The Pentera Blog
A Little Curiosity Can Turn Into a Big Planned Gift
Pentera recently heard a fascinating story about a planned gift that shows how important a little curiosity can be in generating financial support.
A few years ago, this arts and entertainment charity gave prospective donors the opportunity to buy a tribute tile along a new walkway at the nonprofit's location. One tile was purchased by a longtime member who lived about 400 miles away in another state.
The development staff wondered why someone who was unlikely to visit regularly would maintain an annual membership, let alone buy a tribute tile for someone with the same last name. So they called to say thanks and to gather a little information.
Well, it turns out that the donor's dad had been the charity's treasurer 50 years before, and the tribute tile was in the father's name. The donor said he had basically grown up at the charity, had become a member at the young age of 16, and even had a summer job at a foundation affiliated with the charity. After moving away, he maintained his membership - decade after decade. His sister still lived nearby the charity, and he would periodically visit her and always include the arts organization in his trip.
The major gifts officer suggested they get together on his next visit, during which she showed the donor and his sister the offices where their father used to work. It was a powerful, emotional tour. Shortly thereafter, the donor upgraded his membership to the benefactor level. He retired soon after and began visiting more regularly, including attending opening galas.
The donor then began talking with the gift planning office about creating a charitable gift annuity, and the gift planner helped him take advantage of the tax benefits of funding the CGA with appreciated stock.
All because someone in development asked, "Who is this guy who lives 400 miles away and maintains a membership and buys a tribute tile?"
