How to Write a Planned Giving Case for Support
If you’re an experienced fundraiser, you probably have a case for support – your core fundraising message showing what your organization will accomplish with donations.
But do you have a Planned Giving Case for Support?
Here’s the thing – if you want to inspire donors to leave a gift in their Will, you need to have a clear “why”. A cohesive message across all your communication channels conveying the impact of their future gift. (It’s an essential component of multichannel Planned Giving fundraising!)
This case is different because it’s focused on future needs – needs you might not even be aware of yet!
So how do you inspire donors to invest in your cause’s future, rather than a specific need or program?
1. Show how your organization has a proven track record and is trustworthy to respond to ever-changing needs.
Do you have historic or landmark accomplishments? Highlight them here. Have you pivoted your programs to better respond to your community’s needs? This shows your reliable and flexible, which makes you a great candidate for a Planned Giving investment!
2. Convey an inspiring vision for the future – and make the reader part of it!
Don’t be afraid to dream BIG. Show the donor how they can create a better world with you.
3. Connect with the reader’s life story (their “autobiographical” brain as described by Russel James).
Speak to the donor’s lifelong commitment to your mission. Chances are they cared about the issues your nonprofit addresses before they became donors.
4. Connect your organizations’ values with the reader’s values.
Be sure to use words that will invoke a donor’s values such as “courage”, “compassion”, “determination”, or “commitment to social justice”. This step requires a lot of thought! Don’t just throw values words in - ensure they align with your nonprofits’ work and mission.
Did you notice I didn’t mention how to write a Will? Or how to do tax planning?
That’s for a reason – charities are not tax planning offices or legal experts! Your job as a fundraiser is to inspire donors to leave a gift to your charity. When the time comes, you can direct donors to their own advisors or online resources written by experts.
Remember – stay focused on the “why” and your relationships with donors, and the planned gifts will come. You got this!
(Psst! Would you rather hire an expert to write your case for you? I got you covered! You can book a Discovery Call with me here.)
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