Run, don’t walk: Why planned giving can’t wait

The news from the stock market has not been rosy! Investor confidence is rattled, and many households are reassessing their financial priorities. Despite increasing challenges brought on by 2025’s turmoil, it’s important to remember that your organization and other charities are presented with a unique opportunity to lean into planned giving discussions.

Certainly, many donors are feeling less secure about their finances amid a challenging economic climate and the recent stock market downturn. Understandably, In this environment, donors may be more hesitant to make large gifts or even maintain previous levels of annual giving, preferring instead to preserve liquidity and safeguard their immediate financial well-being.

This is where planned giving comes in. Planned giving offers you and your colleagues a compelling alternative because donors can make a significant, lasting impact without affecting their current cash flow through bequests or beneficiary designations that take effect in the future to support your organization’s endowment.

Unlike annual gifts, planned gifts are less vulnerable to short-term market volatility and provide a more predictable, stable revenue stream—critical for organizational resilience during uncertain times. By proactively engaging donors in thoughtful, planned giving conversations, you can help your supporters feel confident about their legacy and financial security, while also ensuring your organization’s long-term sustainability despite today’s economic headwinds.

And here’s a startling fact–one of the best things you can do for your annual giving is to secure bequest intentions because people who include organizations in their wills typically triple their annual giving. 

Please reach out to the experienced KCF team. We’re always happy to offer suggestions and resources to help you maintain momentum with your planned giving program.