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

I’ve been very fortunate at the three organizations I’ve worked with — World Neighbors, Food for the Hungry and MAP International, all of which have a large number of donors 65 years or older and whose founders were still alive during my time of employment. This allowed me to identify the donors who had good relationships with the founders and those who might have been ignored over the years because they hadn’t provided any “major” gifts.