Inclusive Philanthropy Institute

The Psychology of Planned Giving:
What the Data and the Heart Reveal 

Planned giving is often framed as a legal or financial transaction, but we know for donors, it’s far more personal. This webinar invites planned giving officers, fundraisers, and advancement professionals to reframe planned giving as a behavioral and cultural act, shaped by lived experiences, identity, and emotion. Drawing on behavioral and neuroscientific research, we will explore what happens in the brain when donors contemplate mortality and generosity, and how to activate emotional and cognitive responses to ethically inspire long-term giving.  

Participants will also examine emerging generational giving patterns across Gen X, Millennials, and Gen Z, and reframe how to speak to donors who see legacy not just as something left behind, but as something lived now. Cultural perspectives will ground your understanding of bequest motivation, highlighting how collective, faith-based, and community-rooted frameworks expand the meaning of “legacy.” Participants will also learn how to evaluate planned giving messages that reflect inclusive values and avoid language or framing that could unintentionally exclude or alienate certain cultural or identity groups. 

Whether you are refining existing messaging or building a legacy program, this webinar bridges data and heart to help you lead with cultural fluency and care. 

This webinar will be recorded. The slides, recording, and any associated handouts will be sent to all registered attendees at the conclusion of the webinar.

Live Webinar 
Wednesday, October 7, 2026 
1:00 p.m.-3:00 p.m. EST (USA) 
Registration opens: Friday, August 21, 2026 

About your instructor

Maia McGill

Maia McGill
Consulting Partner, Inclusive Philanthropy

Maia is committed to the study, development and implementation of inclusive philanthropic strategies that advance systemic change in higher education, university advancement and nonprofit organizations. She is a seasoned industry leader with more than 18 years of experience in the higher education and philanthropic sectors and co-founded the former Office of Inclusive Philanthropy at the Florida International University (FIU) Foundation in 2021, which was the first of its kind in the nation.
Learn more

Course Policies

  • Late registrations will not be accepted.
  • Registration fees are nonrefundable.
  • All courses are on Eastern Standard Time, USA.
  • Group discounts are not offered.
  • All courses will be recorded. Course registrants will receive the recording, slides, and any associated handouts at the conclusion of the course.

Showcase Your Professional Growth

Marts&Lundy is committed to advancing the profession of fundraising. We want to be a part of your journey, helping to ensure the future of fundraising is emboldened by talented and passionate professionals committed to continuous learning and exploration.

We have partnered with Credly to provide you with a digital version of your professional achievements, which can be used in email signatures, digital resumes, and on sites such as LinkedIn.

Full participation in select courses is applicable for CFRE points. The Certified Fund Raising Executive credential is a voluntary credential recognized worldwide. You can learn more CFRE credentialing here.

Registration Opens on August 21, 2026.

Early Bird Registration: August 21 – September 11, 2026: $150 per person 
General Registration: September 14-October 2, 2026: $175 per person 
Marts&Lundy Client Registration: $125 per person throughout the registration period 

Registration fees are nonrefundable.