Legacy Giving - Starting the conversation

Every gift in every will makes a difference, no matter how large or small.

In my previous post about Legacies Colin Kemp asked how I bring up this subject with donors? This is a GREAT question. The answer to which, in my opinion, is: You Don't.

So how have discussions about bequests with donors become a regular part of my work? I believe that we have done a number of things to create a climate whereby donors come to me when the time is right for THEM to have this conversation.

I started really thinking about legacy gifts in 2008 at my very first International Fundraising Congress (IFC). Anyone who has attended a session on legacies with Richard Radcliffe is probably smiling right now. He does that. Makes you smile.

At one point Richard very enthusiastically made the statement above and then he shouted, 'PUT IT ON YOUR BLOODY BUSINESS CARD!' So I did. Richard may have been joking but I was earnest and this is what my business cards have looked like ever since.


My interest continued and I attended a masterclass on Legacies facilitated by Richard in 2009. It was fun and I learned stuff, but I still didn't know how to start the conversation about bequests.




In 2010 I started working with the AGENTS of Good and in particular friend, mentor and Canadian Fundraising 'Guru' (yes we have a few Gurus of our own) David Love. Our mission? To revitalize the Planned Giving program in my organization. Working collaboratively with The Agents we have made a number of key strategic changes that I believe have made a significant difference.

1. Personalizing the ads we use
I was reluctant to put my picture on our legacy ads. After all, contrary to how it might look on this blog, I believe the fundraisers are mere facilitators of the gift and that program staff and the CEO should have the public image in any organization. The AGENTS insisted and I now know they were right. Simply adding my picture with a statement inviting people to call me if they want to discuss their legacy has had a profound impact. I now have the sheer pleasure of receiving some of the most sincere and personal phone calls from donors. I still remember the first email I received after running the ad below. It said: 'My partner and I have included your organization in our will. We just thought you should know.' Wow.

2. A special, highly personalized mailing to long time supporters
I wouldn't do this every year. Every three maybe. With the help of the Agents we sent a very high end personalized mailing to everyone in our database who has a history of ten years or more - regardless of the size of their donations. This letter was a very soft sell. We talked about the importance of legacies on an emotional level - not the tax incentives. We let donors know that we could serve them better if they shared a little bit about themselves with us and that is why the survey included was important. The survey also connected them with our mission by asking them to 'Tell us about a time when nature took your breath away.' Everyone who responded to the survey has raised their hand and said 'Yes, I would like to have this conversation with you.' All I have to do now is reach out to them.

3. We tell stories.

The Agents call it 'Creating the opportunity for yes.' Telling stories about other donors helps people imagine how they might be able to do the same thing. Here is a story about Graeme. True this is a planned gift and not a bequest. Still the story is a good one. Graeme's mother also gave me permission to talk about her here.

4. Include an ask in speeches
At large gatherings of donors our President always mentions the importance of leaving a legacy. Sometimes he uses humour sometimes it is more sincere. But mentioning it to a crowd lets people know we are keen to talk about it without pressure on anyone in particular.

5. We are starting a Legacy Grove.
For every bequest we receive we will be planting a tree. This demonstrates to those who are still with us that when they are gone we will continue to think of them and respect them. Their legacy will live on in a hardy Canadian Red Maple.

I'm really not sure what a legacy 'expert' would think of this experience that I am sharing with you. I certainly don't remember learning any of this stuff while studying for my CFRE, in fact I haven't had to use the words 'Charitable Gift Annuity' once. I really just know two things: Legacy messages need to permeate throughout your organization and we must focus on building solid relationships through conversations that our donors initiate.

A WARNING: Should you choose to work with the AGENTS on your legacy program or any other initiative I must warn you. Your donors will become more engaged, some will even complain and you WILL raise more money for your cause. I just thought you might want to know that going in. (I'll blog about the complaints next weekend).

Thank you for spending (SO MUCH) time here.

Legacy Giving: The greatest privilege a fundraiser will have

When my mother in law was dying I asked my friend, who is a minister, what I could do? I felt so helpless. Kirsty told me that when people are near death they really just want to talk and need someone to listen.

My mother in law took her last breath in a room that was full of laughter. She was finally at peace. I now know that death, while sad, can be as natural and as beautiful as a loud and painful childbirth. The circle of life.

What does this deeply personal experience have to do with fundraising? A lot...



This past week a man came into our office for an appointment he booked before Christmas. We had talked in December about his will and the potential of including our charity as one of his top three beneficiaries.

Dear Reader, you don't need to know anymore about that visit with 'Mr. Jone's' other than to know that I am speaking from experience and not theory. I was deeply honoured to be a part of such important decisions.

I`ve told you before that I am a generalist fundraiser and by no means consider myself an expert in any given area. But, there are some things I have learned working with Legators (people who have said they want include your charity in their Will) that I want to share with you:

Make the time

Nothing you have to do that day is more imporant than talking to someone about their final wishes in life. Nothing. A meeting that is scheduled for an hour may turn into three. Gently move it forward to make sure the business objectives are accomplished and be available to listen to your donor talk about their life, their dreams, their regrets and their final wishes. Legacy gifts are not about you or your charity. Legacy gifts are 100% donor centred. Always. Make the time.

Be sure you can keep your promise

A donor might suggest something very specific like a place they visited or a play they saw. Try to understand their motivations by asking open ended questions like:

'It sounds like you love visiting the XYZ exhibit in the museum. Can you tell me more about that?'

Actively listen and turn off the `yes but...` thoughts swimming around in your head. Be truly curious. Once you understand the true motivations of the suggestion you will be in a much better position to meet their desire to be affiliated with a certain feeling or place or program. You can then offer a less restrictive solution.

For example. Perhaps you work for a theatre company and your donor fell in love with a cutting edge contemporary new play. What the donor might say is `I love the David Mamet plays your company produces and I want to leave a legacy toward that.` Through active listening we can get to the underlying motivation. It isn`t realistic for a bequest to be directed toward producing David Mamet plays every year - in perpetuity. Perhaps the legacy your donor is striving for is an endowment to ensure that your theatre company always has the funding to try new, leading edge and risky productions.

You can get to this place through actively listening to your donor.

Be truly honest

If you don`t think that your charity is the right one or that perhaps they have your charity mixed up with another one make sure you clarify immediately. This can often happen in environmental charities. I have had a few donors talk to me and use the name of another charity and it is always a little bit risky to make sure they called the right place. No one wants a bequest that was intended for someone else.


Be respectful

This may seem like I`m pointing out the obvious but I`m doing it anyway. Your Legator is very likely much closer and more experienced with the cause than you are. Organizing their affairs may be slightly overwhelming due to frequent conversations with financial advisors, lawyers and balancing family needs and obligations. With some people, their thoughts may wander or their bodies may be frail. Respect their experience and wisdom. I believe our job is to help the process of finalizing an estate to be as simple as possible.

Through empathy and understanding of their love for our cause, we can offer peace of mind that no financial advisor or lawyer can.

Know your job

Remind your donor several times that you recommend they discuss their plans with their financial advisor and their family. Then explain why. It is very important that everyone understands that your charity is in the will because the donor wanted it there. Not because you did something to entice, manipulate or coerce. Harsh words I know. You might try saying something like this.

`Mrs. Norman, It really has been a pleasure talking to you about your estate plans. We at xyz charity are very grateful for your decision to include us in your Will. Please remember to discuss your plans with your financial advisor (or executor or lawyer)and if you are comfortable doing so, with your family. If we are all aware of your desires it will be easier to ensure that your wishes are granted.`

Discuss recognition

Wills are pretty dry reading. It can be very helpful to a charity to have details of how the Legator would like to be acknowledged, even including the wording they would like placed on a bench or a plaque. Having these details in the Will can ensure that in ten years, when the donor is gone and you have moved on, your charity doesn`t have to guess what was promised. Your charity will be legally bound to carry out the donor`s wishes if it is written in the Will. Just make sure that you negotiate something realistic and easy for your charity to implement.

In Summary

Nothing in the past ten years of fundraising has been as rewarding as my experience working on the Planned Giving program. I know that I am better able to do this work for having had first hand experience with the final stages of life. If you haven`t had the experience of taking the final steps of life with someone then I would suggest reading Tuesday`s with Morrie by Mitch Albom. This book is an amazing thesis not just on how to die but mostly how to live. And isn`t that really what legacy fundraising is all about - helping people live with peace, knowing that they have helped make a difference in the world, long after their lives will be over.

If you aren`t going to rush out and read Tuesdays with Morrie and if you still have a little time after reading such a longwinded blog this is a lovely piece on Morrie Schwartz with Ted Koppel.



Have you had an incredibly inspiring experience talking to a donor about their legacy? Please share your stories with us below.

Thank you for spending SO MUCH time here,