By R. Michael Patterson
Non-profit organizations should have a giving level to recognize individuals who make planned gifts.
A planned gift society enables you to formally thank individuals as well as steward them through appreciation events, such as luncheons or dinners.
The society also is a door opener to talking to your prospects about a planned gift.
For example, when you call your donors to thank them for an annual gift or major gift, ask them if they’re familiar with your planned giving society. (This avoids the awkward question of asking if they’ve ever thought including your organization in their will.) If they’re not familiar, you have an opportunity to explain that the society honors those who have remembered your organization in their wills or estate plans. Then, offer to send them more information or even sample bequest language they can share with their attorney.
(You might even have a pleasant surprise: Some might tell you that they’ve already included your organization in their plans!)
Finally, follow up what you send in a week or two. Ask them open-ended questions: What do they think about the society? What questions do they have about planned giving or your organization? What are they thinking in terms of estate planning?
Don’t be discouraged if this seems like a slow process. People often take months, if not years, to think about and plan their estates. The best practice is to be patient, periodically check in with them, steward them for their outright gifts and continue to cultivate them over the long term.