Author: Doug White

Donors as Prospects for Large Major Gifts

Question In your Strange Myths section in Giving Tomorrow Magazine, the statement is made that “Most planned giving donors are not prospects for large major gifts.” Did the word “not” creep in there by mistake? Answer This is a really good question and common misperception. Over the last several years there have been a number of studies of the most likely planned giving prospects. We have learned that those individuals who are loyal to your organization and mission are the most likely to be open to the planned giving message. Typically we measure loyalty by regular, consistent annual giving. One of the studies showed that donors who give 15 or more times are the best planned giving prospects. It does not matter the amount they give, just that they give. So wealth is not a factor in determining your planned giving prospects. In fact, when you do a wealth screening and overlay it on a loyalty screening, for most charities more than 90% of their loyal donors, those most open the planned giving message, are not on the wealth screening because they are not major or principal gift prospects. So when you put together your prospect list for planned giving, look at loyalty, and not wealth. This is not to say that wealth doesn’t matter at all. Once you have your loyal donors identified, it is perfectly OK to segment by wealth for the purposes of your gift planning marketing. For example, I would never market “maximizing your children’s and grandchildren’s inheritance while supporting our mission” to donors who have very limited capacity. They are not thinking about the inheritance they are leaving behind. But I might market a message of “increase your income in retirement” or “make a gift that doesn’t cost you anything today” to this audience. Another segment to consider are those with no children. Among your loyals, they are most likely to actually complete a planned gift. But if they have no loyalty, then they are not a target audience. The key is to identify the loyals first, then segment based on your message or who you want to reach. I detail how to select your audience in my book, The Philanthropic Planning Companion, which is available at PlannedGiving.Com. If you want more help to select the right gift planning audience, it can be found in Module III of Planned Giving in a Box at PlannedGivinginabox.Com, with all the steps and materials required to build an effective planned giving program. Besides writing this column and consulting for PlannedGiving.com, Brian Sagrestano is President and CEO of Gift Planning Development, LLC, and a principal in Constellation Advancement, LLC. He co-authored The Philanthropic Planning Companion, which has everything a gift planning officer needs to know. Here you’ve got a direct pipeline to the author. Ask Brian your questions at PlannedGiving.com/Brian.

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Keyboard image with Bequets and OPerating Expenses spelled over it.
Beneficiary Designations
Doug White

Is It Okay To Use A Bequest For Operating Expenses?

Question My nonprofit organization currently uses all bequest proceeds for operating expenses. The family of a recently deceased donor has questioned this and wants us to designate the funds for endowment (what is an endowment). What should we do? Answer It’s important to remember that only funds explicitly restricted by the donor can serve as a true endowment (importance by Deb Ashton). If a donor’s will does not specify a restriction, these funds are technically unrestricted and can be used at the nonprofit’s discretion. However, that doesn’t mean organizations should spend them without careful consideration. One approach is to treat them as “quasi-endowment” or “board-designated endowment,” meaning the board voluntarily decides to invest the funds rather than spend them outright. This way, the principal remains intact, and the nonprofit can utilize annual drawdowns based on a responsible spending policy. The larger question your nonprofit must address is: What is your policy on unrestricted planned gifts, and does it align with donor expectations? Best Practices for Bequest Usage Many organizations don’t give much thought to unrestricted planned gifts and simply use them to fill gaps in their operating budgets. However, best practice suggests having a formal policy in place—one that respects the donor’s likely intent while ensuring financial sustainability. Most donors assume their bequests will help sustain the organization long-term, not just cover short-term expenses. A strong donor-centered policy could involve: Directing all or a majority of unrestricted planned gifts to a board-designated endowment. This approach ensures long-term financial health and aligns with donor expectations. Learn more about board-designated endowment funds. For legal considerations, see McGuireWoods. Allocating a small portion (for example, 5-10% or $5,000-$10,000) of each unrestricted planned gift for operating expenses. This provides immediate support while preserving the principal for future needs. Giving the board the flexibility to override this policy if needed for urgent financial priorities or to honor a donor’s family’s preference. Flexibility ensures that the organization can adapt to unforeseen circumstances while maintaining donor trust. By setting a clear policy, you send a powerful message to donors: Their legacy matters, and their gifts will be used wisely. The Bigger Picture: Why This Matters for Planned Giving Success By Viken Mikaelian Planned gifts, especially bequests, are often the largest contributions a nonprofit will ever receive. These gifts represent a donor’s lifelong commitment to your mission, and how you handle them directly impacts future giving. The problem? Many nonprofits treat planned gifts like short-term revenue instead of the strategic, long-term investments they were meant to be. The Donor’s Perspective Most donors assume that when they leave a bequest, their gift will provide lasting support—not just disappear into next year’s budget. If nonprofits spend these funds too quickly, it can discourage future legacy donors who want to know their gift will have a long-term impact. This is why nonprofits with clear bequest policies attract more planned gifts. Donors feel confident knowing their gift will be handled responsibly, and nonprofits benefit from a growing endowment that provides financial stability. Discover the benefits of planned giving for both donors and organizations. What Nonprofits Should Do If your organization doesn’t have a policy for unrestricted bequests, now is the time to create one. A simple, donor-friendly approach might include: Allocating a small portion (5-10%) to operating expenses and directing the rest to a board-designated endowment. This balances immediate needs with long-term sustainability. Communicating your bequest policy transparently to donors, so they know how their gift will be used. Transparency builds trust and encourages more planned gifts. Educating fundraisers and board members on the importance of endowment-building through planned gifts. An informed team can effectively convey the value of planned giving to potential donors. Explore how to launch a planned giving program. It’s a Strategic Move Planned giving is evolving, and nonprofits that take a strategic approach to bequest management will attract more legacy donors. A well-structured bequest policy signals trust, responsibility, and long-term vision—the exact qualities that inspire donors to include your nonprofit in their estate plans. Next Steps Does your nonprofit have a clear policy for unrestricted bequests? If not, now is the time to create one. A strong planned giving strategy can increase donor confidence and secure more legacy gifts for your organization’s future. Need help crafting a planned giving strategy? Contact us today. FAQ Accordion Frequently Asked Questions Can unrestricted bequests be used for an endowment? Yes, if the board designates them as such. Even though the donor did not restrict the funds, nonprofits can voluntarily allocate them to a board-designated endowment. How should nonprofits handle unrestricted planned gifts? A best practice is to have a policy that directs a portion to operating expenses (5-10%) and invests the remainder in long-term sustainability. Do most donors expect their planned gifts to go to operating expenses? No. Most assume their gifts will contribute to the long-term health of the organization, making an endowment allocation a stronger donor-centered approach. Can a nonprofit override its bequest policy? Yes. Policies should include flexibility so that the board can make exceptions when needed, especially if a donor’s family expresses a preference. What percentage of a bequest should go to operations? Many nonprofits follow a model where 5-10% of unrestricted planned gifts go to operating expenses, while the remainder is directed to a board-designated endowment. How can nonprofits encourage more planned gifts? Nonprofits can increase planned gifts by educating donors about their impact, offering donor recognition programs, and maintaining transparency about how these gifts are used. What are the benefits of having a board-designated endowment? A board-designated endowment provides long-term financial stability, helps build donor trust, and allows nonprofits to generate income while preserving the principal. Should nonprofits inform donors about how their bequests will be used? Yes, transparency is key. Clearly communicating the nonprofit’s policy on unrestricted bequests ensures donor confidence and can increase the likelihood of receiving future legacy gifts.

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