In this special edition of Sharpe Insights, we offer advice on delivering a planned giving message this year-end. Read the full issue here.
Your development efforts don’t have to become a battle between encouraging year-end gifts today and promoting planned gifts. With a little ingenuity, the two concepts can be successfully communicated at the same time.
Use planned giving inserts in year-end gift receipts and donor acknowledgments. As this communication is part of a “thank you” rather than an “ask,” it offers an excellent opportunity to suggest ways to make gifts that feature additional benefits for your donor and your charity.
Include planned giving ads and articles in other organizational publications the last quarter of the year. This is a cost-effective way to educate constituents on various gift planning opportunities.
Distribute planned giving materials at board meetings and special events in the fall. You have a captive and generally highly motivated audience that is interested in your organization.
Add planned gift tag lines to your email and on other digital marketing. Including a phrase such as “Consider including ________ in your will or trust” reminds donors that planned gifts are welcomed and appreciated any time of year.
In year-end appeals, include check-off requests for gift planning information on response devices. This can convey your planned giving message in a format that should not compete with solicitation of current gifts. The same principal applies after a donor has given online as the final step in the process of online gift completion. ■
