Program Components

Here are the program components -- things that you need to have in place -- that are critical for success in planned giving. Consider these as 'benchmarks' you can use to assess your program's strengths and weaknesses.

• Process for identification, cultivation and solicitation of those prospects you judge to be capable of making large gifts.
  
  
• Gift opportunities (proposals) that answer the question, 'what do we want the money for?'
  
  
• Concise description of your organization's scope -- it's mission, programs and current initiatives.
  
  
• Ability to coordinate the completion of complex gifts with prospects, their professional advisors and your own staff and volunteers.
  
  
• Comprehensive marketing plan, including strategic positioning, budgets, time lines and assigned responsibilities.
  
  
• Policies and forms to assure proper handling of proposed and completed gifts.
  
  
• Marketing materials -- including newsletters, brochures and letters -- to communicate the planned giving message.
  
  
• Committed, organized and trained volunteers, including the Board and a planned giving committee or its equivalent.
  
• Committed, organized and trained staff.

NOTE
Remember: all planned giving programs will not look alike or perform exactly the same. I've included links to give you an idea of what's involved in putting together each component of a successful planned giving program. If you've got the time and the expertise, you can do much of this yourself, but please consider two important things :

• Many of these components require specialized knowledge: investments; estate and financial planning; charitable gift planning; donor and prospect needs, marketing, etc. You've got to be careful here a) not to put your organization (or yourself!) at jeopardy or b) miss significant opportunities because you are not aware of important, but subtle, nuances in the technical details.
  
  
• The order can vary when you're constructing these components and not every organization will have every component. Factors that can change the specific components you need or the order you follow to establish them include:
  
  
• Your organization's unique history and culture.
  
  
• Your donors and prospects and their needs.
  
  
• Size, experience and credibility of development staff.
  
  
• Presence or absence of volunteers and their willingness to get involved.
  
  
• Financial resources.
  
  
• The Board and its commitment.
  
  
• Staff support (especially the CEO).