Let’s be honest—planned giving can make some donors uneasy. After all, it involves two weighty topics: money and mortality. But, with the right approach, planned giving doesn’t need to be something donors shy away from. It’s an opportunity to leave a lasting impact in a way that makes sense for them.
Here are five common concerns donors have about planned giving—and ways you can help them feel confident about making a lasting impact.
1. The Complexity Feels Overwhelming
Planned giving can seem complicated, filled with unfamiliar terms like CGAs, CRTs, DAFs, and IRAs. Many donors worry they need financial expertise just to understand their options.
How You Can Help: Be their guide. Break down complex concepts into clear, relatable explanations. Use real-life examples of how planned gifts have benefited both donors and your nonprofit. Offer easy-to-follow resources and make yourself available for questions.
2. Mixed Messages Create Confusion
Donors don’t live in the giving silos that we’ve created—annual, major and planned. For many, a gift is a gift. If they receive multiple appeals from different teams within your nonprofit, they may feel overwhelmed or unsure how to respond.
How You Can Help: Align your messaging across all fundraising efforts. Ensure that annual, major and planned giving communications reinforce each other rather than compete. A consistent voice builds trust and clarity, helping donors feel secure in their choices.
3. Information Overload Is Exhausting
With emails, social media, text messages and direct mail, donors are being inundated with information. Too much communication—especially if it doesn’t feel personal—can lead them to tune out.
How You Can Help: Be strategic with your outreach. Segment your audience based on factors like age, giving history and affinity so they receive the most relevant messages. Balance frequency to keep donors informed without overwhelming them.
4. They Worry About Running Out of Money
For many donors, the biggest fear about making a planned gift is whether they can afford it. They might worry about outliving their savings or not having enough for their loved ones.
How You Can Help: Offer solutions that provide financial security. Explain how charitable gift annuities (CGAs) and charitable remainder trusts (CRTs) allow donors to support your mission while receiving a steady income stream for life. Reassure them that they can make a meaningful gift without sacrificing their well-being.
5. Economic Uncertainty Holds Them Back
Let’s be honest, there’s a lot of uncertainty in the world right now. And in uncertain times, donors may feel hesitant to commit resources, even for the future.
How You Can Help: Highlight options that don’t require immediate financial sacrifice. Naming your nonprofit as a beneficiary of a retirement account or life insurance policy, or including a bequest in a will are ways to make a lasting difference without impacting their current financial situation.
From Concerned to Confident
Planned giving doesn’t have to feel overwhelming. With clear information and honest conversations, you can help donors move from uncertainty to confidence. When they see how a planned gift fits their values and financial situation, they’ll feel good about making a lasting impact—one that supports your mission for years to come.