Turning Pandemic Givers into Planned Givers
Many nonprofits experienced a flood of new donors during the pandemic. You are probably working hard to find ways to retain them as annual donors. At the moment, it might seem laughable to consider how they could become part of your planned giving program too.
Think about it this way. The best prospects for planned giving are people who:
- feel a commitment to your cause.
- feel a personal connection to your organization.
- give regularly over a period of time.
Notice that none of these mention donors who give big gifts.
Pandemic donors felt a new need to commit to the common good. In particular, they found your cause to be compelling. Your efforts to retain them as annual donors will almost certainly include building a personal connection to your organization. That connection can lead to a new group of donors who give regularly.
Whatever you are doing now to keep them on your donor roster are the same things that develop them into planned givers. All they need is the inspiration.
While you show them more of who you are and what you do, you can also inspire them to think about how they can continue to change the world for the better for generations to come. Find out what matters most to them, and you will open the door for them to become a bigger part of your nonprofit’s future.