Should You Forget about Planned Giving as 2020 Closes?

Garvin Maffett, EdD, a strategic consultant in the nonprofit sector, recently asked the members of the CFRE International Network on LinkedIn:

What’s on the horizon for Gift Planning during this uncertain time in our economy?”

It’s a good question, and I thank Maffett for starting a needed discussion. Some fundraising professionals have wondered whether they should rollback planned gift marketing during the pandemic, or whether they should boldly engage in more robust charitable gift planning efforts.

My simple answer is this: You should definitely NOT forget about planned giving as 2020 draws to a close. While the economic future is definitely uncertain, now is a fantastic time for charitable gift planning. Let me explain.

The stock market, while volatile, continues on an upward trajectory. Most Americans own stock. Many of those who own stock have seen appreciation this year. This means there is a great opportunity for you to secure gifts of appreciated stock for your organization.

Motivated by the coronavirus pandemic, many more people have chosen to write a Will. With more people making end-of-life plans, there is an opportunity to encourage them to include a gift to your charity in their Wills.

As the COVID-19 pandemic has people contemplating their own mortality, life insurance sales have increased. This presents you with an opportunity to encourage beneficiary designations for your nonprofit.