Prospecting for the Real Planned Gift Donor
Author: Katherine Swank
Katherine Swank, Senior Consultant at Target Analytics which is a Blackbaud Company. She is a frequent speaker at industry events including events organized by Partners for Philanthropic Planning.
To reach your often-elusive planned giving prospect pool or target market who want to be major gift donors at the end of their lifetimes, you’ve got to understand the unique characteristics that set them apart from larger current-gift donors. You’ve also got to understand human nature. Only the right marketing techniques can promote the growth of legacy giving and facilitate an integrated fundraising effort. But before you ever begin to market deferred giving messages you need to identify your best planned giving prospects within your constituent ranks.
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