Important Attributes of Planned Giving Fundraising Staff

by William J. Moran, J.D., M.S.Ed.

The most important benchmark of successful programs is the staff assigned to do planned giving fund raising. Attributes to look for when hiring planned gift fundraisers include the following:

• People Skills.   Successful planned gift fundraisers are often described as amiable, patient individuals with a tolerance for ambiguity.  They are characterized by a high degree of integrity and honesty.  These traits serve them well as they enter into long-term trust relationships with older individuals.
• Deals Well with Older Individuals. Planned gift fund raising requires the ability and compassion to deal with and enjoy older adults.
• Listening Skills. Although listening skills are important in all areas of fund raising, they are particularly important in planned gift fund raising. Planned gift fundraisers have the ability to listen patiently to older individual’s stories and histories.
• Self-Starter. Planned gift fund raising, like other fund raising, takes initiative and persistence. Planned gift fundraisers are goal oriented.
• Technical Background. A strong technical background is not necessary for successful planned gift fund raising. However, the ability to understand the basic legal and tax aspects of planned giving is required.
• Promotional Skills. Like other fund raising, successful planned giving involves promotional and marketing skills. However, promotion is best done through a “low key” approach.
• Passion for Charitable Cause. Passion for the organization’s mission is the fuel for fund raising. A planned gift fundraiser should care deeply about the charitable mission of the organization.
• Ability to Get Out of the Office. Successful planned gift fund raising is a “field job”. Planned gift fundraisers enjoy leaving their offices and meeting people. They get out from behind their desks and into the prospect’s living room.

Bill Moran, The Moran Company, specializes in nonprofit executive searches
for executive directors, fundraising staff and other top nonprofit leadership.

© 2008 The Moran Company
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