How to Encourage Planned Giving From a Donor

Studies show that the amount of a donor's contributions during his lifetime doesn't reflect his ability or willingness to leave a planned gift. That means you can't judge by a donor's annual gifts how dedicated he really is to your organization's work. That's why you must design a planned giving program that caters to all your donors. Encouraging donors to give after their lifetime takes persistence and organization.

Instructions

1. Create a planned giving brochure to educate existing and new donors about your program. Give a short description of each option. Include the website address for Leave a Legacy (see Resources), where donors can get more information about planned giving.

2. Add two options with check boxes to every appeal you mail. One should let the donor notify you that they've already included your organization in their estate. The other line should allow the donor to request more information about your planned giving options.

3. Include an article in your newsletters at least twice a year featuring a donor who's participating in your planned giving program. Make sure to include both major and lower income donors so everyone understands it's a viable option for anyone.

4. Draft a letter specifically educating your donors about planned giving options. Emphasize the convenience and longevity of a planned gift. It's best to let a respected member of the community who's included your organization in his estate sign the letter.

5. Develop a special section of your website dedicated to your planned giving program. Include stories of donors who haven't appeared in your newsletter. Offer links where the donor can get a detailed explanation of the tax benefits and procedures for choosing each option.

6. Conduct seminars given by financial and legal specialists about planned giving options. Have the expert give the presentation to your board and staff first to make sure he doesn't use too much legal jargon.

7. Set up a planned giving society to recognize those donors who are participating in your program. Produce a special newsletter for them with stories about how you spent a donor's planned gift. Hold at least one special event yearly in their honor.

Tips & Warnings

• Designate a specific name, number, and email address for donors to contact about your planned giving program.

Resources

• Include the web address for Leave a Legacy in your brochure.