When it comes to legacy gifts, most fundraisers spend too much time focused on uncovering hidden gifts or closing more of them.
Sure, it’s important to find out who planned a secret gift and to inspire donors to make them. But, believe it or not, closing these kinds of gifts is just the beginning of the fundraising process, not the end. That’s because most legacy gifts are revocable and many people change their plans near the end of their lives. In other words, the trick is to make sure your supporters never change their minds.
Don’t just send ’em a pin!
Now that you know they’ve planned the ultimate gift for your organization, it’s imperative that you steward the relationship in a meaningful way for the rest of their lives.
Here are my best practices for you to consider employing in your communications:
>>Do you care more about your legacy society than the donors in it?
>>NEWS FLASH: Most of your supporters don’t really want to be in your legacy society
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