How do you cultivate and solicit major gifts and planned giving?

1 Know your donors

The first step to cultivating and soliciting major gifts and planned giving is to know your donors well. You need to understand their interests, motivations, values, goals, and preferences. You also need to segment your donor database and identify those who have the capacity and inclination to give more. You can use various tools and methods to research and analyze your donors, such as surveys, interviews, wealth screening, donor profiles, and donor tracking systems.

2 Build relationships

The second step is to build strong and lasting relationships with your potential and existing major and planned giving donors. You need to communicate with them regularly, provide them with relevant and personalized information, acknowledge and thank them for their support, and invite them to engage with your organization. You also need to assign a dedicated staff member or volunteer to each donor, who can act as their point of contact, steward, and solicitor. You should also create a donor recognition and stewardship plan that shows your appreciation and impact.

3 Make the ask

The third step is to make the ask for a major gift or a planned gift. You need to prepare well for this step, by setting a realistic and specific goal, crafting a compelling case for support, choosing the right timing and method, and anticipating possible objections and responses. You also need to involve the right people in the ask, such as your board members, staff, volunteers, or peers. You should also be prepared to negotiate and follow up , as well as to celebrate and report on the outcomes.

4 Educate and inspire

The fourth step is to educate and inspire your donors about the benefits and opportunities of major gifts and planned giving. You need to inform them about the different types of major gifts and planned gifts, such as cash, stock, property, bequests, trusts, annuities, and life insurance. You also need to explain how these gifts can help your organization achieve its vision and mission, as well as how they can benefit the donors themselves, such as through tax deductions, income streams, or legacy planning. You should also share stories and testimonials of other donors who have made major gifts or planned gifts, and how they have made a difference.

5 Create a culture

The fifth step is to create a culture of major gifts and planned giving within your organization. You need to involve and train your board, staff, volunteers, and supporters in the process of cultivating and soliciting these gifts. You also need to establish policies and procedures for accepting, managing, and acknowledging these gifts. You also need to allocate resources and budget for your major gifts and planned giving program, and measure and evaluate its performance and impact.

6 Innovate and adapt

The sixth and final step is to innovate and adapt your major gifts and planned giving program to the changing needs and preferences of your donors and your organization. You need to keep up with the latest trends and best practices in the field of fundraising, such as using technology, social media, online platforms, and mobile devices. You also need to solicit feedback and input from your donors, and adjust your strategies and tactics accordingly. You also need to be flexible and creative, and try new ideas and approaches to attract and retain more major gifts and planned giving donors.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?