In this episode of The Responsive Lab, co-hosts Carly Berna and Scott Holthaus sit down with Russell James, a leading voice in planned giving strategy, psychology, and research. Russell brings his unique background as a lawyer, fundraiser, college president, and now professor at Texas Tech, to unpack the practical steps any nonprofit can take to start (or strengthen) a planned giving program.
From the “magic age” for engagement to the psychology behind why donors give at end-of-life, this episode is packed with insights, phrases, and donor stories you can start using today.
You’ll also learn:
- Why the biggest mistake fundraisers make is going radio silent on aging donors
- How to use donor stories to create a powerful social norm
- Which phrases work (and which don’t) when talking about estate gifts
- How to motivate legacy giving without triggering death-avoidance
- The secret to turning one legacy gift into two—starting now
Connect with Russell and other resources:
- Get your copy of The Socratic Fundraiser.
- Get Russell’s other free resources here.
- Follow Encourage Generosity on LinkedIn.
Listen Now
Learn More
The Responsive Lab is brought to you by Virtuous.
Virtuous is a software company committed to helping nonprofits grow generosity. Virtuous believes that generosity has the power to create profound change in the world and in the heart of the giver. With that in mind, it’s their mission to move the needle on global generosity by helping nonprofits better connect with and inspire their givers. Learn more about Virtuous and download your free Nonprofit CRM Checklist at virtuous.org/crmchecklist.
