|While it’s often easy to approach nonprofit fundraising in silos, some experts suggest that this approach is no longer working in the current economic landscape. What’s more, as baby boomer donors continue to age, fundraisers have the unique opportunity to cultivate relationships with a large population of donors that could lead to planned gifts.According to the FLA Group’s “Legacy Marketing Overview,” charitable bequests—one of the most popular forms of planned giving—has the potential to deliver a staggering $42 billion to Canadian charities. But while a healthy 48% of Canadians think that charitable bequests are ‘a good idea,’ the majority of donors surveyed have never been asked to consider it by any of the charities they support.|
For those needing a refresher, planned giving, sometimes referred to as gift planning, is a method of fundraising that enables donors to make larger gifts than they could make from their income. A planned gift is essentially any major gift, made in one’s lifetime or at death as part of a donor’s overall financial and/or estate planning.
Planned gifts can come in many forms—cash, appreciated securities or stock, real estate, artwork, personal property, life insurance, a retirement plan and more.
Here are a few tactics to consider implementing into your current fundraising marketing efforts to turn donors into lifelong advocates:
Planned giving, for many, is a treasure trove of untapped resources—both the financial kind and the kind that comes in the form of relationships. Review your planned giving efforts and marketing tactics today in order to refocus and reenergize them for successful fundraising well into the future.
FLA Group. “Legacy Marketing Overview.” FLA Group. Web. March 2010.
“What Is Planned Giving?” Planned Giving Marketing Newsletters, Postcards, Toolkits, Pocket Guides, Policy Manual, Resources Gift Planners, Jobs. Web. 02 Dec. 2010.
Henze, J.D./Blackbaud, Lawrence. “How the Right Marketing Strategies Can Enhance Your Planned Giving Program.” Blackbaud. Web. 2 Dec. 2010.
Submit your review