Everyone focuses on the importance of planned giving from a financial perspective. When in fact, it’s about legitimacy and credibility. If you have both, the money will follow.
Marketing Planned Giving
Fundraising professionals focus on income as a measure of giving ability. The worried fundraiser thinks this way. “The prospective donor won’t give, because she won’t save money by being charitable. I won’t raise enough money to make my annual goals. My charity won’t accomplish its mission, and I’ll lose my job. What am I going to do?”