James Gamble, of Procter & Gamble fame, once said, “Any fool can create a bar of soap. It takes a genius to sell it.” P&G’s genius was focusing on the fact that the soap floated — making it easy to find in the tub — not on how the soap was made.
Our industry has the same problem. We strive to be geniuses about the details of CRUTs instead of knowing how to market CRUTs and bring in the gifts.
Anyone can learn the ins and outs of a charitable remainder trust. But it takes a fundraiser with good marketing instincts to sell one. Your focus should be on showing the donor the benefits — it’s a gift that pays you income — not the mechanics of how it works.
Those who sell soaps make millions. Those who sell CRUTs raise millions.
That’s exactly what a good planned giving website does — it sells the benefits to your donors while you focus on building relationships. See how ours work.
