This document discusses strategies for having legacy giving conversations with donors at different ages, stages of life, and levels of engagement. It suggests segmenting donors into categories based on age, engagement level, and life stage in order to have more tailored legacy conversations. For each category, the document provides tips on understanding donor values and mindsets, ways to connect their passion to potential legacy gifts, suggestions for bringing up the topic of legacy giving, and potential gift vehicles to discuss. The goal is to have thoughtful, personalized legacy conversations by taking donors' unique circumstances, values and objectives into consideration.

1. LEGACY GIVING ESSENTIALS
The legacy conversation at
different ages and stages

2. What you will learn today
• Why legacy giving is important to donors
• How to segment donors to categories (3 ways)
• How to use these categories for optimized
marketing and conversations
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3. Why Legacy Is Important For
Donors
Values
Different
Assets
Family
Tax and
Financial
Benefits
Engagement
Recognition
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4. Quick poll! Do you
currently have legacy
conversations?
Yes
No
Not sure
No, but will start!

5. Legacy By Engagement
When you are starting out having legacy
conversations, begin with your most engaged
donors.
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6. How to find your engaged legacy
prospects
1. Board
2. Other leadership or volunteers
3. Planned Giving prospects
4. Major gift donors connected to particular
program
5. Past capital campaign donors
6. Longevity and frequency of giving
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7. Legacy by Age
• Understand how age factors into legacy giving
mindset
• How to approach legacy giving to donors at
different ages
• Matching gift vehicles to donors by age
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8. What skills do you need?
• Thoughtful listening
• Understanding their values
• Knowledge of data as a starting point
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9. How age affects legacy giving
• Age of first will – 44*
• Age of first planned gift– 53*
• More than 50% of planned giving donors have been donors for
more than 20 years*
• Age of direct mail donors - 60-70
• Most people make additional changes to their will – 75-85**
• Average age of bequests received by nonprofits – 85**
*Giving USA 2019
**SharpeGroup
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10. What is their mindset?
• Younger donors – legacy giving planning by function
o Estate planning when starting families
o Income is on the rise
• Midlife donors – legacy giving planning by loyalty
o Increased engagement with nonprofits
o Career or business success
• Mature donors – legacy giving planning by values
o Final stages of estate planning
o Looking for meaningful opportunities and reflection
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11. Matching Possible Gifts to
Donors by Age
• Younger donors
oGifting through association and networking
oYoung leadership giving
o Endowments
o Bequests
o Retirement assets beneficiaries
o Life insurance
o Other assets
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12. Matching Possible Gifts to
Donors by Age
• Midlife donors
oGreater success, or peak years, in earnings
oChildren starting careers
o Insurance policies
o Endowment
o Retirement beneficiaries
o Trusts
o Donor Advised Funds
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13. Matching Possible Gifts to
Donors by Age
• Mature donors (65 +)
oFinal estate planning
oFinancial planning for retirement (possible long life
expectancy)
o Charitable Gift Annuities
o Charitable Remainder Trusts
o Endowment
o Bequest
o Life Insurance
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14. The Legacy Conversation (in
general)
• Understand why people make a legacy gift
• Connect their passion to their gift
• Bring up Legacy
• Yes, no, conditions, objections
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15. Legacy Conversation (Younger
Donors)
• Understand why people make a legacy gift
o Donor values – focus on their connection to the
organization, not what the organization needs
• Connect their passion to their gift
o How did you get involved with the organization?
o Tell me about your experience with the organization
o What does the organization do that is most important to
you?
• Bring up Legacy
o We have started a new initiative to raise funds for the
future – would you like to hear more about it?
• Yes, no, conditions, objections
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16. Legacy Conversations (Midlife
Donors)
• Understand why people make a legacy gift
o Donor values – focus on their connection to the
organization, not what the organization needs
• Connect their passion to their gift
o How did you get involved with the organization?
o You have devoted your time and given generously over
the years. What factors go into your philanthropic
planning?
• Bring up Legacy
o Philanthropy is a family decision – what story do you
want yours to tell?
• Yes, no, conditions, objections
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17. Legacy Conversations (Mature
Donors)
• Understand why people make a legacy gift
oDonor values – focus on their connection to the
organization, not what the organization needs
• Connect their passion to their gift
oWhat is your biggest accomplishment?
oHow has the organization shaped your life?
• Bring up Legacy
oWhat values do you want to pass on to your family?
oWhat impact do you wish to create?
• Yes, no, conditions, objections
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18. Legacy by Stage
• Understanding how stages of life, or life
events, factor into the legacy giving mindset
• How to approach legacy giving to donors at
different stages
• Matching gift vehicles to donors by stage
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19. Different stages
• Ages (young, midlife, mature)
• Life events – marriage, divorce, birth, death
• Business/Career events – retirement, sale of a
business
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20. Considerations at Stages
• Age and stage of life (children, income,
engagement, etc)
• Tax considerations
• Income considerations
• Memorial gifts
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21. Next steps
• Get comfortable with your case statement and
core messages to different categories
• Gather/segment your categories of donors
• Develop your marketing and communication
with the categories in mind (highlighting donors
values always)
• Write out possible objections to legacy giving
and ways to answer them
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22. Questions?
Lori Kranczer, Founder and CEO
Everyday Planned Giving, LLC
Lori@everydayplannedgiving.com
Facebook:
www.FB.com/groups/everydaypg
LinkedIn:
www.linkedin.com/in/lorikranczer
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