Planned giving takes work, yes, but it is work that usually pays off in a big way. During the AFP 50th International Conference on Fundraising, David C. Hall of the University of Arkansas reminded attendees that planned giving adds to or diversifies an organization’s revenue sources and creates or increases its endowment.
How do you begin planned giving? Hall suggests: Plan, Provide, Persist.
- Plan. Decide on the message. For example: Planned gifts are vitally important. Everyone should have a will. Every will should include a gift. It’s easy to do, and many don’t require a lawyer. It costs nothing during a donor’s lifetime. Donors can change their minds.
- Provide. Vision: For the impact a donation can make. Inspiration: Make a difference. Message: Planned giving is thoughtful and responsive. Resources: Informed decisions are best. Service: Donors need useful, objective information. Opportunity: Help donors identify their interests.
- Persist. Use all available resources. Focus on loyal donors. Keep it simple. Keep it coming.
Hall also offered the following advice: Don’t complicate things. Simple is good.