Episode 02: Perspectives on Planned Giving
Episode Guide
Planned Giving can be a bit of conundrum, even for the most seasoned of fundraisers. There are many specialized concepts to consider and it is an area in which we must all continue to hone our understanding.
Add to this, the pandemic and the realization that donors are considering their legacies more and more each day, as the world witnesses how fragile life can be during a time of public health crisis.
Learn more about how you can most effectively incorporate a solid planned giving program into your development plan in 2021.
Episode Highlights
What is planned giving and how can development teams incorporate it into their fundraising strategy?
Planned giving is major gifts.
Planned giving is messaging. Be consistent with your communications — Cynthia recommends quarterly messaging.
How to maximize planned giving:
Ask the question:
“Is there another way you would like to give?”
Educate your donors on your non-profit’s alternate gift options. Alternate gift options can include:
Stock options
Blended gifts — gifts from both income and assets
Donor advised funds (DAF)
Be sure your alternate gift options are visible. This can look like:
On your website: Include it on your donation landing page
In print: e.g. direct marketing brochures
During events: e.g. opening remarks
How to steward your planned giving donors:
Stewardship and acknowledgments should be manageable in capacity.
Call on your Board of Directors to steward and lead by good example.
Your Board “is the first line of defense” and can act as ambassadors for your cause.
Guest
Cynthia Reddrick
Senior Associate at Cause Effective
Host
Yolanda F. Johnson
Founder, Women of Color in Fundraising and Philanthropy (WOC)®
Connect and Get Involved
Cause Effective
Cause Effective, a nonprofit growth partner consulting firm, led a year-long exploration into the lived experience of fundraisers of color, speaking with over 200 development professionals, executive directors, funders, recruiters and consultants to gain a nuanced understanding of how money, power and race intersect in the philanthropic field. The interviews brought to the surface the layers of challenges that development professionals of color experience to build thriving careers.
About Our Guest
Cynthia Reddrick, Senior Associate, Cause Effective
Cynthia Reddrick joined Cause Effective in 2017. She has 20 years of experience in fundraising, communications and marketing within government and nonprofit sectors. With a focus on major gifts, donor stewardship, and campaign planning/strategy, Cynthia’s expertise has contributed to raising over $200 million in new gift pledges, with special emphasis on developing planned giving support for civil rights and social advocacy causes. Cynthia has directed donor cultivation and solicitation strategies in her role as Senior Marketing Associate in the Office of Gift Planning at the ACLU Foundation; advised groups ranging from East Harlem Block Nursery, Inc. and Snug Harbor Cultural Center to the Environmental Defense Fund and Planned Parenthood Federation of America on donor development strategy; and led communications and marketing efforts for the NYC Economic Development Corporation. She holds an MA from New York University's Gallatin School of Individualized Study with a concentration in gender studies and philanthropy and a BA in Journalism from Drake University.