The five steps below will help guide you through your planned giving program’s start.Start strong and stay strong.
STEP 1: GET ACQUAINTED WITH PLANNED GIVINGThey tell you that you need to walk before you run. Those same people caution you to look before you leap. What do these expressions have to do with planned giving? They apply to how you should approach starting your planned giving program. If your organization is looking to succeed with planned giving (which it should of course be doing), it needs to prepare for the launch with research and dedication to fully understanding the topic. How your nonprofit goes about making itself acquainted with prospect research will vary depending on how you see your program playing out. Ask yourself and your team:
- What do we already know about planned giving?
- What kind of planned gifts are we going to be after?
- How much is in our budget for this program?
- Can we bring on a planned gifts officer?
- Will the board approve of all of these decisions?
- What policies do we need to put in place to handle any influx of planned gifts?
STEP 2: DESIGN YOUR MARKETING MATERIALSGreat news! You are going forward with your planned giving program. You know the kinds of gifts you’ll be accepting. You’ve hired a planned gifts officer. You have a budget in place. Your board is behind your decision and excited about the potential. What’s next? Now it is time to transfer the program from your organization’s think tank to your supporters’ minds. How so? With ample marketing. You need a clear strategy in mind to ramp up your marketing materials. You’ll have two main areas to build your marketing around. You will need to address how you will be working planned giving into your pre-existing marketing. And, you’ll also need to decide what additional promotions to bring into the picture just for planned giving. Map out your marketing for a variety of materials, such as:
- direct mail
- pages on your website
- email signatures
- informational brochures