Planned Giving & CCF
Is Planned Giving possible within a Community Centric Fundraising (CCF) program?
My friend Maria Rio asked that question when I was on her Small Nonprofit Podcast last month (listen here if you missed it).
(ICYMI Community-Centric Fundraising is a movement that grounds fundraising in social justice & equity. Learn more here!)
Her concerns were valid - the Planned Giving fundraising she encountered were heavily focused on tax planning. It reinforced the idea that taxes are bad - taxes that fund vital social services like education, food programs, roads, and hospitals.
Less taxes means we weaken essential services, which negatively affects low-income folks the most - the people our charities are often trying to help.
But aligning your Planned Giving with CCF principles is possible and it will lead you to raise more $50,000 estate gifts. Here’s how:
Focus on the why: Effective Planned Giving fundraising focuses on the WHY and the relationship with the donor. It’s not about tax planning. Giving is an emotional decision - whether a gift is made through a credit card or a Will. Wills are a little different because you’re making the case for giving far into the future, but the principal is still the same. (Learn how to write your “why” message inthis guide to writing a Planned Giving case for support).
Value your volunteers: CCF principals 4 and 5 emphasize that that gifts of time are as valuable as money. All roles in the nonprofit, whether staff, board member, volunteer, or donor, are of value. If you’re ignoring those who give you time, you’re ignoring some of your best Planned Giving prospects. Treat them well and as equal partners in your mission, and not only will you be doing the “right thing” from an equity point of view, but you’ll also receive more $50,000 estate gifts. Long-term volunteers are some of the best legacy giving prospects.
Embrace tax planning as an act of resistance: While this shouldn’t be your default message, for some donors, reducing their estate taxes by giving to charity is an act of resistance. At a Canadian charity I worked with, a donor who had no children planned for her estate to give all her money to Indigenous causes rather than the government. She resented the government for continuing to trample on Indigenous rights and this was a way to live out her values. Other donors in the USA are rightly outraged at the government’s current spending priorities, and are purposely funding schools, hospitals, food programs, homeless shelters, and other services they believe in while reducing the amount of money going to the federal government.
Live out your values: Ultimately, adopting Community Centric Fundraising - fostering belonging, supporting other nonprofits, caring for the collective community, etc. - sends a loud signal to your donors that you live your values. We know from Dr. Russell James’ research that the decision to leave a gift-in-Will is tied to a donor’s deeply held values and their life story. If a charity “practices what they preach”, the right donors will align themselves more closely with your cause and trust you to carry out your work after they're gone. This is the foundation that’s needed for successful Planned Giving.
Community Centric Fundraising isn’t a “nice to have”, or something that’s separate from raising large gifts - adopting it is part of the “essentials” of a successful Planned Giving program. One that fosters deep trust with its donors and raises a robust pipeline of $50,000 estate gifts!
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