Is Timing Everything? Donor Strategy for Planned Gift Marketing | npENGAGE

Is Timing Everything? Donor Strategy for Planned Gift Marketing

By on Dec 14, 2012


It seems like every fundraising effort has a beginning and an end – that is, until we begin to talk about planned gifts. Think about it.

  • Annual giving efforts start at the beginning of your organization’s fiscal year and end on the last day.
  • Major gift programs may operate annually or have a somewhat longer life.
  • Special events may have the life of a single day (at least to your participants).
  • Direct response efforts at some organizations, have a life-expectancy of only a week or two before they’re considered “concluded”.

Planned gifts seem to have no natural rhythm – externally or internally. In reality, however, there are times in the year when they make sense to promote. Here are the ones that seem right to me:

  • Tax time – March and April
  • Summertime and before vacations – June through August
  • End of year – November and December

These seem like natural times to think about and discuss estate planning. After all, without the estate planning seed, no giving-trees bear fruit. These are excellent periods of time to reach out to your planned giving pool of prospects to share “ways-to-give” instructions and “Gifts from a Legacy” stories.

If you’ve been collecting data on marketing responses and planned gift expectancies, you can analyze it to see if there are other times during the year that resonate with your organization’s constituents. Data analysis doesn’t need to complicated and weighty, and if now is a slower time for your department, run a few reports before year-end. If it’s busy at your office, schedule this task for another time – maybe summer and look at your data then. Either way, your marketing success and face-to-face visits calendar can benefit from understanding when it’s a strategic time to talk about planned gifts.

Happy holidays and joyful data revelations!

Katherine has over 30 years of experience in the fundraising industry as a consultant, development officer and advancement team manager. As a member of Blackbaud’s analytics consulting team for over a decade, she facilitates strategic, client-facing content for Blackbaud’s custom modeling, wealth screening, and prospect research solutions to enhance clients’ development efforts with data-driven strategies.  Before assuming this role, she served as the national director of gift planning at
the National Multiple Sclerosis Society home office. Katherine has raised over $200 million during her career. She is a past president of the Colorado Planned Giving Roundtable, a former lawyer and also served as an affiliation faculty member at Regis University where she taught development-related courses at the master’s level for more than 10 years. She is a frequent speaker at BBCON, NACGP, Apra, AFP and other industry conferences.

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