Host a Planned Giving Seminar?

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.