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How can you build a planned giving program through fundraising networking?

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Planned giving is a form of fundraising that allows donors to make long-term or deferred gifts to a nonprofit organization, usually through their estate or financial plans. It can be a powerful way to secure the future of your mission and create lasting impact. However, building a planned giving program requires more than just asking for bequests or annuities. You need to cultivate relationships with your donors, educate them about the benefits and options of planned giving, and steward them throughout the process. One of the most effective ways to do that is through fundraising networking.

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1 What is fundraising networking?

Fundraising networking is the practice of connecting with other fundraisers, donors, prospects, and experts in your field or sector, with the goal of sharing information, resources, ideas, and referrals. It can help you expand your reach, learn new skills, find mentors, and discover opportunities for collaboration or partnership. Fundraising networking can also help you build a planned giving program, by giving you access to potential donors, advisors, and peers who can support your efforts.

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2 How to network for planned giving?

Networking for planned giving is not much different from networking for other types of fundraising, but it does need some special strategies and considerations. To help with this, here are some tips. Identify your target audience by considering their age, wealth, values, and connection to your cause. Research and prepare before approaching any potential donor or contact. Learn as much as you can about them, be ready with your elevator pitch, value proposition, and ask. Build trust and rapport by focusing on creating a genuine relationship based on mutual respect, appreciation, and understanding. Educate and inspire people by providing accurate information and showcasing the impact of planned giving through stories, testimonials, and examples. Follow up and steward your prospects by keeping in touch, offering assistance, soliciting referrals, tracking progress with a CRM system or donor database, and celebrating successes.

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Dr. Femi Ogunrinde C.Dir, ASC

President & Board Chair @CMHA, SK President & Board Chair @ Turning Leaf Services | Harvard Certified Medical Writer| Chartered Director of Nonprofit and For profits| Operating in Justice,Health & Education Ecosystems
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Building enduring relationships with supporters who share your beliefs is the goal of networking for legacy giving. It entails spending years and years of time and energy on people, not simply during times when large gifts are feasible. Consider it like sowing the seeds of trees that will shade future generations. Resolve conflicts, be dependable, and demonstrate sincere concern if you want to succeed. Invite backers to express their aspirations and allow them to influence your direction. You can get the authority to request larger donations in the future by developing enduring relationships and trust. Since endings can result in new beginnings, true partners want to support your cause for years to come and comprehend your passion.

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3 How to find networking opportunities?

Finding networking opportunities for planned giving can be done both online and offline. Joining or creating a planned giving network is one way to do this. For example, you can join an existing network, like the Partnership for Philanthropic Planning or the National Association of Charitable Gift Planners, or create your own by reaching out to contacts and using platforms such as LinkedIn, Facebook, or Meetup. Attending or hosting a planned giving event is another option. These events can be conferences, seminars, workshops, webinars, luncheons, or social gatherings. You can attend one organized by a planned giving network, nonprofit organization, professional firm, or educational institution; or host your own by inviting prospects, donors, contacts, and colleagues and providing them with valuable content and insights. Additionally, you can seek or offer a planned giving mentorship. This is a relationship where you can exchange knowledge and experience with someone who has more or less expertise in planned giving than you; it can be a formal or informal arrangement in either a short-term or long-term commitment in either a one-on-one or group setting.

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4 How to network online for planned giving?

Online networking is an effective and convenient way to connect with people involved or interested in planned giving, especially during times of social distancing or travel restrictions. To help you network online for planned giving, optimize your online profile. It should reflect your professional identity, your expertise, and your value proposition. Highlight your skills, achievements, and interests, and include keywords, links, and testimonials that relate to planned giving. You must be active and visible on the platforms and channels where your target audience is present and engaged. Join, participate, and contribute to groups, forums, and discussions related to planned giving. Create content such as blogs, podcasts, videos, or webinars that showcase your knowledge on planned giving. Reach out and connect with people who can help you achieve your goals by sending personalized invitations or messages that explain who you are and how you can add value. Respond promptly to any requests or feedback from your online contacts.

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5 How to network offline for planned giving?

Offline networking is a traditional and effective way to connect with people who are involved or interested in planned giving, especially when face-to-face interaction or travel opportunities are possible. To ensure you make the most of your time and resources, plan and prepare before attending or hosting any event. Research who will be there, what their interests and needs are, and how you can connect with them. Set specific and realistic objectives and prepare materials such as business cards, brochures, flyers, or samples that you can use to introduce yourself. When attending or hosting an event, be confident, friendly, and professional. Make eye contact, use a firm handshake, introduce yourself, and deliver your pitch. Listen attentively and show interest. After the event, follow up promptly with a thank-you note or email. Remind them of who you are and what was discussed. Lastly, follow through on your promises by delivering what you offered and providing what you promised.

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Dr. Femi Ogunrinde C.Dir, ASC

President & Board Chair @CMHA, SK President & Board Chair @ Turning Leaf Services | Harvard Certified Medical Writer| Chartered Director of Nonprofit and For profits| Operating in Justice,Health & Education Ecosystems
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The goal of offline networking is to establish more intimate connections with people in person. It's an opportunity to laugh together, engage in impromptu dialogue, and demonstrate empathy. Attend events with the intention of listening and sharing personal narratives, not just pitching yourself. Make an effort to get to know at least three new people, and keep an open mind about chance meetings. Ahead of time, get ready by wishing for organic, deep connections. Have faith that in a sea of individuals begging for help, they will be able to discern your genuineness. Whether you're talking about gardening, nearby schools, or their grandchildren, meet them where they are in life. Gain their confidence by demonstrating your fervour for the cause

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6 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?

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How can you build a planned giving program through fundraising networking?

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2

3

4

5

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1 What is fundraising networking?

2 How to network for planned giving?

3 How to find networking opportunities?

4 How to network online for planned giving?

5 How to network offline for planned giving?

6 Here’s what else to consider

Non-profit Leadership

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How can you build a planned giving program through fundraising networking?

1

2

3

4

5

6

1 What is fundraising networking?

2 How to network for planned giving?

3 How to find networking opportunities?

4 How to network online for planned giving?

5 How to network offline for planned giving?

6 Here’s what else to consider

Non-profit Leadership

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