Planned Giving: Turning Donor Consideration Into Donor Action

* Recognize loyalty with the same vigor devoted to mega-gifts. Many loyal donors have significant ultimate giving potential, often through charitable bequests. Let them know your deep appreciation for their loyalty with recognition in your annual report, donor honor roll and Web-based recognition.

* Thank them, thank them, thank them! Break out of formulaic thinking and let your loyal donors know you really care. Yes, it is important for organizational leadership to thank donors, but always remember that most donors are mission-centered. Try having those who deliver or benefit from your services and mission participate in the thanking process. Who is better at documenting the benefits derived from an individual’s gift support?