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.
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.