Most fundraisers hesitate to talk about planned giving because they feel like they need to be experts in trusts, annuities, and tax law. The good news? You don’t. You just need to focus on two simple, flexible options that work for nearly everyone.

Planned giving is a powerful way for donors to leave a lasting legacy, but the sheer number of options can create confusion and hesitation. Each option comes with its own set of benefits and complexities. While these options certainly have their place, trying to promote all of them can dilute your message and overwhelm your supporters.
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In today’s post, I’m making a case for simplicity. Instead of trying to master every planned giving option, focus on the two that are most common, simplest, and most flexible for donors: bequests and beneficiary designations.

After years of experience, it’s clear that the majority of nonprofit organizations would benefit most from sticking with two straightforward approaches: bequests and beneficiary designations.

1. Bequests
Bequests are perhaps the simplest form of planned giving. They allow donors to include a gift to your nonprofit in their will. Not only are bequests easy for donors to understand, but they also require minimal ongoing effort on your part once the gift is in place.

Why Bequests?

• Simplicity: Most donors already have a will in place or plan on making one at some point, so adding your organization as a beneficiary is a small change with a big impact. Bequests are also revocable, meaning they can be changed or removed at any time (which gives many donors peace of mind).
• Flexibility: Donors can decide how much to give and even set up multiple bequests for various causes. If a donor already has a will in place, they can simply file a codicil to their will (kind of like an amendment) to add a bequest.
• Long-Term Impact: Bequests help ensure that your mission continues well into the future. Most donors can afford to give more out of their lifetime assets than is possible for them out of their income, meaning bequests are often much larger than annual gifts.

To make it even easier, consider offering sample bequest language. I’ve developed a straightforward template that organizations can use to guide donors in drafting their wills. This sample language takes the guesswork out of the process – helping donors feel confident in leaving a legacy gift.

2. Beneficiary Designations
The second option, beneficiary designations, is equally compelling. This approach is often used for individual retirement accounts, pensions, 401(k)s, and life insurance policies. By naming your nonprofit as a beneficiary, donors can provide significant support without having to alter their wills.

Why Beneficiary Designations?

• Flexibility: Once the donor decides which account they want to make your nonprofit the beneficiary of, they can choose to give you all the proceeds or a percentage. This means they can easily support multiple charities and their surviving spouse and heirs. Beneficiary designations are also fully revocable, which as I mentioned, appeals to most donors.
• Ease of Set Up: Beneficiary designations are usually set up with a simple form. No need for the donor to visit their attorney. All they need to do is ask the company that holds the account for their beneficiary form, fill it out, and submit it.
• Widespread Appeal: This method appeals to a broad range of donors, from younger supporters who are just beginning to plan their futures, to older donors looking to maximize their tax benefits.

To support your efforts in this area, you might post a Beneficiary Designation Checklist which lists all the kinds of accounts that can have beneficiaries. Simple, clear instructions can demystify the process and boost participation.
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In my store you’ll find social media templates for planned giving, which include a template Beneficiary Designation Checklist and pre-written Web Copy to create a planned giving focused landing page on your website.

By narrowing your planned giving strategy to these two options – bequests and beneficiary designations – you create a clear, focused message that resonates with donors. Not only do these methods simplify your messaging, but they also provide the flexibility that many donors are looking for when planning their legacies.
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Instead of overwhelming your supporters with a menu of complex options, concentrate on making it as easy as possible for them to learn about and pursue these two powerful tools. Whether it’s through offering a handy sample bequest language template or leveraging engaging digital content to promote beneficiary designations, a focused approach is key.

When it comes to planned giving, less is often more. Focusing on just these two options will make your planned giving efforts clearer, easier to promote, and ultimately more successful. Keep it simple, and you’ll see results.

What planned giving opportunities does your organization focus on? Where will you focus your efforts for the rest of 2025? Let me know in the comments!
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Cheers!

PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

If you liked this…

• Spring Cleaning for Fundraisers: Organizing Planned Giving Documentation
• How to Talk About Death and Taxes: Getting Comfortable Having Planned Giving Conversations
• Leveraging National Estate Planning Awareness Week for Planned Giving Success
• Why Nonprofits Can't Afford to Sleep on IRA Rollover Gifts
• 6 Ways to Show Donors Gratitude in the New Year

If you're new to nonprofit fundraising, navigating interactions with high-net-worth individuals can feel intimidating. You might wonder if you have the right background, experience, or social skills to connect with major donors. But here’s the truth: building relationships in philanthropy isn’t about wealth or privilege – it’s about cultural capital, etiquette, and most importantly, emotional intelligence.

​Meghan Sussex’s new Netflix series, With Love, Meghan, offers a fresh take on hospitality, cultural awareness, and the art of connection – skills that can elevate your fundraising career and help your nonprofit thrive. Let’s explore how these soft skills can help you build confidence, engage donors authentically, and create lasting relationships.

In With Love, Meghan, she emphasizes the importance of creating welcoming experiences, from personalized touches to beautifully curated environments. In Episode 1 “Hello Honey”, Meghan shares, “The joy of hostessing for me is surprising people with moments that let them know I was really thinking of their whole experience.” She even takes care to tie the knots on gifts with a bow so they are easy to open. Fundraisers can apply this same mindset by:

• Personalizing interactions – A handwritten note, remembering a donor’s favorite coffee order, or following up on a personal detail they mentioned builds trust and connection.
• Making events feel special – Thoughtful planning, from seating arrangements to cultural considerations and dietary requirements, ensures donors feel valued and included.
• Being present and engaged – As Meghan says in Episode 6 “Juice is Worth the Squeeze”, “Take time to be present, to sink into the good stuff.” A warm smile, a firm handshake, and active listening go a long way in making people feel seen and appreciated.

One of the standout elements of Meghan’s approach is her ability to navigate different cultures with grace. In Episode 3 “Two Kids from LA,” she connects with chef Roy Choi over their shared Los Angeles roots and love of food. Later, in Episode 4 “Love is in the Details,” she and her Argentinian friend Delfina Figueras bond over Meghan’s experience studying in Argentina and speaking an Argentinian dialect of Spanish. As a fundraiser, your ability to understand and respect the cultural backgrounds of your donors can set you apart.

• Educate yourself – Learn about your donors’ traditions, values, and interests so you can connect on a deeper level. Be curious and ask questions to learn more.
• Adapt to different settings – Whether attending a gala, a business lunch, or a casual coffee meeting, knowing the unspoken rules of engagement helps you feel more comfortable and confident. In some episodes, we see Meghan barefoot in the kitchen or in a casual Northwestern University sweatshirt, but in others we see her dressed more like the Duchess of Sussex. That kind of adaptability will serve you well in fundraising.
• Show genuine respect – Small, but important gestures, like pronouncing someone’s name correctly, using their preferred pronouns, or acknowledging significant holidays, demonstrate respect, care, and consideration.

Throughout With Love, Meghan, she uses personal anecdotes to create intimacy and connection. In Episode 7, “Elevate the Everyday”, Meghan talks about the importance of celebrating the meaning behind everyday things, and we watch a moment when she learns about potstickers from her friend Vicky Tsai, who explains they are folded to resemble ancient Chinese money. Meghan’s enthusiasm is unmistakable as she responds, “I love hearing the meaningful stories behind things!” Fundraising is no different – stories drive impact.

• Make it personal – Share stories that showcase the real impact of your nonprofit’s work, and tailor them to what matters most to your donor.
• Listen first, then share – Major donors appreciate fundraisers who ask thoughtful questions and listen more than they talk. Meghan shows consistent and genuine curiosity in all the episodes, learning from her guests because of her enthusiasm to know more.
• Find common ground – A shared experience, passion, or value can turn a transactional conversation into a meaningful relationship.

Meghan’s show highlights the power of presentation – not just in her fashion but in communication, demeanor, and environment. Her friends mention in “Juice is Worth the Squeeze” how careful she is to accommodate everyone’s dietary needs and preferences, no matter how busy she is. In Episode 5 “Surprise and Delight”, she shares, “You take something really pretty ordinary and make it extraordinary. It’s really easy to do, but the tiniest attention to detail makes it feel special.

First impressions matter in fundraising, and attention to etiquette can help you feel more at ease in professional settings.

• Dress appropriately for the occasion – You don’t need designer labels, but polished and professional attire shows respect.
• Master introductions – Knowing how to confidently introduce yourself, shake hands, and engage in small talk makes social situations smoother. It’s also important to know how to introduce two other parties to each other with thoughtful details.
• Be gracious and adaptable – In Episode 8 “Feels Like Home”, Meghan takes great care in wrapping a gift for Alice Waters, incorporating natural elements into the presentation. This level of thoughtfulness can be applied to donor stewardship as well.
• Consideration in event planning – Meghan also demonstrates consideration by ensuring menus are printed and table tents are placed in front of each dish, ensuring guests feel comfortable and informed.

​I was taught early in my career to treat everyone with the same level of engagement and care, from the janitor to the CEO. Watch how Meghan treats her crew - feeding them, including them, and making sure they feel valued. That level of care and consideration can set you apart in fundraising and beyond.

​Developing cultural capital and etiquette isn’t just about impressing donors – it’s about equipping yourself with the skills to excel in your career. Fundraisers who can build authentic relationships, adapt to different social settings, and communicate with confidence are in high demand. These skills open doors to new opportunities, leadership roles, and professional growth.

You don’t have to be born into wealth or attend elite schools to succeed in major gift fundraising. I certainly didn’t. You might not end up marrying a prince, but by cultivating cultural awareness, practicing thoughtful hospitality, and honing your storytelling and etiquette skills, you’ll become a stronger fundraiser – and help your nonprofit build the relationships it needs to thrive.

Like Meghan, you don’t need to be a full-time royal to lead with grace. By embracing hospitality, cultural awareness, and attention to detail, you can make every donor feel valued – and that’s what truly elevates fundraising to an art form.

Have you watched With Love, Meghan? What did you notice? Any takeaways that I might have missed? Let me know in the comments.

​Cheers,

​PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

If you liked this…

• Spring Cleaning for Fundraisers: Organizing Planned Giving Documentation
• How to Talk About Death and Taxes: Getting Comfortable Having Planned Giving Conversations
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​It’s that time of year again – when we roll up our sleeves, open our closets, and get everything in order. Why should fundraisers be any different? Just as a good spring cleaning refreshes your home, organizing your planned giving documentation can breathe new life into your fundraising strategy. A well-structured planned giving system not only keeps you compliant and prepared for future revenue but also sets the stage for stronger donor relationships. Here’s a step-by-step approach to auditing your data, collecting key donor details, promoting planned gift opportunities, and streamlining your documentation process.

Before you can plan your next move, you need to take stock of what you have. Start by auditing your current planned giving records:

• Review Your Existing Records:
  Go through your files and CRM to identify which donors have planned gifts on file. Determine the estimated value of these future gifts. This isn’t just about tallying numbers – it’s about understanding the potential impact on your organization.
• Check for Essential Data:
  One crucial piece of information is the donor’s birthday. Why? Knowing when your donors were born not only helps you project future revenue (especially when combined with other data points) but also gives you a chance to personalize your stewardship efforts and promote opportunities (like IRA rollovers) that are right for their age bracket.

I once had to project future revenue from our planned gifts for an accrediting agency. Sounds straightforward, right? Not so much – because I was missing a key piece of data: donor birthdays. Turns out, knowing a donor’s age helps with more than just sending a thoughtful birthday card. While it’s not the most cheerful topic, actuarial data can help organizations estimate when planned gifts might be realized. If you don’t have birthdays in your CRM yet, now’s a great time to start collecting them, it’ll help with stewardship today and strategic planning down the road!

• Double Check Documentation:
  It’s considered best practice to log even verbal commitments for planned gifts so that you can steward those donors. However, closing the loop and getting a planned gift letter of intent and supporting documentation is the gold standard. Understand which donors’ gift intentions are verbal only, written intent, and written intent with documentation. This will help you prioritize folks for follow-up.

Once you’ve audited your existing records, the next step is to fill in any gaps, especially with critical data like birthdays. Capturing birthdays is a good idea for everyone in your database not only legacy donors!

• Why Birthdays Matter:
  Birthdays aren’t just dates on a calendar – they’re opportunities. They allow you to send a personalized birthday card or a thoughtful email, reinforcing your relationship with the donor. Such touches can make all the difference in donor retention and long-term engagement.
• How to Collect Data:
  • Update Your CRM: Make sure every donor profile includes a birthday field.
  • Use Surveys and Forms: Include a simple question about birthdays in your regular donor surveys or update forms.
  • Stewardship Touchpoints: Every time you have an interaction with a donor, verify that you have their current information.

Now that your data is in shape, it’s time to get the word out about your planned giving opportunities – and track every inquiry that comes your way.

• Outreach Strategies:
  Develop an integrated promotional plan that spans multiple channels:
  • Email Campaigns: Send targeted emails that explain the benefits of planned giving and include a clear call-to-action.
  • Social Media Posts: Leverage your platforms to educate and engage. Quick tips or success stories about planned gifts can capture attention.
  • Donor Events: Host webinars or in-person events to discuss planned giving, answering questions in real time.
• Tracking Leads:
  Implement a system to track all inquiries related to planned gifts:
  • Database or it didn’t happen: Make sure every inquiry is logged in your CRM.
  • Lead Capture Forms: Create a dedicated form on your website for planned giving inquiries.
  • Follow-Up Reminders: Set up automation or calendar reminders to follow up with interested donors promptly.

Once a donor decides to move forward with a planned gift, it’s critical to have a clear, standardized process for documentation. This ensures nothing slips through the cracks and that every commitment is properly recorded.

1. Guide Donors Through the Initial Steps

• For Bequests:
  Encourage your donors to consult with their attorney to update their wills. Provide clear, simple instructions on how to include your organization as a beneficiary. Offering sample bequest language can make this step much less daunting.
• For Beneficiary Designations:
  Direct donors to fill out the appropriate beneficiary forms for their life insurance policies or individual retirement accounts. This step is often straightforward and can be promoted via social media and email. My social media templates to promote planned giving opportunities includes a Beneficiary Designations Checklist to promote the kinds of accounts that qualify.

2. Collect and Secure Documentation
After the donor has taken the initial steps, ensure that you collect the necessary documentation:

• Planned Gift Letter of Intent:
  Have the donor complete a formal letter of intent. This document should outline their planned gift and serve as an initial record of their commitment.
• Supporting Documents:
  Request copies of any official documentation:
  • For bequests, a copy of the relevant page from their will or codicil of their will.
  • For beneficiary designations, a copy of the completed form or a confirmation from their financial institution.

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3. Organize and Track the Documentation

• Hard Copy Files:
  Maintain a secure physical file for each planned gift, containing all original documentation and correspondence.
• Digitized Cloud Files:
  Scan documents and store them in a secure, organized cloud storage system. Use clear naming conventions and folder structures for easy retrieval.
• CRM Integration:
  Upload digital copies of the key documents into your CRM. Record essential details in donor profiles to ensure you have a centralized record of every planned gift.
• Action Step:
  Create a standardized checklist that outlines each step of the documentation process – from guiding the donor to collecting and storing the necessary documents. This checklist will serve as a training tool for your team and help maintain consistency across the board.

A well-organized planned giving system is like a well-tended garden – regular maintenance pays off in beautiful blooms year after year. By auditing your data, collecting key donor information, promoting planned gift opportunities, and establishing a clear documentation process, you’re setting the stage for both immediate and long-term success.

Implement these spring cleaning steps today, and watch as your planned giving program becomes more efficient, donor-friendly, and robust. Not only will you be better prepared to project future revenue, but you’ll also be fostering stronger, more meaningful relationships with your donors.

Remember, every great legacy starts with a single, well-documented planned gift. Get organized, streamline your process, and make it easier than ever for donors to leave a lasting impact on your mission.
What’s on your list for fundraiser spring cleaning? Let me know in the comments!
​
Cheers!

PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

If you liked this… 

• How to Talk About Death and Taxes: Getting Comfortable Having Planned Giving Conversations
• Leveraging National Estate Planning Awareness Week for Planned Giving Success
• Why Nonprofits Can't Afford to Sleep on IRA Rollover Gifts
• 6 Ways to Show Donors Gratitude in the New Year
• Discovery Visits Demystified: Tips for Effective Donor Meetings

When it comes to nonprofit fundraising, one thing is clear: Your mission is the heart of your organization. But while your cause drives everything you do, a strong, memorable brand is what helps you stand out and attract the major gifts that will take your work to the next level.

Whether you’re at a large, established institution or running a smaller startup nonprofit, your brand should reflect who you are, what you stand for, and how people can get involved. A polished brand boosts credibility and builds trust, but a memorable one moves people to action.

Before thinking about logos, colors, or marketing campaigns, start with the foundation of your nonprofit brand: your mission. What drives your organization? What problem(s) are you solving? What’s your CEO’s vision for the future? These aren’t just feel-good statements – they should be at the core of every message you share.

Example: The Monson Free Library

This small library in Maine has embraced its fun and quirky side by creating TikTok videos that showcase the staff’s personality while highlighting their programs. By tapping into the creativity and passion of their team, they’ve built a brand that’s as unique and welcoming as their services. The community now sees the Monson Free Library as more than a place for books – it’s a place to have fun, get involved, and support something bigger than themselves. Learn more.

Actionable Tip: Start by asking yourself these questions:

• What do we stand for?
• How do we create positive change in people’s lives?
• What kind of emotional connection do we want to build with our audience?​

Answer these clearly, and you’ve got the heart of your brand. Everything else builds from there.

When you think of branding, visual elements like logos, color palettes, and fonts come to mind. These are crucial for creating a consistent, professional presence. But let’s be real – sometimes, nonprofits get so caught up in the “rules” of branding that they lose the ability to stay nimble. There’s a balance between maintaining brand integrity and being flexible enough to seize opportunities in the moment.

Many nonprofits create brand guides with rigid rules for logos, colors, and language. And while I love a good style guide, if these guidelines slow you down or make it harder to engage donors, it’s time to rethink them. A major gift might hinge on a timely, heartfelt social media post or a quick thank-you email. If your guidelines require three layers of approval for every little thing, you could miss your moment.

Example: The Trevor Project

The Trevor Project underwent a major rebrand in 2019, replacing a formal font and muted colors with a bolder typeface and a vibrant, colorful design. The updated branding, along with fresh messaging and visuals, emphasized inclusivity, hope, and support for LGBTQ+ youth. The change strengthened their identity as a safe, approachable, and supportive organization while making them more visually appealing to young people. See their rebrand.

Actionable Tip: If your branding guidelines feel like red tape, ask yourself:

• Does this branding choice serve our mission, or is it just a formality?
• Can we be more flexible in how we communicate without losing integrity?

​Now, let’s talk about the most important aspect of branding – your story. Whether you’re crafting an email appeal, a social media post, or a campaign landing page, your messaging should inspire action. Major donors don’t just give to organizations; they give to stories they believe in. That’s why it’s essential to center your messaging around the people you serve and the change you’re driving in the world.

People want to feel emotionally connected to your cause. Show them the impact they can have through the eyes of those you help.

Example: St. Jude Children's Research Hospital

St. Jude’s branding and messaging revolve around powerful, emotional stories of families whose lives have been transformed by their medical care. These stories create a deep personal connection, inspiring donors to give and stay engaged. Explore their storytelling approach.

Actionable Tip: Incorporate donor-centered language into your messaging:

• Focus on what the donor’s gift makes possible.
• Share authentic stories of people whose lives have been impacted by your work.
• Use visuals (photos, videos) to bring your cause to life.

A memorable nonprofit brand is more than a logo or a catchy slogan – it’s a vehicle for connection. It drives donor engagement, cultivates long-term support, and inspires major gifts. To build a brand that resonates, focus on three key principles:

1. Be flexible enough to adjust messaging and tactics based on current events, donor feedback, or unexpected opportunities. Don’t let rigid branding guidelines hinder meaningful engagement.
2. Be authentic in your communications. People give to organizations that feel genuine and trustworthy, so let your mission shine through every touchpoint.
3. Be consistent in your message and visual identity across all channels – your website, social media, and email appeals. Consistency builds recognition and trust over time.

Branding isn’t about flashy logos or catchy taglines – it’s about making an emotional connection with your supporters. When your brand reflects your mission, values, and unique story, it becomes a powerful tool for attracting major gifts and building lasting relationships.

Your nonprofit’s story is powerful. Make it memorable. Make it matter. And don’t be afraid to let your passion shine through.

Now – it’s your turn. Have you been through a rebrand? Was the process the transformation you hoped for? Do you feel your branding guidelines and processes support your fundraising work or hold you back? Let me know in the comments!

​Cheers!

PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

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