Top 5 Tips for Starting the Planned Giving Conversation in Your Charity

By Kaleta Strain, Alzheimer Society of Saskatchewan

In my years of planned giving experience, one thing has never changed when it comes to advancing my planned giving strategies: I learn the most from donors themselves as well as my charitable partners.

Planned gifts are driven by the passion and interests of donors. Donors often leave planned gifts to multiple charities as their interests and personal experience shape their philanthropic giving.

This makes working together as charities not only best practice but completely necessary. We are stronger together. At the February 2021 South Saskatchewan CAGP Roundtable event, there were a lot of questions about launching a planned giving program and first steps a charity can take in entering the planned giving arena.

We are fortunate to have many knowledgeable planned giving professionals in Saskatchewan, and there is no better way to learn than to hear the top advice from them on how to introduce planned giving to your donors.

Please find below the top advice from planned giving professionals right here in Saskatchewan:

1. “Make sure you have your charity’s full legal name and charitable registration number listed on your website for lawyers and estate advisors to find easily. Also, include your contact information in case they have questions. “

- Maureen Harrison, Chief Development Officer, Luther College High School

2. “Use your database to find new prospects but don’t get stuck on age, gift size or marital status. Planned Giving is about all about the right timing for your donors, so don’t be afraid to pick up the phone and talk to them to discover where they are in their life journey.”

– Crystal Schmalle, Planned Giving Officer, Hospitals of Regina

3. “Start talking about planned giving in all resources and collateral your organization produces – direct mail letters, email signatures, website, social media. Share donor stories of those who have already chosen to make a gift. This makes space for questions from donors and also makes personal conversations down the road more engaging when your donors are already familiar with the messaging”

– Kaleta Strain, Director of Revenue Development, Alzheimer Society of Saskatchewan

4. “Planned giving is all about relationships. Be sure you listen to your donors and don’t assume you know what motivates them. Ask questions: Why did you make this gift? What are you hoping to accomplish with your gift? What is your story with our organization?”

– Michele Krieger, Legacy and Major Gifts Officer, Saskatchewan Polytechnic (Moose Jaw)

5. “Get involved with CAGP. Joining the CAGP board was the best way for me to get involved, educate, and have the support from other planned giving specialists.” – Trina Owens, Manager, Estate & Gift Planning, Canadian Cancer Society

I encourage all members of CAGP to reach out and continue to ask questions, attend education events, and advocate for planned giving to be a priority within your charity. As always, if you have an idea for a blog post or education event, please email cagpsaskatchewansouth@gmail.com or reach out to any of the executive members.

Happy planning!

Kaleta Strain Director of Revenue Development Alzheimer Society of Saskatchewan kstrain@alzheimer.sk.ca 306-949-4141