Establishing a planned giving program is a strategic move that can significantly enhance your organization’s financial stability and deepen relationships with your supporters. By thoughtfully designing and implementing a planned giving program, you can ensure that your organization has the resources to continue its mission for years to come. This page will guide you through the essential steps to build a successful planned giving program that aligns with your organization’s goals and values.
Creating a Vision and Goals
The foundation of any successful planned giving program is a clear vision and set of goals. Start by defining what you want your program to achieve. Are you looking to build an endowment, fund specific projects, or ensure long-term operational support? Establishing measurable goals will help you focus your efforts and track progress over time.
Setting Up a Planned Giving Committee
A dedicated planned giving committee is vital to the success of your program. This group should include board members, staff, and possibly external advisors who bring expertise in fundraising, legal matters, and financial planning. The committee’s responsibilities include developing strategies, identifying prospective donors, and overseeing the implementation of the program.
Developing Policies and Procedures
To ensure your planned giving program runs smoothly, it’s essential to establish clear policies and procedures. These should cover everything from the types of gifts you will accept to how gifts will be recognized and managed. Consider creating gift acceptance policies that outline the kinds of assets your organization can accept, as well as procedures for valuing and liquidating those assets.
Identifying and Engaging Prospective Donors
Successful planned giving programs are built on strong relationships. Start by identifying current supporters who may be interested in making a planned gift. Look for donors who have a long history with your organization, those who have made significant contributions, or individuals who have expressed an interest in leaving a legacy. Once identified, engage these donors through personalized outreach, educational events, and regular communication.
Crafting Compelling Messaging
Your planned giving program’s success will depend largely on how well you communicate its value to your supporters. Craft messaging that resonates with your audience by highlighting the impact their gifts can have on your organization’s future. Use stories, testimonials, and examples of how planned gifts have made a difference to illustrate the power of legacy giving.
Building Relationships with Professional Advisors
Establishing connections with local estate planners, attorneys, financial advisors, and accountants can be a valuable part of your planned giving strategy. These professionals can guide their clients—your potential donors—toward including your organization in their estate plans. Offer to provide resources, host informational seminars, or collaborate on marketing efforts to build these relationships.
Monitoring and Evaluating Your Program
Once your planned giving program is up and running, it’s important to regularly monitor its progress and make adjustments as needed. Track metrics such as the number of new planned gifts, the value of those gifts, and donor engagement levels. Use this data to refine your strategies and ensure your program continues to meet its goals.
Get Started Today
Ready to take the next step? Let us help you create a tailored planned giving strategy that aligns with your organization’s mission and goals.
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