Why You Need a Marketing Program for Planned Giving and Major Giving

Published December 5, 2024

A gift marketing program (or a gift planning program more generally) is a critical component for any nonprofit seeking to grow its fundraising and build a sustainable future. Giving marketing is much more than a financial strategy - it is an opportunity to connect with supporters on a profound level, allowing them to leave a lasting legacy.

Many charities underestimate the importance of actively marketing major and planned giving, missing out on substantial contributions that could ensure long-term financial health. By proactively educating, inspiring and engaging donors, nonprofits can build relationships that not only fund current initiatives but also empower the organization to thrive for generations to come.

Creative gift marketing is not just about asking for gifts; it's about telling the story of your organization's future and inviting donors, or a legacy society, to be an integral part of it.

Why every nonprofit should prioritize a creative gift marketing program

In today's competitive fundraising landscape, standing out to donors requires more than just a compelling mission - it demands innovative approaches that capture attention and inspire action. Nonprofits need a creative gift marketing program to deepen donor relationships and unlock new funding streams.

Here's why a creative gift marketing strategy is essential for success:

1. Provides a Stable Revenue Stream
   Planned gifts, such as bequests, charitable gift annuities or trusts, often represent the largest donations a supporter will make. These gifts ensure a consistent and predictable income source that supports the organization's mission far into the future. Major gifts, such as IRA rollovers, DAFs and bargain sales, typically involve contributions made during a donor's lifetime, providing immediate funding that enables organizations to advance their mission, launch new programs and scale existing initiatives.
2. Maximizes Donor Lifetime Value
   Donors who include an organization in their estate plans tend to have a stronger commitment and emotional connection to the charity's cause, maximizing their overall contributions over their lifetime.
3. Encourages Legacy Building
   Many donors find joy in leaving a lasting legacy through a major or planned gift. Marketing this opportunity highlights how supporters can make an enduring impact, appealing to their values and long-term vision.
4. Expands Donor Base
   A major and planned giving program can attract donors who may not have the capacity to make significant gifts during their lifetime but wish to make an impactful contribution through their estates. This opens the door to a broader group of supporters.
5. Enhances Donor Engagement
   Promoting giving involves communicating with donors about their personal values, goals and aspirations. This creates meaningful interactions that deepen loyalty.
6. Strengthens Financial Resilience
   Major and planned gifts can help nonprofits weather economic downturns, as they provide a buffer of financial resources for unexpected challenges or opportunities.
7. Complements Other Fundraising Efforts
   A major and planned giving program integrates well with other development strategies and strengthens overall fundraising efforts.

How to Market a Major and Planned Giving Program Effectively

Marketing a major and planned giving program requires a thoughtful blend of strategy, storytelling and relationship-building to resonate with donors. These programs represent some of the most transformative opportunities for a nonprofit, but they can also be among the most challenging to promote. To be effective, nonprofits must clearly communicate the value of these gifts, inspire trust and engage donors with tailored messaging.

• Educate Your Donors: Share success stories through your website, emails and print materials of how different gifts have made a difference.
• Simplify the Process: Provide clear instructions and easy-to-use tools for donors to include the nonprofit in their plans.
• Target Specific Audiences: Focus on older supporters, long-term donors and those who demonstrate strong commitment to your mission.
• Use Multiple Channels: Leverage website content, emails, newsletters, surveys, events and personal outreach to promote planned giving.

How Crescendo Interactive Can Help You Develop a Giving Program

Major and planned giving are a cornerstone of sustainable fundraising, and Crescendo Interactive stands out as the industry leader to help your organization succeed. Our GiftLegacy Pro 5.0 marketing system revolutionizes gift planning marketing by combining cutting-edge technology, user-friendly tools and expert support. With Crescendo, nonprofits can significantly increase donor engagement, secure major and planned gifts, and achieve all of this while saving time and resources.

GiftLegacy 5.0's Cutting-Edge Features:

1. Motivating Gift Information
   Our system includes an intuitive website where donors can explore how to give and what assets are most advantageous to contribute. Custom pictures, interactive features and detailed yet approachable explanations empower donors to make informed decisions, increasing their likelihood of committing to a gift.
2. No-Cost Wills Planner
   Our CresWill online tool helps donors create single or married will documents at no cost. By simplifying estate planning, Crescendo removes barriers to including your organization in a donor's legacy.
3. AI for Personalized Outreach
   Our Cresi AI tool generates creative, tailored content that resonates deeply with donors. With Crescendo, your planned giving communications will stand out, inspiring action through AI personalization.
4. Custom Branding for a Professional Look
   Crescendo doesn't just offer functionality - we ensure that all your marketing materials reflect your brand identity. From websites and enewsletters to estate planning guides and brochures, every element is customized with your organization's colors, logo and imagery. This seamless branding builds trust and credibility with donors.
5. Enewsletter and Eblasts
   You can stay connected to your donors through professional, engaging weekly enewsletters featuring popular articles and your own custom content. A wide array of eblast templates are also available, including those targeting specific gifts like IRAs, DAFs, stock gifts and bequests.
6. Print Literature Made Easy
   Through CresPrint, our web-to-print tool, your organization can access over 500 customizable brochures, postcards, inserts and articles. QR codes link directly to your website, making it easy for donors to learn more. Our tool simplifies customization, enabling your team to produce branded, professional-quality materials in no time.
7. Widgets for Simplified Giving
   Interactive widgets for IRAs and DAFs allow donors to initiate and complete their gifts directly through your website. By streamlining the giving process, Crescendo optimizes the donor experience.
8. Benefits Calculators
   Planned giving can be complex, but Crescendo simplifies it with benefits calculators that demonstrate the financial and tax advantages of different gift types. These customized, printable presentations are ideal for donor meetings or as follow-ups.
9. CresSurvey
   Understanding donor motivations is critical to cultivating meaningful relationships. Crescendo's survey tool gathers valuable insights into why donors support your organization, helping you tailor communications and campaigns for maximum impact.
10. Inspiring Donor Stories
    Highlighting real-life examples of generosity shows donors how their gifts can make a lasting difference. Crescendo provides impactful stories on your gift planning website that inspire and motivate others to follow suit.
11. Major and Blended Gifts Expertise
    Planned and major gifts go hand-in-hand, and Crescendo's CresPro software equips your team with powerful tools to develop proposals, create a comprehensive master gift case, and generate professional, four-page donor presentations. With our CresLeader tool, you can manage staff access and ensure streamlined workflows.
12. Customized Marketing Plans
    Crescendo's CresCoach team works with you to create a tailored six to 12-month marketing plan designed to increase cash gifts and grow your endowment. This strategic guidance ensures your efforts are focused and effective.
13. Engaging Professional Advisors
    Planned giving often involves legal and financial professionals. Crescendo's GiftLaw Pro website offers deduction calculators and tax planning tools specifically for CPAs, attorneys, trust officers and advisors, making collaboration seamless.
14. Optimized for All Devices
    Your gift planning website, powered by GiftLegacy 5.0, is optimized for desktops, tablets and smartphones, ensuring donors can engage with your planned giving program anytime, anywhere. This accessibility is key to capturing attention in today's fast-paced, digital world.

Please explore our Marketing Solutions section to learn more about the innovative tools and services Crescendo provides.