I’ve been in the planned giving marketing industry for 25 years, and for 25 years I’ve been saying that planned giving is a people business. If you love people, you will go far in planned giving (and in your career).
Discover the top 3 reasons to establish a will or trust this tax season. Learn how to secure your assets, minimize taxes, and ensure your wishes are honored.
Learn about the public nature of wills, probate, and strategies to keep your estate plan private.
Should You Ask Visitors for Their Email? The answer depends on what you’re offering in exchange. I recently explored a nonprofit’s planned giving website and came across an option to download an eBrochure. “Great!” I thought. “Time to do some homework on the competition.” I clicked the link and was immediately presented with a popup requesting my name and email address in exchange for the eBrochure. I obliged (with an alias, of course). And … I was promptly redirected to a generic eBrochure that was clearly available to anyone, anytime—no personal information needed. The Value Exchange: Give and Take Look, if I give away my personal information, I expect to get something valuable in return. And I strongly suspect I’m not the only person who feels this way. So here’s my rule: If you’re asking for personal information on your website, make it worth your visitors’ while. Let them know upfront that they will receive something of real value after they click. This could be: A set of note cards with your logo. A branded pin or magnet. Postcards featuring adorable kittens (because who doesn’t love kittens?). Exclusive content or insights that aren’t readily available elsewhere. If you aren’t offering something of value, do not presume to ask for an email address (or any other personal information). First off, it’s disingenuous. Secondly, your website visitors will likely just provide their “junk” email address anyway. When Not to Ask for an Email If you’re merely offering an eBrochure, let visitors access it directly. Why make them jump through extra hoops for what is essentially a marketing brochure? The extra step only adds friction and can frustrate your audience, making them less likely to engage with you in the future. The Slippery Slope of Email Collection Collecting personal information can be like trying to climb a very slippery slope. Be sure you’re not inadvertently damaging your nonprofit’s reputation by aggravating website visitors and prospects with unnecessary data requests. Why Transparency Matters Being transparent about your data collection policies builds trust with your audience. If visitors feel deceived, they are unlikely to engage with your nonprofit in the future. Worse, they might share their negative experience with others, further damaging your reputation. Instead, consider being upfront about what they can expect. For example: “Sign up for our newsletter to receive exclusive updates and expert insights.” “Download our in-depth planned giving guide in exchange for your email.” “Join our VIP donor circle for special invitations and behind-the-scenes news.” These options set clear expectations and provide a real incentive for users to share their email address. Alternative Ways to Capture Leads If you want to capture visitor information while maintaining trust and engagement, consider offering: Interactive Quizzes or Assessments – A quick quiz on planned giving options can offer personalized results in exchange for an email address. Exclusive Webinars or Workshops – Hosting an informational session provides value and encourages sign-ups. Early Access to Reports or Research – If you publish industry insights or donor trends, offering early access to subscribers can be a powerful incentive. Case Studies or Donor Stories – Feature success stories from planned giving donors and allow access to full case studies in exchange for an email. Discounts or Perks for Merchandise – If your nonprofit sells branded items, offering a discount code for first-time buyers can drive engagement. A Pro Tip: Learn from Your Competition Speaking of keeping an eye on the competition—when was the last time you donated $25 to the nonprofit next door just to follow their moves management? Businesses do this all the time. And the most successful nonprofits know to take their cues from the business sector. Consider signing up for other nonprofits’ email lists, tracking their engagement strategies, and analyzing what works and what doesn’t. Learn from their successes and mistakes to refine your own approach. What to Do with the Emails You Collect Once you’ve successfully gathered email addresses, the next step is leveraging them effectively. Sending one-off emails or sporadic updates isn’t enough. You need a structured email strategy that nurtures potential donors and keeps them engaged over time. Here’s how: 1. Welcome Series The first email after someone subscribes is critical. Introduce your nonprofit’s mission, share impact stories, and let them know what they can expect from future emails. This is your opportunity to make a great first impression. 2. Segmented Campaigns Not all donors are the same. Segment your email list based on donor history, engagement level, and interests. Tailoring messages to different groups will improve open rates and conversion rates. 3. Consistent Value-Driven Content People don’t sign up just to be bombarded with donation requests. Offer meaningful content, such as: Planned giving tips and strategies. Exclusive donor impact stories. Event invitations and volunteer opportunities. Industry insights and news. 4. Call-to-Action with Purpose Every email should include a clear and compelling call-to-action (CTA). Whether it’s encouraging donations, inviting users to a webinar, or downloading a free resource, make it easy for them to take the next step. Avoiding Common Mistakes Many nonprofits fail to optimize their email collection and engagement strategies. Here are a few common mistakes to avoid: Asking for too much information upfront – A simple email address field is enough. Asking for phone numbers, addresses, and other details too soon can deter sign-ups. Not testing your sign-up forms – Regularly check that your forms work smoothly across devices and browsers. Ignoring email personalization – Addressing users by name and tailoring content based on their interests can significantly boost engagement. Failing to follow up – Don’t collect emails just for the sake of it. Have a clear follow-up plan in place to nurture and convert leads. Learn More: Act Like a Business Want to dig deeper into strategic nonprofit marketing? Check out our upcoming webinar: The IRS Considers You a Business. Act Like One. This session will cover essential strategies for nonprofit professionals who want to operate with a business mindset, maximize donor engagement, and improve fundraising effectiveness. Building Trust, One
The next four years are yours to shape, no matter who’s in office. Success isn’t luck — it’s mindset, action, and personal growth. Staying in your comfort zone, no matter how hard you work, won’t get you ahead. Growth requires discomfort, risk, and learning new skills. Every top performer faces fear but uses it to grow stronger. Will you survive and hope someone else fixes your life or thrive by taking charge? Life isn’t a ballot box—no one else can vote for your success.
Discover how to make a charitable gift from your retirement account with these 10 powerful tips. Maximize tax benefits and leave a lasting legacy.
Or: How to Stop Being Busy and Start Being Effective I Didn’t Invent These Ideas. I Just Paid Attention. Let’s get one thing straight: I didn’t come up with any of this. What you’re about to read wasn’t born in a brainstorming session, packaged as a productivity course, or whispered by a guru in Bali. I learned these habits by listening to people who’ve actually mastered getting things done — and filtering out the noise. This is not a beautifully structured literary piece. It’s a somewhat disorganized brain dump of what works for me — the systems, rules, and random truths I’ve picked up from experience (and from people much smarter than I am). Treat it like a buffet: take what works, leave what doesn’t, and don’t expect a perfect narrative arc. What matters is whether you walk away with something useful — not whether it wins a writing award. Ideas from: Ben Franklin, who literally scheduled every hour of his day Dan Kennedy, who built an empire on time discipline and ruthless ROI thinking Tony Robbins, who reframed productivity as energy and clarity Zig Ziglar, who made motivation actionable And going even further back, the stoic clarity of Seneca, Epictetus, and Socrates The world has changed. Human nature hasn’t. What worked then, works now. How Do I Get So Much Done in a Day? I hear this more than you’d think. Sometimes I ask myself the same thing. But then, I know plenty folks who get far more done in a day than I do. I need to track them down and learn from them. And no, the answer isn’t a magic formula, morning smoothie, or color-coded calendar. The truth is far less glamorous: I’ve built systems that work, and I follow them religiously. How I Structure My Days for Maximum Output I plan ahead I block out time every Sunday night to plan the week When you know what’s coming, you don’t waste time reacting I get up early “Early to bed and early to rise makes a man healthy, wealthy, and wise.” Ben Franklin said it. He was right. I control email — it doesn’t control me I check email three times a day, not 100 Every email is: Replied to Deleted Or filed as a to-do item If it takes three minutes or less, I do it immediately My inbox rarely holds more than 5 to 15 emails I don’t answer every call Just because the phone rings doesn’t mean I need to answer it. I respond intentionally, not impulsively. I empower my staff They’re smart. They’re capable. I don’t micromanage. I don’t invite distractions. I avoid distractions that wear productivity costumes I’m not hanging out at Starbucks three times a day I don’t take random “catch-up” calls I don’t attend meetings that could’ve been an email And I definitely don’t use social media as if it were a full-time job; in fact, real social media is hard work and a full-time job I limit social media I’m not on LinkedIn, Facebook, or GIFT-PL all day I don’t chase engagement You can’t deposit likes into your checking account—I’m in the business of results, not applause I eat for energy Light lunch Lighter dinner A bloated stomach is the enemy of a productive afternoon I delay gratification Happy hour? Sure — after 8 PM, not at 4:45 Unless I’m with a client or spending time with my wife on our deck My Biggest Productivity Hack: ROI-Driven To-Do Lists Every decision, every task, runs through a simple filter: What’s the return on investment? I manage my time through an evolving three-tiered list: 1. Down the Road Ideas. Future plans. Things worth keeping, but not acting on yet. 2. Proactive and Important Where progress happens. Revenue. Strategy. Deep work. This is where I aim to spend most of my time. 3. Urgent Things that seem critical but usually aren’t. I actively work to minimize this category through better planning and delegation. And when I need clarity? I take what I call a thought break. No phone. No noise. Just me, a notepad, and the outdoors — usually at a local park on Tampa Bay. Still the best place to solve problems. The Real Secret? It’s not about counting hours. It’s about making the hours count. As Jim Rohn said, “Don’t major in minor things.” And as Dan Kennedy wrote, “Motion is not progress.” Final Thought There’s nothing trendy about what I do. But it works. Because those who’ve come before — from ancient philosophers to modern masters — understood one truth: The key to a meaningful life is doing fewer things… better. So next time you wonder how I get so much done? Don’t look at my schedule. Look at my systems, my filters, and how I say no — a lot. And ask yourself: Are you being productive… or just busy? Quick Summary: How I Actually Get Things Done Be ruthlessly intentional with how you spend your time. Here’s what I do (and don’t do): I follow Ben Franklin’s advice: early to bed, early to rise I plan my week on Sunday, not Monday morning in a panic I answer my cell discriminately — not everything is urgent I empower my staff so they don’t have to call, email, or Slack me for every minor detail I check email three times a day, not every five minutes like it’s oxygen Every email is either replied to, deleted, or filed as a to-do. My inbox is usually under 5 emails, never more than 30 If a task takes 3 minutes or less, I do it immediately I delete endless joke chains, “funny” emails, and social fluff (unless I am in a social mood or doing cardio on my Lifecycle) I do not tweet, Facebook, or post on GIFT-PL or LinkedIn like it’s my job — because it isn’t; social media is actually a full-time job I’m not at Starbucks three times a day pretending to work. I like
Learn how to obtain power of attorney for a parent or loved one with this detailed guide on the steps, legal requirements, and best practices.
When most people think about philanthropy, they envision cash donations or planned giving from stocks. But what about real estate? For donors looking to make a lasting impact, Realty Gift Fund (RGF) is leading the way in transforming real estate assets into significant charitable contributions. Realty Gift Fund (RGF) is a qualified 501(c)(3) nonprofit organization, meaning it is a charitable organization that is eligible to receive tax-deductible donations; its primary focus is facilitating the donation of real estate to other non-profit organizations. We sat down with Jay Grab, one of RGF’s experts, to discuss how the organization simplifies these complex transactions and amplifies donors’ legacies.
Learn how to designate a beneficiary for your 401(k) account to ensure your retirement savings are seamlessly passed on to your loved ones as per your wishes.
2103 Bayshore Boulevard
Unit 1501
Tampa, FL 33606
Products & Services
Subscriptions
Special Links
Copyright 2025 © PlannedGiving.Com