5 Simple Planned-Giving Tips to Implement Right Now

By Gail Perry

Here's a simple approach to planned giving that any organization can — and should — implement RIGHT NOW. The returns on your investment of time and energy can be simply amazing!

Planned giving is the big kahuna in fundraising. That's where the profit is, says my friend and mentor Penelope Burk.

But it's always last down the line in terms of priority — after the fundraising events, mailing campaigns, sponsorships, grant applications and you name it. Somehow we never get around to planned giving. Why? It's so technical, all my friends say. We don't know anything about it. And it's a bit weird bringing up the subject.

Balderdash, I say back.

Listen, I don't know a lot about the technical end of planned giving either. And I don't need to know it. But I do know two important things: I know who the best planned-giving prospects are and what to do with them. And that's all you need to know, too.

Here's a quick and dirty plan you can implement right now. And I can't imagine a greater return on your effort!

1. Identify your best planned-giving prospects
Guess who they are? They are your most loyal donors over time. They are the most consistent, most undemanding, perhaps the most silent donors you have. If you have someone who's been giving your organization $25 for 20 to 25 years straight, you can bet that your cause is in his will. In fact, many surprise estate gifts come in from those small donors who are ignored by the development staff in favor of bigger donors.

It's the long-term donor who will leave a major gift as a legacy. As Target Analytics says, "Loyal giving behavior frequently trumps gift size as a predictor of planned giving."

2. Communicate with them annually
Simply communicate with your most loyal donors at least once a year, reminding them about estate gifts. "You can leave your legacy to our cause."

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Gail Perry Author's page Gail believes in parties first, rabble-rousing second, and having fun while changing the world. Gail Perry CFRE is an international fundraising coach, speaker, trainer and thought-leader. She is a leader in a new breed of fundraisers who are on the cutting edge of fundraising today. Her Fired-Up Fundraising approach, developed over the past 25 years as a nonprofit philanthropy expert, has helped organizations raise hundreds of millions in gifts. Gail's practical and refreshing approach to raising money in today's world is based on the very latest innovative fundraising strategies. An inspirational and popular speaker, she leads energizing fundraising workshops and board retreats around the globe. She particularly enjoys working with nonprofit board members, introducing them to a new perspective on fundraising and ways they can be successful at it. Gail's book, Fired-Up Fundraising, has been called the "gold standard guide to building successful fundraising boards." Gail got her start in fundraising at Duke University, and then went on to lead fundraising at the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. You can read Gail's weekly blogs at FiredUpFundraising.com, and also find her provocative articles at FundraisingSuccess, Guidestar, and Capital Campaign Magic.