The Case For Planned Giving
Often professionals understand the need for planned giving, but meet resistance from board members who are unsure about how it works or its
benefits to the organization. I cannot emphasize enough how important the support of your board members is to reaching your goals and achieving
success. Below are some points that may help your efforts to convince the board.
Why Limit Ways for Donors to Make a Gift?
Planned giving is yet another way for donors to make a charitable gift. Most often it is a gift from assets rather than cash flow. As such, it's usually a
major gift and compliments rather than competes with other forms of giving, like with an annual campaign.
Competition with Other Nonprofits
Planned gifts are gaining popularity with donors every day. More and more charities now offer these opportunities as a way to give. Donors' awareness
of these options have also increased and they find them attractive. So if you're not offering these opportunities, your donors may end up giving these
gifts to other nonprofits.
Strengthened Credibility and Sustainability
Planned giving reinforces your organization's image of current and long-term stability, and it projects a sense of permanence because it speaks to
long-term planning, competitive activity and donor heartfelt giving. Even if your mission is to "find a cure," the receipt of bequests and other planned
gifts may speed the process with the extra revenues received.
Guaranteed Cash Flow
As a planned giving program grows, there is more opportunity to plan for the future, recognizing that "unbudgeted" funds will definitely be forthcoming.
For now it may also be easier for donors to make deferred gifts, which is a true reinforcement of loyalty and larger gifts in the future. And, it's always
possible the occasional "surprise bequest" might amaze you by its amount as well as by who made the gift. In this very difficult fundraising
environment, one of my clients received an unexpectedly large bequest, which saved programs and jobs.