Make Planned Giving Part of Your Organization’s DNA

Planned giving is the future strength and security of your mission. Like DNA influences every aspect of our lives, planned giving should influence aspect of your nonprofit. It just works in the background, doing what it needs to keep the mission alive. 

So how do you weave it into the fabric of your organization? It’s so easy to get siloed, but you should be in close contact with the annual giving team, communications, data department, leadership, marketing and everyone else. Planned giving should show up everywhere you turn. 

• Annual Giving. Many development professionals are concerned that talking about planned giving will negatively impact annual giving, but that’s not so. In fact, once a donor names you in their will, they often increase their annual giving. As you talk to donors about your mission and thank them for their help, plant the seed about a legacy gift as well. 
• Strategic Plans. Make time during your strategic planning to talk about planned giving. It will be well worth the trouble of carving out a place in the agenda.  
• Events. Fundraising events are often used for the kickoff of a capital campaign or a reminder of the good work that deserves annual giving, but events are great places to inspire legacy giving as well. And don’t forget to follow up after the event! 
• Communications: Websites, Newsletters, Emails, Social Media, and More! Donors act on estate planning when life events bring it to the forefront. Before that happens, you need to connect their idea of legacy building with your organization. 
• Board Meetings. Your board should be the model for planned giving. Help them set the tone for everyone else involved in the mission. 
• Volunteers. These people have so much love for your organization that they give their most precious resource—their time. Don’t forget to let them know they can continue to build on that legacy for generations to come! 
• Legacy Society. Are you equipping the members of your legacy society to pass along the planned giving message? Inspire them with the example of past legacy donors who told their story.  
• Phone Calls. How do you possibly approach a donor about what happens when they die? Too morbid, too awkward! But we have the answer. 

You’ve got this! Don’t let planned giving be sidelined or siloed. It’s the key to a healthy and vital nonprofit. If you’d like to talk more about how to work planned giving into every aspect of your organization, give us a call!