Board members play a vital role in any organization—not only as decision-makers but also as ambassadors of your mission. When it comes to planned giving, their participation speaks volumes, demonstrating commitment and encouraging others to follow suit. However, inspiring your board members to create planned gifts requires a thoughtful approach. Let’s explore actionable strategies to engage and motivate your board in this critical area.
Why Planned Gifts Matter
Planned gifts provide long-term sustainability for charities and nonprofits. They allow donors to align their personal legacy with the organization’s mission, offering benefits like tax advantages and estate planning flexibility. For your organization, planned giving establishes predictable future revenue, enabling you to plan and execute ambitious, mission-driven initiatives.
When board members lead the way in planned giving, they set a compelling example for other donors, emphasizing the importance of prioritizing your nonprofit in estate plans. Their advocacy can be transformational.
5 Steps to Inspire Your Board Members to Make Planned Gifts
1. Educate Your Board About Planned Giving
Many board members may not fully understand what planned giving entails or its impact on your nonprofit. Start by educating them:
- Host a session during a board meeting to explain the different types of planned gifts, such as bequests, charitable gift annuities, and beneficiary designations.
- Use real-world examples to illustrate how planned gifts have benefited your organization or other nonprofits.
- Share statistics on the impact of legacy giving. For instance, research shows that 90% of planned gifts come from bequests, making it one of the easiest ways for donors to contribute significantly.
When board members fully grasp the importance of planned giving, they’re far more likely to get involved.
2. Cultivate a Culture of Giving
Create a culture where giving is a shared value among your board members. This starts with transparency and open discussions about philanthropy:
- Encourage board participation in your current campaigns to instill a habit of giving back.
- Normalize conversations around planned giving during board meetings to reduce hesitations in discussing legacies.
- Share stories of other board members or donors who’ve already left planned gifts, spotlighting how their contributions align with the organization’s future.
When giving becomes part of your board’s DNA, participation in planned giving will feel natural.
3. Clearly Communicate the “Why”
Tie planned giving to your organization’s mission. Show your board exactly how these gifts can drive long-term change:
- Connect planned giving to specific programs or initiatives your organization supports.
- Demonstrate the difference planned gifts will make in ensuring the organization’s future success and overcoming challenges.
- Provide specific scenarios, like, “A planned gift of $50,000 ensures we’ll expand our scholarship program to underserved youth for years to come.”
When board members see the direct impact, their passion for supporting your mission can drive action.
4. Lead by Example
One of the most effective ways to inspire board members is for organizational leaders to lead by example. Consider taking these actions:
- Share your own personal commitment to planned giving, if applicable.
- Encourage your Development Director or CEO to openly discuss their planned gift to the organization.
- Recognize board members who’ve already made a planned gift as “legacy leaders” in meetings or promotional materials. Seeing their peers involved can encourage other members to follow suit.
5. Make It Easy
The easier you make planned giving, the more likely board members will take the step. Ensure there are clear, simple processes in place:
- Provide resources like brochures or guides that explain the steps to create a planned gift.
- Offer one-on-one consultations with your planned giving officer to answer questions and explore options.
- Provide templated language for wills or estate plans to reduce any friction in the process.
By removing barriers to action, you’re breaking down any hesitations and making it approachable for all members to participate.
Bonus Tip: Recognize and Celebrate Their Contributions
Show gratitude to board members who commit to planned giving. Whether through a formal recognition program, a thank-you event, or a mention in your newsletter, celebrating their contributions fosters a sense of pride and motivates others to act. A legacy society, where you honor planned donors in perpetuity, can make board members excited to join.
Engage Your Board for Long-Term Impact Planned giving isn’t just about securing future funds; it’s about ensuring your nonprofit’s legacy stands the test of time. By educating, inspiring, and supporting your board members, you can empower them to lead by example and create a ripple effect throughout your donor community.