I am often asked, “What is the secret to planned giving success?”

My answer is always this (and it’s not a secret): “Targeted and consistent print communications.”

Fundraisers have never been—nor will they ever be—able to control their donor’s timing. Globally, we can stay abreast of economic and social changes—tax laws, stock market rallies and elections. On an individual level, we note changes in relationships, employment, retirement, the sale of a business, etc. 

Each of these factors influence the timing of a planned gift. Yet, we rarely are there in front of the donor at any of those moments. Planned giving concepts are complex, and repetition is critical to understanding. Planned giving donors are generally older and prefer printed materials.

One of my most successful planned giving clients ascribes to the practice of maintaining a varied yet steady stream of printed planned giving communications.

Their schedule was:

• January—Mailed “An Estate Planning Quiz” brochure with an additional digital message to a larger audience three weeks later.
• March—Mailed a four-page planned giving newsletter that included a donor story with an additional digital message three weeks later.
• May—Mailed a postcard with an additional digital message three weeks later.
• September—Mailed a four-page planned giving newsletter that included a donor story with an additional digital message three weeks later.
• November—Mailed a postcard with an additional digital message three weeks later.

Again, following my advice, each of these pieces included a reply device. After their most recent newsletter mailing, they received 10 responses, which yielded $1.8 million in legacy commitments!

Understanding that a robust program such as this requires a robust budget as well, this is an example of best practices. Other recommendations include asking for some space in other communications, mentioning planned giving opportunities at donor events and adding a planned giving message in your signature line.

We work with charities of all sizes and can work within your budget to create impactful planned giving messaging.