Establishing an honor society (i.e. "Heritage Society" ) for planned gift donors is the foundation of many planned giving programs.  This honor society recognizes those who have remembered the organization in their will or through some other planned gift.  The society serves three important purposes:

1. Provides a focal point for marketing planned gifts.  Marketing is centered on attracting new heritage society members.
2. Helps build a relationship with planned gift donors. Membership strengthens their commitment to your organization. This relationship and commitment is critical to retain planned gifts that remain revocable by donors until death, i.e.bequests. 
3. Offers a natural, low-key way to solicit a planned gift. You simply ask prospects if they are familiar with the society, explain it, and inquire if they would like to join. 

Consider the following suggestions for establishing your own society:

•    The society should be kept simple.  It is an “honorary” society with no regular meetings.
•    Set a yearly goal for membership as part of your development plan.
•    Consider having an “associate level” of membership for those who “intend” to make a planned gift to your organization.  This allows an immediate action step and commitment for the donor.  Upon completion of the planned gift, full membership is awarded.
•    Have a brochure with a reply device announcing the society and inviting membership.
•    Hold an annual luncheon or dinner each year to recognize members and deliver an “insiders” report on the status of your non-profit. 
•    Regularly publish members’ names in your newsletter (with their permission).
•    Recognize membership with a framed certificate or other remembrance. Hand-delivery of this keepsake provides a wonderful opportunity to meet the donor and begin a more personal relationship.  It also puts family members on notice of the donor’s plans for your organization.

Most successful planned gift programs have a Heritage Society.  If you do not have one, you should consider establishing one now.  If you already have one, make sure it is active and growing.  It is well worth the effort.  Remember, planned gifts are often large, in the hundreds of thousands of dollars.   Don’t ignore this part of your development program.

© 2008 The Moran Company
www.morancompany.com