In February of 2024, we hosted the inaugural Planned Giving Summit, in collaboration with the Miami Chapter of the Association of Fundraising Professionals, Baptist Health, and the Sharpe Group at Miami Dade College, Wolfson Campus. 

Inspired by the news that the biggest wealth transfer in history is upon us, the event was a call to action for local nonprofit leaders and development professionals to come together and learn how to maximize the opportunity that this wealth transfer presents. 

Click HERE to check out pictures from the event.

One of the key takeaways from the day’s programming was the importance of cultivating a relationship with donors who are positioned for planned giving. Before you begin the process of soliciting planned gifts, it’s important to understand these donors on a deeper level than your average monthly member or sporadic contributor (though it is important to note that these donors are also a great lead source for planned giving programs). Taking the time to understand what motivates, inspires, and drives prospective donors is a crucial first step. 

While that is true of any donors, it’s important to understand the inclination and capacity for giving when it comes to planned gifts.

Cultivating a relationship with a donor who will leave your organization in their will or estate plan, takes a more personalized approach that could include: 

• Getting to know their family
• Involving them in the organization’s mission (e.g. committees, events, board positions) 
• Sending them personalized appreciation gifts 

Because your organization will be receiving this gift once your donor has passed, it’s important that you approach planned giving with a long-term strategy that includes cultivating the relationship with these donors over several years. It is also key to remember not to rule these donors out for ongoing, smaller gifts while they are alive. While you are strengthening your relationship with them, you can also steward them with active involvement over the course of their life. If your planned giving donors are not the type to maintain active engagement, it is still important to keep in touch with them through various personalized efforts. 

Inspired to take your planned giving program to the next level? Stay tuned for more events like the Planned Giving Summit. We’re constantly developing new resources and educational opportunities to empower local nonprofits.  Subscribe to our mailing list to receive updates on upcoming events and insightful blog posts.