$1,500 in lifetime giving. A million-dollar gift in the will.

Tony Martignetti calls it the planned giving multiplier — the gap between what a donor gives you while they're living and what they leave you when they're gone. It's often measured in the thousands. And the donors most likely to trigger it aren't your wealthiest. They're your most loyal. 🩵

Tony has spent 29 years in planned giving — as a frontline fundraiser, a director of planned giving at two nonprofits, and now founder of Planned Giving Accelerator, where his clients have secured millions in bequests. His new book exists to prove that unlocking the multiplier at your organization takes about a week.

In this episode, you'll hear:

The planned giving multiplier explained — and why the $35,000 average U.S. bequest is a major gift at nearly every small shop
Why a top prospect is defined by consistency, not capacity: 10, 15, 20 years of giving beats a big number every time
Tony's three-step, one-week launch: identify your top prospects, start with gifts in wills, cultivate and solicit
The six myths keeping small nonprofits from ever asking — including the one that quantitative research flatly disproves
How a historical society with one employee mailed 200 letters and got six people saying they'd include the org in their will

Your loyalty data is already sitting in your database. Here's how to act on it. 🩵

Episode Highlights:

(3:53) 29 years of making planned giving accessible
(5:02) The book title that takes the friction out of the topic
(6:40) Six myths that keep the multiplier locked up
(9:07) The three-step, one-week launch
(10:07) Loyalty over capacity: what makes a top prospect
(12:38) One employee, 200 letters, six bequests
(14:28) Why your toolkit can be minimal
(17:36) The $35,000 average bequest and the 1,000-program goal
(18:52) The multiplier in action: $1,500 in, $1M out
(19:51) A postal worker's $750,000 legacy
(21:06) One good thing: don't be intimidated

Episode Show Notes: www.weareforgood.com/episode/734

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734. The Planned Giving Multiplier: Why Your Most Loyal Donors Are Your Biggest Opportunity - Tony Martignetti

We Are For Good Podcast - The Podcast for Nonprofits

734. The Planned Giving Multiplier: Why Your Most Loyal Donors Are Your Biggest Opportunity - Tony Martignetti