Episode Summary: Unlocking the Potential of Planned Giving for Your Nonprofit with Brantley Boyett

What the Fundraising Episode 229, released on March 4, 2025, features Brantley Boyett, President and Co-Founder of Giving Docs, in a compelling discussion with host Mallory Erickson. This episode delves into the transformative power of planned giving for nonprofits, debunking common misconceptions, exploring the synergy between planned and annual giving, and examining the role of technology and AI in enhancing donor relationships.

1. Introduction to Brantley Boyett and Giving Docs

Brantley Boyett begins by sharing his professional journey, transitioning from a law career in Austin, Texas, to co-founding Giving Docs in 2015. The platform, designed to facilitate online estate planning, aims to encourage individuals to include their favorite organizations in their legacy plans.

Brantley Boyett [02:26]: "Giving Docs from a high level is an online estate planning platform that is purpose-built to get people to plan their estate today and include the organizations that they care most about."

2. Demystifying Planned Giving

Brantley emphasizes that planned giving is accessible to any nonprofit, regardless of size or donor base. The primary barriers are often internal, such as lack of education and institutional buy-in.

Brantley Boyett [03:49]: "Plan giving can be useful for any type of nonprofit organization. There's not really rules around how big you have to be or what kind of donors you have to have."

He further highlights the burgeoning potential of planned giving, noting that it currently accounts for nearly 10% of all donations with an anticipated wealth transfer of up to $9 trillion to nonprofits in the next 25 years.

3. Addressing Myths and Misconceptions

Mallory raises a common fear among small organizations: the concern that planned giving might cannibalize annual donations. Brantley counters this by illustrating how integrated approaches can actually enhance donor relationships and fundraising outcomes.

Brantley Boyett [06:39]: "The organizations who have the best both types of programs, major giving and plan giving, are communicating really well with each other."

4. Integration of Planned and Annual Giving

Brantley discusses the importance of breaking down silos between major and planned giving departments. He argues that a holistic approach fosters better communication and leverages existing donor relationships to support both immediate and long-term fundraising goals.

Brantley Boyett [07:55]: "If you're thinking about this holistically and long term, it makes perfect sense that those two sides of the organization would be communicating and encouraging each other."

5. The Role of Technology and AI in Planned Giving

The conversation shifts to the impact of technology, particularly AI, on planned giving. Brantley explains how Giving Docs utilizes AI for behavioral insights and optimizing donor communication while maintaining ethical standards.

Brantley Boyett [08:44]: "AI makes a lot of that easier, at least faster. Right. And we can get that stuff out."

He also underscores the cautious approach necessary to ensure that AI enhances rather than detracts from the personal connections vital in fundraising.

Brantley Boyett [10:35]: "There's a question about what's fair and ethical in regards to donors and communicating with them and how much should we let them know."

6. Strategies for Engaging Donors

Brantley introduces the concept of "hand raisers"—donors who have expressed intent to leave a planned gift but haven't yet formalized it. He shares strategies to nurture these relationships and convert intent into action through targeted communication and support.

Brantley Boyett [15:22]: "How do we get those people across the finish line? What is the appropriate messaging?"

He also emphasizes the importance of long-term commitment and the necessity for organizations to invest in education and relationship-building to realize the full benefits of planned giving.

7. Overcoming Challenges in Planned Giving Programs

The discussion addresses common challenges, such as internal politics, budget constraints, and maintaining donor relationships over extended periods. Brantley advocates for a conscious, strategic approach to integrating planned giving into an organization's broader fundraising efforts.

Brantley Boyett [21:49]: "It's a framing issue that a lot of fundraisers, it's not ingrained in anyone. It needs to be trained."

Mallory echoes the need for intentionality, highlighting the importance of aligning fundraising practices with organizational values and donor expectations.

Mallory Erickson [24:50]: "There isn't that consciousness. Everybody's just doing the best they can with the resources they have available. They're afraid of not hitting those goals."

8. Preparing for a Planned Giving Program

Brantley advises organizations to assess their readiness before launching a planned giving program. Essential steps include securing leadership buy-in, developing a donor journey, and establishing robust marketing strategies. He recommends consulting experts to create a comprehensive multi-year plan.

Brantley Boyett [26:27]: "To start a plan giving program, you need some kind of audience to talk to, talk to people to talk to about this. You need institutional buy-in."

9. Conclusion and Resources

Brantley concludes by reiterating the significance of planned giving as a relationship-oriented facet of fundraising, emphasizing that technology should complement rather than replace human interactions.

Brantley Boyett [27:03]: "These people do want generally some kind of human connection. Now we've seen with our platform that a lot don't."

Mallory encourages listeners to connect with Brantley and explore Giving Docs for further insights and support in implementing effective planned giving strategies.

Brantley Boyett [27:52]: "Anyone that's interested in learning more can go to givingdocs.com or email me at brantley@givingdocs.com."

Key Takeaways

• Planned Giving is Universal: Suitable for any nonprofit, regardless of size or donor demographics.
• Integration Enhances Fundraising: Combining planned and annual giving can strengthen overall fundraising efforts.
• Technology as an Enabler: AI and online platforms can streamline planned giving processes while maintaining ethical standards.
• Focus on Relationships: Maintaining and nurturing donor relationships is crucial for successful planned giving programs.
• Strategic Preparation: Organizations should prepare comprehensively before launching planned giving initiatives, ensuring leadership support and robust marketing plans.

This episode provides invaluable insights for nonprofit leaders seeking to expand their fundraising strategies through planned giving. Brantley Boyett's expertise offers a roadmap to harnessing the potential of legacy gifts, fostering enduring donor relationships, and leveraging technology responsibly to achieve long-term organizational success.