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Who Are Your Very Best Planned Giving Prospects?

May 06, 2012 | Comments: 0 | Views: 152

When it comes to getting planned gifts, the people most likely to make that kind of commitment are the people who are long-time loyal donors. Through their consistency in making donations, year after year, these contributors are letting you know that they care very much about your nonprofit and the work you're doing.

The size of the gift isn't really that important. Some people are reluctant to use funds they think they may need later. But gifting consistency is the clincher. When someone contributes to you 5 years out of 7, or better yet 16 years out of 20, you can be sure they care about what's happening with your organization.

As long as you're working with gifts from people (and not the government or a granting institution), you're working with your core prospects for planned gifts. These people clearly love what you are doing or you would have lost them after a year or two.

So if you're planning to implement a planned giving campaign, make sure you've got a constituency that really loves you. If you have enough of these supporters, and some patience, you should have great success. Don't forget to include your board members as "prospects". Board members should participate in this type of fundraising since they are highly committed to your nonprofit.

Of course, the question comes up of how to approach these prospects with the idea of including your nonprofit in their will. It's an easier conversation than you may think. Just be sure that the right person asks (for example, board members should not be solicited by staff).

When you solicit donors for a current major gift, very often you will both discuss how the gift will be used. The same is true when you solicit a planned gift. The point is, if the prospect likes you so much, they should be open to hearing about how their bequest or other planned gift may help with the future impact of your organization's work.

It's also a way for the donor to continue their participation with your organization, even after they're gone.

Another point to consider is that planned gifts are very often the largest gift a donor makes. They may be willing and able to make a gift that will have a much greater outcome for your nonprofit since their concern about running short of funds will not exist.

Planned gifts often assist the donor with a personal financial goal too, and may be helpful with achieving a certain result from their estate planning.

So you see, it's all good! Planned gifts can help both the donor and your nonprofit.

Lorri Greif, CFRE is a planned giving expert and created the easyPG Program. If you need some guidance, especially if your challenged by budget and time constraints, check out the easyPG Program It could change the future of your nonprofit's finances forever. Just become an easyPG Program member and use all the resources - including Lorri - as if you are an expert too. She can be reached at

Source: EzineArticles
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