If you want a successful planned giving program, take off your "capacity" glasses and put on your "loyalty" glasses. Start rewarding and encouraging loyal patterns of giving with a "true blue" society-a special recognition society for donors who have given 10 or more consecutive years. Remember,"15" is a magic number. When a donor reaches 15 consecutive years or 15 gifts to the annual fund, he or she becomes six to eight times more likely to make a planned gift than the rest of your loyals and infinitely more likely than the rest of your donor file. Make it an elite group. Run a Consecutive Years Given report and set the minimum number of years at a high enough level that it limits your membership to under 100. If you still have too many to list (lucky you!), consider loyalty levels of Silver (15+ consecutive years), Gold (20+) and Diamond (25+). List this group prominently in your annual report and other publications. Have your President or CEO send them a personalized letter thanking them for their years of loyal support. Give them a recognition gift. And, put every one of them on your visit list. They are the best planned giving prospects you will ever have. Here is what Rob Moore, Assistant Head of School for External Affairs at Lawrence Academy says: "The response to our new True Blue Society has been overwhelmingly positive. Not only were our donors extremely grateful for this special recognition, but we now have a defined group that is on a path to making a planned gift. We look forward to talking with each of them individually about including us in their plans, if they haven't already." Email us for a copy of Lawrence Academy's society description and their Head of School's awesome "thank you" letter.

Posted by: Sam Caldwell