Author: Viken Mikaelian

About Us sign on rustic wooden background
Planned Giving Marketing
Viken Mikaelian

Your Bio Is Boring. Let’s Fix That.

Forget stiff, lifeless bios. Donors don’t leave legacies to titles—they give to real people. Warm, engaging staff bios build trust and spark connections before the first call. Keep it brief, add personality, and use a professional tone that reflects your mission. Include photos, credentials, and a fun detail or two. Your bio isn’t just an intro—it’s an invitation. Make it human. Make it memorable. Solid tips included.

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Stewardship and Relationships
Viken Mikaelian

Mr. Cameron Has Something to Tell You

Looking for fundraising inspiration? Meet William John Cameron—barefoot pioneer, entrepreneur, and big game hunter who offers timeless wisdom for nonprofits. “Money never starts an idea; it is the idea that starts the money,” he reminds us. Stop waiting for perfect conditions or budgets before taking action. And remember, “Thanksgiving is a word of action”—gratitude isn’t just seasonal, it’s strategic. Cameron’s life teaches us that great fundraising requires only two things: a compelling idea and the courage to act.RetryClaude can make mistakes. Please double-check responses.

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Hand holding a magnifying glass over miniature wooden houses, symbolizing estate planning, property evaluation, and identifying assets for bequest marketing.
Bequests
Viken Mikaelian

Bequest Marketing: The Ultimate Guide to Your Most Essential Planned Giving Strategy

Bequest marketing is the cornerstone of effective planned giving strategies for nonprofits seeking sustainable funding. Unlike complex charitable vehicles, bequests are accessible to donors of all income levels, requiring no immediate financial commitment while yielding gifts 200-300 times larger than lifetime donations. By implementing strategic bequest marketing through multiple channels, nonprofits can build lasting donor relationships and secure their financial future with minimal resources. Start with bequest marketing before exploring more complex planned giving options—it’s the simplest, most effective approach to legacy fundraising.

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An image of an older couple meeting with a lawyer to discuss their living will
Wills
Viken Mikaelian

How to Create a Living Will

Learn how to create a living will to ensure your healthcare preferences are honored even if you become incapacitated. Follow these steps for peace of mind and clarity.

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Several matching gift boxes with ribbons that are similar
Planned Giving Marketing
Viken Mikaelian

Why Matching Gifts Matter

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.

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Vaudeville-style couple dressed in vintage costumes, smiling with exaggerated expressions, representing the concept of the 'peanut gallery' and the need for face-to-face fundraising.
Planned Giving Marketing
Viken Mikaelian

Are You Wasting Your Best Pitch on People Who’ll Never Buy?

Most fundraisers waste their best material shouting at the wrong audience—posting, emailing, and calling people who will never give. Like a man ranting on his phone in public, they mistake noise for communication. Real influence happens face-to-face, where tone, body language, and trust come into play. If your message matters, don’t miniaturize it. Skip the peanut gallery. Get in the room, make it personal, and close the gift where real decisions are made.

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Chart illustrating the strategic return on investment of planned giving and bequest giving
Planned Giving Marketing
Viken Mikaelian

SROI and Planned Giving

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. Cost-Effective Fundraising with Exponential Returns Planned giving is among the most cost-efficient fundraising strategies. Once established, a well-maintained program requires significantly less investment compared to annual giving campaigns or major gift solicitation. Studies indicate that the cost to raise a dollar through planned giving ranges from $0.20 to $0.30, substantially lower than traditional fundraising events or direct mail appeals. Over time, planned giving ROI can range from 1:4 to 1:20, meaning nonprofits can receive $4 to $20 for every dollar spent on program development and marketing. SROI: Beyond Financial Metrics Traditional ROI focuses on dollars raised, but Strategic ROI (SROI) considers the broader impact of planned giving on a nonprofit’s brand, donor relationships, and long-term growth. 1. Authority and Trust in the Nonprofit Sector Planned giving isn’t just about receiving gifts—it’s about positioning a nonprofit as a trusted steward of legacy contributions. Donors who include a charity in their estate plans are making a profound commitment. This act signals to other donors that the organization is stable, reliable, and worthy of long-term investment. A well-executed planned giving program enhances credibility, setting an organization apart from competitors vying for donor support. 2. Strengthened Donor Loyalty and Engagement Bequest donors often feel a deeper sense of belonging to the organization. Planned giving transforms occasional supporters into lifelong champions, increasing retention rates and encouraging multi-channel giving. According to Dr. Russell James, donors who make planned gifts are more likely to continue giving annually, reinforcing a cycle of generosity that benefits both short-term and long-term fundraising efforts. 3. Mission-Aligned Growth and Stability Unlike annual gifts that fluctuate with economic downturns, planned gifts provide a stable revenue stream that sustains an organization through financial uncertainties. This strategic advantage allows nonprofits to plan for the future with confidence, reducing reliance on emergency fundraising efforts—and that’s the definition of a Strategic Return on Investment. 4. Career Advancement for Fundraisers and Leaders Nonprofit professionals who take the initiative to introduce and champion planned giving programs often position themselves as forward-thinking leaders. Board members and senior executives value proactive individuals who drive long-term strategy, making planned giving advocacy a career-enhancing opportunity. Those who integrate planned giving into their organization’s development efforts not only contribute to financial stability but also demonstrate vision and leadership, which can lead to greater career recognition and advancement opportunities. Key Factors Impacting SROI in Planned Giving 1. Program Maturity & Long-Term Commitment Planned giving requires patience. Many organizations see little immediate financial return in the first three to five years, but those who remain committed experience exponential growth as their donor pipeline matures. 2. Organizational Infrastructure & Investment in Education A successful planned giving program requires strong leadership, internal education, and cross-departmental collaboration. Training development staff and board members to communicate the value of legacy giving is critical to securing high-value commitments. 3. Donor-Centric Messaging Effective planned giving programs focus on donor motivations rather than organizational needs. Messaging should emphasize impact, legacy, and values alignment—not just tax benefits. Studies show that donors respond more favorably to legacy-focused messaging, as it connects to their desire to make a lasting difference. Strategies for Maximizing SROI in Planned Giving 1. Promote Bequests as an Entry Point Bequests remain the most common and accessible planned gift vehicle, representing up to 90% of all planned gifts. By making bequests a focal point, nonprofits can simplify entry into planned giving while gradually introducing other giving options, such as charitable gift annuities or donor-advised funds. 2. Integrate Planned Giving into Every Fundraising Conversation Planned giving shouldn’t be an isolated initiative. Instead, it should be woven into all donor communications, from annual fund appeals to capital campaigns. Highlighting planned giving options in newsletters, social media, and stewardship materials ensures it remains top of mind. 3. Personalize Donor Stewardship Donors considering planned gifts value deep, meaningful relationships with the organizations they support. Regular check-ins, personal thank-you letters, and legacy society recognition programs help cultivate a sense of belonging and commitment. 4. Leverage Digital and AI Tools for Outreach With AI-driven marketing and donor data insights, organizations can identify and engage potential planned giving donors more effectively than ever. Digital resources like personalized donor journeys, email automation, and interactive will-planning tools increase planned giving participation. Planned Giving is a Strategic Investment Planned giving isn’t just a financial decision—it’s a strategic investment in an organization’s future. By shifting from a narrow ROI perspective to a broader SROI framework, nonprofits can recognize the true power of legacy giving: securing significant financial gifts, building credibility and trust, and fostering lifelong donor relationships. Rather than asking, What’s the immediate financial return?, the more strategic question is: How will this investment position our nonprofit for long-term success? Those who embrace planned giving as an integral part of their fundraising strategy will not only increase revenue but also strengthen their organization’s standing in the philanthropic community for years to come.

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Hands holding a model house, symbolizing charitable real estate gifts to retirement home nonprofits.
Planned Giving Marketing
Viken Mikaelian

No Risk Real Estate Exchange for Retirement Homes

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.

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Two fundraising executives looking at their planned giving budget on a computer. Has a pie chart from a spread sheet.
Planned Giving Marketing
Viken Mikaelian

Your Planned Giving Budget: A Simple Formula

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.

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Red sign that spells out engage — for a planned giving seminar
Stewardship and Relationships
Viken Mikaelian

How to Draw an Audience to Your Planned Giving Seminar

Most planned giving seminars fail to attract an audience because donors don’t prioritize giving in their daily lives. Instead of focusing solely on charitable gifts, nonprofits should offer educational estate planning presentations that provide real value. Our turnkey estate and legacy planning seminar engages donors by addressing their financial well-being while seamlessly introducing planned giving. No dull lectures, no snoozefests—just engaging, high-value content that keeps donors interested and fosters long-term relationships.

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