Certified Fund Raising Executive (CFRE) Practice Test

What should be prioritized in a planned giving marketing initiative?

1. Engagement through social media

2. Identification of prospective donors

3. Online fundraising campaigns

4. Developing donor thank-you gifts

The correct answer is: Identification of prospective donors

In a planned giving marketing initiative, prioritizing the identification of prospective donors is essential because it lays the foundation for effective engagement and relationship-building. Understanding which individuals are most likely to consider making a planned gift, such as bequests or charitable gift annuities, allows organizations to tailor their messaging and outreach efforts. This identification process can involve analyzing donor history, reviewing giving patterns, and using demographic data to pinpoint potential supporters who may have the inclination and capability to leave a legacy through planned giving. By focusing on identifying prospective donors first, the organization ensures that marketing resources are allocated effectively towards individuals who are most open to these types of contributions. This approach increases the likelihood of successful interactions and ultimately leads to more fulfilling relationships that can result in significant planned gifts in the future. Engaging prospective donors who are already aligned with the organization's mission can be much more productive than trying to engage a broader audience without first determining who is likely to be interested in planned giving. Engagement through social media and online fundraising campaigns are important components of overall fundraising strategy but should follow after identifying the right prospects. Similarly, developing donor thank-you gifts is vital in maintaining relationships with existing donors but will not directly address the foundational step of growing the planned giving program. Prioritizing donor