Is a $10 donor to a peer-to-peer event the same as the donor that funds a research project at $1,000,000? No, they likely have different reasons for giving. The peer-to-peer donor is likely giving because one of their friends asked them to while the research donor is giving because they want the project they support to change the world. Different reasons necessitate different treatment.
Could that $10 donor turn into a major donor? Sure, but it is unlikely.
There are many articles and loads of information on how to engage major donors. The expectation is that you will communicate with them consistently, solicit their feedback about your organization’s direction, and thank them regularly.
It is important to treat major donors this way. As a fundraiser with decades of experience, it is important to treat planned giving donors the same way. Here are a few reasons why you should treat planned giving donors the same way as major donors:
For these reasons and many others (look for part 2 soon!), treating planned giving donors like major donors will help you steward key donors effectively and continue the important work you do every day!
michael@lifelegacy.io
Planned giving doesn’t have to be complicated, but for many nonprofits, it still feels that way. For years, legacy gifts have depended on personal outreach, mailers, and in-person events to keep donors engaged. That approach worked for a while, but times are changing.
For many nonprofits, gifts from long-time supporters over age 70½ represent a vital source of stability and growth. Yet, one of the most powerful giving tools available to this group remains underutilized: the Qualified Charitable Distribution (QCD).
In one of my first planned giving discussions early in my fundraising career, I faced something I had never considered before. Over lunch, a longtime donor hesitantly told me he had no one to serve as executor of his estate. He had confided in me about the strained relationship with his children and extended family, leaving him with a difficult decision. It was hard for him to talk about, and my job at the moment was, first and foremost, to listen.
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