Planned Giving Marketing
Don’t Raise Money. Sell a Dream.
There’s something that some fundraisers don’t get that good marketers know instinctively: You’re not selling a product, gift plan, or naming rights. To paraphrase Steve Jobs, “You’re selling a dream.” It doesn’t matter if you’re buying a Ferrari or Ford, a Rolex or a Timex, diamond earrings or cubic zirconia, a villa on a lake or a weekend at an Airbnb: You’re buying a dream of something bigger, better, shinier, or easier. The same goes for donors. Your donors
Viken Mikaelian
October 2, 2023
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