Planned Giving

A lot of nonprofits use events to bolster their fundraising. Whether it’s a bake sale or a 5K, view this webinar to get it right!

If you’re like too many nonprofits, you’re missing what’s right in front of your eyes: legacy giving. The lion’s share of philanthropy in the U.S. comes from individuals. Nearly 70 percent of people make gifts to charity during their lifetimes; only 10 percent leave a bequest. Why? No one asks them! It turns out that the act of asking makes a huge difference. And don’t tell me you can’t ask because you’re too small or understaffed.

By investing in research and being proactive, you may be surprised with your short- and long-term financial results. In reality, I would be surprised if you have long-term financial success without it!

Planned giving can do wonders for your fundraising. In the July 2007 issue, Jim Hussey, chairman and founder of Chapman, Cubine, Adams + Hussey, provided a "Planned Giving Primer."

Becoming service-oriented requires the adoption of a “donor-centric” mentality. In the simplest terms, this means that the individual donor’s best interest takes precedence over organizational objectives. How do you determine to what extent your planned-giving approach is donor-centric? I suggest you treat the following questions as a kind of litmus test.

Our August 2009 issue featured a multi-story special report called Fundraising 101, which highlighted best practices for a variety of fundraising topics, including "10 Things You Need to Know About Planned Giving," by Scott Janney, then director of planned giving at Main Line Health.

Here’s the thing folks … You should write your appeals at about a 4th- to 6th-grade level. Simple sentences. Simple sentence structure. Simple words. Add a story. Add a call to action. And add some urgency … and you have a solid letter.

Why? Simply stated … it’s a matter of courtesy. Supporters of your mission can get sophistication from a bottle of wine or a good book. But when it comes to your letters, they just want to know what the problem is and how they can help.

Ted Hart speaks with CFRE Michael Rosen, president of fundraising and marketing consulting firm ML Innovations, about donor-centered planned giving on his Nonprofit Coach radio show.

If you’re new to planned giving but it’s now part of your job description, you may be wondering where to start first. Or, if you’ve already started your campaign, how do you gauge how you’re doing if nothing is happening? If your jumping off point is a letter, make sure you understand the focus — it’s your supporters’ love of your mission and your work. It’s about a future need.

According to The Stelter Co.’s latest national study on planned giving, 97 percent of those polled expressed no interest in joining a recognition group. This finding — among a number of revelations found in the survey — underscores an underlying shift in the preferences and demographics of future planned givers.

Another surprising finding included in the 2012 Stelter Donor Insight Report: A lucrative segment of planned-giving prospects is likely not on your radar.