Creating a planned giving program can be more than we bargained for, but it's still worth the effort. What might a team look like?
by Andy Ragone
"Andy, we had no idea what we were getting ourselves into." a development officer once told me. "We just thought we would start asking for bequests, and that would cover our planned giving strategy. And then... we realized we had entered into a universe we knew nothing about."
I heard this sentiment repeatedly while fielding calls from organizations wishing to regroup and revitalize a program that never got off the ground.
"Great! We got the go-ahead from leadership. Now what?"
Getting leadership on board to invest in your program is a significant first step. But don't high-five just yet. The next major hurdle lies in the How. How should an organization invest in building out its program for maximum yield? This can be tricky, especially since there is much to consider when putting your program together. A gift planning program done haphazardly is unlikely to succeed, and this can leave a bitter taste in the mouths of those who will provide future support.
In most cases, your program will require not one but a team of capable individuals in the following areas:
Communications Expert: Someone to write, produce, and market giving vehicles in a simple and compelling way.
Event Coordinator: Someone who creates attractive events to educate and inspire donors to take the beginning steps to complete their estate or asset-giving plans.
Gift Officer: Someone who frequently is in front of donors, cultivates relationships, plants seeds of giving education, and reaps gifts by offering donor-centric, tax-savings solutions and challenges to further the organization's vision. These gift officers should know enough about charitable tax law to provide an accurate understanding of how each giving vehicle works and its application to satisfy most donors' tax situations. They should be able to motivate and challenge donors with the relevant gift illustrations and mission motivations to move them forward with giving to your organization.
Advisor Liaison: Someone to create a reliable advisor/resource team that encourages philanthropic conversations with shared donors/clients. These advisors will help secure the gifts themselves. We make a poor assumption when we think all advisors are interested in directing their clients towards charitable giving solutions. They are not and may not be familiar with the giving vehicles themselves. Finding and educating your advisor/resource team is important.
Gift Processor: Someone to process these gifts across the finish line, ensuring all due diligence is applied in accordance with the gift acceptance policies in place. Furthermore, this individual should be able to track these gifts over time to learn what works best for your base.
The up-front costs of building your program can discourage investment, especially if previous efforts have been made. Yet, the rewards can be substantial and long-lasting with the right team and approach.
Investing in a planned giving program is more than just a financial commitment; it's a commitment to building lasting relationships and securing your organization's future. The effort is worth it, and the rewards can be transformative. So, roll up your sleeves, gather your team, and start building a program that will make a lasting impact.
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