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

Nurturing older donors
Following are some important steps an organization should take to identify and nurture relationships with its older donors.

1. Implement an age/wealth overlay to identify those donors who have been with the organization the longest, and focus on their cumulative giving.

2. Increase the level of personal contact with these donors by asking several staff to call or visit them whenever possible to learn about their history and ties to the founder and the organization.