A successful planned-giving campaign takes it slow, nrturing relationship with older donors that will far outlive their immediate cash-generating years.

By Mark Walker

6. Let the older donors tell their own stories by highlighting their accomplishments, ties to the founder or the organization, and how they’ve influenced it in different ways over the years.

7. Assign one staff person to be responsible for overseeing the relationship-building process among the top older donors, especially those who have the organization in their wills, have annuities or have set up trusts that include the agency.