Ask and You Shall Receive

In order to secure continuing donations after a donor’s death, nonprofit organizations need to be more proactive. Nonprofit organizations should build relationships with potential donors, earn their trust, and then ask outright for deferred donations after that donor passes on. Philanthropy Journal suggests that nonprofits determine why donors give to them and then build on that to encourage the donor to leave the organization in their will. 

Nonprofits should also spend time with their best donors and make opportunities for the donor to be more involved with the organization. It might also be beneficial to set up face-to-face meetings with five donors every year to get them more involved with the organization.

Most importantly, be sure to consistently thank the donor for their gifts. The donor can begin to develop trust in the organization and be more compelled to find that organization worthy of a continuing donation after death.

See Fred Stang, Planned Giving: Lessons From the Dead, Philanthropy Journal, June 13, 2011.

Special thanks to Jim Hillhouse (WealthCounsel) for bringing this article to my attention.