Making Planned Giving Work for You

Making Planned Giving Work For You

Planned giving strategy tips for every organization

Lawrence Henze,J.D.,Managing Director,Blackbaud Analytics

"Golden Age of Philanthropy "

Americans will transfer at least $41 trillion between 1998-2052,according to a study 1 by the

Social Welfare Research Institute at Boston College.At least $6 trillion of that funding will be

bequests to charity,according to authors Paul Schervish and John Havens,who wrote that "a

golden age of philanthropy is dawning."

With so many philanthropic dollars up for grabs,nonpro fits need to position themselves to

capture a share of the wealth.Research from the National Committee on Planned Giving 2 shows

that although 42 percent of Americans have wills,only about nine percent have included charities.

But once charities are included,they stay:97 percent said they had not revoked a charitable

provision.An additional 14 percent of those surveyed said they had considered including a

charitable bequest in their wills -- even though no nonpro fit has asked them to do so.This leaves

a largely untapped market.

About Planned Giving

Planned giving,once called deferred giving,refers to any charitable gift that requires more

thought and planning to execute than the average donation.Planned giving has traditionally been

de fined as the gift that an individual makes near the end of his or her lifetime.There are many

kinds of planned gifts,from simple bequests in a will or an estate plan,to annuities,charitable

remainder trusts,charitable lead trusts,pooled income,life insurance and life estates.

Nonpro fits often have trouble securing planned gifts.Why?The answer generally boils down to

four basic factors:targeting the wrong prospects,sending the wrong appeal,asking too late and

soliciting planned gift prospects for major gifts instead so the organization can get the money

more quickly.

Many charities assume that their major gift donors will be their best prospects for planned gifts.

When these solicitations fail,organizations are left with the impression that planned giving is

just not right for them.Other organizations send broad-based planned giving mailings to older

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Executive Summary

Developing a successful planned giving program