Tried and True Steps to Launch a Planned Giving Program

As an estate planner specializing in trusts and wills, it’s essential to guide your clients toward maximizing the impact of their legacy. One of the most effective ways to receive gifts in a will or trust is by using tools like NPOAuthority to screen donors and identify those most likely to leave a legacy gift. Once you’ve identified these prospects, consider partnering with or referring them to the Nonprofit Trust Company for expert management of their planned giving.

Here’s a strategic 6-step approach to launching a successful planned giving program that incorporates endowment and legacy planning:

6 Steps to Launch a Planned Giving Program

Step 1: Familiarize Yourself and Your Team with Planned Giving Before initiating your planned giving program, ensure you have a thorough understanding of planned gifts and how they fit into your nonprofit’s infrastructure. Consider the resources needed, the types of gifts to pursue, and whether to hire or train an expert.

Step 2: Appoint a Planned Gifts Officer Designate a dedicated planned gifts officer to lead the program, cultivate donor relationships, and manage all aspects of planned giving. Their expertise is crucial for identifying prospects and maintaining donor engagement.

Step 3: Identify Your Prospects Use prospect screening to pinpoint donors who are most likely to leave a legacy gift. Focus on demographics, wealth indicators, philanthropic history, and affinity for your organization to target the right supporters.

Step 4: Generate Marketing Materials Create and distribute marketing materials that clearly communicate your legacy program. Use a variety of channels, from direct mail to email, and ensure your messaging is accessible while emphasizing your nonprofit’s mission.

Step 5: Send Out Communications Personalized, deliberate communications are key to nurturing planned gift prospects. Use targeted emails, web pages, direct mail, and newsletters to spread awareness and encourage donors to consider a legacy gift.

Step 6: Keep Things Going with Acknowledgments Planned gifts often have a long lead time, so it’s essential to keep donors engaged and appreciated. Regularly acknowledge their commitment and treat them as valued major donors to ensure ongoing stewardship.

By following these steps, you can build a robust planned giving program that supports your nonprofit’s long-term financial health while honoring the legacy of your donors. Remember, using tools like NPOAuthority and partnering with Nonprofit Trust Company can enhance your ability to secure and manage these vital gifts.

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