I interrupted my “Most Generous Donors” series last month to talk about Board Members, who should be among your Most Generous Donors (and I hope you are well on your way to helping them become such!).

This month I’m back on track to describe a third profile of Most Generous Donors – single elders, especially those 75 and older, who have been supporting your group for an extended time.

These folks may have families – children, grandchildren, siblings, nieces, nephews, etc. They may be widowed or divorced. They may have owned or still own a business. But here’s the key:

They are solely in charge of the disposition of their wealth – now and through their estate.

It’s not that they won’t re-marry in the future, or join up with a new romantic partner, but they are careful to separate and protect their assets from anyone who comes into their lives at this stage. (After my mother died in her early 50s, my father re-married three times, keeping his assets separate each time. It happens frequently.)

These are well-organized, autonomous people – clear on what they want their personal legacy to be.

Yes, they have extra financial resources beyond what they need, and beyond what they have determined anyone in their family needs. Because they have extra money, they can direct some of their assets to philanthropic enterprises like yours, now and in the future.

“Well, great!” you say, “But why aren’t they doing more for us?”

Now we get into the realms of passions, interests, concerns, and giving back. Once you’ve combed your database to find these “autonomous elders”, in each case ask yourself, “Do I know why this donor supports our nonprofit?” Get to know them better as soon as you can. If they’re not giving at the level you think they could give, you need to understand their interest in your work better than you do right now.

Start with five names you’ve identified. Secure a 1-1 meeting with each of them. In the meeting, thank them for their loyal support immediately, and then in a relaxed fashion, pose questions like these:

How did you first get involved with [our organization]?
You’ve given [every year for a long time]. What keeps you giving?
Have your reasons for giving to [our organization] changed over the years? If so, how?
What are you hoping to accomplish through your giving to [this organization]?
If you decided to give more to [this organization] than you have been giving, what would you like to see your gift accomplish?

Once you know why they support your group, you can draw the direct connection between their interests and the impact your organization is making, DRAW THAT CONNECTION, and describe that impact to them in every personalized communication you have with them. And then ask them to consider increasing their support, perhaps dramatically, depending on what they’ve told you about their financial situation.

And as always, remember to mention the powerful impact an estate gift can make for the work of your organization.

Your donor might be willing to entertain a request for an increased gift over the next 3 years, for example, with a long-term impact gift through their estate. A well-timed comment from you about their options for leaving a charitable bequest might be very welcome.

At any rate, even if they turn down a current gift increase or just put you off to a later time, be sure to check back with them on a regular basis.

These folks can become major donors, as the work of your group becomes part of their personal legacy.