Viken Mikaelian

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. 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.

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 says the more touches, the better. So nix the expensive response card and use the savings to send out more touches. Mail your marketing materials more often instead of including a reply mechanism. After one or two postcards, you’ll have piqued some of your prospects’ interest. Card #3 might go on the fridge as a reminder to discuss it with the hubby. After card 4 or 5, maybe some of them will even call. Or you’ll call them to say “thank you” for a past annual gift, and they’ll remember those postcards and say, “What is this about some gift that pays me retirement income for life…?” Bingo. A door just opened. Now’s your chance (have you practiced your elevator pitch?). For more insights on effective donor engagement, check out our Planned Giving Tools. The Psychology Behind Effective Postcards Planned giving decisions are rarely made impulsively. Unlike consumer purchases, where an enticing offer may trigger an immediate response, planned giving requires thoughtful deliberation. Your goal should be to create a long-term brand impression that keeps your nonprofit top of mind when the donor is ready. Repetition Builds Familiarity: Studies show that repeated exposure to a message increases trust and recognition. A single postcard is easy to ignore, but a series of well-crafted messages builds credibility over time. Emotional Triggers Enhance Engagement: Stories about real donors who have left impactful legacies resonate more than generic messaging. Simplicity Drives Action: Overloading postcards with information can be counterproductive. Instead, a clear, compelling message with an easy call to action works best. Want to see successful postcard templates? Browse our Planned Giving Postcard Examples. Two Caveats to Consider High Mailing Volume Can Change the Game If your mailing quantity is quite high—say 30,000 pieces or more—then it’s a different ballgame. At those quantities, the pricing between the two products becomes essentially the same because of the volume. Solicitation Letters Are Different I do believe there is a time and place for a response card. When and where? Well, for starters, solicitation letters are a good opportunity to enclose a reply vehicle. There is usually no extra cost, and a reader who has made it through an entire letter (as opposed to a postcard, which is just a 10-second read) is already more engaged and therefore more likely to respond. For expert insights into solicitation letters, visit PlannedGiving.com. Best Practices for Planned Giving Postcard Campaigns Use Emotional Storytelling People respond to emotions more than data. Instead of just listing the benefits of planned giving, tell stories of real donors who made an impact. Feature testimonials and success stories that show how legacy gifts make a difference. Integrate Multi-Channel Follow-Ups A postcard is just one touchpoint. Use it as a trigger for email follow-ups, phone calls, or even social media engagement. For instance, if a donor visits your planned giving webpage after receiving a postcard, follow up with an email providing additional details or an invitation to an informational webinar. Make the Call-to-Action Simple Rather than a complicated reply mechanism, provide a short and clear CTA like “Learn more at PlannedGiving.com” or “Call us at [your number].” Keep the barrier to action as low as possible. Leverage Retargeting for Higher Engagement If your postcards are driving traffic to your website, use digital retargeting ads to continue engaging those visitors with planned giving reminders. A well-timed retargeting ad can keep your message in front of prospects, increasing the likelihood of conversion. Experiment with QR Codes Adding a QR code that links directly to your planned giving page or a short educational video can enhance engagement. Many donors, particularly younger ones, prefer digital interactions over filling out physical reply cards. Segment Your Audience Different donor segments respond to different messages. Consider creating customized postcards based on donor history, age group, or giving preferences. For instance: Loyal annual donors might respond well to messaging about how they can extend their impact beyond their lifetime. Older donors may be interested in gift annuities that provide income for life. Younger professionals may need education on tax-smart giving strategies. For donor segmentation strategies, visit PlannedGiving.com. How to Track the Success of Your Postcard Campaign Tracking response rates and engagement is crucial for optimizing your planned giving marketing. Here are some ways to measure success: Unique URLs & Landing Pages: Use a dedicated landing page URL (e.g., PlannedGiving.com/YourCampaign) to track visitors who came from your postcard. Call Tracking: Assign a unique phone number to your campaign to measure inbound inquiries. QR Code Analytics: If you use QR codes, track the number of scans and visitor behavior on your site. Google Analytics UTM Tracking: Tag links with UTM parameters to see how much traffic your postcards drive to your website. A/B Testing: Send two variations of a postcard and measure which one generates more engagement. For a complete guide on measuring planned giving marketing effectiveness, visit PlannedGiving.com. Postcards Work, But Strategy Matters Planned giving marketing is all about staying top of mind. Rather than relying on a response mechanism that rarely delivers, focus on: Consistency in messaging and frequency of outreach Using storytelling