Planned Giving and Community-Centric Fundraising
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Good Works estimates that a staggering $280 billion in estate wealth is expected to flow into Canadian charities. That’s not a number small nonprofits can afford to overlook. Planned giving doesn’t have to be exclusive, intimidating, or tax-code-heavy. In this episode, we dive into how small nonprofits can approach planned giving in a way that’s equitable, inclusive, and deeply aligned with community values.
We’re joined by Chantelle Ohrling, a thought leader in both the planned giving and Community-Centric Fundraising spaces. She is the Planned Giving Officer at Ecojustice, is the Communications Chair for the Greater Vancouver Chapter of the Canadian Association of Gift Planners and contributes her voice to the Black Canadian Fundraisers Collective and Hogan’s Alley Society. Chantelle also holds a certification in Legacy Giving Psychology from the Institute for Sustainable Philanthropy and received the 2023 Birgit Smith Burton R.I.S.E. Award. Chantelle brings not just technical expertise, but a fierce commitment to justice, equity, and community-led philanthropy.
Planned Giving and Community-Centric Fundraisings – The Highlights
1. Planned giving is not just for the ultra-wealthy.
Many transformational legacy gifts come from long-time supporters who aren’t high-dollar donors. A $50-a-year donor who volunteers, reads the newsletter, and shows up for events? They might be your next million-dollar legacy gift.
2. Racialized communities are generous and underserved.
Research shows Black and racialized communities are among the most generous in Canada. The issue isn’t willingness: it’s access, representation, and trust. Planned giving strategies must meet these communities where they are.
3. Planned giving can close the racial wealth gap.
It’s not just a funding strategy, it’s also a justice strategy. Promoting estate planning in underserved communities supports financial literacy, generational wealth-building, and autonomy over where wealth flows after death.
4. Values-led storytelling beats tax talk.
Don’t lead with tax benefits. Lead with stories. Tell donors about people like them who’ve left a legacy that aligns with their values. Planned giving is emotional, not transactional.
5. Don’t silo legacy giving into major gifts.
Some of the largest bequests come from people who’ve never made a major gift in their lifetime. That’s why Chantelle doesn’t segment her messaging by giving levels—she hand-signs 700 newsletters if she has to.
3 Actionable Tips FOR Equitable Planned Giving:
1. Build relationships, not pipelines.
Legacy giving is all about trust, and trust takes time. Attend community events, show up consistently, and get to know people beyond their wallets.
2. Diversify your stakeholders.
Form relationships with culturally diverse financial advisors who can help you reach more communities with the right language, cultural sensitivity, and trustworthiness.
3. Reframe who you think your legacy donors are.
Your monthly donors, your volunteers, the quiet supporters who’ve been around for years—they’re likely legacy donors in the making. Treat them that way.
