Moving From Annual Gifts To Planned Gifts

Planned giving campaigns can provide a big boost to a nonprofit's fundraising, but it's not exactly a walk in the park to start such a program. That's why Judi Smith of Funding Services Now and Dianne S. Johnson of Endowment Builders advised nonprofits to build their campaign off something that already exists as a proven fundraiser for most organizations: Annual giving funds.

Speaking during the Association of Fundraising Professionals’ 49th International Conference on Fundraising, Smith and Johnson explained that there are certain prospects that are more likely to support planned giving campaigns. These donors are:

• People who support the mission.
• Regular donors of small gifts.
• Donors of major gifts.
• Older donors.
• Volunteers.

Many of these individuals are probably already donating to your organization's annual fund, so it's worth trying to convert them to planned giving. Smith and Johnson said to consider the following ideas when trying to build your program from an annual fund:

• Start with an Endowment or Planned Giving committee (with each member to make their own planned gift).
• Target an event to include planned giving prospects.
• Review the database for a mailing program to a planned giving prospect group.
• Mail to existing members to reconfirm gifts and survey them.
• Look at offering charitable gift annuities.