Last week, Phyllis Freedman, the gift planning specialist and just plain savvy fundraiser, asked in her blog, What’s Wrong With This Picture?

The question — and far more importantly, the answer — deserves everyone’s immediate attention, but especially those working in planned giving.

A gift planner had asked for advice based on these facts.

•  Years ago her organization had been notified of a gift through a trust, but had never received any documentation from the donors.

• At the death of the donor the spouse verbally reconfirmed the gift but still no documentation.

• After the second spouse died the organization was unable to identify the executor or trust officer to contact about the gift.

• They were somewhat reluctant to contact the next of kin for fear of appearing insensitive.

• Although not entirely clear, the facts made it sound like it had been a couple of years since there had been any communication with the surviving spouse.

What to do?

Apart from firing the fundraiser or planned giving officer responsible for what is clearly lousy stewardship, the one thing we all can do is learn a lesson. Not because this is a rare case, but because it seems to be more the rule than the exception.

Phyllis contends, and I sure agree, that good stewardship for a donor like this equals personal contact.  Here’s why according to Phyllis:

• If you have built a personal relationship with a donor the likelihood of securing documentation increases exponentially.

• One of Phyllis’ pet peeves “is asking for documentation or even the size and type of legacy gift, immediately following notification. I see these questions often on legacy confirmation forms that are sent along with the thank you/welcome letter to someone who has just notified the organization of an intention.”

• “No wonder there is a low success rate for getting documentation when the question is asked at an inappropriate moment in the relationship.”

Even if you don’t work in gift planning per se, everyone employed by a nonprofit, from the person who answers the phone through the CEO, should understand the fundamentals of donor-centered relationships … or be asked to leave.

Doubly so in an area as important and potentially as emotionally complex as planned giving. Here are two key ‘rules’ from Phyllis:

• DON’T ask for documentation framed as a way to ‘help us, the organization, plan better’.

The focus should be on the donor. Asking for documentation “in order to ensure that we receive the gift you intend for us and so your wishes for you gift are honored” is the donor-centric way to do it.

• DON’T lose touch.

This is by far the most common failing. “I can’t tell you the number of organizations that never have — or even attempt — personal contact with their legacy society members”, says Phyllis. “I understand that it’s hard to find the time to make phone calls, let alone visits, but what could be more important.”

Whether you’re in planned giving or simply interested in good stewardship and donor care, take time to read Phyllis’ post and the links she provides to some potent examples.

How are you staying in personal touch with your most committed donors?

Roger

P.S.  Phyllis reminds us all: “If we can’t steward people who in Robert Sharpe’s words have ‘elevated us to the status of member of the family’ then we ought to find a different line of work.”