In this episode of The First Day from The Fund Raising School, Bill Stanczykiewicz, Ed.D., is joined by Christy Coulter, MA, CFRM, CEO of Apex Legacy Consulting and a faculty member at The Fund Raising School, to discuss the growing importance of planned gift fundraising. Once viewed as a complicated area that many nonprofits were reluctant to pursue, planned giving is attracting renewed interest as organizations consider the opportunities associated with the great wealth transfer. Coulter explains that an estimated $120 trillion in wealth could change hands over the next 20 to 30 years, much of it held in non-cash assets. As nonprofit leaders recognize the potential of these gifts, fundraisers must demonstrate how planned giving can strengthen long-term sustainability without compromising immediate fundraising priorities.
Coulter explains that building organizational support begins with presenting planned giving as a complement to annual fundraising rather than a competing priority. Citing research by Russell James III, she notes that donors who make estate gift commitments can increase their annual giving by 77%, while planned gifts may reach 100 to 300 times the size of a donor's largest previous contribution. Bill and Christy emphasize that these opportunities are not limited to wealthy donors or large institutions. Smaller nonprofits can benefit significantly from gifts of $10,000, $18,000, or $67,000, particularly when those contributions provide financial stability during uncertain times. Coulter also explains that thoughtful giving strategies can allow donors with relatively modest estates to provide meaningful support for both their families and their favorite charitable organizations.
Bill and Christy also explore the financial planning and internal coordination required to manage planned gifts responsibly. Coulter distinguishes between future commitments, which organizations can track in their donor databases, and realized gifts, which become available for financial use. Because many estate commitments remain revocable during a donor's lifetime, organizations should not treat anticipated contributions as current operating revenue. Gift acceptance policies, donor intention forms, and written gift agreements help establish how funds will be managed and distributed, particularly when donors designate contributions for specific programs or endowments. Coulter recommends reviewing gift agreements every three to four years to confirm that donor intentions remain current. For fundraisers, the lesson is that planned giving requires collaboration among development staff, financial leadership, and boards to ensure that gifts are properly stewarded and aligned with organizational priorities.
The central takeaway is that planned giving extends beyond estate gifts and begins with understanding the assets donors hold and the decisions they make about their financial futures. Coulter explains that stock, real estate, business interests, collectibles, and other non-cash assets can create opportunities for charitable support during a donor's lifetime as well as through an estate. Donors preparing to sell a business, dispose of property, or liquidate investments may benefit from considering a charitable gift before the sale. Rather than leading with complicated financial strategies, Coulter encourages fundraisers to listen carefully, recognize opportunities in donor conversations, and share information about giving options. Her guiding principle, "curiosity is not nosiness," reinforces the importance of thoughtful questions and genuine relationships. For nonprofits of every size, planned giving offers an opportunity to connect donors' resources with the lasting impact they hope to make.
