The Case For Planned Giving by familydevil


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									The Case For Planned Giving
Often professionals understand the need for planned giving, but meet resistance from board members who are unsure about how it works or its
benefits to the organization. I cannot emphasize enough how important the support of your board members is to reaching your goals and achieving
success. Below are some points that may help your efforts to convince the board.

Why Limit Ways for Donors to Make a Gift?
Planned giving is yet another way for donors to make a charitable gift. Most often it is a gift from assets rather than cash flow. As such, it's usually a
major gift and compliments rather than competes with other forms of giving, like with an annual campaign.

Competition with Other Nonprofits
Planned gifts are gaining popularity with donors every day. More and more charities now offer these opportunities as a way to give. Donors' awareness
of these options have also increased and they find them attractive. So if you're not offering these opportunities, your donors may end up giving these
gifts to other nonprofits.

Strengthened Credibility and Sustainability
Planned giving reinforces your organization's image of current and long-term stability, and it projects a sense of permanence because it speaks to
long-term planning, competitive activity and donor heartfelt giving. Even if your mission is to "find a cure," the receipt of bequests and other planned
gifts may speed the process with the extra revenues received.
Guaranteed Cash Flow
As a planned giving program grows, there is more opportunity to plan for the future, recognizing that "unbudgeted" funds will definitely be forthcoming.
For now it may also be easier for donors to make deferred gifts, which is a true reinforcement of loyalty and larger gifts in the future. And, it's always
possible the occasional "surprise bequest" might amaze you by its amount as well as by who made the gift. In this very difficult fundraising
environment, one of my clients received an unexpectedly large bequest, which saved programs and jobs.

Endowment Growth
Planned gifts are one of the best ways to ensure endowment growth without worrying about the securities markets. It is guaranteed cash flow that
enables nonprofits to grow endowment funds without taking a percentage from current annual or capital campaign gifting.

Donor Retention
When properly stewarded, donors are extremely loyal. Many are grateful they were able to improve their own financial situation just by being
generous. Those who include a charity in their will or trust, or in some other way leave a bequest, are saying the charity has reached "family" status in
their hearts. Generally, their current giving improves, too, as does their volunteerism.

Your Board Still Won't Budge?
If you're meeting serious resistance, see if there are board members who have already arranged for planned gifts to your organization. They may be
interested in helping you bring other board members around to a more positive attitude. You can also provide statistics from Giving USA 2009, such as
the $22.6 billion raised through planned gifts during 2008. Give examples of nonprofits similar to yours that are making headway in planned giving.
Remember, the best time to start a planned giving campaign is always now, even if it doesn't appear urgent. If not now, when?

About the Author
Lorri M. Greif, CFRE, president of Breakthrough Philanthropy, Inc., has more than two decades of experience in the nonprofit community focused on
creating and implementing successful planned giving and major gifts campaigns for local and national nonprofits. She has the experience of a
seasoned nonprofit fundraiser coupled with the knowledge of a professional consultant.
Her many years of strategic thinking, fundraising know-how, and donor cultivation and stewardship, are now a key resource addressing the needs of
Breakthrough Philanthropy's clients, mostly mid-sized to larger nonprofits.
Lorri has a unique skill for building or re-working fundraising campaigns from "the ground up." As the first Chief Development Professional for HIAS,
Inc., a 120+ year immigration rescue agency, she created a major gift and planned giving program while accelerating their annual campaign. She
changed the organization's fundraising culture by providing extensive training to other professionals and board members about the importance of
individual giving versus dependence on government funding. She also created national marketing strategies, defined gift acceptance guidelines for the
agency, oversaw adherence to IRS and government regulations, and more.
Lorri was also the National Director of Planned Giving for Women's American ORT (now ORT America, Inc.), a 100+ year-old nonprofit organization,
which provides funding for vocational training and re-training worldwide. In addition to directing the program, she created and implemented a national
marketing campaign for planned giving that helped to bring participation in the planned giving society to more than 1,000 members. She also helped to
create the organization's Diamond Ladder campaign, which brings in millions of dollars in new and increased major gifts.
Additionally, Lorri helped to create or reinvigorate planned giving campaigns for such organizations as the Police Athletic League, Inc. (PAL), Friends
of the IDF, YIVO Institute for Jewish Research, the Crohn's and Colitis Foundation, and the National Council on Alcoholism and Drug Dependence
(NCADD), to name just a few.
Lorri proudly serves on the board of Women in Development (WID). She is also a member of the Planned Giving Group of Greater New York
(PGGGNY), the National Council on Planned Giving (NCPG), the American Council on Gift Annuities (ACGA), and more! Contact Lorri at


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