To Bestow or Not to Bestow. To Bequeath or Not to Bequeath.
That is not the question.
Parlez-vouz bequest? Fundraisers get their fair share of headaches, but do you ever ask for acetylsalicylic acid? Unless you’re talking to a pharmacist, no one will know it’s aspirin. So if you want to be pain free and stop being a geek, cut out the jargon.
Say What?
That’s why we’re on a mission to eliminate technical terms in all the marketing tools we deliver. Because we want your message to get through.
Case in point regarding one of your most important gifts … An unscientific personal survey of mine going for seven years now shows that 9 out of 10 Americans do not know what the word “bequest” means. So why use it? How about the more descriptive Gifts From Your Will or Trust? Sure it’s longer, but the prospect will get it.
That’s communication and that’s good marketing: Keep it simple, and say what you mean. Your audience will get your message, and you’ll get fewer headaches.
You don’t have to make planned giving tougher than tuning a bagpipe.
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On a side note: An older lady prospect to VP: “You had asked me to meet you at the foundation. Is that in the basement?”
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