CEO Note

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!