Q: What do gift planners mean by the “ultimate gift”?

A:¬†According Debra Ashton, author of The Complete Guide to Planned Giving, the ultimate gift is “not the method a person uses to give the gift, but rather the magnitude of and the motivation for the gift.” She goes on to say, “Ultimate gift fundraising, then, depends on our ability to build and develop long-term relationships with a few special givers.”