What to do instead of the crusty old estate planning seminars you run hoping to generate planned gifts

I’m not sure the old-fashioned estate planning seminars really work to generate legacy gifts. Here’s why:

1. They’re expensive (since time is the same as money).
2. Some folks just want a free meal or free information.
3. Others feel that the seminar offer is incongruent with the charity’s mission (leaving donors to wonder why you’re doing it in the first place).
4. And, finally, if you aren’t being transparent at first about why you’re holding the seminar, then some might think that you’re really just trying to dupe your supporters… now that’s not nice!

Instead, why not try this idea: 

Invite longtime donors, volunteers, board members (or any other group) to participate in a focus group!

That’s an offer that focuses on your supporters’ emotions rather than the transactional aspects of their legacy gifts.
Once there, ask them how they think the organization should prepare to serve future generations. That would make ’em feel valued and appreciated!
Those that come forward will obviously care about the organization’s future— qualified leads. Then you should be transparent about the purpose of the focus group. Ask the members how they think the nonprofit should prepare to help future generations. Ask them about how you should approach others with regard to making a gift in a will. And, finally, give them a survey after the focus group to see if they are interested in making such a gift.

I think in many cases this might be a much better, more strategic offer when compared with a crusty old estate planning seminar. And besides, no one wants to think about death. Rather, everyone likes to think about the future!

Recommendations

>> 10 Ways to Deliver Value to Your Major Donors and Planned Giving Prospects
>> Visual Planned Giving eBook: An Introduction to the Law & Taxation of Charitable Gift Planning
 

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