There are ways your organization can better promote planned giving.

You’re on the right track, but it appears you could be doing more to attract large, long-term and legacy donations to support the future of your charitable organization. While every gift counts, it’s important to cultivate donors that give big and give often, so let donors and potential donors know how this can benefit not only your charitable cause, but their own wealth-building efforts as well. Through ongoing personal contact with donors, prominently sharing success stories and enlisting expert wealth management guidance, you can start attracting the right kind of donors who will offer financial stability. Transparency and open communication are two key elements to building lasting relationships with quality donors to ensure your charity will be around for generations to come.

Next Steps

Follow these tips to improve your chances of attracting long-term donors:

1. Be transparentA donation should never be the end of the transaction – it should be the beginning of a relationship. By regularly communicating with your donors and showing your appreciation for their gifts, you open up the potential for new opportunities, such as creating champion donors who will enlist friends and family to support your cause or starting new conversations about the available tax benefits for charitable giving.
2. Promote success storiesSharing success stories about your organization is one of the top ways to attract long-term donors and retain current donors by offering a satisfying sense of return on investment. Sharing case studies or testimonials on your website, in a newsletter, or in direct-marketing materials connects your mission with donors and potential donors on a personal level. Social media platforms such as Facebook and Twitter are also excellent ways to put a human face to your cause.
3. Build donor relationshipsA donation should never be the end of the transaction – it should be the beginning of a relationship. By regularly communicating with your donors and showing your appreciation for their gifts, you open up the potential for new opportunities, such as creating champion donors who will enlist friends and family to support your cause or starting new conversations about the available tax benefits for charitable giving…

Read my book Finding Your Money’s Greater Purpose: How to Make Your Legacy Count for more insight.

Share Your Experience

We’d love to hear how your charitable organization is making a lasting impact on the world. Follow me on Twitter at @PatRenn and use the hashtag #MoneysGreaterPurpose to join the conversation!