No One Will Show Up
We often hear from nonprofits—especially private schools and universities—looking to engage their alumni in planned giving. Their first instinct? Host a planned giving seminar.
Here’s the problem: almost no one shows up.
Why? Because a planned giving seminar often feels like a fundraising pitch, and most people don’t think they need a “planned giving strategy.” It’s too narrow, too transactional, and doesn’t connect with their immediate concerns.
Many assume that if they simply offer a planned giving presentation, donors will get excited and take action. However, this assumption doesn’t hold true for most—except for one key group: your board members. Unlike general alumni or supporters, board members have already been sold on the idea of planned giving. They approach it from a business perspective, understanding its long-term impact on the organization. For them, a planned giving presentation can be effective because they are already inclined to support and advocate for it. But for the average donor, the messaging must be framed differently. The reality is that most people don’t wake up thinking, “I need to attend a planned giving seminar today.” Instead, they’re more likely to engage with a topic that feels personally relevant, such as estate planning.
Board members get it—everyone else needs a different approach.
The Psychology of Estate Planning vs. Planned Giving
Estate planning is personal and relevant to everyone—regardless of wealth or philanthropic mindset. When framed properly, it taps into people’s desire to:
- Protect their family
- Ensure their wishes are honored
- Avoid legal headaches for loved ones
On the other hand, planned giving feels like another donation request. Many people assume planned giving is only for the wealthy or something they can worry about later. By focusing on estate planning first, you create a conversation people want to be part of.
Data & Trends That Support This Approach
- 67% of Americans do not have an estate plan (Caring.com survey).
- 90% of planned gifts come from bequests in wills, not major gifts (FreeWill study).
- Nonprofits that integrate estate planning see higher planned giving engagement—because members feel they’re receiving valuable financial guidance first.
How Estate Planning Naturally Leads to Charitable Giving
A well-structured estate plan allows people to:
- Protect their assets
- Provide for their families
- Leave a lasting impact
When people understand their options, charitable giving becomes a natural next step—rather than something that feels forced or transactional.
Real-World Examples
From our experience, nonprofits that shift from planned giving seminars to estate planning discussions see a significant increase in attendance—and more individuals choosing to include charitable bequests in their plans. Research by Dr. Russell James supports this, showing that estate planning conversations naturally lead to greater planned giving commitments. By positioning charitable giving as part of a comprehensive estate plan rather than a standalone fundraising pitch, nonprofits cultivate deeper engagement and long-term donor relationships.
So don’t just host another planned giving seminar—offer an estate planning presentation that truly resonates. Use our proven turnkey solution or partner with a local financial advisor or attorney. Your local CPG or AFP Chapter can help.
Practical Steps for Nonprofits – How to Implement This Strategy
Want to apply this approach? Here’s how:
- Reframe your event title – Instead of a “Planned Giving Seminar,” use engaging titles like:
- “Estate Planning for a Stronger Future”
- “Wills & Trusts: What You Need to Know”
- “Legacy Planning: Protecting Your Family & Your Future”
- Partner with estate attorneys or financial planners – Our estate planning presentations are led by industry experts, including Scott Janney, PhD; Jonathan Gudema, Esq.; and Wayne Olson, Esq. With decades of experience in planned giving and estate planning, they provide engaging, high-value discussions that inspire action. Having a legal or financial expert co-host adds credibility and encourages attendance.
- Offer a simple estate planning checklist – A free resource can serve as a lead magnet, keeping people engaged beyond the event.
- Follow up with legacy planning conversations – Once attendees understand estate planning, they’ll be more receptive to discussing charitable giving.
Overcoming Common Objections
Nonprofits sometimes hesitate to shift their approach. Here’s why those concerns are unfounded:
- “Won’t this take away from fundraising?” → No. In fact, it expands your donor pool by engaging members who wouldn’t have considered planned giving otherwise.
- “But we want to talk about charitable giving.” → You will—but organically, when it makes sense. Estate planning is the gateway to these conversations.
Conclusion & Call to Action
If your organization wants to strengthen member engagement while inspiring long-term support, start with estate planning. People will come for the financial guidance—and stay for the charitable impact.
Ready to implement this strategy? Our turnkey solution is ready to go right out of the box—yet fully customizable for your constituency.