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Planned Giving Fundraisers MUST Stop Living On The Tip Of The Iceberg

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Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

IcebergIn Fraser Green’s book titled Iceberg Philanthropy he points out how planned giving fundraisers get tricked into thinking that what they see (the tip of the iceberg) is what truly exists.
Here’s what I mean:
1. Most organizations’ planned giving staff will not see (and/or cultivate relationships with) the entire group of people capable of making a legacy gift. That includes their entire database plus anyone else that might support their mission. Rather, most PG Officers are probably only seriously talking to way less than 300 people each year.
2. Those 300 people usually have special circumstances that require the PG Officers’ expertise. But everyone else does not. This is why so many gifts drop in unexpectedly. Face it, the vast majority of your planned gifts will come from people who never involved your organization’s staff in the decision-making process.
3. So, if most planned giving fundraisers only see the 300 that need help, then they are only seeing the tip of the iceberg. And that group is NOT analogous with the other 90% of your bequest donors.
If you want to attain more legacy gifts, stop living on the tip of the iceberg. Look for the commonalities in the 90% instead. Then find ways to satisfy their needs. That usually means you should market simple bequests, bequests, bequests.
 

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4 responses to “Planned Giving Fundraisers MUST Stop Living On The Tip Of The Iceberg”

  1. Would agree – nonprofits of all types and sizes have to many “missed opportunities” with their donors regarding planning giving. Many donors would consider a gift in their estate plans if the organization would just ask them to consider including it, or a bare minimum, suggest and educate them of the possibility and the difference it would make to the organization.

    • Greg Warner says:

      Betty, at the bottom of my blog post you’ll see a little note reminding people to consider signing up for this blog (or to share it).
      When I added that line our sign-ups and shares skyrocketed.
      Nonprofits don’t need to do much to generate millions of dollars from bequests. Simple reminders everywhere are key.

  2. Would agree – nonprofits of all types and sizes have to many “missed opportunities” with their donors regarding planning giving. Many donors would consider a gift in their estate plans if the organization would just ask them to consider including it, or a bare minimum, suggest and educate them of the possibility and the difference it would make to the organization.

    • Greg Warner says:

      Betty, at the bottom of my blog post you’ll see a little note reminding people to consider signing up for this blog (or to share it).
      When I added that line our sign-ups and shares skyrocketed.
      Nonprofits don’t need to do much to generate millions of dollars from bequests. Simple reminders everywhere are key.

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