Certified Fund Raising Executive (CFRE) Practice Test

When starting to identify prospects for a planned giving program, which list should a fundraiser consider first?

1. Corporate sponsor list

2. Event attendee list

3. Annual fund donor list

4. Marketing campaign responses

The correct answer is: Annual fund donor list

Starting with the annual fund donor list is a strategic approach when identifying prospects for a planned giving program. Individuals who contribute to the annual fund have demonstrated a level of engagement and commitment to the organization, making them more likely candidates for deeper philanthropic relationships, such as planned giving. These donors typically have established a history of support, which indicates not only an affinity for the organization but also the financial means to consider a more substantial gift in the form of a planned gift. Additionally, they may be more receptive to discussions about legacy giving because they have already shown an intention to contribute. In contrast, while corporate sponsor lists, event attendee lists, and marketing campaign responses may provide valuable leads, they often lack the same level of personal connection and ongoing support that the annual fund donor list holds. Corporate sponsors are typically focused on business relationships, and event attendees may not have as strong of a commitment. Marketing campaign responses can indicate interest but do not necessarily reflect a commitment to the organization. Thus, prioritizing the annual fund donor list helps fundraisers to engage with individuals who are not only invested in the organization's current needs but are also potentially open to discussing their long-term impact through planned giving.