Why Planned Giving Isn't Only for the Wealthy

Key Takeaways:

• Understanding Planned Giving:

  • Planned giving allows donors to make impactful contributions through estate gifts, often exceeding what they could give during their lifetimes.

  • Major motivations include a strong belief in the nonprofit’s mission, perceived organizational impact, and a desire to leave a legacy.

• Donor Insights:

  • The average age for writing a first will is 44, with most planned gifts established during this process.

  • Documented planned gifts are typically made by age 52.8, underscoring the importance of early engagement.

• Strategic Messaging:

  • Consistent storytelling about planned giving emphasizes its importance and encourages long-term donor commitment.

  • Tailored messaging targeting loyal donors, regardless of gift size, can yield significant results.

• Program Development:

  • Dedicate 1-2 hours weekly to planned giving to build a robust program over 5-10 years.

  • Integrate discussions about planned giving into donor communications to plant seeds for future contributions.