It’s hard to believe that December is just around the corner. About 31% of annual giving occurs at year-end, with 12% in the last three days of the year. Donors are primed to be charitable.
Remember: You have extraordinary value now (and always) in your fundraising role.
Yes, donors are the heroes. It’s their life story being told through their philanthropic action. But don’t forget that it’s you who gets them there. You inspire them, connect them with the resources they need, and it’s you who assures them that their gifts will be used as they intend. Ultimately, you make them feel good. You may also help them avoid some estate planning pitfalls and make the most of their hard-earned assets.
Now, who’s the hero?
How Emotion Plays In
In “What Makes Donors Give? The Science Behind the ‘Yes!’” we delve into six insights that motivate donors to make planned gifts and increase donor satisfaction. Here’s a quote from it to consider:
“People give for myriad reasons, but the choice to give is ultimately driven by emotions.”
You have a key role in how the donor feels about their opportunity. You’re the conduit to their connection.
3 Reasons You Rock
Here are a handful of ways you make a donor feel amazing.
1. You help people realize the very best versions of themselves.
Every conversation you have is a prospect wanting to do good. They want to make a difference; they want to make the world better for the next generation; they want to ensure that their loved ones are financially secure; they want to make a personal mark on your organization’s mission.
The choice to give is driven by emotion, and you make that happen. Self-actualization is possible!
2. You’re a sounding board and confidante, someone people trust.
Estate planning is hard. That’s why just around 1/3rd of the U.S. adult population has a will. You provide tools, like resource guides and access to estate planning experts. You can assure them that donors just like them have succeeded (and they can, too!). You’re in their corner.
If someone brings something to you in confidence, you respect their anonymity because you understand that their wishes are the ones that matter.
3. You’re donor-centric and mission-focused.
You have something in common with your donors: You are both passionate about your nonprofit’s mission. The donor has a friend in you who admires the work being done and wants to contribute to its success. You have unique access to your organization’s stories of impact and its vision for the future.
Bonus opportunity:
4. You’ve done it yourself.
When you take care of your own estate plan, you can serve as a true resource for your donors. You will be able to discuss your personal experience, from finding a local estate planning attorney to the questions that need to be answered along the way.
Authenticity is powerful. You help demystify the process because you’ve completed it yourself.
Final Pep Talk
As you head into this busy back-half of the year—remember that the CARES Act incentives are set to expire!—know that you are an important link in creating legacies. Your knowledge, resources and time matter. You are great at what you do…and what you do is change the world.