Planned Giving Accelerated | Author Interview: Tony Martignetti

https://www.plannedgivingaccelerated.com/my-book

The episode features planned-giving consultant Tony Martignetti discussing his book, Planned Giving Accelerated. His central message is that legacy fundraising isn’t reserved for universities, hospitals, or large nonprofits—small and midsized organizations can launch a practical program in one week.

The three-step approach:

Identify your strongest prospects. Prioritize loyal, long-term donors with whom someone at the nonprofit has a genuine relationship. Consistency matters more than wealth: someone who has donated $5 annually for 20 years may be a better prospect than an occasional major donor.

Start exclusively with gifts in wills. Bequests are familiar, simple, and cost donors nothing during their lifetimes. More complicated vehicles can wait until the program matures.

Cultivate and ask. Begin personal conversations with the best prospects. Martignetti recommends asking directly but naturally: “Would you consider including us in your will?”

Key insights:

Planned giving is a conversation about life, not death. The focus should be the longevity of the organization’s work and its future impact in the community.

Loyalty predicts potential better than gift size. Nonprofits shouldn’t restrict planned-giving outreach to wealthy or major donors.

Start with donors around age 55–60 or older. Younger donors can participate later, but older, established supporters are more likely to retain the organization in their estate plans.

Don’t lead with tax benefits. Most modest donors will receive little or no estate-tax advantage; they give because they care about the mission. Technical questions should be referred to the donor’s attorney or financial adviser.

Bequests are usually unrestricted. Martignetti encourages nonprofits to place as much as practical into an endowment while balancing immediate operating needs.