In this episode, Ligia Peña, a CFRE and president of Globetrotting Fundraiser, discusses the importance of legacy planning and starting a planned giving program for nonprofits. She emphasizes the need to understand donor engagement and focus on gifts and wills as the primary vehicle for planned giving. Ligia also highlights the importance of starting small, analyzing donor data, and seeking help from experts or consultants. The key takeaway is to just start and take small steps towards building a successful planned giving program.

Takeaways

• Legacy planning and planned giving are essential for nonprofits to secure future funding.
• Focus on gifts and wills as the primary vehicle for planned giving.
• Understand donor engagement and non-financial indicators to identify potential planned giving donors.
• Start small, analyze donor data, and seek help from experts or consultants to build a successful planned giving program.

Chapters

00:00 Introduction and Sponsorship

01:00 Ligia Peña’s Background and Inspiration for Globetrotting Fundraiser

02:53 The Importance of Legacy Planning and Fundraising for Nonprofits

05:12 Delving into Donor Data and Engagement

07:32 Different Types of Planned Gifts and Focusing on Gifts and Wills

09:58 Non-Financial Indicators and Engaging Donors Properly

11:23 The Role of Stewardship and Delighting Donors

13:51 Sprinkling Legacy Messaging in Existing Communication Tools

16:14 Starting with Gifts and Wills and Building from There

18:06 Avoiding Overwhelm and Focusing on Simple Strategies

20:59 Comparing Plan Giving in the US, UK, and France

25:26 Coaches Corner: Increasing Engagement of Nonprofit Email Newsletters

31:29 Starting a Plan Giving Program: Three Key Steps

38:36 Final Thoughts and Encouragement to Start Today

Guest Bio

Ligia Peña, CFRE is President of GlobetrottingFundraiser, specializing in helping charities develop & implement their fundraising and legacy strategy. She's also a Ph.D. candidate at the University of Kent, researching national legacy marketing campaigns. As an AFP Master Trainer, she’s trained countless fundraisers around the globe. She's a sought-after and seasoned international presenter who enjoys sharing her knowledge and empowering nonprofits professionals to think about legacies differently by daring to be creative and innovative.

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