A Legacy of Planned Giving Gets Personal (Teaching Nonprofits)

The Nonprofit Show

An emotional and thought-provoking episode with our guest, co-host, and friend, Wendy F. Adams. Wendy bravely shares her deeply personal story of gift legacies and the challenges of managing estates after significant family losses. Wendy, a seasoned nonprofit professional herself and now a consultant to nonprofit leaders, discusses the heart-wrenching reality of being both a fundraiser and someone navigating the death of loved ones--uncovering critical lessons about donor stewardship and the importance of recognizing consistent donors.

Wendy lost several family members in quick succession, including her mother, and was tasked with managing their estates. As someone who had dedicated her career to fundraising and nonprofit leadership, she found herself on the other side of the desk—grieving, making difficult phone calls, and uncovering truths about the ways organizations steward their donors. “By the time I got to the third call, I said, ‘OK, this is not someone who’s just young in the field and doesn’t know.’ We’ve got a breakdown,” Wendy recounted.

Her mother, a dedicated nurse and a longtime donor, had been supporting several nonprofits for over 15 years, often giving $60 a month to at least seven different organizations, adding up to tens of thousands of dollars. Despite her consistent generosity, when Wendy called to inform these nonprofits of her mother’s passing, she was met with polite condolences but no recognition of the impact her mother had made. “I was floored and amazed to actually do the math myself,” she shared, “but what floored me in not a good way was the response I received when I called...there was not a word to say thank you.”

Wendy’s very human experience highlights the profound need for nonprofits to do better in stewarding donors, especially those who give consistently over long periods. Her story reminds us of the importance of having these conversations early and often, ensuring that donors like her mother feel appreciated not only during their lifetime but beyond. As Wendy passionately stated, “We have to do better. I’m still in the sector, and I love it, but we need to rise to the occasion.”

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