At our May 21 TechSoup Connect Canada event, Personal Connection at Scale: Using Telemarketing to Secure Donations, we explored how the David Suzuki Foundation used telemarketing—not to ask for money, but to spark meaningful conversations about legacy giving.
In this informal but insight-packed session, Sand Dollar Consulting’s Siobhan Aspinall, CFRE and Morgan Steacy, Senior Account Manager at Stratcom, shared how they used donor phone calls to identify $1.4 million in future revenue through gifts in wills.
Here’s what we learned—and how you can put it into practice.
1. Know the Opportunity: $1 Trillion Is About to Change Hands
An estimated $1 trillion is being transferred from Canada’s Baby Boomer generation to the next. Planned giving is your opportunity to capture a small (but transformational) piece of that shift.
Key Stat:
Only 5% of Canadians have included a charity in their will.
Action Tip:
Make sure your website clearly states you accept legacy gifts—don’t make supporters guess. Even a simple sentence can start the conversation.
2. Stop Overthinking It: A Phone Call Is Enough
This campaign succeeded by making 1,000 friendly phone calls to long-time supporters. No ask, no pressure—just a thank you, a question or two about why they give, and a gentle introduction to the idea of planned giving.
Action Tip:
Use professional telemarketers trained in empathy and active listening. Scripts are great, but flexibility and humanity matter more.
3. Target the Right Donors (Not Just the Rich Ones)
Most confirmed legacy donors weren’t wealthy. They were loyal, long-time supporters—monthly donors, on-and-off givers, or past volunteers.
Key Stat:
The average charitable bequest in Canada is $30,000.
Action Tip:
Segment your donor list by loyalty and longevity—not just recent giving. Even lapsed donors might be quietly planning a gift in their will.
4. Frame It Right: Don’t Make Them Choose
One major reason people hesitate to make a planned gift? They believe it’s a choice between family and charity.
Action Tip:
Use messaging that emphasizes “loved ones first, then a gift to charity.” This removes unnecessary guilt and makes the decision easier.
5. Follow Up Like It Matters—Because It Does
Siobhan’s team received 620 follow-up comments and 48 confirmed legacy gifts—but only because they had a plan to respond.
Action Tip:
Tag legacy conversations in your CRM. Send a short thank-you email with your legal name, CRA number, and a link to your impact report. Stewardship doesn’t have to be fancy—it just needs to be consistent.
6. Use Telemarketing Beyond Planned Giving
Yes, telemarketing can secure legacy gifts—but it’s also great for:
- Welcoming new donors
- Retaining monthly supporters
- Re-engaging lapsed donors
- Gathering donor preferences
Action Tip:
Don’t think of the phone as old school. Think of it as a human-scale tool for deepening relationships at scale.
7. Legacy Donors Give More—In More Ways
Getting into someone’s will isn’t the end—it’s the beginning. These donors often increase their annual giving, tell friends about your work, and stick around for the long haul.
Action Tip:
Stay in touch with your legacy donors. Quarterly emails, personal thank-you calls, or a printed newsletter can keep them engaged and appreciated.
Watch the Replay
Want to hear how Siobhan and Morgan made it happen?
👉 Watch the full replay and steal their script, strategy, and stewardship ideas.
Connect With Our Presenters
We’re grateful to our presenters for sharing their time and insight. Be sure to connect and say thanks!
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