Why Every Nonprofit Needs a Planned Giving Strategy

In this episode of The First Day from The Fund Raising School, Bill Stanczykiewicz, Ed.D., is joined by Jeff Grandy, Vice President of Client Development at Catapult Fundraising, to discuss why every nonprofit should be thinking seriously about legacy giving, and why the best planned gift prospects may already be hiding in plain sight. Grandy explains that while surprise million-dollar bequests make headlines, they are not the typical story. More often, legacy donors are ordinary, deeply committed supporters whose long-term loyalty to an organization matters far more than the size of their annual gifts. Grandy shares that loyalty is one of the strongest indicators of a potential legacy donor. At Catapult Fundraising, his team has found that donors with roughly 11 years of consecutive giving or 14 years of non-consecutive giving can be especially strong prospects, though organizations should adapt those benchmarks to their own donor base. A supporter giving $25 a year for more than a decade may be every bit as worthy of a legacy conversation as a major donor. The key is to look beyond wealth indicators and pay attention to sustained engagement, including donors, volunteers, alumni, grateful patients, and others who have maintained a meaningful connection to the mission. Bill and Jeff also explore how fundraisers can begin those conversations without making planned giving feel uncomfortable or overly complicated. The starting point is curiosity, not a discussion about wills, death, or tax law. Fundraisers can simply ask longtime supporters why they continue to give, what they value about the organization, and what impact they hope to see continue in the future. Grandy emphasizes the importance of listening for those values, sharing appropriate donor stories, and allowing the relationship to develop over time. In his experience, legacy conversations may unfold across several interactions over six to 18 months, although some donors are already waiting to be asked; Catapult has found that about 25 percent of donors contacted during outreach say they have already included the organization in their plans. The central takeaway is that legacy giving should be treated as part of a nonprofit’s overall fundraising strategy, not as a separate activity reserved for wealthy donors or large development teams. Strong annual giving systems, thoughtful donor stewardship, and long-term relationship building can all support a healthy legacy pipeline. By recognizing loyalty, approaching donors with authentic curiosity, and advocating for long-term sustainability alongside immediate fundraising needs, organizations can help supporters extend their values far into the future, and create transformational impact in the process. Stay Connected with The Fund Raising School 🔗 Explore courses and resources: https://bit.ly/3QKSAEn 🤝 Join the The Fund Raising School – Changemakers Community on LinkedIn: https://www.linkedin.com/groups/21740024/ 📱 Follow us for more fundraising insights: • LinkedIn: https://www.linkedin.com/company/thefundraisingschool/ • Instagram: https://www.instagram.com/thefundraisingschool/ • Facebook: https://www.facebook.com/TheFundRaisingSchool