PLANNED GIVING MYTHS & REALITIES
By: Adrienne Wright
In my role as PGM’s client engagement & analytics specialist, I meet with our clients regularly to review their dashboard and track which of their prospects are actively engaging with our planned giving materials. In this blog series, I share common misconceptions I hear repeatedly from our clients—and the realities that allow successful PG officers to shine.
Myth 1: “Once We Hit Send, Our Job Is Done” — The Myth of the Self-Running Planned Giving Campaign
It’s easy to assume that once your planned giving materials go out, the job is complete — that inquiries and commitments will start rolling in on their own. But the real work begins after the email hits inboxes and the direct mail piece drops.
- Marketing Starts the Conversation
Your materials create awareness and spark curiosity. They don’t close gifts—people do. Consistent follow-up turns interest into impact. - Engagement Is a Signal
When prospects open, click, or revisit content, they’re giving you clues. Use those signals as a guide to prioritize your outreach. - Planned Giving Thrives on Personal Touch
Automation is powerful, but personal contact moves hearts. A timely phone call or note can turn passive interest into a lasting legacy.
Donors relate to stories about people that sound like them. The key theme is: Donors like you make gifts like these. Highlight your everyday donors—alums, grandparents, parish neighbors—who used their will, IRA, or stock to make a difference.
I always say our most successful clients are the ones who communicate planned giving frequently and consistently to the right audience—then follow up with the leads showing the strongest engagement.
Ready to move beyond “send and hope”?
Let’s build a follow-up strategy that drives real conversations. Contact us to learn how to turn planned giving engagement into lasting relationships.