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Understanding Planned Giving: Donor Motivations and Marketing Strategies

July 28, 2026

By Jack Alotto, MA, CFRE

As fundraisers, we frequently think of donors writing a check, attending a special event, or giving used items to a donation center. These gifts keep our organization running, but there is another form of generosity that sustains organizations in the future: planned giving.

Leaving a gift in a will, setting up a trust, or naming a charity as a life insurance beneficiary requires donors to think about a long-term commitment. But understanding what motivates a person to make this kind of commitment is key to achieving long-term sustainability.

3 Donor Motivations Behind Planned Gifts

Here are three reasons why a donor might consider planned giving:

1. A Lasting Legacy

For donors, a planned gift is a way to express who they were and what they valued. It is an opportunity to look at the future and say, “I want to ensure this work continues long after I am gone.”

Many donors want to make a difference but need their assets during their lifetime to live comfortably. You will see this when a donor says, “I wish I could do more.” A legacy gift enables them to make a larger impact than they ever could through annual or major gift giving.

Many planned gifts are given to organizations that have left a mark on the donor’s life. This might be a hospital that cured a family member, a university that opened doors for them, or a local shelter that aligns with their values.

2. Emotional Satisfaction

There is a psychological benefit to planned giving. Psychologists often refer to the emotional satisfaction of giving as the “warm glow” effect, and it intensifies when connected to a lifelong legacy. It provides a donor peace of mind when they know their hard work will support a scholarship, fund critical research, or protect the environment.

Many non-profits create exclusive “Legacy Societies”, offering donors a chance to connect with other planned giving donors and see their generosity celebrated during their lifetime.

3. Tax Incentives

Making a planned gift is smart financial planning. Planned giving offers powerful tax incentives that benefit both the donor and their heirs. For high-net-worth individuals, it reduces the overall value of their taxable estate. This ensures more of their wealth supports a cause they love rather than going to taxes. When a donor gives appreciated assets — like stocks or real estate — they may completely avoid capital gains taxes and secure a charitable deduction for the full market value.

A common misconception is that making a planned gift means losing financial security. Modern planned giving is designed to give donors peace of mind. Donors can write a charity into their legacy plan and retain full access to their funds while they are alive. If they need that money for healthcare or retirement, it’s theirs. The charity only receives what remains.

How to Market Planned Giving to Donors

Marketing planned giving isn’t like marketing other giving vehicles. You aren’t asking for immediate cash; you are asking them to consider their life legacy and estate. Plus, many donors assume that planned giving is too complicated or that they aren’t wealthy enough to qualify. But this isn’t an exclusive club for the ultra-wealthy, which is why you should integrate planned giving into your regular marketing.

Because planned giving is a deeply personal and emotional decision, your marketing should remove the friction and lead with impact. Here’s how:
1. Tell stories and share testimonials or profiles of current legacy society members. Highlight why they decided to give and what it means to them.
2. Frame the conversation around their lifetime connection to your cause. Use prompts like: “What do you want your impact on this organization to be 50 years from now?”
3. Add a simple checkbox to your regular direct mail slip or digital donation pages:
  - “☐ I have included [Organization] in my will.”
  - “☐ I would like information on how to include [Organization] in my estate plans.”
4. Include a permanent line in your newsletter footers or staff email signatures like: “Have you considered leaving a lasting legacy? Learn more about our planned giving options.”
5. Create age-appropriate messaging for each age group in your database:
  - For millennials, focus on flexibility, revocable gifts, and that they don’t have to give up assets now.
  - For baby boomers, focus on traditional bequests, estate planning, and tax-smart income-producing gifts like Charitable Gift Annuities.
6. Dedicate a clear, easy-to-find page on your website to planned giving, including:
  - Sample legal language that a donor can easily copy and paste into their will
  - A downloadable “Estate Planning Guide”
  - A free educational webinar with a local estate attorney, framing it as a service to help them organize their affairs
7. Emphasize bequests and beneficiary designations where no money changes hands today. This is incredibly comforting to donors who are worried about their future healthcare costs or outliving their retirement savings.
Tip: Not all donors are ready for a planned giving pitch. Target the ones who show the highest indicators of loyalty (consistent annual donors, monthly gifts, and giving to more than one program), not just high wealth.

Sustain Your Organization Through Planned Giving

While annual donations and event tickets fund daily operations, planned giving is the foundation of an organization’s long-term sustainability. Making a legacy gift — whether through a will, trust, or beneficiary designation — is a deeply personal decision that allows donors to express their lifelong values, maximize their impact without sacrificing current financial security, and enjoy significant tax benefits.

For fundraisers, marketing these gifts requires an impact-first, emotionally resonant approach. By normalizing the conversation across regular channels, targeting loyal supporters rather than just high-net-worth individuals, and removing technical friction with clear, accessible resources, organizations can seamlessly invite donors to secure a lasting legacy that protects a cause they love for generations to come.

Author bio: Jack Alotto, MA, CFRE, is a trainer and consultant for Sanford Institute of Philanthropy. Reach him at jalotto@nu.edu or connect with him on LinkedIn at https://www.linkedin.com/in/jack-alotto-ma-cfre-8920526/
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July 28, 2026

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Donor, Donor Cultivation, Donor Engagement
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Peer-to-Peer Fundraising: More Than Just Asking for Donations

July 14, 2026

By Jack Alotto, MA, CFRE

Peer-to-peer fundraising (P2P), also known as friend-to-friend fundraising, involves supporters raising funds by leveraging their personal networks. P2P is often used as a tool for giving days like Giving Tuesday, where supporters ask their friends and family for donations. But only focusing on donations can be shortsighted. Asking for a gift is just one way donors can increase, enhance, and strengthen revenue. They can also help you find new supporters and play a key role in encouraging them to make a gift.

That’s why it’s time to rethink your peer-to-peer fundraising strategy. Rooted in the principles of Cause Selling, this strategy invites supporters to share in your mission and the emotional connection you have to it — encouraging them to join a cause they genuinely believe in.

Why Use P2P?

Peer-to-peer fundraising thrives on respect, trust, family, friendship, mutual support, shared interests, expectations, and empathy. People are more inclined to read letters, respond to text messages, or answer phone calls from friends rather than from fundraisers. A close peer has a better chance of convincing a prospective donor to give using personal stories that evoke empathy and interest.

Beyond raising money, P2P can build your donor pipeline, deepen engagement, strengthen stewardship, and uncover new prospects. Used strategically, it can be a powerful engine for sustainable growth, not just a short-term boost.

Best Opportunities to Use P2P

Engaging donor peers is an effective method to move prospective donors through the fundraising cycle from prospecting to stewardship. Here’s how:

1. Prospecting

Start by asking major gift donors for referrals. Then, reach out to loyal donors who consistently contribute to help open doors. Asking donors or board members for introductions to potential supporters is crucial to expand your donor base and boost revenue.

2. Cultivation

Upon receiving a referral from a donor, ask the referrer about the prospect’s interests and capacity to make a contribution. Invite the donor to participate as a peer cultivator by attending meetings with the prospect.

3. Solicitation

If a donor is willing and has been trained to make a solicitation, they can be effective at making the ask. A donor who understands the mission of the organization may be effective in requesting a gift.

4. Stewardship

After receiving a gift, invite the donor to help acknowledge it, demonstrate its impact, and assist in renewing their peer’s support.

Pro Tip: Cause Selling emphasizes aligning donor interests with mission impact. Equip your peer fundraisers to share why they give — not just what your organization does. This personal story makes the ask more authentic and emotionally compelling.

Why Is P2P Important?

Networking is at the heart of effective fundraising, and your donors can be some of your best connectors. Involving them in the fundraising process not only expands your reach but also deepens their own engagement. To succeed, you’ll need to train and support donors in key areas like making introductions, participating in cultivation, and even helping with solicitations when appropriate.

Cause Selling emphasizes the importance of building relationships and aligning donor values with your mission. When donors are equipped to share their personal connection to your cause, they become powerful advocates, not just fundraisers.

Stewardship matters, too. Recognizing a donor’s role in a peer’s giving journey — whether through a thank-you note, call, or personal follow-up — reinforces their value in the process and encourages continued involvement.

Four P2P Tips to Keep in Mind
1. Be clear and concise: When asking for a referral, be respectful of their time and connections. Provide them with the information necessary about why your organization needs a donor pipeline and how they can help by making a referral.
2. Don’t hesitate: It may feel awkward for you to ask a donor or anyone (board member, volunteer) for a referral. But remember, they believe strongly in your cause and want to help. This is another way — beyond making an outright gift — that they can help your organization.
3. Keep your request reasonable: Asking for an introduction to someone in their network is fair. Avoid demanding a referral or asking on short notice. Make your referral request interesting and positive for the referrer. Always follow up with a thank you.
4. Remember your “why”: Leveraging peers extends your reach and amplifies the organization’s fundraising efforts.
Final Thoughts

Peer-to-peer fundraising provides a new opportunity to strategically engage supporters and acquire new donors. Do not hesitate to ask your donors, volunteers, and board members for introductions and referrals to their network. For those who prefer not to make a direct referral, you can ask them to share information about your mission and the work your organization does on social media.

Pro Tip: Create a toolkit with training and coaching to help volunteers succeed. Peer-to-peer fundraising expands the donor base and raises brand awareness, improving relationships with current supporters. It allows supporters to join fundraising efforts, broadening the reach and sharing the cause within their networks.

Author bio: Jack Alotto, MA, CFRE, is a trainer and consultant for Sanford Institute of Philanthropy. Reach him at jalotto@nu.edu or connect with him on LinkedIn at https://www.linkedin.com/in/jack-alotto-ma-cfre-8920526/
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July 14, 2026

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Cause Selling Cycle, Culture of Philanthropy, Donor Engagement
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The Fundraiser’s Mindset: Emotional Intelligence and Authenticity in Relationship Management

July 6, 2026

Written By: Muhi Khwaja, Trainer

The most successful fundraisers understand that building strong relationships requires as much self-awareness as it does strategy. Emotional Intelligence (EQ) and authenticity form the backbone of effective engagement in the Cause Selling Cycle, influencing every step from Prospecting to Stewardship.

Why Mindset Matters in Fundraising

Through the different phases and steps of the Cause Selling Cycle, planning the journey for your donor requires empathy and authenticity.

For example, during Prospecting and Pre-Approach, fundraisers must understand their own strengths, biases, and communication styles as much as they understand the donor’s. A self-aware approach to initiating a new relationship creates trust, reduces missteps, and increases the likelihood of meaningful engagement.

The Approach and Need Discovery steps demand patience and curiosity. Active listening, reflective responses, and genuine interest in the donor’s passions are essential, as donors can detect inauthenticity immediately. When that happens, it can undermine your credibility and reduce your chance of building a meaningful connection.

Authenticity as a Strategy

Authenticity goes beyond “being yourself.” It means communicating transparently about the organization’s challenges and successes, acknowledging limitations, and celebrating achievements. Authentic fundraisers invite donors into a shared mission rather than selling a product.

Example in Practice: While I was a Development Manager at Ta’leef Collective, a donor was hesitant to fund a new initiative due to uncertainty about sustainability. By candidly sharing both potential risks and anticipated outcomes, we built trust. That transparency, coupled with ongoing stewardship, ultimately led to a multi-year commitment.

Applying Emotional Intelligence Across the Cycle

Prospecting & Pre-Approach

During Prospecting and Pre-Approach, assess your comfort and confidence with potential donors. Identify areas where self-doubt could affect interactions. Ask yourself:
- What assumptions might I be making about this donor?
- How can I prepare to show up as present and genuinely interested?
- Am I approaching this relationship with confidence and authenticity or allowing fear and bias to shape my mindset?
Approach & Need Discovery

During Approach and Need Discovery, listen more than you speak. Observe non-verbal cues and adapt your style to create rapport. Look out for:
- Subtle cues — tone, body language, or pacing — that signal enthusiasm, hesitation, or uncertainty
- Opportunities to deepen trust by reflecting back what you hear: “It sounds like this issue really matters to you. Can you share more about that?”
- Moments where adjusting your pace can make the donor feel more comfortable, heard, or valued
Presentation & Handling Objections

During Presentation and Handling Objections, empathy helps you address concerns without defensiveness, positioning the donor as a valued partner rather than a target. If donors object, here are a few emotionally intelligent ways to respond:
- “I appreciate you sharing that. Can you tell me more about what’s making you hesitate?”
- “That’s a helpful perspective. Let’s explore how we can align this with what matters most to you.”
- “It sounds like you want to ensure your impact is meaningful and sustainable. Here’s how we’re thinking about that.”
The Ask & Stewardship

During the Ask and Stewardship, emotional intelligence informs timing, tone, and follow-up, ensuring the donor feels respected and inspired. Ask yourself:
- Is this the right moment to make the ask, based on the donor’s engagement and readiness?
- Am I framing this opportunity in ways that connect to their values and motivations?
- How will I continue to show appreciation and build trust after the gift?
Fundraiser’s Reflection: Five Actionable Takeaways
1. Invest in self-awareness. Your mindset shapes every donor interaction.
2. Listen actively and adapt. Curiosity fuels connection in Approach and Need Discovery.
3. Practice transparency. Authenticity builds trust in Presentation and Stewardship.
4. Manage emotions during objections. Respond with empathy rather than defensiveness.
5. Use emotional intelligence to guide the Ask. Timing and tone matter more than pressure or scripts.
By nurturing your mindset alongside your skills, you create relationships that are sustainable, meaningful, and mutually beneficial.

Author bio: With over 15 years of nonprofit and fundraising experience, Muhi became a CFRE in 2016, earned certificates from Indiana University’s Lilly Family School of Philanthropy in 2017 and 2024, joined Fundraising Academy as a Trainer in 2022 where he continues to serve today, and also serves as the Cofounder and Chief Development Officer of the American Muslim Community Foundation, which has helped families distribute more than $20 million since 2017. Connect with him on LinkedIn at https://www.linkedin.com/in/muhikhwaja/
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July 6, 2026

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Cause Selling Cycle, Donor Engagement
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Optimize Your Website for Donations: 7 Ways to Make Giving Easy and Effective

Fundraising Academy | Cause Selling Education

By Meredith Terrain

In this Post:

1. Make the Donate Button Impossible to Overlook
2. Streamline the Donation Process
3. Offer Recurring Gift Options
4. Use Strong Visuals and Impact-Driven Copy
5. Optimize for Mobile
6. Build Trust and Show Transparency
7.Follow Up with a Strong Thank You

June 23, 2026

Your website is one of your nonprofit’s most powerful fundraising tools. It’s often the first place a prospective donor learns about your mission, and it should be just as compelling and donor-friendly as your best appeal letter. Yet, many organizations overlook simple ways to make their website truly effective at converting visitors into supporters.

7 Ways to Optimize Your Website

Whether you’re preparing for a campaign, building your monthly giving program, or just trying to increase annual gifts, here are key strategies to optimize your website for donations:

Make the Donate Button Impossible to Overlook

It sounds obvious, but too many nonprofits bury their donate button or use language that’s vague or passive. “Support Us” or “Get Involved” doesn’t always translate to “Donate” in a donor’s mind. Use a bold, high-contrast “Donate” button in the top navigation of every page — and consider adding one to your homepage hero image, blog posts, and even your footer. The easier it is to find, the more likely someone is to click.

Want more digital best practices? Check out Fundraising Academy’s on-demand webinars for guidance on digital donor engagement.

Streamline the Donation Process

Once someone decides to give, your job is to make it as easy as possible. Avoid multi-step forms, unnecessary fields, and redirect to third-party platforms that feel disconnected. Ideally, your donation page should live on your domain, load quickly, and allow for giving in under a minute.

Offer suggested donation amounts (e.g. $25, $50, $100) but always include a custom field. A clear, compelling reason next to each amount — “$50 feeds a family for a week” — can help donors connect emotionally with their gift.

Pro Tip: The Fundraising Academy’s Cause Selling portal includes donor communication templates and worksheets that can help sharpen your ask and clarify impact.

Offer Recurring Gift Options

Monthly giving not only boosts donor retention but also helps build reliable revenue. Your donation form should clearly highlight the recurring giving option, and in some cases, you might want to make it the default. A simple checkbox that says, “Make this a monthly gift” can significantly increase the number of recurring donors.

Bonus: Consider a short recurring gift pitch near the form like, “Your monthly support helps us plan ahead and serve more people every day.”

Use Strong Visuals and Impact-Driven Copy

Donors want to see who they’re helping. Use high-quality, authentic images of your work in action, paired with short, emotional text about the impact of donations. Avoid jargon or generic language. Instead of “Help us continue our programs,” say “You can provide school supplies to a child who needs them today.”

And don’t forget a clear headline on your donation page — examples are “You Can Change a Life Today” or “Every Gift Helps a Family in Need.”

Optimize for Mobile

According to the 2024 M+R Benchmarks Report, 52% of nonprofit website traffic comes from mobile devices, while 48% comes from desktop devices. If your donation page isn’t mobile-friendly, you’re losing gifts. Make sure your forms are responsive, easy to read, and don’t require pinch-and-zoom. Test your donation flow on multiple devices to be sure it’s seamless from start to finish.

Build Trust and Show Transparency

Donors want to feel confident that their gift will be used wisely. Include a few trust-building elements on your donation page — such as a brief statement about how donations are used, testimonials from supporters, badges from charity evaluators (like Guidestar or Charity Navigator), or even a short annual impact summary. These cues help reassure first-time donors that your organization is credible and effective.

Follow Up with a Strong Thank You

A great donation experience doesn’t end when the gift is processed. A warm, personalized thank-you page and confirmation email will go a long way in building donor trust and loyalty. Use this space to express sincere gratitude, reinforce impact, and offer a next step — whether that’s sharing the mission, joining your email list, or making a future gift.

Need help crafting compelling thank-you messages? The Fundraising Academy portal offers tools for donor acknowledgment and stewardship planning.

Final Thoughts

Your website is working 24/7 — make sure it’s working for your fundraising goals. By improving usability, creating a seamless donation experience, and making your case for giving crystal clear, you can increase conversions, boost recurring gifts, and deepen donor trust.

The good news? Many of these changes don’t require a full website redesign. Start with a few simple updates and test what works. A more optimized donation experience can lead to more gifts — and ultimately, more impact.

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June 23, 2026

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Donor Engagement, Recurring Giving
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Building Lasting Relationships: Engaging Donors Beyond the Gift

Fundraising Academy | Cause Selling Education

By Jack Alotto, MA, CFRE

In this Post:

1. Craft a Personal Thank-You Note
2. Send a Welcome Packet
3. Create a Giving Club
4. Show Your Work
5. Engage in More Face-to-Face Meetings
6. Share Volunteer Opportunities
7. Feature Donors in Media
8. Recognize Donor Milestones
9. Be Transparent
10. Step Into a Donor’s Shoes

June 10, 2026

Congratulations, fundraiser! You found a prospect and discovered their needs, interests, and ability to give. You created a great presentation, overcame donor objections, asked for a gift and…BAM, you got the gift and turned that prospect into a donor!

Now the challenge is keeping their support and moving them to a higher giving level. The best way to accomplish these goals is through donor engagement. Once the gift is made, donor engagement is a series of strategic interactions to enhance and strengthen the relationship you have started.

10 Effective Donor Engagement Strategies

Strong donor engagement increases retention, grows revenue, and builds lasting relationships — so you spend less time acquiring new donors and more time strengthening the connections you have. Get started with these tips:

Craft a Personal Thank-You Note

Use their name, reference their contribution, and show gratitude. Follow up with a letter that thanks them again, acknowledges their gift, and tells them how their donation was used. Engage only in personalized communications and avoid generic form letters.

Send a Welcome Packet

Include client stories, gift acceptance policies, code of ethics, list of board members and staff, and programmatic information. Include your mission, vision, and values. Ask your donor for feedback about the giving process and their opinion on how it can be improved. In your welcome packet, share success stories about your work. Stories can show donors the impact of their gift and enhance donor engagement. Be authentic, respectful, and focus on relationship building as opposed to the gift size.

Create a Giving Club

Define the benefits, solicit feedback, host club-only events, send exclusive newsletters, and provide opportunities for a behind- the-scenes look at your work. Make your donors feel like they are members of an exclusive group of valued supporters.

Show Your Work

Invite them to tour your facility, speak with program employees and administrators, and meet your beneficiaries, if appropriate. There is no better way to demonstrate your work and show how their gift is making a difference. Once they have seen your work, ask for advice on your programs and service delivery. When you ask, and they give you advice, you are building ownership. Remember the adage: When you ask for a gift, you get advice. When you ask for advice, you get a gift.

Engage in More Face-to-Face Meetings

Keep donor conversations going by continually asking and listening. Know each donor’s preferred communication vehicles and social media platforms and reach out to them via those preferred platforms.

Share Volunteer Opportunities

Direct involvement in your work will enhance donor commitment and emotional investment in your mission. Engage them in conversations that speak to their passions, values, interests, and needs. As you engage with donors, be mindful that many have the potential to be a major gift donor.

Feature Donors in Media

Schedule regular updates and check-ins, send monthly emails, or offer them the opportunity to write a blog or social media post about their experience with your organization. Tag them in social media posts and ask them to repost your social media posts, because when they do, they become ambassadors of your work.

Recognize Donor Milestones

Ask your board members to go beyond thanking donors for their gifts via a thank-a-thon by reaching out to meet in person. Wish them happy birthdays, holidays, weddings, and other milestones. Invite board members to join you in engagement activities like coffee, lunch, or a site visit with prospects and donors.

Be Transparent

Publish your tax return, annual report, case statement, and code of ethics. Remember that transparency is the foundation of trust, and donors continue giving to organizations they trust.

Step Into a Donor’s Shoes

Become a donor yourself to gain firsthand insight into the donor experience and reflect on how you would like to be engaged.

Start Enhancing Your Donor Engagement Strategy

Be sure to record all donor interactions in your database and monitor and evaluate your engagement strategies. Look for email open rates, event attendance, website visits, email click-through rates, social media engagement, and other engagement indicators. If engagement dips, head off potential lapses in giving by adjusting your strategies based on what you know about the donor’s interest, values, preferences, history, and behaviors.

You will know you are successful at donor engagement when they want to know more about your programs and activities, ask questions, show an interest in visiting your organization, and upgrade their gifts.

Remember, having a strong engagement strategy can help you focus your time and energy on retaining donors you already have as opposed to acquiring new donors. All donor engagement strategies and activities will lead to stronger personal relationships and continued financial support for your organization.

Author bio: Jack Alotto, MA, CFRE, is a trainer and consultant for Fundraising Academy at National University. Reach him at jalotto@nu.edu or connect with him on LinkedIn at https://www.linkedin.com/in/jack-alotto-ma-cfre-8920526/

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June 10, 2026

blog

Donor Engagement, Stewardship

Understanding Planned Giving: Donor Motivations and Marketing Strategies

3 Donor Motivations Behind Planned Gifts

1. A Lasting Legacy

2. Emotional Satisfaction

3. Tax Incentives

How to Market Planned Giving to Donors

Sustain Your Organization Through Planned Giving

Peer-to-Peer Fundraising: More Than Just Asking for Donations

Why Use P2P?

Best Opportunities to Use P2P

1. Prospecting

2. Cultivation

3. Solicitation

4. Stewardship

Why Is P2P Important?

Four P2P Tips to Keep in Mind

Final Thoughts

The Fundraiser’s Mindset: Emotional Intelligence and Authenticity in Relationship Management

Why Mindset Matters in Fundraising

Authenticity as a Strategy

Applying Emotional Intelligence Across the Cycle

Prospecting & Pre-Approach

Approach & Need Discovery

Presentation & Handling Objections

The Ask & Stewardship

Fundraiser’s Reflection: Five Actionable Takeaways

Optimize Your Website for Donations: 7 Ways to Make Giving Easy and Effective

7 Ways to Optimize Your Website

Make the Donate Button Impossible to Overlook

Streamline the Donation Process

Offer Recurring Gift Options

Use Strong Visuals and Impact-Driven Copy

Optimize for Mobile

Build Trust and Show Transparency

Follow Up with a Strong Thank You

Final Thoughts

Building Lasting Relationships: Engaging Donors Beyond the Gift

10 Effective Donor Engagement Strategies

Craft a Personal Thank-You Note

Send a Welcome Packet

Create a Giving Club

Show Your Work

Engage in More Face-to-Face Meetings

Share Volunteer Opportunities

Feature Donors in Media

Recognize Donor Milestones

Be Transparent

Step Into a Donor’s Shoes

Start Enhancing Your Donor Engagement Strategy