It’s the little things that make a difference.
These words have never been more true—especially when building relationships with planned giving prospects.
Nurturing the “little things” about a prospect’s giving journey makes all the difference. When they feel seen and valued at every step, it evolves their natural affinity into enduring loyalty. In fact, it’s these two qualities, affinity and loyalty, that are the top indicators of a good planned giving prospect.
Because of their affinity and loyalty, these supporters are already inclined to lean into deeper giving conversations. So, take the time to do so when the opportunity presents itself.
Perhaps they returned a reply device from your print mailing or downloaded a digital guide from your website. These seemingly “little” actions are prompts for you to respond, which in turn will encourage supporters to want to engage again and continue to make meaningful contributions.
Put the Science of Donor Love Into Practice
We have crafted a one-page starter letter to use as a touchpoint for you to connect with your donors. Adapt it to match the situation at hand, the history of your supporter, as well as your personal style and approach to relationship-building.
The letter draws on the concepts of philanthropic psychology taught by the Institute for Sustainable Philanthropy. Their underlying concept is that “the role of fundraising should be to steward the love that is at the core of philanthropy and specifically, to grow the human capacity to love others as well as themselves.”
We must honor the donor not for what they give, but for who they are—appreciating the person, their spirit, and the values that drive their philanthropy.
With that as our building block, the letter walks you through 8 steps to:
- Show gratitude
- Be specific about the qualities of the donor
- Connect the donor to your organization’s success
- Introduce planned giving as a good way to impact the future
- Touch on the practical appeal of a planned gift
- Reinforce the donor’s value to your nonprofit
- Show how the donor’s actions can make a difference
- Show gratitude (yes again!) while validating the donor’s autonomy
It’s a small gesture with big potential—ready whenever you need it. We hope it helps you honor the heart behind every gift.