Many nonprofits frequently ask us to create planned giving seminars or presentations for their audiences—whether it be alumni, donors, or members. On the surface, these “how to give” seminars seem like they should be popular. After all, wouldn’t donors want to learn more about making a meaningful impact?
The Reality Is Quite Different
While nonprofits view planned giving as an exciting opportunity, donors often don’t see it the same way. They genuinely want to give, and many already know they will at some point—but it is not a priority in their daily lives “right now.”
The fact remains, however, that the “right now” moment could be missed, and we need to be in front of our audience on a regular basis. When positioned as a technical or transactional discussion about giving, these presentations struggle to attract an audience. Donors don’t wake up thinking, “I need to attend a seminar on charitable gift annuities today.” But they do think about their own financial well-being, family legacy, and estate planning. This is where we need to shift our focus.
Donors don’t wake up thinking, “I need to attend a seminar on charitable gift annuities today.”
A Smarter Approach: Change Your Angle
Financial advisors also appreciate these seminars, as they align with the estate and legacy planning conversations they have with clients. Instead of leading with planned giving, a more effective strategy is to offer an educational estate planning presentation—one that provides real value to attendees and benefits everyone. The key is to design a session that appeals to donors where they are:
- Helping them understand their estate plans and how to optimize them
- Providing insights that benefit them and their families, regardless of whether they choose to make a charitable gift
- Introducing planned giving naturally as part of a broader discussion on financial wellness and legacy planning
Having an outside expert deliver the presentation also enhances credibility and ensures the event is seen as an educational opportunity rather than a fundraising push. Donors are more likely to engage when they perceive the information as objective and informative, rather than something designed solely for the nonprofit’s benefit.
Even those who already have an estate plan are often interested in learning what else they can do to improve their financial security, reduce taxes, or ensure their loved ones are taken care of. By framing the presentation as an opportunity for attendees to enhance their own plans, participation increases. Planned giving is then introduced as a logical extension of that process, rather than the main focus.
A Proven Solution: Our Estate and Legacy Planning Seminar
We’ve developed a turnkey estate and legacy planning seminar that nonprofits can offer to their donors. This presentation is designed to:
- Be structured as a high-value, donor-centric session focused on estate planning insights
- Include practical takeaways that benefit every attendee, whether they plan to give or not
- Gently introduce planned giving opportunities in a way that aligns with donor interests
This approach not only increases attendance but also fosters goodwill and deeper engagement with donors. When they see the nonprofit as a trusted resource for their broader financial well-being, they are more likely to consider including charitable giving in their plans.
Let’s be honest—most planned giving seminars could put an insomniac to sleep. Not ours. No snoozefests, no dry lectures, and absolutely no BS (Boring Speakers).
