Category: Planned Giving Marketing

Picture of a child with hand over head acting confused
Planned Giving Marketing
Viken Mikaelian

The Mind Hates Confusion: How Simplicity Drives Fundraising Success

When donors don’t understand, they hesitate. When they hesitate, they procrastinate. When they procrastinate, you lose gifts. It’s that simple. Eliminate the confusion. Use straightforward language. Make calls to action crystal clear. Focus on the emotion, not the process. And above all, keep it simple. Because the mind hates confusion—and confused donors don’t give. Take a look at your current fundraising materials. Everything. Are they clear? Simple? Easy to act on? If not, start simplifying today.

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Worried fundraiser gazing into her laptop
Planned Giving Marketing
Viken Mikaelian

The Worried Fundraiser

Political shifts spark fundraising panic, but it’s not the end of the world. Every politician exaggerates, and tax laws change—like the SECURE Act and the Tax Cuts and Jobs Act—but nonprofits with a strategic, balanced approach thrive regardless of who’s in office. Planned giving is the key to stability, shielding organizations from volatility and donor hesitation. Fear repels donors; confidence attracts them. History proves planned gifts endure economic downturns. Now is the time to act—secure commitments, diversify funding, and plan ahead. Stop worrying and start building a future that isn’t dictated by political tides.

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Stairs depicting moving donor through stages of moves management
Planned Giving Marketing
Joe Garecht

Using Moves Management: A Step-by-Step Guide to Cultivating Major Donors

Nonprofits often struggle to turn sporadic donors into committed major givers. Moves management offers a solution—a systematic approach that plans and tracks every interaction, or “move,” to guide donors from interest to transformational giving. By mapping out the donor journey, nonprofits can anticipate needs, personalize outreach, and build stronger, lasting relationships. This framework not only boosts gift amounts and retention but also ensures no opportunity is missed. Without it, you risk leaving transformational gifts and deeper donor connections on the table.

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1959 Chevrolet Corvette C1 convertible, red classic car with chrome grille and whitewall tires, parked on a city street.
Planned Giving Marketing
Viken Mikaelian

Gifts of Appreciated Stuff Are Much Appreciated

  Don’t Keep Them Bottled Up! Some of you who never read Forbes Magazine might think it’s just a stuffy business periodical designed for men in gray suits who dream in pie charts. But how stuffy can a magazine really be when it runs a glowing feature on “investment-grade” Scotch whisky? That’s right. Investment-grade. As in, the kind of Scotch that doesn’t go in your liquor cabinet so much as your portfolio. Because apparently, in today’s world, a bottle of booze might outperform your 401(k. And with dollar values per fifth reaching into the five and six figures, what nonprofit wouldn’t appreciate a donation of such a very special bottle of, shall we say, “liquid assets”? The Fine Art of Gifting Booze (No, Really) When canny marketers decide to pull the cork on high-end snob appeal, the sky’s the limit — at least for them. Me? My personal Scotch budget caps out at $45 a bottle, and only if I’m feeling especially flush or it’s payday. But the players in this new savory game usually add a couple extra zeroes to so minuscule an amount that it might as well be lint. And they’re a perfect example of the kind of collectible gifts you, dear fundraiser, should not only accept at your nonprofit, but actively encourage. Because if someone wants to give you a tax-deductible bottle of Glenfiddich that could double as a down payment on a Tesla, well, you’d better have a nice display case — or at the very least, a strong lock on your wet bar. Padlock Your Wet Bar Let’s get specific. Here’s a little taste (pun intended) of just how outlandish — and delicious — this world can get. Take the Annie Liebovitz Scotch Collection, for example. Yes, that Annie Liebovitz. The one who photographs celebrities in flowing gowns and tortured lighting. For a mere $2,750, you not only get a bottle of Scotch, but also a limited-edition print by the legendary photographer. Imagine sipping your Scotch under the soulful gaze of a black-and-white print of Patti Smith, while contemplating how your nonprofit can turn booze into an endowment. Other more “robust” examples: Macallan 1926 Fine and Rare – $75,000 Dalmore ‘64 Trinitas – $160,100 Glenfiddich 1937 – $71,700 And no, those aren’t typos. That’s not the value of a case — that’s per bottle. It makes your cousin’s “top-shelf” $38 bottle of Glenlivet look like Capri Sun at a frat party. Back in 2012, traffic in such tasty trifles was up 550% over 2008, and according to Andy Simpson, founder of Whiskey Highland (which sounds like either a hedge fund or a Netflix crime series), the top 250 bottles delivered 206% appreciation over that four-year period. If your retirement portfolio looked like that, you wouldn’t be reading this article — you’d be on a yacht off Sardinia sipping from a bottle of that Dalmore ‘64 Trinitas. And if you’re looking to take your obsession to new heights — or depths, depending on how you frame it — there’s always New York’s “1494” whiskey club, where a collector’s membership runs a modest $25,000. As Forbes says (probably while swirling a Glencairn glass), “And if the rare-whiskey market should collapse? Just drink your losses.” Try that with your crypto portfolio. A Toast to Fundraising Relevance Now before you lunge for your rolodex in search of your wealthiest alcoholic donor, take a deep breath. The real point here isn’t to build your organization’s next capital campaign around single malts (though let’s admit, that would be fun). It’s to recognize that gifts of personal property — appreciated “stuff” — are a seriously underutilized goldmine for fundraising. Because let’s face it: donors are sitting on a mountain of high-value personal property, most of it collecting dust — or accruing storage fees — and they’d often love nothing more than to make it someone else’s problem in a tax-efficient way. That “someone else” could be you. Sure, a Glenfiddich ’37 might be a stretch. But how about: A 1955 Corvette gathering cobwebs in a suburban garage? A piece of original artwork too large for the donor’s new minimalist condo? The world’s second-largest collection of porcelain frogs (the first-largest, obviously, already lives at the Smithsonian)? A vintage sailboat that hasn’t seen the water since the Clinton administration? All of these — and more — can be transformed from burdensome belongings into major gifts. Just make sure your development office knows how to handle the paperwork, and preferably doesn’t have a fear of amphibians. Ask the Expert: Insights from the Late Brian Sagrestano To make sure we’re not just talking out of our Glencairn glasses, I turned to someone who actually knows what he’s doing: Brian Sagrestano, who specializes in complex gifts and doesn’t bat an eye when the conversation turns to art, autos, or ancient alcohol. Here’s what he had to say: “Any asset can be donated. The question is whether it can be deducted. But I work on gifts of highly appreciated collectibles all the time. Say the donor has an asset, like a bottle of wine, which is highly appreciated. The donor has it appraised and then donates it. The deduction is based on a qualified appraisal unless the charity cannot use the asset for a purpose related to its charitable mission (this is called the ‘related use rule’). But in positive-speak, if the charity can use it for a purpose related to its mission, deduction is based on the appraisal. If the charity cannot, deduction is limited to the donor’s cost basis (what the donor paid for it).” Translation: If your museum receives a vintage typewriter used by Hemingway, you’re golden. If your cat shelter gets a signed Picasso… well, it’s still great — just don’t expect the donor to get full deduction credit unless you’re planning to hang it in the kitty lounge. The “Related Use Rule,” or How to Keep Your Sailboat from Sinking Your Tax Strategy Brian’s explanation hinges on what’s known as the

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Planned Giving Marketing
Viken Mikaelian

Let’s Talk About Love

I’ve been in the planned giving marketing industry for 25 years, and for 25 years I’ve been saying that planned giving is a people business. If you love people, you will go far in planned giving (and in your career).

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Image of floating emails with finger pointing to one. Subject matter is email privacy.
Planned Giving Marketing
Viken Mikaelian

Asking Your Prospects for Their Email Addresses

Should You Ask Visitors for Their Email? The answer depends on what you’re offering in exchange. I recently explored a nonprofit’s planned giving website and came across an option to download an eBrochure. “Great!” I thought. “Time to do some homework on the competition.” I clicked the link and was immediately presented with a popup requesting my name and email address in exchange for the eBrochure. I obliged (with an alias, of course). And … I was promptly redirected to a generic eBrochure that was clearly available to anyone, anytime—no personal information needed. The Value Exchange: Give and Take Look, if I give away my personal information, I expect to get something valuable in return. And I strongly suspect I’m not the only person who feels this way. So here’s my rule: If you’re asking for personal information on your website, make it worth your visitors’ while. Let them know upfront that they will receive something of real value after they click. This could be: A set of note cards with your logo. A branded pin or magnet. Postcards featuring adorable kittens (because who doesn’t love kittens?). Exclusive content or insights that aren’t readily available elsewhere. If you aren’t offering something of value, do not presume to ask for an email address (or any other personal information). First off, it’s disingenuous. Secondly, your website visitors will likely just provide their “junk” email address anyway. When Not to Ask for an Email If you’re merely offering an eBrochure, let visitors access it directly. Why make them jump through extra hoops for what is essentially a marketing brochure? The extra step only adds friction and can frustrate your audience, making them less likely to engage with you in the future. The Slippery Slope of Email Collection Collecting personal information can be like trying to climb a very slippery slope. Be sure you’re not inadvertently damaging your nonprofit’s reputation by aggravating website visitors and prospects with unnecessary data requests. Why Transparency Matters Being transparent about your data collection policies builds trust with your audience. If visitors feel deceived, they are unlikely to engage with your nonprofit in the future. Worse, they might share their negative experience with others, further damaging your reputation. Instead, consider being upfront about what they can expect. For example: “Sign up for our newsletter to receive exclusive updates and expert insights.” “Download our in-depth planned giving guide in exchange for your email.” “Join our VIP donor circle for special invitations and behind-the-scenes news.” These options set clear expectations and provide a real incentive for users to share their email address. Alternative Ways to Capture Leads If you want to capture visitor information while maintaining trust and engagement, consider offering: Interactive Quizzes or Assessments – A quick quiz on planned giving options can offer personalized results in exchange for an email address. Exclusive Webinars or Workshops – Hosting an informational session provides value and encourages sign-ups. Early Access to Reports or Research – If you publish industry insights or donor trends, offering early access to subscribers can be a powerful incentive. Case Studies or Donor Stories – Feature success stories from planned giving donors and allow access to full case studies in exchange for an email. Discounts or Perks for Merchandise – If your nonprofit sells branded items, offering a discount code for first-time buyers can drive engagement. A Pro Tip: Learn from Your Competition Speaking of keeping an eye on the competition—when was the last time you donated $25 to the nonprofit next door just to follow their moves management? Businesses do this all the time. And the most successful nonprofits know to take their cues from the business sector. Consider signing up for other nonprofits’ email lists, tracking their engagement strategies, and analyzing what works and what doesn’t. Learn from their successes and mistakes to refine your own approach. What to Do with the Emails You Collect Once you’ve successfully gathered email addresses, the next step is leveraging them effectively. Sending one-off emails or sporadic updates isn’t enough. You need a structured email strategy that nurtures potential donors and keeps them engaged over time. Here’s how: 1. Welcome Series The first email after someone subscribes is critical. Introduce your nonprofit’s mission, share impact stories, and let them know what they can expect from future emails. This is your opportunity to make a great first impression. 2. Segmented Campaigns Not all donors are the same. Segment your email list based on donor history, engagement level, and interests. Tailoring messages to different groups will improve open rates and conversion rates. 3. Consistent Value-Driven Content People don’t sign up just to be bombarded with donation requests. Offer meaningful content, such as: Planned giving tips and strategies. Exclusive donor impact stories. Event invitations and volunteer opportunities. Industry insights and news. 4. Call-to-Action with Purpose Every email should include a clear and compelling call-to-action (CTA). Whether it’s encouraging donations, inviting users to a webinar, or downloading a free resource, make it easy for them to take the next step. Avoiding Common Mistakes Many nonprofits fail to optimize their email collection and engagement strategies. Here are a few common mistakes to avoid: Asking for too much information upfront – A simple email address field is enough. Asking for phone numbers, addresses, and other details too soon can deter sign-ups. Not testing your sign-up forms – Regularly check that your forms work smoothly across devices and browsers. Ignoring email personalization – Addressing users by name and tailoring content based on their interests can significantly boost engagement. Failing to follow up – Don’t collect emails just for the sake of it. Have a clear follow-up plan in place to nurture and convert leads. Learn More: Act Like a Business Want to dig deeper into strategic nonprofit marketing? Check out our upcoming webinar: The IRS Considers You a Business. Act Like One. This session will cover essential strategies for nonprofit professionals who want to operate with a business mindset, maximize donor engagement, and improve fundraising effectiveness. Building Trust, One

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Elephant and a mule celebrating over beer. Political satire.
Planned Giving Marketing
Viken Mikaelian

Next 4 Years: Thrive or Survive

The next four years are yours to shape, no matter who’s in office. Success isn’t luck — it’s mindset, action, and personal growth. Staying in your comfort zone, no matter how hard you work, won’t get you ahead. Growth requires discomfort, risk, and learning new skills. Every top performer faces fear but uses it to grow stronger. Will you survive and hope someone else fixes your life or thrive by taking charge? Life isn’t a ballot box—no one else can vote for your success.

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Rendering of real estate in gold and wealth
Planned Giving Marketing
Viken Mikaelian

Unlocking the Power of Philanthropy Through Real Estate

When most people think about philanthropy, they envision cash donations or planned giving from stocks. But what about real estate? For donors looking to make a lasting impact, Realty Gift Fund (RGF) is leading the way in transforming real estate assets into significant charitable contributions. Realty Gift Fund (RGF) is a qualified 501(c)(3) nonprofit organization, meaning it is a charitable organization that is eligible to receive tax-deductible donations; its primary focus is facilitating the donation of real estate to other non-profit organizations. We sat down with Jay Grab, one of RGF’s experts, to discuss how the organization simplifies these complex transactions and amplifies donors’ legacies.

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Gratitude heart hanging from tree
Planned Giving Marketing
Viken Mikaelian

This Thanksgiving, Develop an Attitude of Gratitude For Your Supporters

When I was a kid, I had to write prompt, heartfelt thank-you notes to anyone who sent me a gift—even when it was my aunt who just passed away, who always sent me the same thing: a pair of Argyle dress socks. As Mom used to say, “They took the time to think about you and send you a gift. You can take the time to say thank you.”

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Year End
Year-End Giving
Viken Mikaelian

2024: Year-End Deadlines for Charitable Giving

If you’re making a charitable donation to your favorite nonprofit, make sure you’re eligible for an income tax deduction for the current year by meeting these important dates. Some other criteria apply, too.

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