Keeping Score: Simple Tips for Tracking Planned Giving Activities

Your organization understands the importance of planned giving, but figuring out a way to track it and measure success may feel overwhelming.

That's understandable. Unlike an annual campaign, planned giving is built on relationships that often develop over many years. A donor may first express interest today but not finalize an estate gift until years later. That long timeline can make it difficult to know whether your efforts are paying off.

The good news is that you don't have to wait decades to measure success. Instead of focusing only on completed bequests, begin tracking the activities that lead to future legacy gifts, which can also generate annual giving along the way.

Here are a few best practices to consider.

Document "Meaningful Conversations," Not Just Commitments and Gifts Received

One of the best indicators of a healthy planned giving program is the number of meaningful conversations your team is having with donors about legacy giving. Ask, “Did this conversation make it more likely that this donor will include our organization in their estate plan?” Every discussion represents an opportunity to better understand a donor's goals, while also planting the seeds for a future gift and securing lifetime gifts.

Celebrate Documented Intentions

When a donor informs your organization that they have included you in their estate plan—or signs a letter of intent—celebrate that milestone. Tracking these commitments helps you understand how your legacy program is growing long before gifts are ultimately realized.

Focus on Stewardship Activities

Activity drives results! And the work doesn't end when a donor makes a legacy commitment. You can generate ongoing meaningful conversations through in-person meetings, phone calls, invitations to special events and even warm email exchanges that move the relationship forward.

Check Your Marketing Materials

Successful planned giving programs are supported throughout the organization and across the team. Review your website each year to ensure legacy giving information is easy to find. Include planned giving stories in newsletters and annual reports. Add brief legacy giving messages to event materials, email signatures and social media throughout the year. Small, consistent reminders help normalize conversations about charitable bequests.

Set Activity Goals You Can Achieve—and also Challenge You

You don't need dozens of metrics to get started.  Even setting goals around one or two key metrics, such as meaningful conversations, can provide valuable insight into your progress from year to year. Again, the activity will drive results! Over time, multiple conversations with a donor have the potential to pay off in the long run. Imagine what could happen if everyone on your team held meaningful conversations with a wide range of donors throughout the year and appropriately introduced legacy giving during those conversations.

Keep It Simple!