Why Planned Giving Conversations are So Hard

I once had a conversation with a Development Director who oversaw a team of 6 fundraisers. She was frustrated. She wanted her fundraisers to have planned giving conversations with their donors, but despite investing thousands of dollars in conferences and training, nothing was happening.

And it wasn’t the first time I heard a story like this.

Sometimes it’s leaders like this one who are frustrated with their team, and sometimes it’s fundraisers frustrated with themselves. They attend the training, but it doesn’t help them become more comfortable with planned giving conversations.

And these aren’t juniors - they’re usually well established professional fundraisers with tons of success under their belt.

Why is this so common?

I think it’s because of an underlying issue that can’t be solved in a classroom.

It’s because you don’t have a solid Planned Giving Case for Support.

The truth is Planned Giving conversations are about so much more than asking the question “would you consider leaving a gift in your Will to our charity?”

They should be thoughtful reflections on the donor’s life story and values - and how it aligns with the organization’s future. And this isn’t something you can pull out of thin air - it comes from a Planned Giving Case.

This case is different from one you might have for a capital campaign or your annual programs. It inspires donors to support your organization’s future - when your programs and the issues your solving might look different than they do today. (I have an article on how to write one​ here​).

Without a case, sending a fundraiser to a Planned Giving seminar then expecting them to have effective conversations with donors is like asking a fundraiser to go out and raise money for a capital campaign without knowing what your new building will be used for.

It takes resources to write a solid Planned Giving case for support, but when done well it serves as the backbone for your whole program - from your newsletters to these 1:1 conversations. 

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