We sat by the river, watching it run the same way the idea we had been talking about was running full steam. His philosophy was “ready, fire, aim!” All of us were just trying to catch up and put a framework around his dreams.
A few years before, his wife lost her battle to cancer. I talked to him about planned giving, and he was thinking about legacy. A few years later, he remarried, and they agreed that they wanted to do something in her honor. They wanted to train doctors to better care for patients like his late wife.
Their goal was not to create a program but to create a movement. A movement is much harder to create. As an entrepreneur, he moved quickly, while his wife was more methodical. They are a great team, with many funny moments when their strengths collide.
The more we talked about the idea, the bigger it became. And it got very big. Both of them knew that it would take resources for this to happen. He looked at me and said, “I will give you $5 million right now to start this program and another $10 million in my estate to build out this movement fully, and others will support it as well when they see its impact.”
After composing myself, I quickly reviewed our wealth screening data, which said that this couple could give approximately $14,000 over a five-year period…word to the wise: getting to know your donors is more insightful than any wealth screening! I mentioned to them that I would put together a gift agreement for a blended gift, a combination of a major gift and a planned gift. That was just the beginning of a significant amount of work needed to make this happen. The work was well worth it.
The movement that began that night is still going today and others are supporting it. That planned gift impacted my organization, but more importantly, it changed how doctors treat patients.
Moments like that are one of the many reasons conversations with donors should include planned giving. As the dream got bigger, the option of a blended gift allowed the dream to take shape. Planned gifts have the power and strength to move your mission forward by leaps and bounds. Your job is to plant those seeds.
michael@lifelegacy.io
Planned giving isn’t only about money, it’s about meaning. When you frame the conversation around values, legacy, and impact, donors feel invited rather than pressured.
A planned giving conversation isn’t something you rush into. It’s a moment of trust, timing, and emotional readiness, and when you recognize the signals, the conversation becomes far more natural and meaningful for both you and the donor. Below is an exploration of the cues that tell you a donor may be ready to talk about legacy gifts, along with some practical guidance to help you approach the moment with confidence and care.
LifeLegacy and Ministry Brands announced a new strategic partnership that will expand access to modern planned giving for churches, ministries, schools, and faith-based nonprofits nationwide.
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