Planned Giving Marketing for Small Development Shops: Big Impact on a Modest Budget
Planned giving holds immense potential to help with the future sustainability of a nonprofit cause. For small development shops with limited budgets, marketing your planned giving program can seem daunting. It seems as though there’s never enough time in a small development shop, so planned giving often takes a back seat to “now gifts,” because we are focused on meeting our annual revenue goals. I know this firsthand, having spent a good portion of my fundraising career in one-person or small development shops.
In this blog post, I will share creative and cost-effective strategies that small development shops can employ to effectively market their planned giving programs and attract donors who are committed to supporting their future efforts.
1. What is your compelling story?
Small nonprofits have the unique advantage of being closely connected to their communities. Use this advantage to tell stories of impact, highlighting how planned giving can help supporters leave a legacy that aligns with their values. Story telling is your best way to create a compelling narrative. It will help your marketing efforts to identify at least a few donors who have or are willing to make a planned gift intention.
2. How do you know if someone has made a planned gift to your agency?
If you’re not sure if your agency has any planned gifts, begin asking your board and major stakeholders. I had the opportunity to do a board survey for one nonprofit I worked for, and I threw in a question about planned gift commitments. Surprisingly, several board members indicated that they had made planned gifts in their estates. If you are visiting with major donors who are well stewarded, you may want to ask if they have considered an estate gift to your agency. At the very least, you are planting a seed. The National Association of Planned of Charitable Gift Planners has established guidelines for reporting and counting charitable gifts.
3. Leverage your digital media.
Social media platforms are a cost-effective way to reach a broad audience. Utilize your social media platforms to share success stories, engage with followers, and spread the word about your planned giving program. The same applies to email newsletters or special email campaigns (print newsletters or mail appeals are great, but these are more expensive options). Creating visually appealing posts and emails can significantly increase your reach. Get testimonials. Consider creating a short video to upload.
4. Use your website.
Create a dedicated page for your planned giving program. Provide comprehensive information and a clear call-to-action. Make it easy for visitors to access relevant resources and how they can contact your team. It never hurts to look at other nonprofit planned giving pages for ideas and inspiration.
5. Create a legacy society.
Don’t make it complicated. A legacy society recognizes your planned gift donors and also serves as a marketing tool to promote planned gifts. Get creative and make up a name for your society – something that will connect the society to your mission. Add the names of those who have already made commitments. Determine how you want to steward and recognize these individuals. An annual appreciation event does not have to break the bank. Maybe provide free tickets to one of your events. Create a legacy wall if you have dedicated agency space. Send a small gift to these donors based on conversations you have had about their hobbies, family, or profession.
There’s a lot you can do to accelerate your planned giving efforts, even with limited time and a shoestring budget. Creativity and a careful strategy can make a huge difference as you develop your marketing plan. The impact of your planned giving marketing efforts will allow donors who share your vision to make gifts that will help sustain the future of your nonprofit.
Christina Judge, MA, CFRE is the Manager of Business Development for M. Gale. She spent much of her 30-year nonprofit career in leadership and management positions related to mental health, healthcare, child welfare, and education. Christina also managed social service programs for the United States Army in Hanau, Germany.
