Tips for engaging donors’ hearts and minds

Nonprofit professionals have long recognized the importance of emotional engagement in fundraising, particularly during annual campaigns or initiatives focused on immediate donations. Indeed, recent research underscores the critical role of emotional intelligence in successful fundraising. 

When it comes to planned giving, however, such as helping a donor structure a legacy or complex gift, it’s tempting to approach the process as a primarily rational exercise. This is understandable given the complex tax and legal considerations involved in structuring various giving vehicles such as trusts, bequests, foundations, donor-advised funds, and beneficiary designations. Of course, it is crucial to address technical aspects to ensure donors' charitable intentions are fulfilled with tax benefits and financial goals in mind. 

At the same time, you’ll want to be sure that the emotional dimension of charitable gift planning isn’t overlooked. Legacy giving offers psychological benefits. Estate gifts, in particular, can offer donors a sense of immortality and a way to perpetuate their values beyond their lifetime. No doubt you’ve watched this in action as you’ve helped donors structure bequests, and perhaps you've even played a role in facilitating a donor’s unique emotional and reflective process when considering such a gift.

Encourage your donors to consider the benefits of a legacy gift:

–Create a lasting impact that aligns with their personal values

–Leave a meaningful legacy that extends beyond their lifetime

–Culminate a long history of support for your organization in a significant way

To maximize success in legacy fundraising, strive to engage both the hearts and minds of your donors. Consider sharing inspiring stories and testimonials that illustrate the long-term impact of legacy gifts. To further build an emotional connection, you might even offer donors exclusive events or site visits to help them visualize the future impact of their gifts. On the rational side of the equation, remember that you are not in this alone. Your local community foundation can be a trusted partner throughout the process, helping you clearly communicate the tax and legal aspects of different giving vehicles while easing concerns around administrative complexity.