A Day that Changed Planned Giving at My Organization

We send out direct mail a few times a year.  Our donor base responded well to direct mail. They enjoyed writing checks!  On every direct mail form, there was a checkbox for them to let us know that we were in their estate plans.

One day, our gift processor brought me a direct mail form that did not include a check.  The only thing that was marked was the checkbox saying that my organization was in their estate plans.  This donor has given to us for a number of years in a row, the combination of no check and the checkbox marked set off my spidey senses.

I picked up the phone, little did I know what would happen next.

The rings went on for longer than I thought, so I prepared to leave a message.  Then, a familiar voice answered. I had spoken to this couple before a few times, and I recognized the wife’s voice. But her voice didn’t sound normal.

Immediately, my focus shifted to making sure they were okay.  She experienced a difficult health experience recently, which led them to think through their legacy. The direct mail and my call had come at the perfect time!

We talked about how much they loved our mission and how it needed to continue no matter what.  The discussion then focused on one particular program that they felt strongly about.  Thankfully, the program had a path forward in our strategic plan.  The couple was relieved to hear thi,s and we talked briefly about what their support would mean.

I promised to talk to leadership and get back to them in the next few days. Later that week, I met with the VP of Development and the Director of Programs to discuss several options that I could bring back to the couple with the amount needed. The email was sent, and we waited.

The following conversation was about how they would like to provide for children and grandchildren while supporting our mission.  We developed a plan that provided for their family and the program they cared about.  About a month later they held a family meeting to discuss the plan.

They called me the next week after meeting with a lawyer.  During the call, they emailed me the page in their estate plan that was provided for the program. It was generous, to say the least and then they surprised me. They wanted to see the program move forward now. They made a major gift to jumpstart the program and provided the rest in their estate plan.  

The total ended up being just shy of $15 million dollars, and we were more than happy to name the program for their family.  Showing the page to the VP of Development and Director of Programs was a celebration that took months to come to fruition, time well spent!

Planned giving became more of a priority than ever before after this gift! 

A few things I learned in this journey:

1. Don’t be afraid to present the need and listen: I didn’t talk much in this process.  Hearing what was important to them and giving them options for supporting your organization. Just because your organization has priorities doesn’t automatically mean they are the same for your donors.  Listen first!
2. The art and science of Fundraising: Our wealth screening said that this couple could give $14,000 over a five-year time period. Through talking to them, I realized that this wasn’t an accurate reflection of their capacity. The data tells us certain pieces of information but can never replace the art of developing a relationship with donors.
3. Planned gifts take time: It was not one conversation; it was multiple. Taking care of the people and the cause a person loves when leaving a legacy takes time and careful consideration. Giving donors the appropriate time to make a planned gift is important for their well-being.
4. The planned giving process can bear fruit in multiple ways: This conversation led to a blended gift: a major gift and a planned gift.  When you present the need clearly, you give the donor the ability to help now and in the future.
5. Have a strategic plan but be flexible: A strategic plan is essential for any non-profit to have. In this case, the program they wanted to support was a part of our strategic plan. As long as what the donor wants to support fulfills your mission, be flexible with your strategic plan to accommodate the donor’s desires.

Not every planned gift goes smoothly. Next month’s blog will show a planned gift that did not go as planned.  Learning from interaction makes the next one better, or at least more interesting!