The Fundraiser’s Toolkit for Planned Giving

The most important step in any process is simply starting! How many of us have put off something we need to do around the house for way too long? We need to get our tools and get started! It is the same with planned giving. Don’t wait to start talking about planned giving, just talk about it!

As a young fundraiser, I read book after book, article after article about planned giving to make sure I knew as much as possible before I started talking to donors about it. I thought I needed all the tools. Looking back, I missed opportunities because I was afraid that I didn’t know enough. I had enough tools, I needed to start using them!

In almost 25 years of fundraising, very few, maybe one or two, donors have asked me the difference between a CRUT and CRAT (even though, through my reading, I could easily tell you!). Donors want to talk about how they can make an impact, more than the vehicles. And, if there is something you don’t know, donors are happy for you to research and get back to them with the best answer. That should never stop you!

To start talking to donors about planned giving you only need four things in your toolkit:

1. A good question: You can ask a question as simple as: Have you left us in your estate plans? Or would you consider leaving us in your estate plans? Simple questions are direct and to the point to begin talking about legacy. Are there more complicated questions? Absolutely, but they are not necessary.
2. Intention form: Have a form created and ready for the donor to make their intention known. This physical act of filling out a form cements the commitment in the donor’s mind.
3. Bequest language: The majority of planned gifts are bequests. This language should be easily available for you to send to a donor who is meeting an attorney and on the planned giving page on your website for a lawyer or financial advisor to utilize in the estate planning process.
4. 501c3 letter and W2 form: These essential documents help a lawyer or financial advisor complete the process of a donor leaving you in their estate plans. Have these in .pdf format that are easy to send at a moment’s notice.

That is all you need! You probably have all of these handy, or they can be created quickly. Now, you are ready to start having the planned giving conversation. My final bit of advice: continue to learn as much as you can about planned giving, of course, but don’t let anything stop you from talking to donors about planned giving!