Planned Giving: 90% Relationships - 10% Techniques

By: Ron J. Huddleston
The Huddleston Group www.ronhuddleston.com

I am often amused when I attend the myriad of Planned Giving conferences and workshops across the country promoting the next best technique that maybe, on a good day, one out of hundred of us would ever use. While all of the discussion revolves around the “technique” of the day, the power of relationships can get lost.

Fifteen years ago I had an opportunity to mentor a senior fundraising executive on planned giving in his new role as Vice President of Planned Giving for a hospital in Northern California. While I was preaching the accolades of charitable remainder trust, gift annuities and bequests, he spent the next few years making friends. He first directed his attention to caring for his donors and their family's estate planning needs, not the needs of his hospital. By focusing on his donor’s priorities he has been able to establish relationships that few of us could ever match. Let me share some examples of the things that my friend Rick has done for six different donors.

Lorraine: helped her find a retirement center to move to and physically coordinated the move - much more than she could physically handle.

Mel: took on a backpacking trip-something he had wanted to do but had never done during his 80 years of life experiences.

Paul: earned confidence and respect leading to shared motor home trips.

Dick: became his caretaker when his health began to fail and he had no family or friends to help him.

Mike: said goodbye to him on his deathbed assuring him as executor, his wishes would be carried out.

Jay: have included in family festivities and on call 24/7 to assist him when he receives a call for a lung transplant.

Many of us send letters, brochures, birthday cards, the annual report and maybe even make an occasional telephone call. But when was the last time you left your office got in your car and delivered your latest brochure and spent the afternoon really getting to know your donor and their family? When was the last time you picked your donor up at their home, took them to your organization, introduced them to your CEO and gave them a tour showing them how "they" are making a difference?

Yes, this takes time a lot of time. But I believe time well spent - time that will pay a multitude of dividends for your organization and you personally. When I heard what my friend Rick had done for some of his donors, I was overwhelmed. Honest caring and friendship is a powerful bond.

Does this approach really work? Well it seems to be working for Rick! When he started in his position they had no planned giving program and virtually no endowment. Today, fifteen short years later, they have more than 50 trusts under management totaling more than $24 million and nearly $50 million in current and future endowment commitments! And, those six earlier donor examples account for more than $23 million in gifts.

Remember philanthropy, especially planned giving, is all about the relationship you have with your donors. So my advice to you is the next time you have an opportunity to go off to some fine hotel for a few days to learn about the benefits of a Charitable Annuity Lead Trust funded with an Alpaca Ranch or stay home and spend some quality time with three of your donors - choose the donors a little more often. Your donors and your organization will be glad you did.

I guess it is safe to say the mentor in this story has become the mentee, thanks to Rick.

Ron J. Huddleston
The Huddleston Group

Ron J. Huddleston is president of The Huddleston Group, a small national fundraising-consulting firm headquartered in Phoenix, with offices in Denver and San Francisco. Please give us a call at (602) 872-1101 or visit us at www.ronhuddleston.com

Rick Buxton is Vice President of Planned Giving for Alta Bates Summit Foundation located in Berkeley California.