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

An effective program that nurtures older donors helps integrate all components of an organization’s fundraising program — major gifts, planned giving and direct marketing — while focusing on the needs of the donor. From the beginning, the fundraiser needs to see this relationship as long term and established with an appreciation of the donors and their needs, and recognition of their special relationship and history with the organization.