Why Top-Earning Major Gift Officers Master Planned Giving—And How You Can, Too

The highest-performing fundraisers in the nonprofit world aren’t always the loudest, most charismatic, or best-connected. But they do have one thing in common:

They’ve figured out how to use planned giving as a secret edge.

Not because they work in planned giving. Not because they’re attorneys or financial advisors. But because they understand that legacy conversations unlock both long-term impact and larger current gifts.

And while the rest of the field sticks to annual upgrades, end-of-year pushes, bake sales, and whatever “event” happens to be trending this quarter, these professionals are building donor portfolios—and careers—that will stand the test of time.

This isn’t just about technique. This is what separates the serious professionals from the rest.

The Hidden Truth About High-Earning Fundraisers

You won’t hear them brag about it, but the top gift officers in the field all know how to talk about legacy.

They know how to:

• • Introduce a bequest without making it awkward.

• • Explain the value of a charitable gift annuity without sounding like a financial planner.

• • Show donors how to make an impact that lasts beyond their lifetime.

And they’re not stiff or transactional—they’re often the most charismatic people in the room.

Here’s the twist: Mastering planned giving actually makes you more charismatic.

Why? Because you:

• • Ask deeper, more meaningful questions (download 101 Clever Questions that Unlock Planned Gifts)

• • Focus on values, not just money

• • Speak in terms of purpose, legacy, and long-term vision

That’s what donors respond to. And that’s what creates real influence.

Why Most Fundraisers Avoid Planned Giving—And Why That’s a Mistake

Let’s be honest: most fundraisers avoid planned giving because it sounds complicated.

They think:

“That’s not my job.”
“That’s for the planned giving officer.”
“I don’t want to talk about death or estate planning.”

But there’s another reason, too—one that no one likes to admit:

“If I’m not going to get credit for the gift right now … why bother?”

Because planned gifts often come in later, some fundraisers see them as someone else’s problem—or someone else’s recognition. But that’s short-sighted thinking.

The truth is:

• • The fundraisers who plant those seeds now are the ones leadership remembers.

• • The fundraisers who play the long game become the go-to professionals in their shops.

• • And the fundraisers who commit to learning planned giving develop skills that make them sharper, more strategic, and—yes—more charismatic. And did we mention that these simply come “naturally”?

Planned giving isn’t just about future dollars. It’s about becoming the kind of fundraiser others want to follow.
It positions you as a proactive, future-focused professional—not just a gift chaser.

Planned Giving = Career Leverage

What separates the top 5% of fundraisers from the rest? It’s not a better donor list. It’s strategic fluency.

When you master planned giving:

• • You uncover opportunities that most gift officers miss.

• • You earn donor trust faster and deeper.

• • You become the kind of fundraiser institutions fight to keep.

It’s not about being a technical expert. It’s about being the person who knows what to say when the moment is right.

The Crossover Effect: Why Major Gifts and Planned Giving Are Married

Stuart Sullivan, Chief Philanthropy Officer at Shriners Children’s—a significant leadership position in one of the most respected healthcare nonprofits in the country—said it best:

“A marriage between planned gifts and major gifts is the solution.”

That’s not just clever. That’s reality.

Any donor writing a six-figure check is thinking about structure, impact, and timing.

They’re not just making a gift—they’re making a decision that often involves their family, their finances, and their future.

You don’t need to be a planned giving officer to guide that conversation. You just need to know enough to steer it with confidence.

The Landscape Is Changing—Fast

Under the current administration, the philanthropic environment is shifting quickly.

Funders are re-evaluating priorities. Donors are restructuring how they give. Legacy conversations are becoming more relevant—and more urgent.

If you’re not evolving with the times, you’re falling behind.

This moment is an opportunity for ambitious fundraisers to stand out, move up, and add value when everyone else is scrambling to adapt. And it’s the perfect time to master planned giving. 

What the Smart Ones Are Doing (Without Posting About It)

The top performers aren’t talking about it online. They’re not posting Canva quotes about legacy giving. They’re doing the work—quietly, consistently, and strategically.

They’re:

• • Taking courses to build planned giving fluency

• • Using tools like Plan-A-Gift to guide donors without pressure

• • Reading Giving magazine for real-world insight

• • Staying sharp on Philanthropy.org with expert-level thought leadership

And they’re walking into donor meetings with more than just a pitch.

You Don’t Need Permission to Step Up

You don’t need a new title.

You don’t need a new job.

You don’t need a finance degree.

You just need to decide that you’re ready to be the kind of fundraiser who owns the full conversation—today’s gift and tomorrow’s legacy.

Because most fundraisers won’t. And that’s your opportunity.

Start Here

If you’re ready to become more than just another name in the advancement directory:

• • Take the Major Gifts Boot Camp and the Planned Giving Boot Camp for Major Gifts Officers

• • Subscribe to Giving magazine

• • Explore the tools at PlannedGiving.com

• • Get perspective at Philanthropy.org

This isn’t just about donor impact. It’s about your legacy, too.