Have you ever felt that a prospective donor was so different from you that you had no idea how to make a connection? Have you walked up to the front door of a donor’s home scared that the two of you have nothing in common? I certainly have.
1) Before any talk of fundraising or planned giving, be sure your board members are excited and enthusiastic about the organization and its programs. Lead
The primary goals of marketing efforts are to inform people about the gift annuity program and to generate inquiries from motivated prospects. Do not attempt to explain details — that is for face-to-face meetings. Your organization’s mission and charitable work are the foundation of its marketing efforts. Gift annuity donors are motivated by both the desire to make a major gift to your institution and the opportunity to receive an attractive fixed income that they cannot outlive. Market your charitable gift annuity program to people who already support your organization as volunteers and donors. They value your mission and work, and they may be able to meet personal financial goals through the charitable gift annuity program.
In planned giving, perhaps more than in any other type of development effort, your focus must be on the donor rather than on the gift. Donors are the heart of your planned giving program.
Have you heard this one? An elderly woman decided to make one large charitable gift this year in December but she was not sure which of three worthy organizations to support. In April, as a test, she sent each organization a $100 contribution. The first organization processed the gift according to its usual standards and the donor received a pre-printed receipt ten days later.
The prospective donor’s first impression of you and your organization is during the initial contact—usually by letter or phone call. The person who makes that first contact is the person to whom the prospect cannot say no. This is often, but not always, a member of the board. The phone call or letter should be personal and warm and also to the point. Whether the letter is from you or a board member, tell the prospective donor who you are (unless you are already acquainted), what you are doing, and what you want.
Endowments and planned gifts are separate concepts that work hand-in-hand for donors and nonprofit organizations. Planned gifts are contributions made as a result of a
