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

Over the 10 previous years, John and Amy had been giving $50 to $90 a year, so they hadn’t shown up on anyone’s radar as a major donor. I asked Amy if she would consider a special anniversary gift, and when she expressed an interest I opened a dialogue with her financial planner — who was with National Christian Foundation — and brought in our CEO to request a special three-year, six-figure campaign gift. Amy provided the gift, and we’ve continued thanking her for her special commitment. Today, she continues to open doors for us, including with her daughter and son-in-law, allowing us to work with the next generation of givers.