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The important part of my conversation with the lady at the event was my question to her "Do you know what it is?" when I mentioned "planned giving". Whether
it's called planned giving, or gift planning, or legacy giving, or
whatever else, don't assume that the donors and prospects of the world
know what you mean. ALWAYS
ask if they're familiar with the term and if they're not, be a little
more heartfelt in your explanation than saying "it's a way to give
charity from your will". Make it touch them in a human way instead of
as a technical tool. I
recently read a commentary about how back in the days of the Great
Depression, the talk was about rebuilding lives, feeding and housing
families, getting back to work, strengthening Americans - things
everyone understood and felt strongly about. Nowadays,
as we come out of the Great Recession, we hear about "growing budget
deficits", "housing starts" and "revenues vs. spending cuts". I can't
help thinking that our leaders are still talking about American
well-being, but they haven't found the words that really touch the
hearts of Americans. We all want a healthy economy but what we really
want is a good quality of life for ourselves and our families. Housing
starts and foreclosure rates are economic indicators we all think
about. But, keeping people fed and in their homes is something we all feel strongly about. The
same is certainly true when we talk about charitable giving, be it
today's gift or tomorrow's gift planning or planned giving.
Understanding that planned giving (or whatever you call it) is
charitable giving will make a big difference in your "ask" - it's
fundraising! |
