[NPFX Ep. 27] Planned Giving: The What, Why & How of Legacy Fundraising (with Matt Hugg and Jeannette Edwards)

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Welcome to The Nonprofit Fundraising Exchange, a podcast from IPM Advancement. Our mission is to empower nonprofits to succeed so they can make the world a better place.

Today’s topic: Planned Giving: The What, Why & How of Legacy Fundraising

Planned giving is a vital part of many nonprofits' fundraising programs, yet some fundraisers or nonprofit leaders are slow to solicit planned gifts. Fear of complicated gifts or uncomfortable conversations with donors can push planned giving to the back burner. In today's podcast episode, our panel explores why planned gifts are so important to nonprofits of every size, common mistakes fundraisers make with planned giving, and how to create a successful planned giving program that can help secure your nonprofit's future.

Time-Stamped Episode Shortcuts:

  • Planned giving defined and why it's important to donors [2:50]
  • Where planned gifts come from, and why they're important to nonprofits [4:20]
  • Demographics of planned gift donors and when to talk to them [8:50]
  • How to make talking about planned giving easier for the fundraiser [12:52]
  • Common mistakes fundraisers make with planned giving [15:33]
  • The importance of non-cash assets [17:00]
  • How endowments and donor-advised funds relate to planned giving [18:49]
  • Considering the donor's perspective [22:45]
  • Advice for small to mid-size nonprofits [25:46]
  • Resources for improving your planned giving program and skill set [29:52]

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Matt Hugg is president and founder of Nonprofit.Courses, an on-demand, e-learning resource with thousands of courses specifically for nonprofit leaders, staff, board members and volunteers. He’s the author of the Guide to Nonprofit Consulting, and teaches nonprofit management at several universities, via the web, and in-person in the United States, Africa, Asia and Europe. Matt’s past work includes fundraising for the University of the Arts, Ursinus College, University of Cincinnati and the Boy Scouts of America. He has a BS from Juniata College and an MA in Philanthropy and Development from St. Mary’s University of Minnesota.

Jeannette Edwards is Senior Planned Giving Officer for Good Shepherd Rehabilitation Network, a post-acute healthcare organization in Allentown, Pennsylvania, where she manages all aspects of the planned giving program.
Jeannette is a member of the National Association of Charitable Gift Planners, Association of Fundraising Professionals, and a board member of the Estate Planning Council of the Lehigh Valley.

Alan Knobloch has held positions in the nonprofit sector at The Nature Conservancy Arizona, St. Joseph’s Hospital and Barrow Neurological Institute, Phoenix Children’s Hospital Foundation, and Valley of the Sun United Way. In addition to being a Certified Fund Raising Executive from the Association of Fund Raising Professionals, he has earned a diploma from the National Planned Giving Institute from the College of William and Mary.


Rich Frazier has worked in the nonprofit sector for over 30 years. In his role as senior consultant with IPM Advancement, Rich offers extensive understanding and knowledge in major gifts program management, fund development, strategic planning, and board of directors development.

Russ Phaneuf, a co-founder of IPM Advancement, has a background in higher education development, with positions at the University of Hartford, Northern Arizona University, and Thunderbird School of Global Management. As IPM's managing director & chief strategist, Russ serves as lead fundraising strategist, award-winning content creator, and program analyst specializing in applied system dynamics.


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