyalty that brought you to this moment. You’re honoring their history, not closing a door.

If They Say “I’ll Think About It”

Celebrate that as progress. Set a clear follow-up timeline and keep the conversation warm.

If They Say “Yes”

Rejoice. Thank them profusely. If you know them well enough, a hug might be appropriate. Follow up later with your organization’s process, but there’s no need to ask for amounts or bring a lawyer into the room.

Planned giving isn’t a one-month campaign you squeeze in between appeals. It’s an evergreen strategy for your organization’s future. It can feel awkward at first, but like any fundraising skill, it gets easier with practice. Even a “no” helps you build the muscle.

And at its core, this work is about more than fundraising mechanics. It’s about inviting loyal supporters to be part of your nonprofit’s life and legacy. It’s about sustaining the impact of your mission for generations to come.

As Tony said:

“By this time next week, you could be having these conversations.”

So, what’s stopping you?

Watch the full conversation here:

I’d love to hear how your organization is tackling any challenges related to donor outreach, engagement, and retention. Drop me a line with your thoughts, and hopefully we can feature your work on an upcoming episode of Untangled!