Conversation guide for planned giving

Asking for a planned gift, such as a legacy gift, isn’t about making a pitch—it’s about building a moment of shared reflection and purpose. Here is a step-by-step conversation guide to help you secure a planned gift—or at least take the first step in doing so.

Step 1: Affirm the Donor’s Generosity and Values

  • Start by acknowledging what matters most: the donor’s existing commitment to [ABC Charity].

  • Thank them sincerely for their past giving, volunteering, or involvement, regardless of the size.

  • Share a specific example of the impact their support has already made—a program expanded, a life changed, a moment made possible.

  • Encourage the donor to reflect on their giving journey by asking questions such as

    • “What inspired you to give?”

    • “What part of your involvement with [ABC Charity] speaks to you most deeply?”

  • Goal: Make sure the donor feels appreciated and connected to the difference they’ve already made.

Step 2: Provide Background and Education

  • This is your opportunity to connect the dots between the donor’s past impact and the broader vision for the future.

  • Dive into how their gifts have supported [ABC Charity]’s mission and share a story of someone (anonymously, if needed) who was directly helped by it.

  • Paint a picture of how [ABC Charity] is planning to grow, adapt, or expand its reach in the years ahead.

  • Explain that legacy gifts help make this kind of long-term change possible by providing stable, predictable funding, especially if designated to [ABC Charity]’s endowment fund.

  • Explain the basic concept of legacy giving, including the fact that the donor is being asked to consider a gift to be made after their lifetime. You are not asking for an immediate gift now.

  • Goal: Help the donor understand how legacy giving works and why it matters, without overwhelming them with jargon or financial details.

Step 3: Offer Inspiration Through Storytelling

  • Once the donor understands the opportunity, offer examples of how others like them have stepped into legacy giving.

  • Share a story about a donor who started with modest annual gifts and later made a legacy gift—emphasize the journey, not just the result.

  • Use names (with permission) or relatable donor profiles to show that legacy gifts come in all sizes and from all types of people.

  • Mention that [ABC Charity] honors legacy donors and explain the sense of community and purpose this fosters.

  • Goal: Normalize legacy giving and show the donor they’re part of something meaningful, not alone or unusual.

Step 4: Provide Specific Motivation and a Path Forward

  • Now that the donor feels affirmed, informed, and inspired, you can help clarify how they can take the next step.

  • Ask open-ended, respectful questions to gauge their interest:

    • “Which of your values would you like to carry on through your giving?”

    • “Imagine what a legacy gift would look like as part of your planning.”

  • Goal: Leave the door open, not pressured—your role is to support and walk alongside them.

Step 5: Identify a Specific Next Step and Say Thank You

  • Don’t end the conversation by leaving the ball in the donor’s court. No one wants anything else on their to-do list.

  • Let the donor know that you will follow up at a specific time with a specific item, such as an invitation to an event, suggested bequest language, or a helpful article from your recent newsletter.

  • Say thank you! Always close with gratitude for the donor’s time.

  • Goal: Pave the way for the next conversation to be initiated by you.

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