Making the Planned Giving Ask Part 3: Asking!

Don’t be afraid to ask! It is easy to be intimidated by the concept of asking a donor for a planned gift. But don’t be! After over twenty years of fundraising, I have noticed an interesting trend. After the economic downturn of 2008, portfolios have recovered but minds have not. 

There is an underlying sense of fear about the economy.  A planned giving ask is a great way for the donor to retain financial flexibility while planning for impact.

A few ideas on how to make the ask

1. Opening the Conversation: a simple question such as; Are we currently in your estate plans? Beginning the conversation this way allows the donor to talk about their plans and their plans for your organization.
2. Listen, Listen, Listen: There is an old adage in sales: he who talks first loses. Listen more than talk and ask open-ended questions (see part 2 of this series).  Take everything they are saying and synthesize it into a key area of impact.
3. Hone In: Focus on what is important to them. Listening to the donor’s priorities is crucial in understanding how to craft the ask. The ask you prepared might not be consistent with where the discussion is going.  Be flexible with your request of them.
4. Ask: Simply ask them to allocate resources in their estate to achieve what is important to them that they have talked about.

This ask is not the end of the conversation but the continuation of the relationship. You might need to talk to leadership about what you are hearing or get further information to the donor about something they had questions about, but the ask is made, and the conversation continues.