How to Start a Planned Giving Conversation With Donors (Without Pressure)

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.

1. Begin With Gratitude and Reflection

A planned giving conversation should always start by acknowledging the donor’s history with your organization.

• gratitude for their long-term support
• reflection on shared impact
• affirmation of their role in your mission

This sets a warm tone and reminds them that the conversation is rooted in appreciation..

2. Use Values-Based Language

Instead of diving into technical giving vehicles, begin with what matters most to them.

• questions about their philanthropic values
• exploring what inspires their giving
• connecting their values to your mission’s future

This opens the door to legacy conversations in a way that feels personal and authentic.

3. Introduce Legacy Giving as a Natural Extension

Once you’ve explored values, you can gently introduce the idea of long-term impact.

• framing planned giving as continuity
• sharing stories of other legacy donors
• positioning planned gifts as mission-sustaining

This helps donors see planned giving as something people like them already do.

4. Ask Permission Before Going Deeper

This is the moment that makes the conversation feel respectful rather than presumptive.

• asking if they’d like to explore future impact
• inviting them to share their long-term hopes
• checking comfort level before discussing specifics

A simple “Would you be open to talking about ways your support could continue into the future?” or “Have you thought about including us in your estate plans?” can be incredibly effective.

5. Keep the First Conversation Light But Meaningful

The initial discussion should never feel like a technical briefing.

• focusing on possibilities rather than details
• avoiding jargon or complex structures
• letting the donor set the pace

Your goal is to spark interest; finalizing a gift would be a bonus!

6. Offer to Continue the Conversation

End with an open invitation rather than a next step that feels obligatory.

• offering resources if they’re curious

• suggesting a future conversation at their convenience

• reaffirming gratitude for their partnership

This keeps the door open while honoring their autonomy. Your relationship with the donor encourages them to begin the conversation and continue the process.