Marketing Planned Giving

Hot Charitable Gift Annuity Sale!
“Last Chance CGA. Come and Get It!”​
By: Viken Mikaelian

Some vendors are enticing nonprofits to convince donors to “buy now” before the bottom falls out with rate cuts of 0.3% to 0.5%. (And collectively spread fear that CGAs will soon become a bad idea for the foreseeable future … ) Advocating CGA rates erode brand equity because they focus on timing the market versus adhering to long-term goals.

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