Planned Gifts a New Weapon to Help Conquer the Campaign Mega-goal

by Jeff Nelson, CFRE, South Dakota State University Foundation

If you are reading this, you likely are either in a campaign or considering one in the near future.  There are some new rules of the road out there in campaign-land, and I think you're going to like them.

A combination of a sour economy and ever-escalating campaign goals encouraged the big fund-raising associations (CASE, AFP, PPP) to take a fresh look at what kind of gifts can be counted toward a campaign goal. 

Immediate, outright gifts of cash or property are still very much in favor, of course.  But face values of irrevocable planned gifts-such as charitable trusts, annuities, life estates, etc.-are now in the mix as well.  The big news is that even revocable planned gifts-wills, living trusts, pay on death accounts, insurance policy and retirement plan bequests-are able to join the party.

The thinkers in our business urge us to aggressively seek gifts in each category for our campaigns.  They also advise us to make sure we report campaign results in a way that breaks out each of those categories.  And that's only fair.

At my place of business, the South Dakota State University Foundation, we are midway through a six-year campaign and have raised 62% of a $190 million working goal.  We are feeling optimistic about that, given the obstacles to raising serious money in the last year or two. 

As a planned giving professional, I don't mind telling you that we wouldn't be close to that threshold without our planned gifts, which have accounted for some 40% of the total so far.

How much difference have revocable gifts made to date?  The 2009 totals are telling - Nearly $18 million of the $39 million raised was accounted for in revocable planned gifts, with bequests in wills and IRA accounts setting the pace.  Most of these bequest confirmations came from approaching members (over age 60) of our Sylvan Circle planned giving society.

So go ahead and dream in mega-goal terms for your next campaign.  You've got a friend to help you in the homely and unassuming revocable bequest, suddenly a knockout Cinderella entry among your available gift options.