Legacy giving doesn’t have to be uncomfortable—and it definitely doesn’t have to feel like estate planning. In today’s episode of The Million Dollar Nonprofit, Tom Kelly shows you how to build a legacy giving funnel that’s warm, hopeful, and deeply personal. You’ll learn how to reframe the conversation so it’s about impact that lives on, not end-of-life decisions.
We walk through a fully AI-powered, 3-email campaign you can automate today—with prompts for each message, subject lines that work, and stories that inspire donors to keep doing good, forever. You’ll also learn how to tag and track interest, follow up in a human way, and build assets like one-pagers, thank-you templates, and values worksheets using ChatGPT.
Whether you’re brand new to planned giving or just want to finally automate it the right way, this episode gives you a clear, human-centered path forward. Legacy giving isn’t about death. It’s about what lives on. And it starts with one warm invitation.
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