Forming Relationships with a LOA or Pledge form? YES!
Have You Ever Considered a Form to Be a Relational Tool?
What? Has Marcy flipped?
The Artful Asker is talking about forms being relational?
You know they’re simply used to record and define transactions, right?
Well… not so fast.
Yes, a form may technically be a tool to document intent, process a gift, or create an agreement. But when it’s created and shared artfully, it can also become part of the relationship journey. It can affirm your giver’s values, vision, and identity as someone who is generous and committed to your mission.
Forms can actually inspire giving, deepen trust, and invite clarity — if you treat them not just as paperwork, but as touchpoints.
Here are three of the most common information forms you will use in major gift fundraising:
- The Major Gift Pledge Form
This one is usually very business-like: “I hereby pledge $X to be paid over Y years.”
But imagine if it instead began with:
“I/we are inspired to support the mission of [Organization Name] through this generous commitment because…”
Now we’ve made space for the giver’s motivation — their why. It’s not just an obligation, it’s a celebration.
You might also include:
- A checkbox for “I/we would enjoy periodic updates on the impact of this gift.”
- A note of thanks within the form: “We are honored by your confidence in us. Your belief in our work truly makes a difference.”
- The Endowment Gift Agreement
This form often sets terms: how much, how the annual earnings will be process and distributed, lots of legal stuff, investment language.
But what if it also asked:
“What legacy do you hope this fund will carry forward?” Or in agreement speak – “By making this the donors intend to leave a legacy of support for young people pursuing a veterinary degree – just as the donors received help during their degree years.”
Not only does that open a heartfelt conversation — it gives you insight into how to steward that donor, their family, and the fund itself for years to come.
You could even invite:
- A quote from the donor to share with future recipients.
- A name for the fund that reflects a personal value or loved one.
- The Gift in Will (Bequest) Form
Bequest forms tend to be transactional, but they can affirm a profound decision. Try this language:
“Thank you for sharing that you’ve included [Organization Name] in your estate plans. You honor us by being part of your lasting legacy and we are deeply grateful.
And you might ask:
- “What inspired this decision?”
- “Would you like to remain anonymous or be recognized publicly?”
- “Would you like us to notify someone else of this gift in the future?”
What’s the Point?
In working with development professionals and the organizations they serve I will often see this sort of messaging on the website, in the cover letter or in a proposal – but then comes the form and WHACK! Could be an intake form for the hospital. Sterile. To-the-point and maybe easier for the data entry folks to process – but certainly we have just pushed our donor out of their hearts and into their heads. Why not intersperse some donor love?
These aren’t just documents. They’re moments. You can help your givers pause, reflect, listen, and affirm why there are making a gift to you in the first place. You can lift them up as they do this paperwork drudgery.
When you treat forms as part of your relationship work, not just your recordkeeping, you build deeper trust and lasting connection.
So yes…
Forms can be relational.
And no…
Marcy hasn’t flipped.
I’m just inviting you to see even the paperwork as part of the art of asking artfully.
Invest in Joy™
