Nonprofit Nation with Julia Campbell
Episode: Future-Proof Your Nonprofit With Planned Giving with Tony Martignetti
Release Date: July 2, 2025
Host: Julia Campbell
Guest: Tony Martignetti, Planned Giving Evangelist and Host of Nonprofit Radio
Introduction
In this insightful episode of Nonprofit Nation, host Julia Campbell engages in a comprehensive discussion with Tony Martignetti about the pivotal role of planned giving in ensuring the long-term sustainability of nonprofits. Tony, a seasoned expert with over 28 years in the field, shares his extensive experience and strategies to help organizations of all sizes build resilient financial foundations through planned giving.
The Evolution of Planned Giving
Tony begins by reflecting on his journey from a frontline fundraiser in 1997 to a consultant focusing on planned giving programs since 2003. He highlights the significant shift in his approach over the years:
"I would make it so much more focused and simple and easy and accessible now than I did in those early days" (03:04).
Tony emphasizes the importance of starting with the most straightforward and widely understood forms of planned giving, such as simple gifts in wills, rather than overwhelming organizations with numerous complex options.
Relevance for Small and Mid-sized Nonprofits
Addressing a common misconception, Tony explains why planned giving is not exclusively for large institutions:
"Sustainability. There's so much talk about sustainability... planned giving is ideal for launching your endowment" (04:23).
He underscores that planned giving provides financial stability by helping nonprofits build or grow their endowments, ensuring that their mission can continue for generations.
Key Terminology in Planned Giving
Julia and Tony delve into the essential terms associated with planned giving, clarifying that:
"Planned giving. It's also called, as you said, legacy giving, long term giving, deferred giving" (05:45).
These gifts typically involve long-term commitments through a donor’s estate or retirement plans and are best suited for an organization's most loyal and committed donors.
Identifying the Right Donors
A critical component of successful planned giving is identifying and targeting the right donors. Tony provides a strategic approach:
"Query for longevity, loyalty... maybe 25 gifts in 20 years" (07:46).
He advises nonprofits to use their CRM systems to identify donors with a history of consistent giving, regardless of the size of their individual contributions. This focus on loyalty over donation size is pivotal for building a robust planned giving program.
Addressing Concerns from Board/Boss
Tony addresses common objections from board members or executives who may believe that planned giving cannibalizes other revenue streams:
"They increase their other giving literally to that same charity... because they feel so close" (12:49).
He debunks the myth that planned giving detracts from annual funds, citing research that shows donors who commit to planned gifts often increase their regular contributions.
Types of Planned Gifts
While advocating for simplicity in launching planned giving programs, Tony outlines various types of planned gifts:
"Life insurance... charitable rollover... charitable trusts" (16:45).
However, he recommends starting with simple gifts and wills, which account for the majority of planned gifts, before exploring more complex options as the program matures.
Initiating Conversations on Planned Giving
Approaching donors about planned giving can be sensitive, but Tony offers valuable tips:
"It's a conversation about legacy and life and the future. Not an ending, but like a beginning" (21:59).
He emphasizes reframing the conversation to focus on the longevity and sustainability of the nonprofit’s mission, rather than the donor’s mortality.
Stewardship of Planned Givers
Once a donor commits to a planned gift, effective stewardship is crucial. Tony outlines several strategies:
"Handwritten notes... formal thank you letters... exclusive invitations to events" (26:57).
He advocates for personalized and meaningful acknowledgments, reinforcing the donor’s valuable contribution to the organization’s future.
Advice for New Development Directors
For those new to development or establishing a planned giving program, Tony advises:
"Query your database, find your loyal committed donors and figure out how you're going to start approaching them" (30:29).
He stresses the importance of leveraging existing relationships and using data-driven approaches to identify and engage potential planned givers.
The Nonprofit Activist Coalition
Towards the end of the episode, Tony introduces the Nonprofit Activist Coalition, a grassroots network aimed at empowering nonprofits to advocate effectively:
"We are so much stronger... when we are together" (34:00).
He highlights the coalition’s efforts to educate members on appropriate advocacy and lobbying practices, reinforcing the importance of collective action in the nonprofit sector.
Conclusion
Julia Campbell wraps up the episode by emphasizing the critical insights shared by Tony Martignetti, encouraging listeners to incorporate planned giving into their fundraising strategies to secure their organizations' futures. She also highlights Tony’s resources, including his podcast Nonprofit Radio, and the Nonprofit Activist Coalition, providing listeners with actionable steps to further their planned giving initiatives.
Notable Quotes with Timestamps
- Tony Martignetti (03:04): "I would make it so much more focused and simple and easy and accessible now than I did in those early days."
- Tony Martignetti (04:23): "Sustainability. There's so much talk about sustainability... planned giving is ideal for launching your endowment."
- Tony Martignetti (05:45): "Planned giving. It's also called, as you said, legacy giving, long term giving, deferred giving."
- Tony Martignetti (07:46): "Query for longevity, loyalty... maybe 25 gifts in 20 years."
- Tony Martignetti (12:49): "They increase their other giving literally to that same charity... because they feel so close."
- Tony Martignetti (16:45): "Life insurance... charitable rollover... charitable trusts."
- Tony Martignetti (21:59): "It's a conversation about legacy and life and the future. Not an ending, but like a beginning."
- Tony Martignetti (26:57): "Handwritten notes... formal thank you letters... exclusive invitations to events."
- Tony Martignetti (30:29): "Query your database, find your loyal committed donors and figure out how you're going to start approaching them."
- Tony Martignetti (34:00): "We are so much stronger... when we are together."
Resources Mentioned
- Tony Martignetti's Podcast: Nonprofit Radio
- Nonprofit Activist Coalition: Join via TonyMartinetti.com
- Professor Russell James’s Research: Texas Tech University
Connect with the Hosts
This summary encapsulates the key discussions and insights from the episode, providing a comprehensive overview for those who haven't listened. For more detailed strategies and personal anecdotes, tuning into the full episode is highly recommended.