Planned Giving: Turning Donor Consideration Into Donor Action

* Loyal giving behavior frequently trumps gift size as a predictor of planned giving.

* In addition to annual giving, recurring behavior pertaining to memberships, volunteerism and ticket buying also demonstrates loyalty linked to ultimate giving in the form of a planned gift.

* Loyal donors deserve special treatment, and that begins with the solicitation and renewal process. Whenever possible, reduce the number of “asks” targeting loyal donors and investigate anniversary-date solicitations.