Ever feel like talking about wills and "bequests" is just a polite way of reminding people they’re going to die? Honestly, most fundraisers feel the exact same way. It’s awkward. It feels like you're hovering over a donor's shoulder while they’re looking at a casket.
But here’s the thing. Dr. Russell James—the guy who literally put donors in an fMRI machine to see how their brains tick—proved that we’ve been looking at this all wrong. Russell James planned giving research isn't just about taxes or "leaving a legacy." It's actually about how the human brain processes story versus math.
If you’re still leading with logic, you’re losing. Big time.
Your Brain on Legacy: The Lingual Gyrus Secret
When most people think about a "bequest," the part of the brain that handles death and mortality doesn't actually light up in a way that helps you. Instead, Dr. James found that when a donor considers a charitable gift in their will, two specific areas go into overdrive: the lingual gyrus and the precuneus.
Wait, what?
Basically, these are the visual parts of your brain. The lingual gyrus is involved in dreaming and visual imagery. The precuneus handles your "autobiographical memory." In plain English: when someone decides to leave a gift, they aren't thinking about a legal document. They are watching a movie of their own life. They are looking at themselves in the third person and deciding how they want their story to end.
If you use words like "bequest," "instrument," or "decedent," you basically slam the brakes on that movie. You move the donor from a beautiful, visual story into a cold, clinical office. Kinda kills the vibe, right?
The 75% Growth Myth (That’s Actually True)
One of the most mind-blowing stats to come out of Dr. James’ work—specifically his analysis of the Health and Retirement Study—is what happens to annual giving after a person makes a planned gift.
Most boards are terrified that if a donor puts the nonprofit in their will, they’ll stop giving now. "They already gave us the big one! Why would they send $50 for the year-end appeal?"
The data says the opposite.
On average, donors who added a charity to their will saw their annual giving increase by 75%. We’re talking about an average jump of over $3,000 extra per year. Why? Because once they’ve committed their "final" gift, their identity is locked in. They aren't just a donor anymore. They are a partner. They have a "reciprocal alliance," as James calls it. They want to make sure the organization they’re leaving their money to is actually going to be around to spend it.
Stop Talking Like a Lawyer
Seriously. Stop it.
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Dr. James did a bunch of experiments on the actual words we use. It turns out that "formal" language is a donor repellent. You've probably seen these terms in brochures, but here is what the brain actually wants to hear:
- Don't say: "Make a bequest."
- Do say: "Leave a gift in your will."
- Don't say: "Estate planning."
- Do say: "Will planning."
- Don't say: "Support our endowment."
- Do say: "Make a lasting impact."
It’s about simplicity. When you use words like "bequest," you’re forcing the donor to do mental work to translate what you mean. The moment the brain has to work too hard, it shuts down. James found that the more "legalese" you use, the lower the interest in giving.
The Power of the "Childless Donor"
If you're looking for where the money actually is, it’s not always where you think. Dr. James’ research into 350 years of probate data showed one massive, undeniable predictor of who leaves a gift to charity: childlessness.
It sounds blunt, but it’s just the way it is. People with children usually feel a biological and social pressure to leave everything to their heirs. People without children are looking for a way to ensure their values live on.
In fact, while childless donors make up a small fraction of the population, they account for over 50% of all charitable bequest dollars. If your planned giving outreach isn't specifically looking at your long-term, loyal donors who don't have kids, you're missing the easiest "yes" in the room.
The Hero's Journey (No, Really)
Dr. James talks a lot about "Advancing the Donor's Hero Story."
Think about your favorite movie. The hero faces a challenge, finds a guide, and achieves a victory. In the world of Russell James planned giving, the nonprofit is not the hero. The nonprofit is the "guide" (think Obi-Wan or Gandalf). The donor is the hero.
Your job is to show the donor how their gift allows them to "win" a victory over a problem they care about—even after they're gone. This is what James calls "symbolic immortality." We all want to feel like we mattered. A well-placed gift in a will is just a way of saying, "I was here, and I made a difference."
Practical Steps to Fix Your Strategy
So, how do you actually use this without feeling like a creep?
- Lead with story, not math. Start by asking donors about their history with the cause. "When did you first get involved with us?" This triggers that autobiographical memory (the precuneus!) and gets them in the right headspace.
- Focus on non-cash assets. Most people think they are "cash poor" because they look at their checking account. But most wealth is in real estate, stocks, and IRAs. Dr. James points out that organizations that only ask for cash grow way slower than those that ask for assets.
- Use "social norms." People do what other people like them do. Instead of saying "You should give," try "Many of our long-time supporters are choosing to leave a gift in their will to keep this work going." It feels safer. It feels normal.
- Mention the "Honorary" angle. James found that suggesting a gift in honor of someone—like a mother or a mentor—is a huge motivator. It shifts the focus from the donor's death to someone else's life and legacy.
- Don't go radio silent. If someone tells you they’ve put you in their will, don't stop talking to them. Wills are rewritten every few years. If you ignore them because "the gift is locked in," they’ll probably write you out the next time they update their papers.
The Big Takeaway
Planned giving isn't a "technical" job for the legal department. It’s a storytelling job for the heart. If you can stop talking about "assets" and start talking about "values," you’ll find that donors aren't actually afraid to talk about the future. They’re just waiting for someone to help them write the final chapter of their story.
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Next Steps for Your Organization:
Review your current legacy marketing materials. If the word "bequest" appears more than once, replace it with "gift in a will." Audit your donor list for "high-loyalty, low-gift" individuals—these are often your best candidates for a planned gift conversation. Finally, shift your donor recognition to focus on the impact the donor is making today through their future commitment, reinforcing their identity as a permanent part of your mission.