Simple Planned Gifts to Market This Year

beneficiary designations, life insurance, securities, CD, bank accounts

Did you know that more than 90% of planned gifts are beneficiary designations?

And by simply promoting beneficiary designations to your prospects, your organization will see its endowment grow by leaps and bounds. [Here’s a handy Beneficiary Designations Gift Planning Toolkit you can use.]

Why? What makes this particular planned gift so attractive?

It’s the simplicity. Giving a beneficiary designation is literally as easy as filling out a form. The form names the individuals and charities you want to support, and specifies the percentage of the assets you want each beneficiary to receive.  They are very simple to give, easy to arrange, and usually do not require an attorney.

So what’s the easiest way to market them?

By mailing at least 4 postcards on beneficiary designations to your donors and prospects this year.

Do not try to get creative with award-winning designs. Just concentrate on getting the word out. It doesn’t get any easier than that.

Beneficiary designations can take multiple shapes, including:

  • Cash
  • Appreciated Securities/Investments Fund Accounts
  • United States Savings Bonds
  • Bank Accounts
  • Jointly Held Accounts
  • Life Insurance
  • IRAs/Retirement Accounts
  • CDs

Any person who cares about your mission — rich or poor, educated or not — can easily make these kinds of gifts. And it won’t have any impact on their day-to-day cash flow! That’s why we like to call them “gifts anyone can make” or “gifts for the rest of us.”

Again… By simply marketing Beneficiary Designations, you will see both your organization’s endowment and your career grow. With no fuss, no muss, and without any hassle!

It’s the most ridiculously easy and blazingly fast way for you to get the word out to prospects about the easiest, most popular planned gifts. And they’re the easiest gifts for your organization to accept.

By the way, before haphazardly developing any planned giving marketing tools, you should begin with a 12-Month Marketing Plan. This will be your road map to success. You should also learn how your basic planned gifts work (no matter what anyone says, you do not need to be a lawyer or an accountant). Read about gift planning vehicles.

PS: I love the world of planned giving. Here's how I got into it. How about you? Let me know on LinkedIn.

Leave a reply