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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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Closing the Year with Donor Care and Results

November 5, 2025

Written by Jarrett R. Ransom, MBA
As the year draws to a close, nonprofit teams often feel the pressure of final appeals, donor outreach phone calls, last-minute campaigns, and the push to meet annual fundraising goals. Yet in the rush to wrap up the calendar year, it’s easy to overlook the most important part of fundraising: the relationship with the donor. Year-end fundraising is not just about securing gifts. It’s about stewardship, appreciation, and building connections that carry into the next year.

The Cause Selling framework from Fundraising Academy at National University offers a cohesive guide for building and maintaining donor relationships. The eight-step model emphasizes that the “ask” and the “thank-you” are equally important steps. This reminds us that consistent, relational care is key to strengthening donor relationships and inspiring repeat giving.

Closing the year with donor care and results requires preparation and thoughtfulness. Here are a few ways to get started:
- Segment your donors based on giving history, engagement, and capacity to create messaging that feels personal rather than generic.
- Personalize your outreach, whether through calls, handwritten notes, or tailored emails to strengthen relationships.
- Share authentic, mission-centered stories that illustrate the impact of donations, build trust, and encourage generosity.
During year-end campaigns, donors may hesitate or have questions. Some may have already contributed elsewhere, or their circumstances may have changed. Approach these conversations with curiosity and care. Cause Selling emphasizes that authentic, mission-focused communication strengthens relationships and keeps donors engaged.

Case Study: Applying Cause Selling to Exceed Year-End Goals

A powerful illustration of these principles comes from a recent campaign I led, titled “Revolutionizing End-of-Year Fundraising: A Strategic Approach That Delivered 374% Growth.” The primary goal was to raise $200,000 in 90 days, with a secondary goal of engaging supporters, acknowledging their contributions, and retaining them for future campaigns. By integrating multiple marketing channels — including emails, social media, phone calls, and direct mail — we created a cohesive narrative that reinforced our mission and the urgency of year-end giving.

Our consistent branding and imagery strengthened recognition and trust across all channels. We sent out ten strategically timed emails, social media campaigns, personalized calls, and mailed appeals to amplify outreach. We also added personal touches such as gratitude videos, handwritten holiday cards, and individual emails to foster deeper emotional connections with donors.

These gestures emphasized that giving is not just transactional, but relational — and the results were remarkable:
- 26 new donors joined the cause
- One donor doubled their annual contribution from $10,000 to $20,000
- Maintained a 43% donor retention rate
While the $200,000 goal was not fully met, the campaign exceeded expectations in engagement, relationship building, and overall impact.

This case study demonstrates how a strategic, integrated approach to year-end fundraising, aligned with Cause Selling principles, can deliver extraordinary results even in a compressed timeframe.

Year-End Fundraising: 4 Key Takeaways

Relationships First

Donor care drives results. Personalize outreach with calls, handwritten notes, emails, and stories that connect supporters to your mission. Stewardship is just as important as the ask.

Plan and Segment Thoughtfully

Use giving history, engagement, and capacity to tailor messaging. Segmenting donors allows for more relevant communication and increases the likelihood of gifts.

Multi-Channel Integration Works

Combine email, social media, direct mail, and phone outreach to reach donors where they engage most. Consistent messaging across channels builds recognition and trust.

Show Gratitude in Meaningful Ways

Gratitude videos, personalized emails, and handwritten holiday notes strengthen emotional connections and reinforce long-term loyalty. Recognition and appreciation fuel repeat giving.

Bonus Tip: Be sure your online donation platforms are mobile-compatible, user-friendly, and offer recurring donation options to improve the donor experience and increase contributions. Matching gifts can further amplify results. Research from Double the Donation shows that 84 percent of donors are more likely to give if a match is offered.

Final Thoughts

The lessons from this campaign and the Cause Selling model are clear: thoughtful planning, personalized engagement, consistent messaging, and meaningful stewardship create both immediate results and long-term donor loyalty. When you integrate these practices with transparency, ethics, and relational care, organizations can turn year-end fundraising into an opportunity not just to meet financial goals, but to strengthen the relationships that sustain their mission. Every interaction is a chance to build trust, demonstrate impact, and set the stage for a stronger year ahead.

To all fundraisers pushing through the last leg of 2025, your dedication matters. Even small gestures of connection and appreciation can leave a lasting impact. Take pride in the work you’ve done, and remember that every thoughtful call, note, or message brings your mission closer to the communities you serve.

Ready for your next step? Explore Fundraising Academy at National University for professional development, no-cost webinars, and practical tools to level up your fundraising strategy.
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November 5, 2025

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Cause Selling Cycle, Donor, Donor Engagement, Fundraising, Giving, Recurring Giving
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Ethics: The Nonnegotiable Currency of Fundraising

Fundraising Academy | Cause Selling Education

Written by Jarrett R. Ransom, MBA

In this Post:

1. Show Donors Where Every Dollar Goes
2. Balance Tech Innovations with Integrity
3. Keep Truth at the Heart of Every Narrative
4. Respect Donors While Protecting Your Mission
5. Honor the Purpose Behind Every Gift

October 14, 2025

Nonprofit fundraising has always relied on trust. Today that trust is under even closer scrutiny. With the rise of artificial intelligence (AI), the public accessibility of Form 990s, donors’ growing demand for financial transparency, and more visibility into how organizations operate, the way you and your organization manage ethics is critical. Your donors and prospects want to see how resources are allocated. It’s also common for donors to compare organizations side by side, and when communications feel impersonal or inauthentic, they often change the way they engage. This means ethical practices are essential for credibility and the long-term success of your mission.

This is where the Cause Selling model provides a valuable roadmap. It reminds us that ethics is not an isolated step in the fundraising process. They show up in all eight steps, from prospecting and making the first connection to presenting, closing, and stewarding relationships. Every interaction is an opportunity to demonstrate transparency, authenticity, and respect.

Here are five ethical principles to follow in your practice:

Show Donors Where Every Dollar Goes

One of the most visible ways ethics show up is through transparency. Donors want and deserve clarity on how their contributions are used. Since Form 990s are public and easily accessible online, nonprofits should assume that donors will review them. And let me tell you, they do! In fact, some of the best organizations make their 990 easy to find by posting it directly on their website. Instead of shying away from questions about overhead or salaries, ethical fundraisers lean into honest conversations, helping donors understand that strong infrastructure is what fuels programmatic impact.

Balance Tech Innovation with Integrity

Just as donors value clarity in financial reporting, they also expect organizations to use technology ethically. This becomes especially important in the age of artificial intelligence (AI). AI tools can help segment donor data, draft outreach communications, and analyze giving patterns with impressive efficiency. But over-reliance on automation risks making communications feel transactional instead of personal. Ethical use of AI means ensuring these tools enhance donor relationships rather than replace them. Every message should reflect the organization’s authentic voice and its commitment to treating donors as valued partners, not data points.

Protecting donor privacy takes on new urgency in this AI-driven world. With more personal information being collected, stored, and analyzed, nonprofits must consider how they are safeguarding data. Secure systems, clear policies, and responsible use of information are essential. Donors expect their personal information to be treated with care and protecting it is one of the most tangible ways to reinforce trust.

To learn how AI can help you deepen donor engagement while staying true to your mission, watch our recent webinar.

Keep Truth at the Heart of Every Narrative

Beyond protecting information, respect must also guide how we represent the people we serve. Storytelling is one of the most powerful tools nonprofits have, but stories must remain truthful and respectful. Exaggerated appeals or manipulative imagery may spark short-term giving, but they undermine credibility in the long run. Authentic stories, grounded in real experiences, not only honor dignity but also build deeper, lasting donor relationships.

Respect Donors While Protecting Your Mission

Just as stories must reflect truth and respect, so must our relationships with donors, especially when their influence could shift our mission off course. Large gifts sometimes come with expectations that don’t align with organizational priorities. Accepting these gifts can create mission drift and weaken long-term focus. That’s why having a Gift Acceptance Policy is important. Staying true to your mission, even if it means declining a gift, protects both the organization’s integrity and the donor’s respect. Yes, you can decline a gift, and we see this happen more frequently across the sector.

Honor the Purpose Behind Every Gift

Respecting donor intent is another cornerstone of ethical practice. Every contribution represents trust. If a donor designates a gift for a specific program, those funds must be used as promised. Redirecting dollars without consent, even with the best intentions, erodes trust. Clear agreements and proactive communication not only set expectations but also reinforce a culture of accountability.

A powerful example of honoring donor intent comes from an organization I recently worked with. They discovered unused grant funds from a prior agreement. A grant report had already been submitted, broadly outlining how the dollars were spent. While much of the grant had been used appropriately, a leadership transition revealed that an additional $50,000 had never been spent on the project.

My recommendation was for the organization to contact the funder and be transparent about the unused dollars, offering two options: (1) return the remaining balance, or (2) request permission to apply the funds toward continuing the work, even though the contractual grant period had ended.

The funder’s response was gracious. They appreciated the organization’s honesty and generously allowed the remaining funds to be used to advance the work outlined in the original grant. That’s a win-win!

Examples like this highlight why fundraisers need clear ethical frameworks to guide decision-making. Fortunately, our profession offers such guidance. The Association of Fundraising Professionals (AFP) Code of Ethical Standards provides direction on accountability, honesty, and donor stewardship. Paired with the Cause Selling framework, these principles ensure that fundraising is not only effective but also principled.

Final Thoughts

Ethics is not a single step in fundraising; it is the thread that runs through every interaction. Ethics keeps trust at the center, from financial transparency and the responsible use of AI to protecting donor intent and applying professional standards. When nonprofit leaders make ethics their compass, they not only strengthen credibility but also deepen donor relationships and keep the mission at the heart of every gift.

Ready for your next step? Explore Fundraising Academy at National University for professional development, no-cost webinars, and practical tools to level up your fundraising strategy.

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October 14, 2025

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CFRE, Donor, Donor Cultivation, Ethics in Fundraising, Fundraising, Tech Innovation

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

Closing the Year with Donor Care and Results

Case Study: Applying Cause Selling to Exceed Year-End Goals

Year-End Fundraising: 4 Key Takeaways

Relationships First

Plan and Segment Thoughtfully

Multi-Channel Integration Works

Show Gratitude in Meaningful Ways

Final Thoughts

Ethics: The Nonnegotiable Currency of Fundraising

Show Donors Where Every Dollar Goes

Balance Tech Innovation with Integrity

Keep Truth at the Heart of Every Narrative

Respect Donors While Protecting Your Mission

Honor the Purpose Behind Every Gift

Final Thoughts