What 30 Years in Planned Giving Teaches You

A conversation with Tony Martignetti

When I spoke with Tony Martignetti, the conversation did not start with planned giving.

It started with Chicago, comedy, and beaches.

While I’m dealing with Midwest winters, Tony is about 60 seconds from having his toes in the sand in North Carolina. That was written with a bit of jealousy.

We also talked about improv and stand-up comedy. That part surprised me less. There’s a certain rhythm to good fundraisers, and it’s not that different from someone who knows how to read a room and land a line.

Eventually, we landed on planned giving. Tony has spent nearly 30 years focused on helping nonprofits raise more money through gifts in a donor’s will. When I asked what the secret is, he smiled with a raised brow and basically told me there are none.

An Unlikely Path That Makes a Lot of Sense

Tony did not come up through the typical nonprofit route. He started as a lawyer doing general liability and medical malpractice defense.

“I hated it,” he told me, without hesitation.

So he left and built a business helping other lawyers leave the profession. Which, if you think about it, is incredibly niche. He honestly added, “I was getting by but I wanted to find a career where I could earn more.”

With some research, Tony moved into nonprofit fundraising, specifically planned giving. It leveraged his legal background, but more importantly, it introduced him to something he clearly enjoys more: working with people, building relationships, and helping organizations think long term.

Nearly three decades later, he is still doing exactly that.

The Part Everyone Overthinks

At one point, I asked Tony what the simplest way is for an organization to start with planned giving.

He didn’t pause. “Start with wills.”

That was it. I waited for the second part. There wasn’t one.

Then he added, “You don’t have to know anything about planned giving to launch.”

That’s where most organizations get stuck. They assume there’s a barrier to entry. Legal knowledge. Technical language. A need to get everything exactly right before they begin.

So they wait.

Follow What Actually Happens

Tony backed it up with something that is both obvious and often ignored.

“Wills are always 75 to 90 percent of every planned giving program.”

We love to complicate this work. We talk about advanced gift vehicles, creative strategies, and all the things that sound impressive in a board meeting.

Meanwhile, the majority of legacy gifts are coming from one place.

Bequests.

It’s not that the other options don’t matter. It’s that they don’t matter first.

Planned Giving Confusion

Planned giving has a perception issue.

People assume it’s uncomfortable. That it’s a conversation about death. And because of that, they avoid it.

Tony reframes it simply, “It’s not a death conversation. It’s about the life and sustainability of your nonprofit.”

When you shift the focus to impact and what continues, the conversation opens up. It becomes less about endings and more about what lasts.

What Has Not Changed

A lot has changed over the past 30 years.

There are more tools, more platforms, more ways to give. Donor advised funds, qualified charitable distributions, and now AI is entering the conversation.

When I asked Tony how things have evolved, his answer was, “It’s always been a relationship business. There are some great tools out there, but that’s not what moves the needle.”

The Real Barrier

Listening to Tony, and thinking about my own experience, it becomes clear that most organizations don’t have a planned giving problem.

They have a starting problem.

They wait until they feel ready. They wait until they feel knowledgeable. They wait until the timing is right.

I’ve spoken with hundreds of organizations looking to grow legacy giving, and the common thread is fear of starting. Then they start, and the energy shifts fast.

You can feel it. One conversation leads to another. Confidence builds. Momentum follows.

Meanwhile, their best donors were there all along. People who have been giving for years and would be open to a conversation if someone simply asked.

Start Smaller Than You Think

Tony’s advice is not complicated.

Start with your most loyal donors. Talk about the long-term impact of your work. Let them know that many supporters choose to include organizations in their will.

Tony commented, “Start with a conversation.”

You don’t need a perfect pitch. You don’t need to explain every option. You just need to open the door.

Final Thought

Tony has built a career that has lasted nearly 30 years in planned giving, not by adding layers of complexity, but by focusing on what consistently works. His approach centers on clear messaging, strong relationships, and steady action over time.

That combination works!

You do not need to master every aspect of planned giving before you begin. You simply need to start.

Check out Tony’s website and learn more: https://tonymartignetti.com/

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I help nonprofits raise more money through education, coaching, and strategic planning. I also lead high-impact professional development, coaching programs, and retreats for companies of all sizes. If you’re ready to strengthen your fundraising strategy, turn board members into advocates, or build a comprehensive legacy giving program, let’s talk.