Need cash now? Planned Giving can help increase annual gifts

Need cash now? Planned Giving can help increase annual gifts

Marketing Campaigns, Donor Conversations, Planned Giving Essentials

An older woman smiling thoughtfully, sitting at a desk with financial documents, looking toward a framed mission statement and a photo of children. Represents deepened donor commitment leading to increased giving.
Legacy planning deepens donor identity and commitment.

Organizations often delay planned giving campaigns because they worry it will distract from immediate revenue. It is difficult to focus on the future when the present is right in front of you. The truth is that planned giving and annual giving go hand-in-hand.

Studies have shown that when a donor shares a bequest intention, their annual giving frequently rises afterward. Why? Legacy planning deepens identity and commitment—making your donor feel more connected to your mission.

Legacy planning deepens commitment and connection to your mission.

Lean into asset-based giving that helps this year’s bottom line:
  1. Qualified Charitable Distributions (QCDs): Donors age 70½+ can give directly from IRAs—often at amounts larger than their typical checkbook gifts.
  2. Appreciated Securities: Stock gifts help donors avoid capital gains and often result in bigger gifts than cash.
  3. DAF Grants: Many supporters have already set aside charitable dollars—invite them to recommend a grant.

Practical Tip: Segmentation and Simplicity

A close-up of a hand writing on a financial form with a 'Stock/IRA Gift' checkbox, positioned next to a tablet showing a 'Donate Now' button. Illustrates the simplicity of asset-based giving.
Make it easy for donors to give assets instead of cash.

Segment donors 70½+ and send three clear touches between now and year-end about QCDs and stock gifts. Provide simple instructions, a direct contact, and a quick reply form. For everyone else, include a one-line PS in appeals: Prefer to give stock or from your IRA? We can help.

Prefer to give stock or from your IRA? We can help.

Try this this month:

Queue an email to supporters 70½+ explaining QCDs, add stock-giving details to your donate page, and include an IRA/stock checkbox on reply cards.

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