Uncovering Hidden Legacy Potential: Stratcom’s Planned Gift Calling Programs

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May 12, 2025

Every charity has donors whose commitment runs deep — people who have believed in your mission for years, even decades. These donors aren’t just contributors; they’re part of your story.

But how many of them are quietly planning to leave a gift in their will, without ever telling you? Or have not even considered it…yet?

Stratcom’s Planned Gift Discovery & Planned Gift Follow-Up calling programs are designed to reach these loyal donors with thoughtful, one-on-one conversations that both uncover existing planned gifts and show donors that planned giving is an option – not just for the very wealthy, but for a wide range of committed donors. These calls spark meaningful conversations with the donors who care most about your future.

Why planned giving — and why now?

As Canada’s population ages, we’re on the cusp of the largest intergenerational wealth transfer in history. In fact, recent estimates by Good Works suggest that planned gifts could total up to $280 billion over the next decades *. The potential impact on the charitable sector is enormous – but only if organizations are prepared to seize it.

Planned giving isn’t just about long-term income – it’s about building relationships with donors who care deeply about your mission and want to ensure its future success. But for many charities, it’s unclear where to begin.

That’s where discovery comes in.

A conversation-first approach

Our Planned Gift Discovery program helps organizations identify and engage donors through respectful, informative one-on-one phone conversations. This isn’t a traditional telefundraising campaign. Instead, our specially trained planned giving team connects with loyal donors to:

Inform them that planned giving is an option
Ask whether they’ve already included your charity in their will
Offer a planned giving brochure or more information for those who are curious

This gentle, discovery-focused approach opens the door to meaningful donor engagement and long-term planning – all without a financial ask.

What’s the impact?

Planned Gift Discovery programs:

Uncover planned gifts  that donors have already committed to but never shared. Identifying these gifts early allows your charity to steward these donors and strengthen their commitment.

Introduce planned giving  to donors who may have heard of it but never seriously considered it – planting the seed for future action.

In both cases, these conversations help strengthen donor relationships, surface inspiring stories, and create a foundation for future planned giving marketing.

In both cases, these conversations help strengthen donor relationships, surface inspiring stories, and create a foundation for future legacy marketing.

What happens next?

For donors who express an interest in planned giving – or tell us they’ve already included your charity in their will – the journey doesn’t end with one call. At this stage, your planned giving team has the opportunity to follow up with each donor in the way that suits them best – whether that’s a personal phone call, a thoughtful email, or, for those who requested it, sending your planned giving brochure to provide more in-depth information.

Our Planned Gift Follow-Up program then offers another touchpoint with stewardship-focused calls that deepen the conversation, provide additional support or information, and help donors take the next step. These calls help turn interest into intention, by inspiring donors and reminding them of their impact.