Strategy Guide for Make-A-Will Month: Planned Giving

Introduction

Make-A-Will month is a critical opportunity for nonprofits to maximize their fundraising through wills and bequests. As a planned giving consultant, my role is to guide your nonprofit to take full advantage of this occasion. This strategy guide will help you improve awareness about planned giving, build strong relationships with potential donors, and ultimately increase your legacy gifts.

1. Planning and Goal Setting

Identify the objective: Begin by outlining your goals for Make-A-Will month. How much do you hope to raise? How many new planned gifts do you aim to secure? Having clear, quantifiable goals can keep your team focused and motivated.

Assess your resources: Evaluate your current resources, such as your staff, volunteer base, budget, time, and promotional channels. This assessment will shape your strategies and dictate how you can feasibly achieve your goals.

2. Identify and Segment Your Audience

Donor demographics: Understand who your donors are - their age, financial standing, interests, past donations, etc. This will help you target your messaging effectively.

Donor motivation: Recognize what motivates your donors to give. This could be a personal connection to your cause, the desire to give back, tax benefits, etc. Use this knowledge to craft compelling narratives and messages.

3. Outreach and Promotion

Educate your donors: Many potential donors might not be aware of the concept of planned giving or its benefits. Run informational campaigns, webinars, or seminars. Provide easy-to-understand resources about making a will, estate planning, and the impact of bequests.

Tailored Messaging: Personalize your outreach based on your audience segmentation. Send direct mailers, emails, or personalized video messages highlighting the impact of their gift and the difference they can make.

Leverage your Channels: Use all available channels - newsletters, social media, your website, events, etc., to promote your message.

4. Donor Stewardship and Relationship Building

Donor Recognition: Recognize the individuals who have pledged a planned gift. You might create a legacy society or club, publish names in your annual report (with their permission), or host exclusive events.

Maintain relationships: Regular communication is key to donor retention. Keep donors updated about your work, successes, and challenges. Show them how their gift will make a difference.

5. Legal and Administrative Preparedness

Legal Support: Make sure you have a legal team or consultant ready to assist donors with the technicalities of wills and bequests.

Record Keeping: Keep a detailed record of each planned gift. This includes the donor's information, the terms of the gift, their lawyer's contact information, and any other relevant information.

6. Measuring Success and Post-Campaign Evaluation