Donna Bandelloni, Senior Consulting Associate at Heaton Smith Group, has a pre-recorded outgoing voice message that states where she is throughout the day. She even uses a fax machine to communicate with one specific donor.  

Why? To ensure that donor always knew how to get ahold of her. Additionally, she knew the fax machine delivered information quickly, something which was important to that individual.  

When it comes to planned giving, conversations with donors can feel delicate, so it is important to approach them where they are at. That begins with building a trusted relationship. 

Research and Preparation: Before the Conversation 

Prior to beginning a conversation around gifts, Donna learns as much as she can about the prospective planned giving donor. This includes gathering facts, understanding their giving history, and who they are as individuals. Essentially, she builds a donor fact pattern before jumping to the next step. 

Here a few things to keep in mind before approaching a donor to have that planned giving conversation: 

• Speak with colleagues and supervisors, especially if you are newer to fundraising, as they may have key insights for approaching donors and even know details about certain donors.
• Understand that relationships with donors are made over time. Don't be afraid to take your time to get to know them.
• A donor's trust in an organization often begins through annual giving, volunteer service, or board service. Express gratitude for their past support before asking them to give.

Donna recommends designating a single, trusted point person at your organization. They should be confident, kind, and able to provide thoughtful and timely updates, as well as be genuinely interested in the prospective donor. This relationship helps create opportunities for donors to offer feedback and explore ways they can make impactful, lasting gifts. 

Building Trust with Donors 

Before asking the donor about giving, it is essential to understand more about them. After all, if they are a planned giving donor, they want to ensure that your organization will be around for a long time. 

Whether you are approaching a new donor or beginning a conversation to turn a current donor into a planned giving donor, here are a few items to consider when getting to know them: 

• What is their story?
• Why does this organization matter to them?
• Are they a first-time donor? A grateful patient? A volunteer?

What do donors not care about? Planned giving jargon and technicalities. Stay away from the hard facts and data, and instead approach them with a story about how your organization has changed someone’s life, and explain how their gift will fit into the larger picture.  

Use open, generous questions, and always ask permission to learn more. They already believe in you and your mission, but these questions can help further that relationship with the donors. 

How to Approach the Conversation 

Gift planning is a collaborative conversation with the donor (and often their advisors) to discover what matters most to the donor and determine the best options for making a charitable gift. It requires an understanding of the donor’s assets, goals, and charitable intent.  

The following questions should help you get to the heart of the matter. You can start with: 

1. When did you first make a gift to this organization?  

For example, were they a grateful patient? Maybe one of their family members received care, and your hospital offered a service that other organizations did not provide.  

2. Where do you want to have the greatest impact regarding your philanthropic legacy? 

They may have specific needs and the information they provide can help you make recommendations and guide them to the right giving plan. Every small piece of information that you learn is important for the bigger picture. 

3. Why do you support our organization? 

This may go hand in hand with the first question, but it can help you dive into specifics that apply to your organization. Additionally, you could follow up with the question: what is it that we do that is most compelling and essential for you? 

These are just the beginning of the types of questions you can ask. Remember, this conversation around planned giving should help you understand who the donor is, why they give to you, and why they want to give now. 

Don’t forget to follow the conversation with a personalized note or a small gift to express your care and gratitude. Again, it’s about small meaningful gestures that build a trusted, established relationship with your donor over time.  

Now we can understand that while the fax machine and outgoing voice message for donors may seem like “overkill” to some, Donna views it as just another method to ensure that her long-term donors feel seen and heard. Because at the heart of every great gift is a donor who feels deeply understood. 

The AHP Planned Giving masterclass dives into these topics and more.