Most of us have come across a pushy salesperson at some point. Theater and movies have further satirized these characters in performances both unforgettable (Wolf of Wall Street, Glengarry Glen Ross) and less memorable (Cadillac Man, Used Cars). These overbearing characters, whether in “reel life” or “real life,” cajole buyers into decisions that are not in their best interest (but rather benefit the seller and the salesperson).
Planned giving relies on donors making thoughtful, impactful commitments designed to help sustain personally meaningful charitable organizations. However heartfelt their intentions, though, donors are still likely to have concerns or even objections.
Sometimes, a no is a no. But when an eager donor starts second-guessing, the key to successful gift completion lies in making the donor feel heard and understood by handling their objections and fears with knowledge, empathy, and patience. For the following common concerns, we’ll compare the stereotypical pushy salesperson approach to the measured response of a gift planning professional.
Objection #1: “I’m not ready to make a decision.”
While the pushy salesperson would pressure a potential donor into an immediate commitment, you understand the importance of respecting the donor’s timeline.
Solution: Offer information and build relationships
• Acknowledge that making a gift can be a significant decision and emphasize that any donation should align with the donor’s comfort level.
• Provide educational materials that allow donors to explore options at their own pace.
• Use regular, pressure-free communication to cultivate trust and understanding and keep the donor engaged.
Objection #2: “I’m concerned about my family’s financial security.”
A pushy salesperson would downplay this concern, but you know that it is essential to address this legitimate and often emotional issue head-on.
Solution: Highlight flexible giving options
• Acknowledge the concern and discuss gift options designed to ensure a family’s financial security while providing meaningful support to your organization.
• Explore life income gifts and demonstrate how they work using case studies and illustrations.
• Discuss revocable gifts (bequests or beneficiary designations) that cost nothing now but make an important future impact.
Objection #3: “I don’t want to lose control over my assets.”
While a pushy salesperson would brush past this objection and undermine the donor’s trust, you know how to increase trust by empowering the donor to maintain a level of control they are comfortable with.
Solution: Showcase beneficial structures
• Acknowledge that giving up control can be difficult and encourage donors to articulate the type or level of control they want to retain.
• Illustrate how specific planned giving vehicles (certain charitable trusts, donor-advised funds) allow donors to retain control until the time is right.
• Note that revocable gifts allow donors to retain full control of the assets during life—the donor can adjust or even revoke the gift if goals or circumstances change.
Objection #4: “I don’t have enough assets to make a difference.”
A pushy salesperson might focus solely on large donations, but you understand that every contribution makes an important impact.
Solution: Highlight inclusive giving opportunities
• Acknowledge the common misconception that a smaller gift does not make a big impact.
• Help change donor perception by sharing specific donor stories—particularly stories of those who started with smaller commitments and later expanded their philanthropic contributions.
• Show the donor exactly what their gift, when combined with the gifts of others, will be used to accomplish at your organization.
Objection #5: “I’d like to make a planned gift, but I don’t have time right now.”
While a pushy salesperson might alienate the donor by insisting that right now is the best time, you know that planned gifts can take time, and patience is a virtue.
Solution: Offer understanding and help
• Acknowledge the busy, stressful lives most of us lead and the difficulty of prioritizing anything that doesn’t feel urgent.
• Seek out more information about the planned gift the donor has in mind and offer any help that would make the gift process easier or faster.
• Highlight the tax and planning benefits associated with the gift, as these might be useful to the donor sooner rather than later.
• In the case of a donor interested in making a bequest, mention the general importance of having a will and keeping it updated, along with the relative ease of adding a gift in a codicil.
In the world of planned giving, your role is unique and essential—prioritize donor interests and concerns, show empathy and understanding, seek out additional details, and offer help and information. By taking this approach, you can consistently address objections while nurturing lasting relationships.
