The board of any organization can make an enormous contribution to planned giving, and it can do so in a variety of ways.
According to Philip M. Purcell, vice president for planned giving and endowment stewardship at the Ball State University Foundation, involving board members in planned giving is an ongoing challenge but one that is necessary. Further, it can be accomplished by getting members' attention by stating a case as would be done with a prospective donor.
Purcell offers practical steps toward getting board members more involved in planned giving:
- While many organizations expect, or require board members to make outright donations, Purcell suggests that board members be included in planned gift campaigns also.
- Encourage others to give by making challenges or offering matching planned gifts.
- Use unrestricted or endowment planned gifts to illustrate the important types of planned gift opportunities.
- Make planned gifts for specific programs or where the need is greatest in the long term.
- Assist staff in the identification and qualification of potential planned gift donors.
- Introduce staff members to prospects.
- Host events that introduce prospective donors to the organization and staff members.
- Offer testimonials for use in marketing activities.
- Be involved in donor education, negotiation and solicitation.
- Assist in personal recognition once a planned gift has been completed.
Reprinted with permission of the Ohio CPA Society