Successful Fundraising Includes Planned Giving

Long ago I saw a T-shirt that said “The one who dies with the most toys… still dies.” I don’t mean to start this post on a morbid note, but each one of us is going to have to face our own expiration date. While in life we strive to make a difference and touch the lives of many, upon our exit of this earth we can still leave our mark. Planned giving and legacy societies are becoming commonplace in many non-profits and if you haven’t created one of these fundraising programs in your organization, I strongly recommend that you look into it.

While many people are hesitant to give a substantial amount due to future security, a gift determined in a will or bequest is a sound option. In the Miami Herald, reporter Amy Driscoll explores how planned giving is becoming a larger part of donor giving. “For nonprofits and charities struggling through tough economic times, planned giving through legacy societies — programs designed to encourage gifts made through wills, trusts or other means — offer a chance to build strong relationships with donors that will pay off down the line. For donors, the programs establish a way to give in the future even if cash is currently tight.”

I’ve worked with several organizations that are implementing legacy societies into the foundation of their fundraising efforts. Through introducing this program at annual banquets, honoring donors who have designated funds in a will or trust with a plaque, or creating a donor wall in their facilities, many charities are encouraging donors to consider leaving a portion of their assets to futhur the cause that they are most passionate about.

Driscoll writes that donor giving has hit a plateau on many levels but “Charitable bequests… rose an estimated 18.8 percent in 2010, according to Giving USA, which reports annually on charitable trends. Richard Lehrman, a Miami trust and estate planning attorney who is also a member of the steering committee for Leave A Legacy, a project of The Partnership for Philanthropic Planning of Miami-Dade to promote philanthropy, said there has been ‘a slow evolution’ in fundraising, moving away from total reliance on event-oriented annual campaigns and toward planned giving.”

To start this new phase of fundraising, it is of the upmost importance to find a reputable lawyer or CPA to guide you through this process. Once the details are ironed out, the next step is to guide your donors to these professionals so they get sound advice and feel secure with their decision. Investing in donor relationships today can greatly benefit your cause tomorrow.