The Future of "Planned Giving" Starts Before the Will

Read time: 3 min

👋🏾 Hey! I’m Sid and this is The Philanthropy Futurist, a weekly advice column preparing you for the future of the nonprofit sector. Each Friday, I tackle reader questions about measuring impact, driving growth, and managing your nonprofit.

This Week’s Newsletter at a glance:

• The Future of “Planned Giving” Starts Before the Will

• Philanthropy News From This Week

• Sid’s Book Recommendation

The Future of “Planned Giving” Starts Before the Will

Most nonprofits wait until donors start thinking about their legacy to introduce the idea of planned giving... but what if that's already too late?

What if the best time to talk about someone's legacy is while they're actively building it?

From my vantage point, planned giving appears to simply be treated as a separate fundraising strategy, reserved for older, wealthier donors/supporters nearing retirement. But in my opinion, the opportunity is much bigger than that.

The real challenge isn't getting donors to think about what they'll leave behind. It's helping them see what their generosity could continue to accomplish long after they're gone.

Here are 6 ways nonprofits can rethink their approach...

1. Start with loyalty, not wealth

Your most promising planned giving prospects aren't necessarily your largest donors. Look for supporters who've consistently given, volunteered, or advocated for your mission over 5, 10, or even 20 years. Their actual commitment may reveal more about their long-term intentions than their donation amounts.

2. Introduce a "future impact" conversation

Instead of asking donors to consider including your organization in their estate plans, ask: "What would you love to see our organization accomplish 20 years from now?" Their answers can open a natural conversation about the kind of impact they'd like to help sustain.

3. Let donors experience their legacy today

Create opportunities for supporters to help shape a long-term initiative, whether that's a scholarship program, community project, or recurring service. Show them how a future gift could extend something they already care about rather than fund something unfamiliar.

4. Make planned giving part of everyday donor communications

Don't reserve legacy conversations for a dedicated campaign. Occasionally feature supporters who've chosen to include your org in their estate plans, focusing on their motivations rather than the financial details. This makes planned giving feel accessible instead of exclusive.

5. Give supporters a low-pressure next step

Not everyone is ready to make a commitment. Offer a simple, optional way to request information about beneficiary designations, gifts through wills, or other giving options. Make it easy to explore without requiring a meeting or a financial disclosure.

6. Make impact measurement part of your planned giving strategy

Donors want confidence that their legacy will make a meaningful difference. Build strong feedback loops between your programs and supporters by consistently sharing what you've accomplished, what you've learned, and what you're improving. Don't just report how donations were spent... show what actually changed because of them. The more consistently donors can see and understand your impact today, the more confident they'll feel entrusting your org with their legacy tomorrow.

Here's the bigger picture...

Planned giving shouldn't begin with a conversation about someone's assets. It should begin with a conversation about what they care enough about to sustain. Because the strongest legacies aren't necessarily created at the end of someone's life... they are cultivated through the relationships, experiences, and generosity that came long before.

Hope you found this helpful.

Until next time y'all ✌🏾

Have questions you want answered? Submit questions using this form and I’ll work hard to get you the answers by way of this newsletter.

Philanthropy News From This Week

• How small nonprofits can raise money like America’s Favorite Charities

• We need to talk about restricted funding

• Five ways to promote ethics in your organization…in the age of AI

• The wealth transfer is here. Here’s how to win more planned gifts

Sid’s Book Recommendation

Each week, I recommend a book or film that has impacted my life in a positive way. My recommendation this week is:

Originals by Adam Grant

This book argues that originality is not about being reckless, but about questioning norms, taking calculated risks, and making room for new ideas. The author shows that many successful originals win by generating lots of ideas, recognizing the best ones wisely, and choosing the right timing to share them. Learn more.

How You Can Help