Am I a Hot Prospect?
If my name were in your database, it would be flagged as an ideal planned giving prospect. Why? I’m over 60. I own a business and real estate (which can be planned gifts). I have no kids. I give annually to a number of charities.
And yet, how often do I get asked properly for planned gifts?
Almost never.
Notice that I used the phrase “asked properly.” I get planned giving solicitations all the time. But incredibly, none of the organizations I support have done what the best planned giving officers do. Instead, I get solicitations that:
· Are boring, “vanilla” direct-mail pieces that don’t capture intention
· Show me technical details, instead of appealing to the heart
· Talk about death: “Consider making a planned gift that will come to our mission after you ‘kick the bucket’.”
· Talk about what a planned gift could do for the mission, without mentioning any benefits to the donor.
· Never mention bequests, the most popular planned gift and easiest to give!
· Don’t mention that a planned gift is a way to invest in your own legacy. I call this the “selfish” gift because people want to be remembered.
As a result, most fliers go straight into the recycling bin. Although recently, I did get one that pulled me in. It was four pages long, I read every word, and I’m considering making a gift. What did it get right?
· It addressed my beliefs, hopes and dreams.
· It framed planned giving as a way to achieve immortality through philanthropy.
· It did NOT get bogged down with technical details.
· It showed an example of some of the tax benefits while I’m alive.
· It showed me how a planned gift could help invest in my legacy and take care of my wife.
The next time you’re reaching out to a prospect, remember: Planned giving is a people business. Keep that in mind and you’ll not only attract more prospects in the first place; you’ll also hang onto them.
You can do better!
