The world of Advancement is evolving. The best time to start a planned giving program was twenty years ago. The second best time is today. Now is the time to get in the game.
Over the next few decades, financial experts anticipate that more than $80 trillion will be transferred from one generation to the next. This “Great Transfer of Wealth” represents an unprecedented opportunity for Catholic schools to build lasting financial sustainability through planned giving.
So, how do you get started? Whether you're leading a large high school or a small elementary school, you can establish a thoughtful and effective planned giving program by following these 10 simple steps:
1. Brand Your Society
A compelling and dignified name gives your planned giving program identity and importance. Draw inspiration from your school’s founding, patron saints, or notable milestones. Examples include:
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- The 1902 Heritage Society
- The Donovan Legacy Society
- The 1957 Heritage Society
- The Neumann Heritage Society
2. Add It to Your Website
Visibility is key. Create a dedicated webpage for your planned giving society. Include information on how to join, testimonials, FAQs, and the impact of legacy gifts.
3. Add Language to Your Annual Fund Reply Envelope
Sometimes a simple checkbox that says, “I’d like information about making a legacy gift,” is all it takes to spark interest.
4. Discuss with School Leadership
Keep planned giving on the agenda in leadership team meetings. Administrators, board members, and advancement staff should all understand the vision and value of legacy gifts.
5. Provide a Membership Gift
Recognize members of your society with a small but meaningful token of appreciation. Consider:
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- Lapel pins
- Framed certificates
- School-themed prints
- Clocks, ties, scarves, coasters, or drinkware
6. Establish a Planned Giving Committee
Recruit professionals within your community (attorneys, accountants, wealth managers, insurance agents) who can advise, educate, and support the program.
7. Invite to Special Events
Make your legacy society members feel special. Provide them with VIP name tags and invitations to donor receptions, Masses, or milestone celebrations.
8. Recognize Members in the Annual Report
Celebrate your planned giving donors in print. Include:
- A description of your society
- A list of current members
- An invitation to join
- A feature story or testimonial
9. Honor Members on Campus
Public recognition is powerful. Consider installing:
- A donor display in a high-traffic area
- A digital recognition screen
- A mobile foam core display board for events
10. Promote 12 Months a Year
Planned giving should be part of your ongoing communication strategy, not a once-a-year mention. Include legacy messaging in newsletters, social media, and donor conversations all year long.
Final Thoughts
Planned giving is not just for large institutions. With a little intention and a lot of heart, any Catholic school can build a program that honors generosity and builds a foundation for the future.
Ready to get started?
Let us help you create a strategy that fits your school community and mission. For more information, reach out to Greg Markiton, CFRE, Senior Partner at Partners in Mission.
