Mastering Planned Giving Conversations: Top Tips

Statistically, donors who are directly asked to make a bequest are 17 times more likely to do so. By proactively discussing planned giving, your organization can unlock a substantial increase in future donations, ensuring long-term sustainability. Simplifying the process is key — provide clear resources on how to create a will and streamline the notification process for your donors.

By simply asking, your organization could receive more donations and secure its future. Just make sure that you simplify the giving process as much as possible. Direct your supporters to resources on how to create a will and make it easy for them to notify you of their gift. You must illustrate that making a planned gift is not difficult and is not only for wealthy folks.

Begin with the ideas below, and refer to 101 Clever Questions that Unlock Planned Gifts for more information.

Focus on Legacy, Not Loss

But how do you start the planned giving conversation? It can certainly feel like an awkward or unnatural topic to bring up. This is especially true if you’re new to legacy giving or your nonprofit doesn’t yet have a solid planned giving program.

When discussing planned giving with donors, it’s crucial to frame the conversation in a positive and forward-thinking manner. It’s true that planned gifts typically come into effect upon the donor’s death. Leading with this fact, however, can be counterproductive. Instead, emphasize the enduring impact of their generosity. Our 101 Clever Questions booklet can get you started.

In their influential case studies white paper, planned giving experts Russell James and Michael Rosen stress that communications should focus on the value to the donor. Enhance their sense of wellbeing, rather than centering on mortality. Reminders of death can trigger avoidance or the desire to leave a lasting impact. Your goal is to steer clear of any triggers for avoidance. Instead, ignite the motivation to make a meaningful difference.

Show The Impact

To achieve this, use your planned giving conversation to highlight how donors can create a lasting legacy through their gift. Illustrate how their contributions will support the future of the causes they care deeply about. This approach resonates more positively and also aligns with the donors’ desires to see their values and passions endure with either a small or hopefully, a major gift.

Additionally, be mindful of your language. Phrases like “leave a legacy” can inadvertently bring the focus back to death. Instead, opt for active and empowering language such as “create a legacy” or “make a gift.” These phrases highlight the donor’s active role in shaping the future and underscore the impact they can have.

The Importance of Providing Will Creation Resources

Talking to your donors about planned giving can be a seamless experience when you equip them with the right resources. One of the most impactful steps is to provide the right tools and information that simplify the will creation process. By doing so, you not only facilitate the inclusion of planned gifts but also build trust and demonstrate your commitment to making the process as easy as possible for your supporters – increasing cash flow that will have a major impact outside of annual giving campaigns.

Simplifying the Process for Your Donors

Creating a will is crucial for anyone looking to protect loved ones and ensure their wishes are honored. For many donors, the complexity and cost associated with drafting a will can be a deterrent. By offering free resources and guidance, you remove these barriers and make it easier for donors to consider planned giving.

Providing links to free online will creation tools is an excellent starting point to ensure a gift from major donors. These tools are user-friendly and designed to help individuals draft their wills quickly and efficiently. In addition, offering a comprehensive blog and glossary on your website that explain key estate planning concepts, especially tax benefits and other legal considerations, can further empower your donors. These resources can demystify the estate plan process. They also provide valuable insights into the benefits of planned giving and the importance of the will creation process.

Creating a Dedicated Planned Giving Microsite

To maximize the effectiveness of your planned giving outreach, consider creating a dedicated Planned Giving Microsite. This microsite can serve as a central hub for your donors. It contains all the information and tools to create a legal will and include your organization in their estate.

An effective microsite should include:

• • User-Friendly Will Creation Tools: Direct links to free or low-cost will creation platforms.

• • Educational Content: Articles, FAQs, and glossaries that explain the importance of having a will, how planned giving works, and the impact it can have on your organization.

• • Estate Planning Templates: Sample language and templates that donors can use to include your nonprofit in their wills. This makes the process straightforward and accessible.

• • Contact Information: Clear instructions on how donors can reach out for additional support or legal advice.

A well-designed microsite simplifies the donor journey and reinforces your nonprofit’s dedication to making planned giving easy and rewarding. By centralizing these resources, you provide a one-stop-shop that donors can navigate with confidence. This increases the likelihood they’ll include your organization in their estate plans.

Showing sample will language phrasing to the potential donor can quickly determine the type of gift they are interested in and how to go about taking action to make their planned giving official.

Types of Gifts

• • Amount and Use of Gift: I hereby give, devise, and bequeath [specific amount] to [your charitable organization] located at [address], [Federal Tax ID #], for [your organization]’s general use and purpose.

• • Estate Percentage Gift: I hereby give, devise, and bequeath [percent amount] determined as of the date of my death, to [your organization] located at [address], [Federal Tax ID #], for [your organization]’s general use and purpose.

• • Real Property Gift: I hereby give, devise, and bequeath all of the right, title, and interest in and to the real estate located [address or description of property] to [your organization] located at [address], [Federal Tax ID #], for [your organization]’s general use and purpose.

A piece of real estate is not the only type of property that can be part of gift agreements. Personal property such as a vehicle or collectibles can be part of a planned gift. Smaller nonprofits often think this is a wonderful way to help them reach their charitable goals.

It is not uncommon for donors to want to offer planned gifts with a restriction, rather than outright gifts. This ensures the money or real estate is used only for their desired purpose by your organization. Be willing to spend time working with the giver and their attorney to draft language that will accomplish their objectives.

Benefits of a Streamlined Approach to Planned Giving

When seeking planned gifts for your nonprofit, adopting a streamlined approach can yield substantial benefits. Simplifying the process encourages more donors to consider planned giving. It also increases the likelihood of receiving larger gifts. By providing easy-to-understand, free will planning resources and including them in your planned giving conversation, you can remove obstacles. This makes the decision to include your organization in a donor’s will an effortless and appealing choice.

Removing Barriers to Planned Giving

One main reason people hesitate to give through their wills is the perceived complexity and cost of estate planning. Many people are unfamiliar with the process, which can feel daunting without proper guidance. By offering free, straightforward will planning resources, you eliminate these barriers. This empowers your supporters to take the necessary steps to create a will that reflects their values and charitable intentions.

Free resources such as online will creation tools, educational articles, and estate planning templates can demystify the process. These resources provide donors with the knowledge and confidence to move forward with estate planning (and include your nonprofit in their legacy). Consider also offering webinars and primers for your donors. We would be glad to facilitate one. Contact us for details.

Encouraging Generosity Through Ease

When the process of planned giving is simplified, donors are more likely to be generous. Clear, easy-to-follow instructions and resources can alleviate concerns and reduce procrastination. When donors feel supported and understand the ease with which they can make a meaningful gift, they may be more inclined to allocate a larger portion of their estate to your organization.

By providing these resources, you show your donors you respect their time and are committed to making their experience as smooth as possible. This positive interaction can foster a deeper sense of trust and appreciation, leading to more substantial planned gifts.

Enhancing Donor Engagement

A streamlined approach to planned giving also enhances donor engagement. When donors encounter a seamless process, they are more likely to view your organization as professional and considerate of their needs. This perception can strengthen their emotional connection to your cause and increase their willingness to contribute.

Offering accessible will planning resources demonstrates that you value your donors’ commitment and wish to support them in their philanthropic journey. This proactive support can deepen their loyalty to your organization and encourage long-term involvement beyond their planned gift.

Maximizing the Impact of Charitable Giving

Simplifying the planned giving process can significantly maximize the impact of the gifts you receive. When donors can easily understand and complete the steps necessary to include your nonprofit in their will, they are more likely to follow through with their intentions. Additionally, a straightforward process minimizes the risk of misunderstandings that could reduce a gift’s size or complicate its execution.

By prioritizing clarity and ease, you ensure that more donors can successfully include your organization in their estate plans. This results in a more robust and predictable stream of future support. This stability can help your nonprofit plan more effectively for the future and continue to advance its mission.

Taking a streamlined approach to seeking planned gifts and providing free, user-friendly will planning resources can significantly benefit your nonprofit. By removing barriers, encouraging generosity, and enhancing donor engagement, you create a win-win situation for your organization and supporters. You will also maximize the impact of planned gifts Simplifying the process makes it easier for donors to give. It also fosters a deeper sense of connection and commitment to your cause. This ensures a lasting legacy of support for years to come.

The Benefits of Bequests: Making a Large, Meaningful Gift

Bequests offer a unique opportunity for donors to make a significant and lasting impact on your nonprofit organization. These planned gifts, often included in a donor’s will or trust, can be a way for supporters to contribute a substantial gift that they may not be able to make during their lifetime. By understanding and communicating the benefits of bequests, you can inspire your donors to consider this powerful form of giving.

Amplifying Donors’ Impact

One of the most compelling benefits of bequests is the ability for donors to make a large, meaningful gift. For many, assets at the end of life can be much more substantial than disposable income during their lifetime.

By including your nonprofit in their will, donors can make a significant contribution that reflects their commitment to your organization.

This form of giving allows donors to support your mission in a way that might not be feasible through cash donations. It enables them to leverage their lifetime of accumulated wealth to create a legacy that can sustain and expand your work.

Creating a Lasting Legacy

Bequests provide donors with the opportunity to leave a legacy that aligns with their values and passions. When supporters care deeply about your organization and its cause, a bequest allows them to make a long-term impact that continues to support your mission beyond their lifetime. This enduring gift ensures that their commitment to your cause is remembered and honored.

By making a bequest, donors can support specific programs, initiatives, or general operations, allowing your organization to allocate resources where they are most needed. This flexibility can enhance your nonprofit’s ability to address evolving challenges and opportunities, thereby amplifying the donor’s impact.

Financial and Emotional Benefits for Donors

Including a nonprofit in their will can also provide donors with financial and emotional benefits. From a financial perspective, bequests can offer tax advantages, potentially reducing the estate tax burden on their heirs. This aspect can make planned giving an attractive option for donors who wish to maximize the value of their estate.

Emotionally, the act of making a bequest can provide donors with a profound sense of fulfillment and purpose. Knowing that their legacy will continue to support a cause they care about can bring peace of mind and a sense of accomplishment. It allows donors to see their lifetime of hard work and savings translate into positive change and lasting impact.

Building a Stronger Relationship with Donors

When you communicate the benefits of bequests, you strengthen your relationship with your supporters. By highlighting how bequests can create a lasting legacy and provide meaningful support, you show donors that you value their contributions and understand their desire to make a difference. This understanding and appreciation can deepen their connection to your organization and foster long-term loyalty.

Additionally, discussing planned giving options such as bequests can open a dialogue about donors’ philanthropic goals and how your nonprofit can help them achieve those goals. This collaborative approach can lead to more personalized and impactful giving experiences for your supporters.

Bequests as a Tribute to a Family Member

Bequests can serve as a profound tribute to a loved one, allowing donors to honor the memory of a family member while supporting a cause they hold dear. When donors include your nonprofit in their will as a way to remember a parent, spouse, child, or other family member, they create a legacy that reflects their loved one’s values and passions.

By making a bequest in tribute to a family member, donors can:

• • Celebrate Their Loved One’s Life: A bequest can commemorate the life and values of a family member by supporting an organization that was important to them or aligns with their interests. This act of giving transforms their memory into ongoing positive impact.

• • Create a Lasting Memorial: A tribute bequest ensures that the memory of the loved one endures through the continued work of your nonprofit. Each project or initiative funded by the bequest serves as a living testament to their life and legacy.

• • Provide Emotional Healing: For many donors, making a tribute gift can be a healing process. It offers a sense of closure and purpose, knowing that their loved one’s legacy contributes to a meaningful cause and supports the greater good.

• • Strengthen Family Bonds: When family comes together to honor a loved one through a bequest, it strengthens bonds and creates a shared sense of purpose. This collective act of generosity can unite the family in a common goal. It can foster a deeper connection to your organization and its mission.

Ensuring a Sustainable Future for Your Nonprofit

Bequests play a crucial role in ensuring the sustainability of your nonprofit. These planned gifts can provide a stable and predictable source of future funding. They allow your organization to plan more effectively and confidently for the long term. Encourage donors to consider bequests and cover this gift in detail during your planned giving conversation. That will build a financial foundation that supports ongoing growth and innovation.

Emphasizing the Long-Term Impact of Planned Gifts

Make sure the potential donor understands that planned gifts have the power to support an organization’s mission for generations, creating a lasting legacy that transcends time. Emphasize that when they choose a planned gift, they are ensuring your organization can continue to make an impact for decades to come. Help donors understand their generosity will provide resources to address future challenges, seize new opportunities, and sustain your vital work. Then they will be far more motivated to adjust their will to help you achieve your goals.

The Power of Legacy Donor Stories

One of the most compelling strategies during a planned giving conversation with donors is to share stories from other legacy donors. These narratives offer a personal touch, illustrating the motivations behind their generosity and the lasting impact they hope to create.

Inspiring Through Real-Life Examples: By featuring stories from legacy donors, you provide prospective donors with relatable examples of how others have chosen to leave a meaningful legacy. These stories can highlight the personal connections and values that inspired the decision to make a planned gift. Whether it’s a donor who wanted to honor a loved one or someone who felt a deep commitment to your mission, these stories can resonate deeply with others. And remember, donor stories motivate others to give and generate second time gifts.

Demonstrating Tangible Impact: Legacy donor stories can also showcase the tangible impact of planned gifts. Your planned giving conversation should highlight specific projects, programs, or initiatives made possible through donor generosity. This underscores the significance of their contributions. It also helps future donors visualize the potential outcomes of their planned gifts.

Building a Community of Legacy Donors: Sharing these stories fosters a sense of community among your supporters. It shows that they are part of a larger movement dedicated to ensuring the long-term success of your organization. By spotlighting the experiences and aspirations of legacy donors, you create a powerful narrative others will want to join.

Encourage Personal Reflection: Hearing the motivations and hopes of other legacy donors can encourage prospective donors to reflect on their own values and legacy. It can prompt them to consider how they can make a significant and lasting contribution to a cause they care about deeply.

Avoid Technical Language in Your Planned Giving Conversation

When introducing supporters to planned giving, it’s essential to use clear and accessible language. Avoiding technical terms like “bequests,” “charitable remainder trusts,” or “charitable gift annuities” can make a significant difference in engaging potential donors. Use simple language and avoid jargon during your planned giving conversations.

Research has shown that formal and technical language can actually reduce charitable interest. When using a phrase such as “make a gift to charity in my will” odds are your chances of garnering funds reduces by approximately 12 percent. Language such as, “make a bequest gift to charity” or “include our cause in your future plans” eliminates the will=death portion of the discussion.

Putting a Human Face on Your Nonprofit

One of the most effective ways to engage supporters in planned giving is by putting a human face on your nonprofit organization. Authenticity and personal connection can make a significant difference in how donors perceive and relate to your cause.

Let your supporters get to know you and your organization on a personal level. Share updates about your organization’s progress, challenges, and triumphs. Offer a glimpse behind the curtain to show the hard work and dedication that goes into your mission. Whether it’s through blog posts, social media updates, or personal newsletters, giving donors a peek into your daily operations can build trust and strengthen emotional connections to your cause.

It’s equally important to let your supporters know you genuinely care about them. Make an effort to connect on a personal level, whether through direct communication or by providing easy ways for them to reach out. Encourage them to contact you if they have questions, need support, or simply want to chat.

By demonstrating that you value and appreciate their involvement, you foster a sense of community and loyalty. This personal touch can turn a donor’s interest in planned giving into a heartfelt commitment, as they see that their support contributes to a cause they care about and is valued by real people making a difference.

Bequests Conclusion

In conclusion, bequests to nonprofits offer a way for donors to make a large, meaningful gift that may not be possible during their lifetime. By highlighting the benefits of bequests, such as creating a lasting legacy, providing financial and emotional fulfillment, and ensuring a sustainable future for your organization, you can inspire your supporters to make a significant and enduring impact in your cause. Make your next planned giving conversation count.