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
The word “increase” is a bit of a conundrum. Many nonprofits are being asked to do more (increase) with less (no increase). Your planned giving program is no different. Raising more planned gifts with increasing headcount is not just a recommendation but a requirement.
Planned giving has long been a vital—yet underutilized—source of revenue for nonprofits. Unlike annual donations, which fuel today’s operations, planned gifts create a pipeline of sustainable funding for tomorrow. According to Giving USA, planned gifts account for billions of dollars each year, with bequests alone contributing more than $40 billion in 2023. Yet many nonprofits, even those with strong donor bases, fail to maximize this powerful opportunity.
In today’s increasingly digital world, nonprofits have more tools than ever at their disposal to engage donors and increase impact. But when it comes to planned giving—one of the most meaningful and transformational forms of donor support—many nonprofits are finding themselves stuck between a rock and a hard place: do they partner with a large tech company with little experience in the fundraising world that sees adding a nonprofit vertical as a revenue play, or do they work with a lean, experienced team that has decades of combined fundraising experience and an advanced online estate planning platform?
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