5 Things to Keep in Mind about Planned Giving During a Capital Campaign
So you’re ramping up for a capital campaign! You want to avoid donor fatigue so you pause your planned giving during a capital campaign. This way, you can keep donors laser focused.
BUT WAIT! But that’s not the best way to do things. The two should not affect or depend on each other.
In fact, planned giving marketing should run in tandem with your capital campaign!
The main reason is that the person who will support your capital campaign usually isn’t the same as your planned giving donor.
You wouldn’t stop your annual appeal during a capital campaign, and you shouldn’t derail your planned giving marketing efforts either.
5 things to keep in mind about planned giving during a capital campaign:
Planned gifts are the MAJOR gift of the rank-and-file donor
Capital campaigns provide moderate-but-loyal donors the opportunity to get involved. Plus, these fundraisers can help identify warm, and potentially very viable prospects for planned gifts. There should be little fear that planned gifts identified during a capital campaign will cannibalize the capital campaign’s goals.
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, even during major campaigns. The two may coincide unintentionally—and that can work to your benefit.
Consistency and frequency is the key to success for any planned giving marketing campaign
It’s crucial for your potential donors to see your planned giving message during life’s big moments. But you don’t know when those moment will happen, so going silent is a bad choice–especially if it’s for months or even years while you market a capital campaign. Imagine how much opportunity you could miss. If you stop then restart your planned giving conversations, you slow the momentum and efficacy of the ask. A consistent and frequent planned giving marketing strategy is always the best practice.
In addition to losing momentum, a lack of planned giving marketing could imply that the program is not important to the organization.
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 your development colleagues to ensure there is a planned giving messaging included in all capital campaign messaging. While planned gifts don’t technically count towards the campaign’s bottom line goal, fostering participation from a segment of your donor file encourages those who want to make a planned gift come forward. They can feel part of the campaign to “give big” in a way they can, even if the dollars are deferred.
When you include planned giving marketing during your capital campaign, it encourages philanthropy.
This is ultimately the goal of all fundraising marketing.
By continuing to inspire donors with planned gifts, despite additional fundraising campaigns, you are able to:
- Drive awareness of your planned giving program
- Build your planned giving pipeline
- Show the value of planned giving to the bottom line
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.
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