Planned giving is a critical component of nonprofit fundraising, providing a reliable source of long-term support for organizations. However, many fundraisers face the challenge of getting donors to share their planned giving intentions.
Understanding the reasons behind donors’ hesitation is essential to addressing their concerns and fostering a culture of openness and trust. In this article, we’ll explore five core reasons why donors may be reluctant to discuss their planned giving plans, illustrated by short stories of donors, and provide actionable tips for fundraisers to overcome these obstacles.
Table of Contents
- Reason 1: Privacy Concerns
- Reason 2: Lack of Awareness
- Reason 3: Fear of Commitment
- Reason 4: Family Dynamics
- Reason 5: Procrastination
Reason 1: Privacy Concerns
Sarah, a long-time supporter of a local animal shelter, had always been generous with her annual donations. However, when the shelter’s fundraising team approached her about planned giving, Sarah became hesitant. She feared that discussing her financial matters might lead to judgment or unwanted attention.
To address privacy concerns like Sarah’s, fundraisers must prioritize building trust with their donors. This can be achieved through consistent, transparent communication that emphasizes the confidentiality of all discussions related to planned giving. Reassure donors that their information will be handled with the utmost discretion and that their privacy will always be respected.
Reason 2: Lack of Awareness
Michael, a successful businessman, had been supporting a local education nonprofit for years. Despite his commitment to the cause, he was unaware of the potential benefits and options available through planned giving. He assumed that it was a complex process reserved for wealthy individuals.
Fundraisers can bridge this knowledge gap by creating informative materials that clearly explain the different planned giving options and their associated benefits. Offer personalized discussions with donors like Michael to assess their unique situations and help them identify the most suitable planned giving strategies. By educating donors and demystifying the process, fundraisers can empower them to make informed decisions about their philanthropic legacy.
Reason 3: Fear of Commitment
Emily, a retiree living on a fixed income, was passionate about supporting her favorite charity. However, when the organization’s fundraiser mentioned planned giving, Emily became apprehensive. She worried that committing to a planned gift would limit her flexibility and prevent her from accessing funds if her financial situation changed.
To alleviate these fears, fundraisers should highlight the flexibility of planned giving options. Emphasize that donors like Emily can modify their plans as their circumstances change and that many planned giving vehicles allow for revocability. By offering a range of options and emphasizing the donor’s control over their assets, fundraisers can help donors feel more comfortable making a long-term commitment to the organization.
Reason 4: Family Dynamics
Tom, a devoted father and grandfather, had been considering making a planned gift to his alma mater. However, he hesitated to discuss his intentions with the university’s fundraising team, fearing that his decision might cause conflict among his children, who had differing opinions about his philanthropic priorities.
Fundraisers can support donors like Tom in navigating these complex family dynamics by providing resources and guidance on how to communicate effectively with family members about planned giving. Encourage donors to have open and honest conversations with their loved ones, explaining their motivations and the impact they hope to achieve through their planned gift. By helping donors find a balance between their philanthropic aspirations and their family’s needs, fundraisers can create a more supportive environment for planned giving discussions.
Reason 5: Procrastination
Laura, a busy professional in her 40s, had always intended to include her favorite nonprofit in her estate plans. However, with her hectic schedule and the perceived complexity of planned giving, she kept putting off the decision, believing she had plenty of time to address it in the future.
To combat procrastination, fundraisers should focus on simplifying the planned giving process and providing clear, actionable guidance to donors like Laura. Break down the steps involved in making a planned gift and offer resources to help donors understand their options and make informed decisions. Regularly follow up with donors to address any concerns and encourage them to take action, emphasizing the importance of planning for the future and the impact their gift can have on the organization’s mission.
By understanding the core reasons behind donors’ hesitation to share their planned giving intentions and relating to their personal stories, fundraisers can develop targeted strategies to address these concerns and foster a culture of openness and trust. Building strong relationships, providing education and resources, offering flexibility, and supporting donors in navigating family dynamics are all essential components of a successful planned giving program. By implementing these actionable tips, fundraisers can empower donors like Sarah, Michael, Emily, Tom, and Laura to make informed decisions about their philanthropic legacy and secure long-term support for their organizations.
