At the 2026 San Diego Fundraising Conference, Sharleen Wollach, Executive Vice President & Chief Impact Officer at Jewish Community Foundation San Diego, presented The Conversation: The Many Layers of Legacy Giving, a session focused on the relationship-building skills that inspire meaningful philanthropic commitments.

She explained that legacy giving can include both gifts and commitments. A legacy gift directs assets to an organization, often by designating them for an endowment; a legacy commitment records a donor’s future intention and is not a current gift.

Legacy Giving Solicitations Start with Listening

Drawing on nearly two decades of fundraising experience, Sharleen encouraged attendees to view legacy giving as more than a financial transaction. She emphasized the importance of listening, empathy, curiosity, and emotional intelligence in understanding what motivates donors and helping them connect their values with long-term impact.

Meet Donors Where They Are to Understand Them

The presentation explored three donor mindsets: analytical donors respond to logic, numbers, and measurable impact; relational donors connect through shared values and personal stories; and mission-driven donors focus on purpose, long-term change, and the conviction that “this work matters to me.”

Sharleen encouraged fundraisers to adapt their approach accordingly, leading with evidence, connection, or mission, and to tell the story of an organization that is strong, responsive, and prepared to evolve with changing needs.

Building Stronger Legacy Giving Conversations

Sharleen illustrated the role of an endowment as both a safety net and a trampoline: its annual distribution, often planned at about 5% to help preserve the fund in perpetuity, can protect an organization when circumstances outside its control are difficult and amplify its work when conditions are strong. A healthy endowment also signals donor confidence and a commitment to long-term sustainability.

Her practical guidance included listening for what motivates each donor and using those motivators to address concerns. Because people are living longer, including baby boomers whose parents may still be living, fundraisers should frame legacy giving as a conversation about wealth and assets, not only current income.

For supporters already making qualified charitable distributions, the QCD is simply the giving mechanism and may signal strong legacy potential. Fundraisers can ask, “Would you consider another option?” such as naming the organization as a beneficiary. If the answer is no, she advised fundraisers never to close the door. They should respect the response, preserve the relationship, and leave room for a future conversation.

The session reinforced a key takeaway: meaningful legacy giving begins with authentic conversations and a shared vision for the future.

Is your organization ready to build or strengthen a legacy giving program? Connect with Jewish Community Foundation San Diego to learn how to create a sustainable program that inspires donor confidence and long-term impact.

Additional Learning Opportunities

Fundraisers can join Fundraising Fridays, JCF’s informal virtual gathering for nonprofit professionals and volunteers with fundraising responsibilities, to ask questions, share challenges, exchange ideas, and learn from peers on topics such as legacy giving, donor relationships, and day-to-day fundraising. Register for future Fundraising Fridays meetings here.

JCF also offers Pathways, nonprofit growth workshops. These learning opportunities cover fundraising, presentation skills, organizational leadership, and more, helping organizations build donor confidence, deepen leadership capacity, and plan for lasting community impact. See more here.