Sales and marketing are different things. Sales, or stewardship, is direct contact, and the point is to make a sale. Marketing is more about building awareness of your brand, your mission and your vision. Though it creates bonds in less personal ways than sales, marketing enables you to cast a wider net and create a sales funnel that directs revenue your way.
Mid-level donors are often overlooked when it comes to legacy giving conversations. They’re consistent, loyal, and quietly generous—yet rarely approached for more transformative gifts. That’s a mistake. Years ago, Tom Ligare and his colleagues at Planned Giving Marketing Solutions coined a term for a powerful strategy: Legacy Life Giving. It’s time to bring that concept back into the spotlight—with a modern twist. What Is “Legacy Life Giving”? Legacy Life Giving is a simple but underused technique: The donor purchases a life insurance policy, names your nonprofit as both owner and beneficiary, and spreads the premium payments over time—or pays in full upfront. The result? A mid-level donor can leave a $50,000+ legacy gift with a relatively modest outlay of cash. Why It Still Works Today We talk often about Donor-Advised Funds, appreciated stock, and blended gifts. But life insurance has quietly remained one of the most efficient vehicles for legacy giving, especially for donors in their 50s and 60s who are: Past their high-expense years (college, mortgages, etc.) Looking for tax-advantaged ways to give back Eager to leave a legacy that aligns with their values Unlike traditional charitable bequests—which feel abstract and distant—Legacy Life Giving is tangible, structured, and appealing to donors who like to see the impact of their gifts—even if it comes later. Example (Still Relevant Today) Let’s say a 60-year-old donor purchases a $50,000 policy. She can pay: $16,126 as a one-time premium, or Five annual payments of $3,495 Upon her passing, your nonprofit receives the full $50,000. Multiply that by ten donors. Now imagine a hundred. This is what we mean when we talk about scalable, sustainable giving strategies. How to Introduce the Idea to Donors Start with mid-level donors who have given consistently for 5+ years. Use language like: “There’s a way to make a $50,000 gift for less than the cost of a daily coffee.” “Would you consider a legacy gift that doesn’t reduce your current cash flow?” Better yet, embed this idea into your overall Legacy Planning strategy. Tools like LegacyPlanner make it easy to present options in a clear, non-intimidating way. The Bottom Line Legacy Life Giving isn’t new—but in today’s climate of donor fatigue and budget cuts, it’s more relevant than ever. If you’re not offering it, another nonprofit will. Looking to modernize your planned giving outreach? Get a Planned Giving Micro Website and reach donors where they’re most comfortable—online.
The article discusses how James H. Davidson, Jr. left his $2.175 million estate to help pay down the national debt, but questions whether this well-intentioned gift truly created a lasting impact given the debt’s enormous size ($34 trillion). It suggests his legacy could have made a more meaningful difference through endowed scholarships or lecture series rather than becoming “a rounding error” in government finances. The piece ultimately emphasizes the importance of strategic giving and planned legacy gifts.RetryClaude can make mistakes. Please double-check responses.
The Digital Marketing Myth Are you relying exclusively on digital tools to run your planned giving program? Think again. Many fundraisers and now advisors depend entirely on outsourced electronic solutions—tax reference libraries, gift law articles, automated emails, and complex calculators—while abandoning proven traditional methods. This shortsighted approach undermines fundraising effectiveness. As someone deeply involved in digital marketing myself, I offer this perspective with firsthand knowledge of both its power and limitations. Learning From Digital Giants Consider Google—the undisputed leader in online advertising. If any organization could succeed using exclusively digital marketing, it would be Google. Yet Google consistently employs sophisticated direct mail campaigns to acquire new customers. Meanwhile, fundraisers expect to attract planned giving prospects with online reference libraries about gift laws? Planned giving isn’t Entertainment Weekly—donors aren’t eagerly awaiting the next update. The Youth Misconception “But my prospects are young and digitally savvy,” you might argue. “They’re constantly on social media, messaging, and email. They are always using the Internet.” Exactly—and that’s precisely why your message gets lost in their crowded digital landscape. A revealing case study from Target Magazine highlights this reality. One nonprofit marketer designed a campaign for younger, web-savvy audiences, assuming they wouldn’t respond to print materials. This proved to be a costly misconception. Studies by ICOM and Experian demonstrated that young adults actually respond better to print. The nonprofit in question, World Vision Micro, quickly added print elements to their campaign to salvage their results. Evidence-Based Fundraising Target editor Thorin McGee summarized it perfectly: “World Vision Micro discovered, as many have during the digital era, that embracing the newest trend rarely matters as much as analyzing the evidence and making decisions based on what it reveals—whether that means implementing social media innovations or returning to traditional telephone outreach.” What concerns me most is fundraisers operating without factual foundations due to misguided advice. Too many make decisions based on “monkey see, monkey do” mentality, following industry fads, peer pressure, and marketing hype rather than concrete data. I deeply respect those organizations—many of them my clients of various sizes—who recognize facts and maintain their effective, common-sense marketing approaches that consistently deliver results. The Integrated Approach The most successful fundraising programs don’t choose between digital and traditional—they leverage both strategically. Digital tools provide efficiency, analytics, and reach, while traditional methods offer tangibility, personal connection, and cut through the noise. Analyze your donor demographics, test different approaches, and measure results. Let evidence, not trends, guide your fundraising strategy. Operate like a business because you are a business. Remember: It’s not about being the most technologically advanced fundraising operation—it’s about creating meaningful connections that inspire giving.
I was invited to speak at a national charity conference with over 800 attendees. Some of them were Directors of Operations and even Chief Executive Officers. So where the heck were all the leadership types hiding? The conference had something for everyone—operations, finance, strategy, and even high-level fundraising philosophy. It was a huge success. Except for my session on planned giving marketing. Read on. The room was filled with enthusiastic young fundraisers, which was great to see. Planned giving represents the robust future of fundraising, yet many smaller programs are still weak in this area. Some are even scared to touch it—let alone read about it. So, I kicked things off with some myth-busting: “Many consultants, vendors, and fundraisers make their living by overcomplicating planned giving,” I declared. “I’m here to simplify it. It’s not rocket science. And if anyone tells you it is, run the other way.” (Besides, rocket science itself isn’t doing so well these days—in the U.S. or Russia.) As I went through my presentation, I did what I always do: I asked attendees about their roles within their organizations. And that’s when I realized something disturbing. Not a single CEO was in the room. Let that sink in. This wasn’t an accident. This wasn’t a scheduling issue. This was a pattern—one I’ve seen before, and one that should concern every nonprofit professional. The Leadership Void: Why CEOs Ignore Planned Giving Many nonprofit CEOs are trapped in a cycle of short-term fundraising tactics—events, annual campaigns, grant applications—because they provide immediate gratification. They can report quick wins to their boards and donors. But those short-term dollars don’t create long-term financial stability. Planned giving, on the other hand, requires long-term vision. It isn’t flashy. It doesn’t bring in instant cash. But it builds the kind of financial foundation that allows nonprofits to weather economic downturns, shifts in donor behavior, and, most importantly, changes in government policy. But CEOs ignore planned giving in favor of instant gratification. The Financial Reality Nonprofits Are Ignoring Consider this: 95% of this country’s wealth is in assets (real estate, stocks, retirement funds), while only 5% is in cash. Yet most nonprofits spend nearly all their fundraising efforts chasing that 5%. Bequests are the largest source of individual giving in the U.S. Yet, most nonprofits don’t prioritize them in their fundraising strategies. Only 6% of Americans include a charitable gift in their wills, not because they don’t want to, but because no one asks them. These numbers aren’t just statistics; they’re a wake-up call. If nonprofits don’t shift their focus to planned giving, they will fall behind—and fast. Government & Foundation Shifts: The Clock is Ticking And now, there’s an even bigger reason why leadership can’t afford to ignore planned giving. With shifts in government policies and funding priorities, relying on traditional grants and short-term donations is riskier than ever. Foundations are growing tired of nonprofits that fail to plan for sustainability. Many foundations and government agencies are reducing general operating support, prioritizing organizations that have diversified revenue streams and long-term financial plans. Translation? If your nonprofit is relying on the same old fundraising methods, you’re already falling behind. If you don’t believe me, read this: Stop Begging. Start Planning. Why Foundations Are Done Funding Lazy Nonprofits. The Consequences of Inaction Ignoring planned giving isn’t just a missed opportunity—it’s an existential threat. Nonprofits that fail to adapt will struggle to survive. Organizations that prioritize planned giving will build an endowment and financial reserves that give them stability. Fundraisers will burn out chasing short-term money. If leadership doesn’t embrace a smarter fundraising strategy, their teams will remain stuck in a cycle of desperate fundraising sprints. Donors will go elsewhere. Donors want to know their impact will last. If your nonprofit isn’t presenting planned giving as an option, they’ll find another organization that will. What Fundraisers Can Do (Even Without CEO Buy-In) If your leadership is ignoring planned giving, you can still take action: Educate Yourself – Learn how planned giving works so you can advocate for it. The more you know, the more you can demonstrate its value. Start Small – You don’t need a massive planned giving program to make an impact. Even simple bequest language on your website can generate gifts. Show the Numbers – Make the business case. Share statistics and success stories with leadership to help them see the financial benefits. Find an Internal Champion – If your CEO isn’t interested, is there a board member, CFO, or senior fundraiser who is? Start there. Talk to Donors – You don’t need permission to start conversations. Many donors don’t know how easy it is to leave a gift in their will. Start planting the seed. The Bottom Line The sad truth? Many nonprofit CEOs focus on short-term wins, easy-to-understand fundraising tactics, and the illusion of progress. But when it comes to actual financial sustainability, they’re missing the boat. Planned giving isn’t just an option—it’s a necessity. And until nonprofit leadership wakes up, the sector will continue to face a crisis of its own making. Those CEOs ignore planned giving at their nonprofits’ peril. So, will your nonprofit adapt—or become extinct? Do not be the next Titanic. Any questions?
Our clients, friends and prospects often ask which term is better to use for their marketing efforts, “Planned Giving” or “Gift Planning”. This is a decades-old dispute and I am getting tired of it. So I decided to write this blog to end the argument. If anyone is ready to spar, sharpen your blade (well, pencil is okay). A few nonprofits have migrated to Gift Planning because it sounds more “sophisticated.” Others argue that Planned Giving has been around too long and it’s time for something “new.” And some “feel” it makes better sense and sounds better. This is all just self-serving theory. [By the way, we own both domains: giftplanning.org and plannedgiving.org; so we do not have a reason to be financially biased in this article.]
Transparency Is Its Own Reward In the nonprofit sector, transparency is more than a buzzword—it’s a fundamental principle that underpins trust, accountability, and donor confidence. Operational openness allows donors and stakeholders to see that an organization is managed responsibly and that their contributions are utilized effectively to further its mission. The Importance of Transparency in Nonprofits Transparency serves as a cornerstone for building and maintaining trust between a nonprofit and its supporters. When donors perceive an organization as open and honest about its operations, financials, and decision-making processes, they are more likely to contribute and remain engaged. Key aspects of transparency include: Clear Communication of Mission and Goals: Donors should understand the organization’s purpose and objectives. Clearly articulating the mission helps align donor values with the organization’s aims. Financial Accountability: Providing access to financial statements, budgets, and reports demonstrates responsible stewardship of funds. This openness reassures donors that their contributions are making a tangible impact. Governance Transparency: Sharing information about board members, leadership, and organizational structure fosters confidence in the organization’s governance and ethical standards. Programmatic Transparency: Detailed reporting on programs, outcomes, and the allocation of resources shows donors the direct impact of their support. Case Study: The Kabbalah Centre International A notable example highlighting the consequences of lacking transparency is The Kabbalah Centre International. In 2011, the IRS and a grand jury in the U.S. District Court for the Southern District of New York initiated investigations into the nonprofit’s financial practices, questioning the allocation and use of funds. Additionally, a donor in Los Angeles filed a lawsuit alleging that the center misappropriated $200 million of her contributions. These legal challenges underscored the critical importance of financial transparency and ethical management in maintaining donor trust and organizational integrity. The Role of Celebrity Endorsements Aligning with high-profile celebrities can significantly boost a nonprofit’s visibility and appeal. The Kabbalah Centre’s association with Madonna, for instance, brought substantial attention and likely attracted additional donors. However, celebrity endorsements are a double-edged sword; while they can amplify fundraising efforts, they also subject the organization to heightened scrutiny. Any missteps or controversies can be magnified in the public eye, potentially damaging the organization’s reputation. Transparency is critical, and not just for anti-scandal purposes. Building Donor Trust Through Transparency To cultivate and maintain donor trust, nonprofits should consider implementing the following practices: Adopt the Donor Bill of Rights: Established in 1993 by the Association of Fundraising Professionals and other organizations, the Donor Bill of Rights outlines ten principles to ensure ethical and transparent interactions with donors. These principles include informing donors about the organization’s mission, how donated resources will be used, and providing access to financial statements. Adopting these guidelines can enhance credibility and donor confidence. Share Impactful Donor Stories: Highlighting personal stories of donors and beneficiaries can humanize the organization’s work and demonstrate the real-world impact of contributions. Effective storytelling fosters an emotional connection and illustrates transparency in how donations are utilized. Provide Regular Updates: Consistent communication through newsletters, reports, and social media keeps donors informed about ongoing projects, successes, and challenges. This openness reinforces trust and encourages continued support. Ensure Legal and Ethical Compliance: Adhering to legal standards and ethical guidelines is fundamental. Regular audits, compliance checks, and ethical training for staff and board members help prevent misconduct and promote a culture of integrity. Engage Donors in Decision-Making: Inviting donors to participate in surveys, focus groups, or advisory committees can provide valuable feedback and make them feel integral to the organization’s mission. This participatory approach enhances transparency and strengthens relationships. The Consequences of Opaque Practices Lack of transparency can lead to severe repercussions, including legal action, loss of donor trust, and reputational damage. The Kabbalah Centre’s experience serves as a cautionary tale; allegations of financial mismanagement led to investigations and lawsuits, diverting attention and resources away from their mission. Moreover, the negative publicity likely deterred potential donors and diminished the support of existing ones. A Strategic Imperative Transparency is not merely a regulatory requirement but a strategic imperative for nonprofits. It builds trust, fosters donor loyalty, and safeguards the organization’s reputation. By embracing openness in all aspects of operations—from financial reporting to program implementation—nonprofits can ensure sustainability and amplify their impact. In an era where information is readily accessible, and donors are more discerning, transparency truly is its own reward. Nonprofits that prioritize transparency position themselves for long-term success, cultivating a community of informed and engaged supporters dedicated to advancing their mission.
The idea of ethics, as an active, engaging, and permeating part of what we do, falls well short of where it needs to be in our daily routine.
Let’s be honest: direct mail has a branding issue. While your latest planned giving newsletter may be thoughtfully written, beautifully designed, and filled with donor love, to the average person opening their mailbox, it’s just another unsolicited item in a pile of bills, catalogs, and promotional junk. They didn’t ask for it. They don’t expect it. And often, they don’t want it. Simply said, “It’s junk mail.” In fact, there’s a growing grassroots rebellion against mail marketing of all kinds. CatalogChoice.org, for example — a nonprofit “do not send” registry — has helped more than one million individuals and businesses stem the flow of junk mail since its founding in 2007. Your planned giving newsletter may not be “junk” to you — but to a prospect who doesn’t know you or isn’t thinking about charitable estate planning right now? It might be. Which means your carefully crafted message is likely going straight to the recycling bin… Or worse, it might trigger an annoyed donor to add you to a “do not contact” list. So how do you break through? How do you avoid becoming “junk mail” in your prospect’s eyes? Be the Welcome Guest Instead of an Annoying Pest Let’s reframe the issue. The question isn’t should you send mail — it’s how you send it. The most effective direct mail doesn’t look like direct mail. It looks — and feels — like a welcome note from someone who understands your reader. Here are a few ways to make that happen: Know Your Audience This is rule number one. If you don’t understand your prospects, everything else is just noise. That means: Learning about their interests and motivations. Tracking how they’ve given in the past. Filtering your list to segment and target specific donor groups. Building real relationships over time — not just campaigns. (Read more) Sending everyone the same thing is easy. But it’s also the surest way to be ignored. Make It Look Different When was the last time you were excited to open a standard bulk mailer? Exactly. Avoid the templates. Instead: Handwrite addresses when possible (or at least use handwriting-style fonts). Use real postage stamps, not meter imprints. Keep envelope designs clean, simple, and personal. A handwritten note from a friend doesn’t look like junk. Your mail shouldn’t either. Say Something That Matters The message inside matters just as much as the wrapper it came in. Yes, graphic design, fonts, colors — all these things impact readability and your brand presence. But they mean nothing if the message doesn’t connect. Your donor isn’t craving legal jargon or financial formulas. They want: Heartfelt stories of impact Simple explanations of giving tools Opportunities to leave a legacy Messaging that feels like it was written for them, not a mailing list The best newsletters and appeals don’t feel like marketing. They feel like meaningful conversations. If your message is too safe, too generic, or too “inoffensive,” it risks being completely forgettable. Even With Resistance, Direct Mail Still Wins Despite the rising anti-junk mail sentiment, direct mail remains — by far — the most effective way to reach your planned giving audience. Especially older donors. While email dominates the modern marketing world, it’s also drowning in noise. Spam filters, auto-archive folders, Gmail tabs — even the best emails often go unseen. Direct mail, on the other hand: Is physically handled Can’t be swiped away or auto-deleted Often gets set aside and revisited Has a longer shelf life than an email And let’s not ignore the numbers: In the commercial world, $1 spent on media advertising returns $5 in sales.But a $1 investment in direct mail? That brings in $7 to $15. That’s a major return on investment — and it explains why even the savviest for-profit companies still send you postcards, coupons, and catalogs in the mail. Ironically, “eMarketing” is often viewed as junk faster than old-fashioned mail — especially by the very demographics you’re trying to reach for legacy giving. Create a Real Marketing Plan If you want to stop sending what people perceive as junk mail, you need a real plan. That means treating your nonprofit like a business — not just a mission. Start with a structured planned giving marketing plan. One that includes: A calendar Audience segmentation Mail cycles ROI measurement Integrated campaigns (digital + print) Still not sure how to start? We can help you create one tailored to your institution’s needs and goals. Not All Direct Mail Is Created Equal Here’s the trap most nonprofits fall into: They assume that “doing mail” is the same thing as doing it well. That’s how you end up sending newsletters that no one reads, appeals that feel tone-deaf, or materials that end up costing more than they’re worth. That’s also how you slip into Overkill Marketing — where too much mail, sent too frequently, with too little relevance, becomes a donor repellant instead of a magnet. “More” is not better. Better is better. You need to step back and ask: Who is this piece for? What do I want them to do? What will they feel when they receive it? How can I respect their attention? Once you’re viewed as “white noise,” your messaging is doomed — no matter how well designed. Pro Tip: Don’t Think Like a Nonprofit This one may sting a little: Most nonprofits struggle with marketing because they refuse to think like businesses. But the truth is, if you want to reach today’s donor, you must adopt a more entrepreneurial mindset. You’re not “asking for gifts.” You’re offering meaningful opportunities that deserve attention. Need proof? Read this: Why Nonprofits Must Think and Act Like Businesses Start treating: Your mailings as lead generators Your prospects as decision-makers Your strategy as a bottom-line business tool Marketing is not a soft skill. It’s your growth engine. Is It Junk? Try This Litmus Test. Still not sure whether your mailer qualifies as “junk” in the eyes of your recipient? Use this quick checklist: Would you open
The more you stress your prospect, the more demands you make upon them, the more likely they are bail on you—that’s donor relations 101. Here are some tips on how to keep ‘em sweet.
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