Here's something that happens quite often: A long-time donor puts your organization in their will Yay!
Some years go by. The donor continues to donate.
Then she stops. She's still around, but the donations stop.
What do you do?
Too many organizations do what they always do when donors lapse. After an attempt or two to reactivate, they radically cut back their communications. Or even stop entirely. Which is more or less what you should do with typical lapsed donors.
But when bequest donors, it's a terrible mistake.
Because it's very likely the donor hasn't lapsed on purpose. It's just that a change in her health and/or income and/or how her finances are being managed have changed. She still loves you and cares about your cause.
But your silence might tell her it's over.
Here's what to do, according to the Passionate Giving Blog, at What If My Older Donor Stops Giving, but They Tell Us They’ve Made a Planned Gift?
- Develop a communication plan based on the donor’s passions and interests. Create one touch point per month that’s meaningful to the.
- If you have a legacy society, make sure it’s actually doing something.
- Invite the donor in to witness your mission first-hand, or take it to the donor by asking a program person to join you.
- Keep in touch with their financial advisor, giving them updates on your programs as well.
- Visit and check in on them if they would like you to.
This no-longer-giving bequest donor is still have huge value to you. Invest in the relationship!
Want practical help with bequest fundraising or anything else you need to do? Join The Fundraisingology Lab. It's a membership for smart fundraisers -- with the best training, best resources, and best community you'll find. Enrollment is open until Wednesday, March 18. Check out The Fundraisingology Lab here!
from Future Fundraising Now https://ift.tt/2QbItWF
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