Planned giving consulting demands different service levels—because a $2M endowment campaign requires a different playbook than a $50K bequest program. Structuring tiered offerings lets you serve more prospects, retain clients longer, and capture revenue at multiple price points. Here's how to build a service tier system that actually works in this space.
Why Tiered Services Matter for Planned Giving Consultants
Single-service pricing leaves money on the table. A nonprofit with a modest donor base and limited staff can't justify a $15K comprehensive giving plan audit. But they might pay $800 for a bequest marketing template and donor interview guide. Conversely, a foundation managing a $50M endowment expects white-glove strategy work that justifies $25K–$50K retainers.
Tiered structures also reduce buyer resistance. When prospects see three clear options—not one take-it-or-leave-it price—conversion rates jump. They self-select into the tier that matches their budget and maturity level, and many upgrade as they see results.
The Three-Tier Model for Planned Giving Consulting
Tier 1: Foundation/Starter Package ($500–$2,500)
Target organizations new to planned giving or testing the waters before bigger investment.
Deliverables typically include:
- Planned giving readiness assessment (questionnaire-based, 1–2 hours of analysis)
- Bequest program launch template (IRS language, marketing copy, gift agreement sample)
- Donor conversation guide (scripted talking points for board members)
- 30-minute strategy call to review findings
- Email template series for prospect outreach (5–8 emails)
Timeline: 2–3 weeks turnaround. Scope is tight; no custom donor modeling or ongoing coaching.
Who buys it: Nonprofits with <$5M annual budget, no dedicated development staff, board-driven giving programs.
Tier 2: Core Strategy Package ($3,500–$10,000)
Clients ready to systematize planned giving and build a multi-year pipeline.
Deliverables typically include:
- Deep-dive needs assessment including donor wealth screening data review
- Custom planned giving marketing strategy (bequest, charitable remainder trust, donor-advised fund pathways)
- Donor segmentation and targeting plan (who to approach, in what order, with what ask)
- Sample gift agreements, deed language, and compliance checklists for 2–3 gift types
- Board and staff training workshop (2 hours, customized)
- Quarterly check-in calls (3–4 per year) to track progress
- Donor stewardship roadmap for 12-month engagement cycle
Timeline: 6–8 weeks. Involves some custom analysis but uses reusable frameworks.
Who buys it: Regional nonprofits with $5M–$25M budgets, a development director, and committed board leadership. Arts organizations, hospitals, universities often fit here.
Tier 3: Premium/Endowment Advisory ($15,000–$50,000+)
Full-service engagement for endowment campaigns, major planned giving infrastructure builds, or foundation-to-nonprofit transitions.
Deliverables typically include:
- Comprehensive endowment feasibility study (interviews with 20+ major donors, wealth analysis, case development)
- Custom planned giving policy development and governance framework
- Integrated campaign strategy (combining annual, capital, and planned giving timelines)
- Detailed financial projections for 5–10 years
- Ongoing staffing: either fractional CIO/planned giving officer role or embedded project leadership
- Quarterly performance reviews and strategy adjustments
- Donor prospect pipeline management (CRM setup, tracking, coaching)
- Legal and tax coordination (partnerships with specialized counsel as needed)
Timeline: 3–6 months or longer, depending on campaign phase. Often structured as a retainer.
Who buys it: Large hospitals, universities, foundations, and national nonprofits. Organizations launching $10M+ endowment campaigns or restructuring giving programs entirely.
Packaging and Pricing Tactics
Bundle complementary services. A common upsell: Tier 1 buyer needs a gift agreement in month two. You've already built trust. A $600 add-on for three customized agreements feels natural, not pushy.
Use retainers for Tier 3. Rather than lump-sum fees, consider $3,500–$5,000 monthly retainers for ongoing advisory work. It smooths cash flow and deepens client relationships.
Price based on output value, not hours. A bequest marketing template takes 4 hours to create but generates thousands in future gifts. Price it at $400–$600, not at your hourly rate. Endowment strategies worth $2M+ to a nonprofit justify $25K fees.
List on Mercoly to reach nonprofits actively searching for planned giving expertise. Tiered offerings display cleanly on a professional profile, making it easy for prospects to choose the right fit and move forward.
Frequently Asked Questions
Q: Should I offer à la carte add-ons within tiers, or keep packages fixed? A: Fixed packages reduce decision fatigue and simplify delivery. But allow one or two common add-ons—like extra training sessions or CRM setup—at transparent hourly rates or fixed prices ($500–$1,200 each).
Q: How do I know if a prospect fits Tier 1 versus Tier 2? A: Ask upfront: annual fundraising revenue, endowment size if any, development staff headcount, and board engagement level. Anyone under $3M revenue usually needs Tier 1; $5M–$20M typically chooses Tier 2.
Q: Can I offer Tier 3 work if I'm a solo consultant? A: Yes, but scale it with partnerships—contract with specialized lawyers, wealth coaches, and data analysts rather than doing everything yourself. Your role becomes orchestrator and advisor.
Start with Tier 1 to validate your offering, then layer in Tier 2 and Tier 3 as you build case studies and referral networks.