There are all kinds of planned gifts — including those that allow you to leave personal property to a nonprofit.
There are all kinds of planned gifts — including those that allow you to leave personal property to a nonprofit.
Our clients, friends and prospects often ask which term is better to use for their marketing efforts, “Planned Giving” or “Gift Planning”. This is a decades-old dispute and I am getting tired of it. So I decided to write this blog to end the argument. If anyone is ready to spar, sharpen your blade (well, pencil is okay). A few nonprofits have migrated to Gift Planning because it sounds more “sophisticated.” Others argue that Planned Giving has been around too long and it’s time for something “new.” And some “feel” it makes better sense and sounds better. This is all just self-serving theory. [By the way, we own both domains: giftplanning.org and plannedgiving.org; so we do not have a reason to be financially biased in this article.]
Transparency Is Its Own Reward In the nonprofit sector, transparency is more than a buzzword—it’s a fundamental principle that underpins trust, accountability, and donor confidence. Operational openness allows donors and stakeholders to see that an organization is managed responsibly and that their contributions are utilized effectively to further its mission. The Importance of Transparency in Nonprofits Transparency serves as a cornerstone for building and maintaining trust between a nonprofit and its supporters. When donors perceive an organization as open and honest about its operations, financials, and decision-making processes, they are more likely to contribute and remain engaged. Key aspects of transparency include: Clear Communication of Mission and Goals: Donors should understand the organization’s purpose and objectives. Clearly articulating the mission helps align donor values with the organization’s aims. Financial Accountability: Providing access to financial statements, budgets, and reports demonstrates responsible stewardship of funds. This openness reassures donors that their contributions are
The idea of ethics, as an active, engaging, and permeating part of what we do, falls well short of where it needs to be in our daily routine.
Let’s be honest: direct mail has a branding issue. While your latest planned giving newsletter may be thoughtfully written, beautifully designed, and filled with donor love, to the average person opening their mailbox, it’s just another unsolicited item in a pile of bills, catalogs, and promotional junk. They didn’t ask for it. They don’t expect it. And often, they don’t want it. Simply said, “It’s junk mail.” In fact, there’s a growing grassroots rebellion against mail marketing of all kinds. CatalogChoice.org, for example — a nonprofit “do not send” registry — has helped more than one million individuals and businesses stem the flow of junk mail since its founding in 2007. Your planned giving newsletter may not be “junk” to you — but to a prospect who doesn’t know you or isn’t thinking about charitable estate planning right now? It might be. Which means your carefully crafted message is likely
The more you stress your prospect, the more demands you make upon them, the more likely they are bail on you—that’s donor relations 101. Here are some tips on how to keep ‘em sweet.
From a fundraiser’s point of view, or course, a perfect world would include all prospects coming directly to the fundraiser or her organization for advice on giving. But numbers indicate fewer potential donors are seeking advice from NPOs and their personnel. They are turning instead to legal and financial professionals.
A friend once relayed an interesting anecdote about simple, effective messaging that just so happens to be a perfect teaching moment for those of us in the fundraising world. It seems she was helping out an elderly couple who live down the hall of her apartment complex. The wife had a health problem that had just become acutely symptomatic. My friend was assisting by trying to find a hospital-type bed for the lady to use. Clear Communication In describing the want-ad that she ran on Craigslist, my friend said, “I didn’t really lay it on thick. I just said it was an older couple and the lady had a health condition and they needed the bed and they didn’t have a lot of money, and could anybody donate one?” Talk about effective messaging. My friend quickly discovered that she didn’t really need to “lay it on thick,” because the solicitation,
Many years ago, for my sins, I did time on the editorial staff of a major urban “alternative newsweekly.” During that time I overdosed daily on badly conceived and written press releases. They were all hardcopy and they arrived via snail mail – that was the only game in town circa 1989. Every day I would read several such releases that would evoke from me no such response as, “That’s interesting! I think I’ll write about it!” but rather “This collateral is non-information-bearing.” Then I would crumple up the paper with extreme prejudice and launch it into the circular file with my opinion of the sender similarly trashed.
I was lying on the beach with my wife a few years back when a client buzzed through my cellphone, declaring in a sorrowful voice, “I’m going to have to apologize to all of them. In fact, I am writing the apology letter now.”
You’ll find it up there at the top of the list of disillusioning truths: “There ain’t no free lunch.” It’s true in fundraising, of course; but it can be obscured by the endless parade of miraculous “next big things” that tend to put our common sense out of focus. For example, the seemingly limitless marketing possibilities offered by the Internet have charmed some planned giving fundraisers into the mistaken belief that this new miracle vector will do their job for them. Make no mistake: With planned giving on the Internet as with anything else, lack of effort and commitment translate directly into lack of results,
There’s something graceful about smart messaging. Maybe that’s why it works. And fundraisers competing for charitable dollars need every marketing advantage they can get in engaging and persuading prospects.
How do you view planned giving? Is planned giving simple, or complicated? One of the biggest misunderstandings I see in the non-profit world is the mistaken belief that planned giving is complex and mysterious.
More than 40 years ago, comedian Steve Martin did an inflation routine that featured the line, “Gee, I got four dollars; I think I’ll throw it out into the street.” This came during the time of gas strikes and a recession in the 1970s, when many folks felt like their dollars weren’t going very far. These days, four dollars looks infinitely smaller than it looked back then. In 21st Century America, we’ve been desensitized to dollar amounts up to and including those with 12 zeros after them (i.e. numbers in the trillions). No surprise there: One hesitates to pay attention to numbers that big when they appear all the time with a negative sign and a dollar sign in front of them. The problem for fundraisers, of course, is that when even a million dollars looks paltry, donors can easily feel that their “small” gifts won’t make much of a
Johnny has done something more: He has contributed over $156 million dollars from his estate to a variety of charitable groups.
“I don’t need to be recognized,” the donor commented, “but a sense of individual appreciation such as a personal thank-you goes a long way.”
Is Altruism an Endangered Attribute? What if the “I” in “iPad” turned out to be Gordon “Greed is good” Gekko from the movie WALL STREET? While we don’t know if Gordon really has an iPad, we’re sure he’s out there, at least in spirit, because results from a recent survey of iPad owners by MyType seem to show that his real-world confreres make up a hefty proportion of those who have purchased this trendy new tech toy. Specifically, as reported by Eliot Van Buskirk in the 7/27/2010 edition of Wired.Com, the survey conducted this spring by MyType (a consumer research firm specializing in personality inventories) indicated that: “iPad owners tend to be wealthy, sophisticated, highly educated and disproportionately interested in business and finance, while they scored terribly in the areas of altruism and kindness. In other words, ‘selfish elites.’” The Opposite of a Donor Presumably individuals who self-report in such
Do you cut back on food when times are tough? If that were the case, everyone would be slim and trim right about now. Marketing is the meat and potatoes (sorry, bad pun) of any fundraising operation, and cutting back, especially in a tight economy, is a recipe (sorry again) for problems down the road.
We recently heard of a non profit mailing out its annual report with a notice inside that read “In an effort to keep our costs low and use our resources to provide more food, we have reduced the size of our Annual Report. Please go to our website for a list of donors, volunteers and community partners.”
Practice thinking like your prospect. Who are they? What do they care about? What are their hopes, fears, dreams? What are their deepest desires?
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