Questions about Planned Giving abound in the crisis climate of the coronavirus pandemic. Should we be communicating?  Should we be asking?  Pushing to get folks to make Will before the virus gets them? Some of these?  All of these?  None of these?

By far the most helpful and thoughtful guide I’ve seen has just been published by planned giving experts Dr. Russell James, III and Michael Rosen.  Both have years of proven experience. Dr. James, long a popular lecturer on the subject, has authored more than 45 peer-reviewed papers.  Rosen, publishes the terrific blog,  Michael Rosen Says…, and is the author of the best-selling  Donor-Centered Planned Gift Marketing.

If you’re involved in planned gift marketing their just-released white paper, Legacy Fundraising:  The Best of Times or the Worst of Times? Is a must read. It’ll give you a science-based context and guidance that you can—and should—put to work immediately for your own organization.

The Pandemic Paradox

Not only does this white paper provide helpful insights into how people view death, the authors give a useful summary of how people react to reminders of death. Download the white paper here.

When it comes to the coronavirus pandemic Rosen and James ask, and answer the key question on most planned giving officers’ minds: Is this the best time or the worst time to be communicating about legacy gifts?

Their answer: “Actually, it is both.” 

On the one hand…“People are planning like never before because they seek to take care of their families, usually the first priority of those doing estate planning even in the best of times.  The challenge for charities is that we need to be at the top of their minds when people are ready to make their plans.  It’s definitely the best time for legacy fundraising.  Furthermore, by engaging people, fundraisers have an opportunity, like never before, to perform a real service by helping donors enhance their feeling of wellbeing.

“On the other hand, talking about legacy planning can be offensive like never before.  People are emotionally poised to lash out strongly against such death reminders.  Take one step in that direction and the risk-averse herd animal known as your executive director will be ready to end your career.  It can very-well seem like the worst time for legacy fundraising particularly when done the wrong way.

“We’re not talking ab out opposing camps.  Instead, individual donors are experiencing both of these paradoxical orientations to one degree or another.” [Emphasis added.]

Getting Both the Donor and Your Organization to the Goal

The goal, of course, is closing the gift while assuring that the donor’s needs and values are fulfilled.  To that end you’ll find some might helpful advice and insights in these sections of the white paper.

• Thanking donors the right way
• Checking in with donors at a time like this
• Collect and share stories
• Show the impact of legacy giving
• Use a Laundry List approach
• Ask for permission first
• Offer assistance
• Engagement
• Survey supporters

Download the white paper here and treat yourself to this generous helping of experience-based advice.

PLUS…

10 Fundraising Strategies for Complex & Major Gifts During COVID-19 from Dr. James as reported yesterday in Michael’s blog here.

An Agitator Raise to Russell, Michael and to the folks at Mal Warwick*DonorDigital, sponsors of this white paper.

Roger

P.S.  While Planned Giving is on your mind I also recommend you tune into the Veritus podcast Planned Giving in a Time of Crisis.

Partners Jeff Schreifels and Richard Perry join  Bob Shafis, the firm’s Director of Planned Giving Services for a discussion on some planned giving “Do’s’, “don’ts” and “how to’s”. Well worth a listen.