Why Treat Planned Giving Donors as Major Gift Donors Part 1

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:

• They are giving for the same reason: Planned gift donors and major donors believe in your organization and want the good work you do to continue. The vehicle may be different but the intent is the same.
• The size of a planned gift: Normally, a planned gift is 200% larger than the largest annual gift of a donor. (Note: Planned Giving Myths, Facts, Stats & Ruminations!) The sheer size of a planned gift should make any fundraiser plan how to engage planned giving donors.
• Moving your mission forward: Gifts from major and planned donors exponentially move your mission forward. Both should be celebrated and valued for their impact on your organization.

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!