Turning first gifts into
forever gifts.
Unlock your organization’s planned giving potential
Our latest research and insights into Planned Giving and age have fundamentally changed how we approach building increased lifetime value in fundraising programs. We have always known that planned giving is built from great donor experience and strong annual and leadership giving but with new generations entering the prospect pool, at younger ages than we have seen historically, we are also seeing how planned giving can inspire people to make deep connections with the organizations they feel connected to.
Turning First Gifts Into Forever Gifts: Mobilizing Planned Giving To Drive Fundraising Success Across Generations highlights essential insights that can transform your planned giving programs. By collaborating across revenue streams, you can enhance donor relationships and improve outcomes for your charity. Embrace this shift to unlock new opportunities in fundraising!
Understanding the importance of planned giving: insights and opportunities
Planned giving has the power to transform not just the lives of those who benefit from charitable giving, but also the way donors connect with the causes they care about. Our research has shed light on some intriguing insights into donor behavior and preferences, revealing valuable opportunities for nonprofits to enhance their engagement strategies.
Here are a few we have found most fascinating:
The Language of Legacy Gifts
Our research indicates that donors strongly prefer the term “legacy gift” over “planned gift.” For older audiences, phrases like “Gift in the Will” and “Bequest” resonate more deeply. This highlights a significant opportunity for nonprofits to tailor their communication strategies. By using language that aligns with donor preferences, organizations can foster stronger connections and make legacy giving feel more accessible and personal.
A Deeper Sense of Purpose
Legacy gifts offer donors a profound sense of purpose that goes beyond regular donations. They enable individuals to leave a meaningful mark on the causes they value most. This insight opens up a wonderful opportunity for nonprofits to emphasize the impact of legacy giving in their messaging. By showcasing real stories of how legacy gifts make a difference, organizations can inspire potential donors to consider their own legacies.
The Acknowledgement Gap
One of the more startling findings is that over 50% of donors have communicated their legacy gift intentions to charities, yet many feel unacknowledged. In fact, nearly 25% of donors report not being thanked for their contributions. This represents a significant opportunity for nonprofits to enhance their donor stewardship. Implementing robust acknowledgment processes and formal onboarding can create a sense of belonging and appreciation that encourages ongoing support.
Overhead Costs: A Growing Acceptance
Another noteworthy trend is the evolving perception of overhead costs among younger donors. Unlike previous generations, younger individuals are increasingly accepting of necessary expenditures for staffing and communications. They recognize that investing in these areas is vital for creating meaningful impact. This shift in understanding presents an opportunity for nonprofits to communicate transparently about their operational needs and how those investments lead to greater effectiveness and success.
Throughout the paper we’ve included insights for both Annual and Planned Giving fundraisers to demonstrate how integrating strategies from both can create a more cohesive and effective fundraising approach, maximizing donor engagement and support.
Unlocking Potential for Annual Fundraisers:
- Rethinking Target Groups
- Enhancing Donor Journeys
- Optimizing Onboarding Experiences
- Building Trust Through Communication
- Leverage Planned Giving for New Donors
- Understanding Donor Motivations
- Charity Cost Tolerance
- Innovative Matching Gift Opportunities
- Integrating Planned Giving for Lifetime Value
Unlocking Potential for P.G. Fundraisers:
- Discover Tailored Messaging Strategies
- Uncover Unique Planned Giving Propositions
- Enhance Donor Onboarding Experiences
- Utilize Matched Giving and Storytelling
- Implement a Planned Giving Promise
- Identify Untapped Donor Opportunities
- Inspire Donor Action with Communication Techniques
- Deepen Understanding of Donor Motivations
- Build Long-Term Trust
This research delves into essential opportunities for enhancing legacy giving by examining how age influences donor motivations, the lasting impact of values on giving, and the benefits of collaboration between annual and planned giving fundraisers. By understanding these dynamics, nonprofits can foster deeper connections and drive greater support from their audiences. We invite you to download the full research to explore these insights in detail and discover strategies to strengthen your planned giving initiatives.
Download the free research now:
Could these insights on planned giving be a valuable resource for your team to explore further?
Would they help you effectively make the case for investing in planned giving to your leadership team or board members? We offer virtual presentations customized specifically for your organization.
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