How to Have a Planned Giving Conversation Without It Being Weird

Planned giving is one of the highest-impact conversations you can have with a loyal donor — but many fundraisers avoid it because it feels awkward. It doesn't have to. The key is to frame it as a natural extension of the relationship, not a pitch.

Start with mission, not money

Open with what they already care about: your mission. "You've been part of this work for years. Have you ever thought about what would happen to that impact if something happened to you? Many of our donors include us in their estate plans so their support continues. I'd love to share how that works if it's ever something you'd consider."

Listen first

Not everyone is ready to talk about bequests or annuities. If they deflect, that's fine. You've planted the seed. Follow up with a one-pager or a link to your planned giving page and leave the door open. The goal is to start the conversation, not close a gift in one meeting.

Use your screening

IQDonors flags donors with planned giving potential so you know who to prioritize. Use that signal to decide who gets the conversation — and when. Often the best prospects are long-term, consistent donors who have never been asked for a major gift. Planned giving can feel like a natural next step.

Request your Donor IQ Report and see who has planned giving potential →