Give and Take

Matching gifts amplify donor impact, inspiring larger contributions and attracting new supporters. Smith College and the Marine Corps Heritage Foundation leveraged this strategy with our expertly crafted landing pages, blending donor immersion and storyselling. These campaigns seamlessly integrate planned giving exposure into the donor journey—turning a simple match into a powerful, long-term giving strategy.

S.R.O.I. In today’s competitive fundraising environment, nonprofits must think beyond immediate revenue and consider long-term sustainability. Planned giving is often viewed as a long-term revenue stream, but its true value extends beyond financial returns. By embracing a Strategic Return on Investment (SROI) approach, nonprofits can leverage planned giving not only for revenue but also to build authority, trust, and donor loyalty that lasts generations. The Strategic Return of Planned Giving Higher Gift Values and Lifelong Donor Engagement Planned gifts consistently outsize annual gifts by a significant margin. Research from Dr. Russell James, a leading expert in charitable giving psychology, highlights that donors who include a bequest in their will often increase their lifetime giving as well. This challenges the common misconception that planned giving cannibalizes other fundraising efforts. Instead, planned giving deepens donor commitment and reinforces their connection to the organization’s mission, leading to both immediate and future financial gains.

The No-Risk Real Estate Exchange approach helps retirement communities fill vacancies faster by eliminating the biggest barrier: seniors waiting to sell their homes. Through a structured sale, seniors get immediate cash to cover move-in costs, while the remaining home value becomes a tax-deductible charitable gift. The process is fast, seamless, and zero-risk—funds are secured before move-in and directed into the community’s endowment. Seniors gain peace of mind and flexibility, while communities avoid delays and secure long-term financial stability.

More and more nonprofits are allocating funds to planned giving marketing, recognizing its power to secure long-term donor support. This quick guide outlines practical numbers for budgeting across small, medium, and larger organizations. Learn how to determine your overall marketing spend and allocate the right percentage to planned giving, ensuring your campaign is well-positioned for sustained legacy donations. With clear examples and proven success stories, this guide empowers nonprofits to strategically invest in their future financial stability for lasting impact.

Clients and friends often ask if including a reply mechanism on their planned giving postcards is worth the added expense. It depends on the circumstances, but generally, I do not feel it’s worth it. As we all know, planned giving is a low-response business. So even with the most successful direct mail programs, we see very few reply cards actually filled out and returned. However, this does not mean your information is not getting read. It’s just that most people are not going to take the time to respond, on a whim, to questions about a subject that requires some in-depth thought and planning. See this page for planned giving marketing strategies. Remember: You are not selling sweepstakes. You’re educating. You’re reminding. And you’re building relationships. Why Frequency Matters More Than a Response Card What does this mean for you? You’ll have additional opportunities to reach your prospects. Marketing 101

When donors don’t understand, they hesitate. When they hesitate, they procrastinate. When they procrastinate, you lose gifts. It’s that simple. Eliminate the confusion. Use straightforward language. Make calls to action crystal clear. Focus on the emotion, not the process. And above all, keep it simple. Because the mind hates confusion—and confused donors don’t give. Take a look at your current fundraising materials. Everything. Are they clear? Simple? Easy to act on? If not, start simplifying today.

Political shifts spark fundraising panic, but it’s not the end of the world. Every politician exaggerates, and tax laws change—like the SECURE Act and the Tax Cuts and Jobs Act—but nonprofits with a strategic, balanced approach thrive regardless of who’s in office. Planned giving is the key to stability, shielding organizations from volatility and donor hesitation. Fear repels donors; confidence attracts them. History proves planned gifts endure economic downturns. Now is the time to act—secure commitments, diversify funding, and plan ahead. Stop worrying and start building a future that isn’t dictated by political tides.