101 Clever Questions that Unlock Planned Gifts

The right question at the right moment can unlock a transformational gift. But most fundraisers wing it—and leave money on the table. This guide gives you 101 field-tested questions designed to build donor relationships, uncover motivations, and move prospects toward planned gifts. Written by a veteran journalist who’s interviewed everyone from CEOs to criminals, with contributions from gift planning professionals at Shriners, Texas Tech, Oregon State, and The Salvation Army.

What’s Inside:

• 31 questions for getting to know your donor’s story and values
• 36 conversation starters that naturally lead to the ask
• 13 questions revealing how donors perceive your mission
• 14 questions every donor wants answered before giving
• How to approach tough or sensitive topics without shutting donors down
• Open-ended and quirky questions that crack reserved personalities
• Research checklist: what to know before every donor meeting
• Non-verbal cues that signal when to push—and when to back off

Stop guessing what to say. Download the guide and walk into every donor conversation prepared.