Making Designed Giving Do the job
Planned supplying strategy tricks for every firm
Lawrence Henze, J. Deb., Managing Director, Blackbaud Analytics
Golden Regarding Philanthropy
Americans is going to transfer in least $41 trillion among 1998-2052, according to a research 1 by the
Social Well being Research Commence at Boston College. For least $6 trillion of this funding will probably be
bequests to charity, according to writers Paul Schervish and Ruben Havens, whom wrote a
golden regarding philanthropy can be dawning.
With so many philanthropic dollars up for grabs, nonpro , ts need to position themselves to
record a share of the prosperity. Research from the National Panel on Organized Giving 2 shows
that although 40 percent of american citizens have legal documents, only about eight percent include included non profit organizations.
But when charities will be included, they stay: 97 percent said they had certainly not revoked a charitable
supply. An additional 13 percent of people surveyed explained they had regarded as including a
charity bequest inside their wills although no nonpro , t has asked them to do this. This leaves
a largely untapped marketplace.
About Designed Giving
Prepared giving, also known as deferred giving, refers to any kind of charitable present that requires more
thought and planning to implement than the normal donation. Planned giving features traditionally been
de , ned because the gift idea that an person makes near the end of his or her life span. There are many
types of planned gifts, from straightforward bequests in a will or perhaps an house plan, to annuities, charitable
remainder trusts, charitable business lead trusts, put income, insurance coverage and life estates.
Nonpro , ts often have difficulty securing organized gifts. How come? The answer generally boils down to
several basic elements: targeting an incorrect prospects, sending the wrong appeal, asking inside its final stages and
soliciting planned present prospects intended for major products instead so the organization will get the money
Many non profit organizations assume that all their major gift donors will probably be their best potential customers for organized gifts.
Once these solicitations fail, agencies are left with the impression that designed giving is usually
just not best for them. Additional organizations send broad-based prepared giving messages to old
Developing a successful planned supplying program could be a complex commencing. But it is usually one that is usually well worth the problem.
Extensive studies have shown that planned supplying is about lifestyles and dedication, not riches. Many companies still think they
need to , nd the billionaires in their databases to secure prepared gifts. The truth: everyone in your annual fund program has
the potential to become planned provider. This means you could have more control over the process you think. Built with solid
data and the right marketing strategy, your company can make a successful organized giving plan.
Making Prepared Giving Meet your needs exactly
Golden Regarding Philanthropy 1
About Organized Giving. one particular
What Makes a Planned Surprise Donor 2
Using Analysis to Identify
Your better Prospects.. three or more
Using Promoting to Reach Out to
Your Best Prospective customers.. 4
Bottom line 5
Appendix A: Types of Designed Gifts.. six
1 Millionaires and the Millennium: New
Estimates of the Forthcoming Wealth Copy
and the Prospects for a Golden Age of
Philanthropy, by Paul G. Schervish and David
J. Havens. Social Well being Research Commence
Boston School, Boston, MOTHER, October 1999.
2 Organized Giving in the usa 2000:
A Survey of Donors. Countrywide Committee in