New research by the Generosity Commission confirms something important about donors: most people already see themselves as generous. In fact, nearly three out of four say they aspire to live that way. However, donors don’t always define generosity the same way nonprofits do. You can read the full report “How and Why We Give” here.

For many people, generosity isn’t primarily about writing a check or including a charity in their estate plan. It’s helping a neighbor, supporting family or giving of their time when they can. Nonprofits are just one piece of a bigger generosity picture.

That doesn’t mean charitable giving is less important; it’s an opportunity to connect the act of financial support more clearly to how people already see themselves.

One of the strongest takeaways from the research is this: Giving is driven by personal values, not external rewards. People give because they care. They give because it feels right. Tax benefits, recognition and incentives barely move the needle.

For planned giving fundraisers, this is an important reminder. When we lead with tax explanations and financial incentives, it may be hurting our conversations rather than encouraging gifts. Planned gifts aren’t financial decisions first. They’re emotional ones.

At the same time, donors face real barriers. Many are feeling stretched financially or unsure how to make the biggest impact. You may often hear the comment, “I’d like to give more, but …” (see myth #5 in “Mythbusters: The Planned Giving Edition, Part 2”).

Your role

Donors want to know their gift will matter, and they want to trust it will be used well. That’s especially true for planned gifts, where the impact can feel distant or abstract.

This is an opportunity to show your planned giving prospects what a legacy gift actually does. Tell stories that connect today’s decision to tomorrow’s impact. Help donors picture the people they will help, even if that help will come years from now.

Another insight worth paying attention to is that people respond to people like them. Not celebrities. Not big public figures. Friends, family and local connections carry the most weight. This is where donor stories can be significant in your communications.

People respond more strongly when someone shares why and how they made a planned gift, in their own words.

Remember that they already believe they are generous. You’re not telling people they should feel generous. You’re helping them express their generosity and connect to your mission.

When planned giving is positioned as a natural extension of who someone already is, not a complex financial transaction, it becomes far more approachable.

Ultimately, the goal is to make it easy for people to act on the generosity they already feel.

Teri Sullivan is vice president of marketing for Sharpe Group and serves as co-producer of the podcast Sharpe Insights: Conversations With Your Planned Giving Experts. You can connect with Teri via email or on LinkedIn.