Tips for planned giving conversations

Asking for a legacy gift isn’t about making a pitch—it’s about building a moment of shared reflection and purpose. Dr. Russell James reminds us that legacy giving is ultimately a life story decision, not a financial one.

People say “yes” when they see your mission as part of their identity, values, and legacy. Below is a step-by-step structure to help you guide supporters through a conversation that honors their journey and invites them to be part of your future. 

  • 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 like:

      • “What inspired you to give?” 

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

    • Goal: Let the donor feel seen, appreciated, and connected to the difference they’ve already made. 

Dr. James' “Socratic fundraising” approach encourages fundraisers to ask open-ended questions that let the donor reflect on their values, family, and purpose. Gently connect those reflections to the opportunity of a legacy gift.

  • 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 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. 

    • [ABC Charity] honors legacy donors. Mention it and the sense of community and purpose it 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, it makes it clear 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. 

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