Recognizing and stewarding planned gifts is an essential part of cultivating long-term relationships with your donors. These acts of generosity often represent a donor’s deepest commitment to your mission, and how you acknowledge and care for these gifts can significantly impact future giving. This page will explore effective strategies for recognizing and stewarding planned gifts to ensure that your donors feel valued and connected to your organization for years to come.
The Importance of Donor Recognition
Recognizing planned gift donors is more than just saying “thank you”—it’s about celebrating their legacy and the difference they will make for your organization. Thoughtful recognition can also inspire others to consider making similar commitments. Whether through public acknowledgments, personal gestures, or ongoing communication, recognizing your donors appropriately is key to maintaining their trust and engagement.
Creating a Legacy Society
One of the most effective ways to honor planned gift donors is by creating a Legacy Society. This special group is made up of individuals who have included your organization in their estate plans. Membership in a Legacy Society often comes with exclusive benefits, such as:
- Special Events: Invitations to exclusive events, such as annual luncheons, behind-the-scenes tours, or private receptions, where members can connect with each other and learn more about your organization’s work.
- Public Recognition: Listing members’ names in your annual report, on a donor wall, or in other publications, with their permission.
- Personalized Communications: Regular updates from your leadership team or special communications that highlight the impact of planned gifts.
Personalized Thank-You Letters and Gifts
A personalized thank-you letter is one of the simplest yet most powerful ways to recognize a planned gift donor. Tailor your message to reflect the significance of their gift and how it aligns with their values and interests. Consider also sending a small, thoughtful gift that reflects your organization’s mission, such as a framed photograph, a book related to your work, or a custom keepsake.
Ongoing Stewardship
Stewardship doesn’t end with the recognition of a planned gift—it’s an ongoing process that ensures your donors remain engaged and appreciated over time. Regularly communicate with planned gift donors about the impact their future gift will have, and keep them updated on your organization’s progress and successes. This could include:
- Annual Reports: Send a personalized copy of your annual report highlighting the difference that planned gifts are making.
- Special Updates: Provide updates on specific projects or programs that align with the donor’s interests.
- Personal Touchpoints: Periodically reach out with personal notes, phone calls, or visits to express continued appreciation.
Honoring Donors Posthumously
It’s important to have a plan in place to honor donors after their passing. This could involve notifying their family members of their gift, hosting a memorial event, or dedicating a specific project or space in their honor. Be sure to communicate with the donor’s family to understand their preferences for public acknowledgment.
Measuring the Impact of Stewardship
Effective stewardship can lead to increased loyalty, additional gifts, and referrals from planned gift donors. Regularly assess the impact of your recognition and stewardship efforts by tracking donor retention, the number of new planned gifts, and the growth of your Legacy Society. Use this data to refine your strategies and ensure your donors feel valued and connected to your mission.
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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