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Planned Giving for Nonprofits: Advice from Doug Wingo
- Aug 18
- 3 min read
Updated: Aug 21
As fundraisers, we are always looking ahead – to the next campaign, the next donor touchpoint, the next event. Even though we want to make an impact today, sometimes major gifts are made over lifetimes. While often overlooked, planned giving is a fundraiser’s critical stepping stone to building a better tomorrow.
Earlier this month, we sat down with our Founder and Principal, Doug Wingo, to ask him all things planned giving.
Q: What should every fundraiser know about a planned giving campaign, and why should they consider launching one?
A: You should launch a planned giving campaign with a big bang. And then it's a constant presence for the donor. It's a dedicated web page. An annual email reminding people to do it. It's in the donor packet for every cultivation event. Remind donors about it. It's the fundraiser's job to educate everybody about planned giving, not just the old.
Q: How would you coach fundraisers to navigate this conversation with donors, and is this a conversation that must be face-to-face?
A: Probably 95% of the time, it's through mail and email, which allows people to self-select — process the information alone and in private. If you are asking someone for a planned gift in person, you really have to know them well. It might feel awkward to ask people for a planned gift, but do it directly and with humor: "I hope you have our organization in your will, and if not, then think about it." That's all you need to say.
Q: How can a small organization identify the ideal planned giving prospect from their database?
A: Easily. Any donor who's given $500 or more, and any donor who has made a gift of any size in three to five consecutive years – those are your planned gift donors. Also look into the organization: former board members, staff, key volunteers. And reach them early. Anyone on your list over 80 is not a good planned gift prospect. Most people make planned gift decisions when they're in their 50s, not in their 80s. By then it's too late!
Q: What is the biggest mistake that an organization can make when running a planned giving campaign?
A: Not knowing who those donors are and not recognizing them.
Organizations need to do a better job of recognizing their planned gift donors. In the annual report, in emails, on social media. Invite them to your major donor cultivation event. And show donors that people like them are making legacy gifts now. It’s not just childless people who make planned gifts. And as such, knowing who your planned gift donors are, even though they may not be big donors while they're alive, you have to treat those people like they're your lead gift prospects, because you are in line to get a lead gift from them. It's often the most meaningful gift and the largest gift that most donors ever make to charity.
Q: How should young people in their early giving years think about planned giving?
A: Everyone should have a will. And if you have a will, you should make a planned gift. Why not also take care of the organizations and issues that were meaningful to you in your life? It's a great way to teach young people to become philanthropists. Even though it seems forever away. Today, you’re just paying the bills; then one day you will be older and richer. Young people are accumulating wealth, and those people in particular should have wills and be thinking about planned gifts.
Q: What about the charities listed in your will? What do you hope or know that they will accomplish because of your legacy gift?
A: I have 12 charities listed in my will. They're all issue-based, and they align with my values. If all goes well, their gift will create change in the world that I want to see – that I couldn't afford to fund in my lifetime, but that my estate can afford to fund after me.
Q: Any final thoughts?
A: Not everyone is afraid to talk about death and think about death. Some people are planners by nature, or some people want control of their future because they could not control their present. And now that they're adults, they possibly overcorrect. And that's fine. Those people are your planned gift donors! Let them overcorrect with you.
Ready to build out legacy giving for your mission? Reach out to get your campaign off the ground.
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