Category: Planned Giving Marketing

As marketing guru Seth Godin says, repetition builds trust, and consistency stands out. Have you ever been annoyed at a company just because it made a change to its marketing or advertising campaigns? Maybe it was a business that switched its slogan for no reason; or maybe it was a firm that did a complete about-face and changed its name to something ridiculous or created a brand-new ad campaign, when the old one was working quite well.

The convenience of sending all those digital communiques zipping through cyberspace with a mere keystroke has caused us to forget some basic rules and best practices about emails — and good communication in general. Here are a few tips that will help your next email not only get read, but make a good impression and maybe even inspire your reader to take action.

If you’ve ever wondered just how important good estate planning is, take a look at this terrifying tale of high-net-worth horror about a family that lost $45 million—nearly half their estate’s value—to federal taxes. The worst part? The massive tax loss could have easily been prevented with some foresight, planning, and expert advice.

As long as technology has existed, there’s been a perception that seniors are not just slow to adopt it, but resistant to use it. Some fundraisers still say things like, “Our donors are all older, so they aren’t online.” Well, we dug into the facts and figures about seniors and technology in 2024 … and what we learned blows those skeptics completely out of the water.

As you are likely aware, you can avoid long-term capital gains tax while maximizing tax deductions through charitable stock gifting. Read this article to see how the tax savings can stack up.

To fully empower our donors, fundraisers must consider the long-term within the major giving sphere. Think about it – You cultivate, you discover. You steward, you engage. You ask … and you receive!  You thank … and then what? You drop and move on to the next prospect, the next check?

A donor makes a verbal promise to include a planned gift for your organization in their will, but they never send you a signed intention form. Then the donor dies. How do you ask the family if the gift was included in the donor’s estate plan? This type of situation happens frequently.

Sometimes a board member or nonprofit will ask us, “Why planned giving? People are giving us annual gifts and we don’t want to impact that source of revenue.” Unfortunately, this is the logic that keeps among the 99% of nonprofits that do not pursue planned gifts. Here’s how to join the top 1%.

Making a difference can seem daunting. The good news is you are not alone in being the change. There are more than 1.8 million nonprofits registered in the US working toward your same dreams. Your estate planning and other heavily taxed assets can be your greatest tools (and your greatest savings) in partnering with nonprofits to make the change you want to see.
Planned Giving is for You — Yes, You.

It’s tempting to think about marketing as a collection of traditional outreach. Sure, part of it is which we have been offering for years. Display ads, postcards, surveys, tag lines, digital media, videos — the list goes on. But marketing is more than that. Marketing also includes things you might not immediately think of.