Our Approach
Engaging donors in long-term giving programs.
Planned giving (or legacy giving) is a way for long-time donors to make a one-time meaningful gift to the organization. Generally, this gift is a bequest through a will or trust after the donor has passed away. But there are ways for a donor to make this meaningful gift within their lifetime through IRA distributions, land trusts, or living trusts.
A formal planned giving program is an extension of your major donor program, another opportunity for your most beloved donors to support a cherished organization. When paired with a request for continued support, you are treating a donor as an advocate, investor, and partner of the organization. Creating a well-managed planned giving program is a long-term and sustainable fundraising strategy.
Planned Giving Strategy
Rooted in the values of the mission, a planned giving program seeks to serve a donor’s desire to leave a legacy aligned with the mission of the organization.
Planned Giving is successful when one accurately identifies donors who are at a stage in life to discuss a legacy gift. This varies based on the organization but can be defined as loyal donors who have been philanthropically involved in the work and have a personal connection and commitment to the mission. In an ideal scenario, you would connect with these donors as close to their retirement as possible.
Here is a quick explanation of our process for a successful planned giving program:
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Prospecting: Finding new potential donors
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Cultivation: Listening/learning from new potential donors and moving them toward a gift
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Engagement: Inviting potential donors to participate in the mission
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Solicitation: Asking potential donors to commit to a financial contribution
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Appreciation: Expressing gratitude to donors for their gift
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Stewardship: Sharing with your current donors the impact of planned giving gifts
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Upgrading: Inviting current donors to give a second or larger gift