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Marketing Gift Annuities After The Rate Reduction

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Jan
02

by Brian Sagrestano

With the November announcement that the American Council on Gift Annuities recommended gift annuity rates would be reduced effective January 1, there was a healthy debate in the charitable community about whether to advertise this change to prospects. With the change behind us, it is a good time to reaffirm that our planned gift marketing should be focused on:

  • supporting the good that we do (our mission),
  • while helping the prospect meet a personal planning objective (like increasing retirement income).

This donor-centric approach ensures that our appeals will produce qualified leads, regardless of gift annuity rates.


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