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.
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?”