1 - The biggest gifts are from estate plans.
2 - Building donor engagement is critical to estate gifts.
3 - Creating donor engagement with a large number of donors is very challenging.
Think about building a database that enables you to gather the "voices" of your donors so you can match gift opportunities [your programs and projects] with those who have a similar interest. Feedback by social media or quick two or three question surveys could touch on items like the following as a start:
- Do you favor funding people or programs?
- Is support more important for new ideas or maintaining great existing work?
- Are you more comfortable giving flexible funds for an organization's use or for specific expenditures you know about in advance?
A way to track this information shouldn't involve major software complications. Adapt what you have in a few basic areas to start and let it grow as you experience the results. Once you have some groups of donors with like responses you have the basis for customizing your communications. With customization comes the feeling of shared experiences and closeness. With closeness comes trust. With trust comes great expectations!
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