EP 92: How to Launch Planned Giving at Your Nonprofit with Tony Martignetti

EP 92: How to Launch Planned Giving at Your Nonprofit with Tony Martignetti

Author: Virtuous Software September 16, 2026 Duration: 29:18

In this episode of The Responsive Lab, Scott sits down with Tony Martignetti, founder, author, and planned giving consultant. Tony has spent nearly three decades making planned giving accessible for small and mid-sized nonprofits, first as a frontline fundraiser and then as a consultant since 2003.

You'll hear about:
• Why the conventional wisdom that small nonprofits aren't ready for planned giving is flat-out wrong, and what's really holding organizations back
• How to identify your best planned giving prospects using the donor database you already have, with a focus on longevity and consistency over gift size
• The Martignetti three-step, one-week planned giving launch, and what actually happens on day one
• Why planned giving conversations are about the life and sustainability of your mission, not about death
• What early metrics fundraisers should track when the financial results may be decades away
• What good stewardship looks like after a donor says yes, from the handwritten note to insider communications

Make sure to get a copy of Tony's new book, Planned Giving Accelerated, that's linked below.

Links from the episode:
* Connect with Tony on LinkedIn: https://www.linkedin.com/in/tonymartignetti/
* Buy Planned Giving Accelerated on Amazon: tony.ma/Amazon
* Buy Planned Giving Accelerated on Barnes and Noble: tony.ma/BN

Looking for technology that helps you build deeper donor relationships with less work from your team? Learn more at virtuous.org.


Hosted by Virtuous Software, the Responsive Lab Podcast operates at the intersection of mission and method. Each episode is a practical session focused on the tools and strategies reshaping modern philanthropy. We examine real-world cases where software and thoughtful processes solve operational hurdles, helping organizations move beyond simple transactions to foster genuine, lasting relationships with their supporters. The conversation often delves into the how-to details of implementing new systems, training teams, and measuring what truly matters. It’s a resource for nonprofit professionals, technologists, and leaders who believe that operational efficiency and donor-centricity are not opposing goals. You’ll hear from practitioners who are actively rethinking their approach, sharing both successes and lessons learned from the field. This podcast provides a space to consider how technology, when applied with intention, can amplify human connection and drive sustainable impact. Tune in for grounded discussions that blend business acumen with educational insights, all aimed at equipping mission-driven teams for the challenges and opportunities ahead.
Author: Language: en-us Episodes: 50

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