Building a Planned Giving Prospect List

Planned Giving is the number one development tool that most offices aren’t fully utilizing. It’s not hard to see why – many development shops are leanly staffed and focused on the immediate needs (annual fundraising, capital projects). But planned giving doesn’t have to be hard! And you can make major headway by building a solid prospect list.  

What makes a solid planned giving prospect?  

They have a few traits in common. Generally speaking, PG prospects are 

• Over 50 years old 

• Give consistently, year after year (for 5+ years) 

• Volunteer at your organization 

• Serve on your board 

• Have a family member connection 

• Have made a contribution to a capital campaign or special project in the last 10 years, in addition to their annual support. 

What’s missing from this list? A common misconception: Gift Amount = Planned Giving Potential. Some of the best planned gifts come from people who make modest, steady gifts. Not the flashy big donations. That’s a whole different type of donor.  

For your planned giving prospects, something as simple as a small brochure or tip-in with some language about the importance of adding your organization to their estate plans can be enough to get them thinking. You can even include some draft language. Let them know how they can continue a legacy of supporting a cause that’s dear to them by simply including your organization in their will. 

You can even include a check box on your annual fund reply device: [XXX organization name] is in my estate plans.  Just that simple reminder can make a big difference!