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

Properly approaching older donors is contingent on a respect for them and their needs, as well as an appreciation that those needs, and their ability to help an organization, will change as they grow older. In order for an organization to realize the long-term value of its older donors, its staff must be willing to promote a carefully cultivated relationship, which occurs over donors’ entire involvement with the nonprofit — not just during the period when they can generate immediate cash gifts.