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 for donors, it is deeply personal. Decisions about legacy are shaped by psychology, culture, identity, family relationships, lived experience, memory, and the values individuals hope to carry forward. Drawing on behavioral and neuroscientific research, this webinar will examine what motivates charitable bequests, what happens when people consider mortality and generosity, and how specific words and phrases can make planned giving conversations feel more personal, meaningful, and connected to a donor’s values. 

Attendees will also explore research on the charitable bequest gap among African Americans, including why strong traditions of lifetime giving do not always translate into gifts made through wills or estate plans. Cultural perspectives from Hispanic and Latino communities, LGBTQIA+ communities, and other populations historically overlooked in planned giving research and practice will deepen the discussion of how family systems, community ties, belonging, collective responsibility, and lived experience influence decisions about legacy and philanthropy. 

The webinar will move beyond research to examine what institutions must change to make these giving traditions visible within the planned giving pipeline. Participants will consider how prospect identification, CRM data management, qualification, portfolio development, donor discovery, messaging, solicitation, and stewardship can be strengthened to more effectively recognize and engage donors of the global majority. The session will also provide guidance on evaluating planned giving messages through an inclusive lens and avoiding language or framing that may unintentionally exclude certain cultural or identity groups. 

Participants will receive Can Your CRM See Them? A Guide to Recognizing and Engaging Donors of the Global Majority in Planned Giving, a practical toolkit designed to help institutions examine how their CRM data, prospect practices, messaging, and stewardship may be overlooking planned giving potential.

Whether an institution is refining its planned giving strategy or building a legacy program, this webinar will bridge research, culture, and institutional practice to help fundraising, planned giving, and advancement professionals better recognize donor motivation, strengthen relationships, and create more inclusive pathways to legacy giving. 

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. ET (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 Time, USA.
  • Discounts are offered for clients, and for registering during the specified “early-bird” registration window. 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.