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Marketing Gift Annuities After The Rate Reduction

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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