5 Things to Keep in Mind about Planned Giving During a Capital Campaign

5 Things to Keep in Mind about Planned Giving During a Capital Campaign

Moving from a Silo to a Holistic View of Giving

To Pause or Not to Pause?

You’re ramping up for a Capital Campaign and want to avoid donor fatigue, so you decide to hold off on talking about making a planned gift. This way, you can keep donors laser focused on the needs of the organization. Before you land on this decision, consider the alternative: introduce planned gifts as an option for philanthropy and to help meet your organization’s long-term goals. This takes a shift in perspective, moving from a silo view of giving toward more of a holistic view.
It also takes a shift in perspective in what you believe about the intent of your donor.

Imagine how it would change the conversation if you could shift your belief from, “I need to ask this donor to donate,” to “This donor loves our mission, and it would make him/her feel good to invest in something they love.”

When you allow a planned gift intention to “count” toward your capital campaign goals, you help your donors realize assets other than cash can impact the organization. Not only that, studies show donors who make a planned gift increase their annual donations and major gifts. You continue your annual appeal during a capital campaign, so keep your planned giving efforts on track, too.

5 things to keep in mind about planned giving during a capital campaign:

1. Planned gifts are the MAJOR gift of the rank-and-file donor. Capital campaigns provide moderate-but-loyal donors the opportunity to get involved. Conversations intended to focus on an ask for the capital campaign can help identify warm prospects for planned gifts.
2. Planned giving happens on the donor’s time-frame, not the organization’s. The organization’s big focus is the capital campaign, but that doesn’t mean that’s the focus of the donor. Don’t lose sight that planned giving happens all the time.
3. Consistency and frequency is the key to success. It’s crucial for your potential donors to see your planned giving message during life’s big moments. Going silent is a bad choice, especially if it’s for months or even years.
4. Capital Campaigns mean increased marketing budgets. Capital campaigns give you a great opportunity to tag along on bigger marketing initiatives, with little to no additional cost! Work with colleagues to ensure a planned giving message is included in all campaign marketing.
5. It encourages philanthropy. By continuing to inspire donors with planned gifts, despite additional fundraising campaigns, you are able to drive awareness, build your pipeline, and show the value of planned giving.

It’s a win-win-win! If you need help integrating planned giving marketing with your capital campaign, give us a call at 484-680-7600.