What does wanting to meet (and marry) a rich guy have to do with planned giving? More than you think, and it all boils down to the meaning of the word “rich.” This puts “I want to meet a rich donor” in a whole new light.
“Dad, you are sitting on Apple stock. Why don’t you donate some, avoid capital gains tax, get a deduction, and receive guaranteed income for life—some of it tax-free?” “Is that legal?” he asked.
The other day a colleague from another nonprofit, a fairly small one, told me he was leaning away from spending money on a new planned giving website. This is not the first development person I’ve heard struggle with this decision.
Creating marketing content yourself is an excuse of not doing your job. You can easily upset donors, board members and lose opportunities.
You get in the elevator to head up to the 12th floor. A prospect you’ve always wanted to talk to enters at 3. He recognizes you and says, “I’ve seen you before. What do you do for the institution?”
Testimonials by satisfied donors, or by recipients of your organization’s services, automatically carry more credibility than anything you could say about yourself. They are an important part of your planned giving marketing message because they tell a potential donor what you can’t.
With 30+ years of planned giving successes in my history, I’m now considered a thought leader in the industry. That’s because I learned one crucial lesson: Planned giving is about people. Focus on the people and the rest is easy.
If your administration does not realize the importance of planned giving, your job is to explain it to them. The money is there — and it shows up when people understand the need. Would you ever tell your heart surgeon that his fee is not in your budget?
Do you set daily goals? Do you think multitasking is helpful? Do you know the difference between motion and action? These 8 hacks will get your productivity — and your career — energized.
What’s your biggest planned giving marketing challenge? Here’s what 12 philanthropy professionals from 11 different parts of the country had to say about theirs.
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