No One Will Show Up
QUICK SUMMARY:
Thinking of hosting a planned giving seminar for your donors and prospects? Great—if your goal is to perfect the sound of silence. Most people would rather organize their sock drawer than attend something that sounds like a tax lecture. Want them to actually show up? Call it “Estate Planning for Grown-Ups Who Don’t Want Chaos.” Talk about protecting their family, not charitable trusts. Trust us—once they’ve planned for their dog, their alma mater might just sneak into the will.
The Problem
We hear it all the time: “Let’s engage our alumni with a planned giving seminar!”
Great idea—if you enjoy talking to empty chairs.
Why the ghost town? Because “planned giving” sounds like a pitch, and no one wakes up thinking, “I need a charitable remainder unitrust today.”
It’s too narrow. Too formal. Too much like homework. Except for one group: your board. They already understand the value, think strategically, and see the long game. Everyone else? They need a different entry point.
The Smarter Approach: Estate Planning
Now an estate planning seminar? That’s personal. Universal. And slightly terrifying—in just the right way.
It speaks to:
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- Protecting family
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- Avoiding legal chaos
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- Making sure your cousin Vinny doesn’t inherit the china
And once people are thinking about their wills, it’s surprisingly easy to slide in: “Want to leave a little something for your alma mater?”
The Proof
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- 76% of Americans don’t have an estate plan (Caring.com).
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- 90% of planned gifts come from wills, not major gifts (GivingUSA).
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- Nonprofits that start with estate planning get more engagement—and more gifts, especially bequests.
How Giving Fits Naturally
A solid estate plan covers:
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- Loved ones
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- Assets
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- Legacy
Once those are covered, charitable giving becomes a natural add-on—not a pushy request. It’s about impact, not obligation.
What Actually Works
We’ve seen it: Nonprofits that ditch “planned giving seminars” and host estate planning sessions see more butts in seats—and more names in wills. Dr. Russell James backs this up with decades of research.
Don’t pitch giving. Invite people to protect what matters—and include you in the process.
Try This Instead
Rebrand the event:
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- “Wills & Trusts: What You Need to Know”
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- “Estate Planning for a Stronger Future”
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- “Legacy Planning: Protecting Your Family & Values”
Partner smartly: Bring in a financial planner or estate attorney. We work with the best (Scott Janney, PhD; Jonathan Gudema, Esq.; Wayne Olson, Esq.). They bring trust and polish. You bring the mission.
Offer a freebie: An estate checklist or guide makes a great takeaway (and lead magnet). So does an online will planner.
Follow up wisely: Once people are educated, they’re ready to talk legacy giving. Gently.
Objections, Answered
“Isn’t this just avoiding fundraising?” → No. It’s attracting donors who’d otherwise stay on the sidelines.
“But we want to talk giving!” → You will. But only after they trust you’re not just after their checkbook.
Final Word
If you want real engagement and long-term support, stop pitching, start helping. Give people the tools to plan their future—and they’ll make you part of it.
Want a plug-and-play solution? Ours is ready when you are.
