Full Guide: Nonprofit Planned Giving

Key Takeaways:

• Importance of Planned Gifts:

  • These gifts provide future revenue, foster meaningful donor impact, and often represent the largest contributions donors make.

• The Great Wealth Transfer:

  • Baby Boomers are expected to transfer $30 trillion, presenting a unique opportunity for charitable estate planning.

• Challenges in Legacy Gift Marketing:

  • Long timelines, low response rates, and difficulty in measuring success necessitate thoughtful marketing strategies.

• Keys to Successful Planned Giving:

  • Increase awareness through consistent messaging (e.g., in emails, invitations, and newsletters).

  • Educate and inspire donors with seminars, updates, and storytelling.

  • Cultivate relationships by understanding donors' values and narratives.

  • Directly ask for gifts via personal outreach and clear call-to-actions.

• Modern Legacy Fundraising:

  • Shift from fear-based messaging to positivity, highlighting values, lasting impact, and organizational reputation.