The Secret to Getting More Planned Gifts

As a fundraiser, you always feel the pressure to find more planned gifts. Hopefully, this secret will help you connect to more donors and build your planned giving program.

An experienced major and planned giving officer called me the other day.

He was preparing for a lunch-and-learn with his front-line fundraisers and wanted a refresher on the ‘buying signs’ of a likely planned giver. They were hoping to connect with donors and hopefully cultivate opportunities for more planned gifts in the future.

“I’m looking for the things that identify the ideal prospect. You know the things to look and listen for: retirement age, absence of children, loss of a spouse, recent sale of a business, vacation properties, etc.”

Yes, that is the perfect prospect profile, but these just tell you who the prospects could be. These data points don’t reveal the reasons why these older, wealthy, heirless donors would want to make give more planned gifts to your org.

For that information … you need to listen.

“You’re an experienced sales guy,” I reminded him. “Fundraising is selling, and we’ve both been through enough sales training to know that to find out what really motivates our prospects giving (buying) decisions, we need to listen. And listen well because at first, they ain’t telling us the truth!”

Now, just because they aren’t telling you the truth doesn’t make them liars.  They’re just human and the first things they tell us are the things they think we want to hear or need to hear.

The good stuff is coming. Just wait. Be quiet. And LISTEN.  

deer with big ears to listen

A Good Listener Gets More Planned Gifts

It reminded me of a story this same planned giving pro told me about one of his visits just a few weeks earlier.

The donor fit the profile.

When they met, the donor quickly got in the weeds: How much for naming opportunities? How much must he give now, and how much could he defer? Would  a planned gift qualify for reunion giving? Would it count toward the capital campaign?

“Wait!” the PG pro interjected. “All great and important questions. But … more important … why don’t you tell me what you want to accomplish with your gift? Paint your masterpiece. That’s what’s important. The rest is just details.”

Once the listening began, the real reasons came out …

Tax advantages, life income, and naming opportunities are benefits of being philanthropic. They aren’t reasons to be philanthropic.

The next time you’re talking a prospect, take the time to listen. Give them an opportunity to talk about their goals for a legacy, not just the goal of giving a gift.

free guide cast a wider netDownload our FREE Marketing Guide to discover three proven strategies that always capture the attention of donors and increase their curiosity about planned gifts.

Planned Giving Marketing’s PSA: Dig Into the Data

Planned Giving Marketing’s PSA: Dig Into the Data

Transcript:  JEFF: The beauty of digital communication right now is that there are a ton of metrics being generated every time you send something out and every time someone responds.  Measuring that engagement is key to understanding who among your marketing prospects...

read more
Talk About the Impact of a Planned Gift

Talk About the Impact of a Planned Gift

The Impact of A Planned Gift Inspires People to Imagine What's Possible PSAs: Practical Solution Announcements for Busy Fundraisers JEFF: You know, traditionally in planned giving the emphasis has been on vehicles and the benefits of those vehicles. It's likely you've...

read more
Increase Interest in Making a Planned Gift

Increase Interest in Making a Planned Gift

Increase Interest in Making a Planned Gift (Without Making an Ask) Really, marketing is just another word for communicating. Marketing allows you to connect to your donor regularly and let them know you understand what's important to them. What's important? The IMPACT...

read more
PSA: Add This to Your Marketing Immediately

PSA: Add This to Your Marketing Immediately

This Super Simple Practical Solution Makes and INSTANT Connection Between You and Your Donors Transcript:  GREG: Make sure you have your photo on any type of piece that's going out. I know most of us are like, "Oh, I don't want to be photographed," but that's so key...

read more

Contact Us

The best way to engage more planned giving donors is with effective marketing. We would love to help. Please give us a call, send an email, or fill out the form to get started.

Planned Giving Marketing
620 W. Germantown Pike, Suite 440, Plymouth Meeting, PA 19462
P: 484-680-7600 | F: 877-865-6812
info@pgmarketing.com

© 2020 Planned Giving Marketing. This site is informational and educational in nature. It is not offering professional tax, legal, or accounting advice. For specific advice about the effect of any planning concept on your tax or financial situation or with your estate, please consult a qualified professional advisor. Privacy Policy