Bentz Group - Major Gift and Planned Giving Counsel

Major Gift and Planned Giving Counsel

In a typical donor pyramid, approximately 85% of an organization’s donor base provides only 10% of the total giving, while a small percentage of major donors at the top of the pyramid provide the bulk of funds raised. While we acknowledge that the increasing effectiveness of web-based fundraising is accelerating the ability to garner gifts at the bottom of the donor pyramid, this does not mean that major gifts are less important–for capital and endowment campaigns, in particular, they remain critical.

Developing a Major Gift Program

Preparing in-depth donor profiles based on our prospect research and organizing them in an efficient database (we offer the Bentz Campaign Manager® for this purpose);
Identifying giving opportunities that will appeal to such prospects, including naming opportunities;
Determining the best strategies for cultivating and soliciting each prospect that is tailored to individual interests (as identified through research);
Training and/or assisting volunteers and staff members with both the cultivation and solicitation;
Establishing a recognition program that is appropriate for higher giving levels;
Creating communication vehicles that focus exclusively on the results and impact of major gifts on the institution; and
Evaluating the allocation of staff and resources within your development office for major gifts, as well the role of volunteers.

Planned Giving

Donors who are interested in making large gifts to your institution are often ideal candidates for planned giving–and you must be prepared to take full advantage of the opportunity. If your organization does not have a planned giving program, the Bentz Group can assist you in creating one. Note that you do not need an expert on your staff to guide donors in this direction–but you must be able to initiate a conversation, provide information about the options (we can provide a brochure tailored to your institution for this purpose), and most importantly, understand how to establish long-term relationships with donors that culminate in a planned gift. Remember, most planned gifts are simple bequests included in wills – your organization cannot afford to miss such opportunities.

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