The Best Time to Start Planned Giving

As you may have already learned from reading my articles or past issues of my newsletter, I am absolutely passionate about planned giving. With two decades of fundraising behind me, there is no doubt in my mind that without planned giving, a nonprofit's ability to grow and sustain their mission will eventually plateau. They'll fall behind other nonprofits that actively offer their donors planned giving opportunities, and they may even suffer more hardships during tough times like recessions.

For example, I learned very recently a former client has just been notified of a bequest representing more than half of their normal budget. The timing is a godsend as you can imagine. The organization will begin to receive distributions shortly, and this may well save jobs, salaries, and programs that were in jeopardy.

While occasionally there are surprise bequests received by nonprofits who can't recall the decedent, these gifts more often come from someone who's been solicited to take this action. In my above example, the amount of the bequest was surprising, but bequests aren't unusual for that nonprofit. It has actively let people know they want this type of donation for many years, and they come in regularly; although, not usually for such a large sum.

The above example solidifies my passionate belief in planned giving programs and why I'm driven towards success in this area of fundraising. Without planned giving, a nonprofit becomes less competitive and less able to build its mission into the future, and less able to retain donors. They lose opportunities to become "like family" to their supporters, and they find it far more difficult to maintain programs and credibility.

Recognizing a need for more charities to establish planned giving programs is what moved me to become a consultant rather than work as a development professional for only one nonprofit -- although those were great times, too. When I saw the need, I thought it through then I moved as quickly as possible so it didn't become a permanent "one day" situation. Every successful person, who first began with an idea, will tell you not to wait to be perfect; just do it and perfect it as you go.

So, what is holding you back from starting your planned giving program or expanding its marketing now?

I can't guarantee you will receive a bequest right away for half your budget, but it will help bring in other revenues and it will assuredly help secure the future of your nonprofit. I know this is considered "tomorrow's" revenue and everyone needs money today. But, I can guarantee you that tomorrow will come way before "one day" ever does.

BREAKTHROUGH TIPS

There are many free or inexpensive ways to reach your loyal donors and friends with planned giving information. Here are some really easy tips to get planned giving going for your organization:

Why not include a statement, such as "Please remember us [Insert Name] in your will," on everything that reaches donors? Mailing envelopes or letterhead, email signatures, newsletters, calendars, etc.

Include a buck slip in your next mailing with bequest language on it.

Why not start doing it now?