Planned Giving: Reshape the Conversation

Wednesday, October 7, 2020 (1:00 PM - 2:00 PM) (EDT)
Event Details

Legacy giving is more important today than ever: 57% of all Americans, regardless of income level, expect to leave an inheritance. Since the pandemic began, Google searches for estate planning, will writing and bequests have shot through the roof. Is your organization ready to have the Planned Giving conversation with your donors?

The key to successful Planned Giving campaigns is cultivating a culture of legacy giving within your organization. Many people feel uncomfortable talking about death or talking about money. The key is to destigmatize it, normalize it, and make legacy giving part of the normal fundraising lexicon in how you speak to all donors—young and old, from major donors all the way down. Join us for this webinar where you will learn the best ways to incorporate this language in fundraising appeals, talk to donors in a candid and honest way, and how to build or refresh a Planned Giving program that will undoubtedly lead to big returns. 

Key Take-Aways 

  • How to speak to internal stakeholders about why legacy giving is so important, and get buy-in from your organization. 
  • How to build a holistic Planned Giving plan for donors that starts as soon as you bring them in the door, and continues throughout their relationship with you. 
  • About different legacy giving options that can work for donors with different budgets—and how to fit those options into your own budget. 


Sally Frank, Senior Vice President of Social Media and Digital, Faircom New York 

Brian Peterson, Director of Legacy and Gift Planning, Human Rights Watch

Additional Information
Event Contact:
Risa Sudnow
Contact Organization:
Direct Marketing Fundraisers Association
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