Show the value of planned giving

Planned gifts can make a big difference for charities by providing a long-term source of critical support.

So charities should invest the time and effort to tell the story of why those gifts matter, how they are created, and their impact on the people they serve, their communities and their donors.

Planned gifts often are deferred or involve complex transactions and assets such as businesses, real estate or securities. They often support endowments. And in addition to advancing causes they care deeply about by donating significant assets, donors often structure their planned gifts to meet both current and future personal and family needs.

While planned gifts can be complicated, it is essential to tell their story simply and show their value to donors and to advancing their causes.

So invest the time to create profiles of donors who make planned gifts. What were the donor’s charitable and personal goals? What life event may have created the opportunity to make the gift? What assets did the donor use? How did the donor structure the gift? What role, if any, did the donor’s professional advisers play? How did the charity work with the donor and adviser? What difference did the gift make for the charity, the people and community it serves, the donor, and the donor’s family?

Then share those stories on your website and in your fundraising materials.

Investing in a gift-planning program can generate significant gifts that can change the way a charity operates and the difference it makes in the lives of the people it serves, clients and donors alike.

So tell the stories of the planned gifts your charity receives so donors can see the value they will add to their communities and the causes they care about, and in their own lives.

Want professional help?

Philanthropy North Carolina is a consulting practice that provides writing and strategic communications support for nonprofits, foundations, colleges and universities, and others working for social good.

To find out more about hiring Philanthropy North Carolina to work with your organization to improve your communications, contact Todd Cohen at 919.272.2051 or

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