What if planned giving isn’t just for large nonprofits with massive development teams, sophisticated systems, and years of experience?

In this episode of Nonprofit Nation, Julia Campbell talks with Tony Martignetti, the evangelist for Planned Giving and author of the forthcoming book Planned Giving Accelerated, about why small and mid-size nonprofits should be thinking about legacy giving, and why it doesn’t have to be complicated.

Tony shares a practical, approachable perspective on how nonprofits can recognize potential planned giving donors, start meaningful conversations about legacy giving, and build a program without expensive infrastructure or unnecessary complexity.

Together, Julia and Tony unpack some of the biggest misconceptions around planned giving, including the idea that only wealthy donors or large institutions should pursue it. They also explore why donor loyalty can matter more than the size of an individual gift, how to make conversations about estate plans feel natural, and what nonprofit leaders and boards need to understand about building a culture around legacy giving.

In this episode, you’ll learn:

• Why planned giving isn’t just for universities, hospitals, and large institutions
• The biggest misconceptions that keep small nonprofits from getting started
• What a simple and affordable planned giving program can look like
• How to identify donors who may be strong planned giving prospects
• Why donor loyalty can be more important than wealth when identifying potential legacy donors
• How to introduce planned giving without making the conversation uncomfortable or transactional
• What fundraisers need to know before talking with donors about legacy gifts
• When to involve a donor’s attorney or financial advisor
• The basic infrastructure a nonprofit actually needs to get started
• How to communicate about planned giving without overwhelming donors with technical information
• How nonprofit leaders and boards can support a culture of legacy giving
• Why the current generational transfer of wealth creates an important opportunity for nonprofits
• One thing fundraisers can do this week to start moving planned giving forward

About Tony Martignetti

Tony Martignetti is the evangelist for Planned Giving and the author of Planned Giving Accelerated, a book designed to help small and mid-size nonprofits launch planned giving programs by making the process easy, accessible, and affordable.

Tony began his career as a front-line planned giving fundraiser in 1997 and launched his consulting practice in 2003. He is also a lawyer with a background in stand-up comedy and improv—an unusual combination that helps him make planned giving approachable rather than intimidating.

Resources & Links

🔗 Tony Martignetti on LinkedIn: https://www.linkedin.com/in/tonymartignetti/

📖 Planned Giving Accelerated: PlannedGivingAccelerated.com

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