Why Treat Planned Giving Donors as Major Gift Donors Part 2: From Theory to Practice

In a previous blog, we discussed why planned giving donors deserve the same treatment as major donors. But how do we move from theory to practice?

If we agree that these donors are high-value partners, we must shift our engagement strategy to reflect that. Here are three more reasons—and strategies—to treat your planned giving prospects like the major donors they are.

1. The “Ultimate Gift” Deserves the Ultimate Recognition

A major donor gets to see the building they funded or the research project they launched. A planned gift donor, however, is making a promise for a future they may never see. This is the “ultimate gift.”

• The Strategy: Don’t wait for the gift to realize. Invite all planned givers into your legacy society.  Give them the same “insider” updates and invitations to executive briefings as your major donors. If they are trusting you with their estate, you should trust them with your vision.

2. Personalization is the Path

You would never send a generic, mass-produced form letter to a million-dollar donor. Yet, many organizations relegate planned giving prospects to a quarterly newsletter mailing list.

• The Strategy: Transition these donors to a portfolio. This means one-on-one coffees, personalized impact reports, and hand-written notes. A major gift officer learns a donor’s family history and philanthropic goals, understands the “why” behind the planned giver’s legacy gift as well.

3. They Are Your Most Loyal Advocates

Data often shows that planned giving donors are among your most consistent annual supporters. They aren’t just “one-and-done”; they are your organization’s “lifers.” By treating them like major donors, you reinforce a lifetime of loyalty.

• The Strategy: Solicit their feedback. Major donors are often asked for their advice—as the saying goes, “If you want money, ask for advice.” Ask your planned givers for their perspective on your long-term sustainability. This deepens their emotional investment and ensures they feel like a stakeholder, not just a line item in a will.

The Bottom Line: When we treat a planned giver like a $10 peer-to-peer donor, we risk losing the gift to an organization that recognizes their true value. When we treat them like a major donor, we honor their legacy before it’s even written.