Many planned giving professionals are well trained in the mechanics of gift planning—bequests, charitable gift annuities, charitable trusts—but far less guidance is given on how to introduce and position these tools in donor conversations without sounding transactional or product-driven.
This challenge becomes especially apparent when a prospect emerges through analytics, screening, or giving patterns. While the data may suggest planned giving potential, there is rarely a natural or relational way to open the conversation by referencing a specific gift vehicle. At the same time, many traditional planned giving marketing materials—brochures, inserts, and standalone pieces—fail to resonate with donors because they are abstract, technical, or presented without meaningful personal context.

This session introduces a donor-centered way of thinking about planned giving
marketing—one that begins with donor motivations, priorities, and concerns rather than financial instruments. By reframing gift planning options around the why behind a donor’s decisions, fundraisers can more naturally connect personal goals to mutually beneficial philanthropic outcomes.

Building on this conceptual approach, the session explores how to translate donor-
centered positioning into practical marketing applications, including gift planning guides that are actually useful, website content that encourages engagement rather than passive consumption, and thoughtful use of data and AI to increase efficiency while preserving authenticity and trust.