Dan Rice

Focusing on Your Donor's Financial Advisor
Planned Giving for Financial Advisors
Dan Rice

Enter Your Donor’s Financial Advisor

Your donor’s financial advisor can play a key role in determining when (and if) your donor gives to your organization. An advisor-centric approach in your non-profit can also pave the road for prospective donors. Is your nonprofit doing enough to build a network of financial advisors?

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An image of a maze showing that sometimes the easiest way to get through is being more productive with your choices.
Effective fundraising
Dan Rice

Stop Multitasking… it Reduces Your Productivity!

So you think you’re good at multitasking? You can talk on the phone, write an email and schedule a dentist appointment online all at once, can you? Scientific studies show that’s not true. It’s time to stop multitasking, before you destroy your productivity!

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An image of a maze showing that sometimes the easiest way to get through is being more productive with your choices.
Planned Giving Marketing
Dan Rice

The Planned Giving Productivity Quiz

Planned giving productivity. It’s not about learning calculators, CRUTs and CRATs. Here are 5, simple helpful tips for you career — and mental health.

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An image of an empty chair in front of a blackboard. A spotlight shines on the chair, to illustrate the concept "Get unstuck and get moving."
Self Improvement & Career
Dan Rice

Get Unstuck and Get Moving

There are many smart people walking around with brilliant ideas in their heads, but just a small few of them can manage to take action and make something happen.

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What Are You Thankful For?

Our clients are some of the most successful, creative people in the planned giving community. We asked them what they’re grateful for, and here’s what they said. (Feel free to steal their ideas at your family feast on Thanksgiving.)

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The key to planned giving success: benefits that fit together like a puzzle.
Planned Giving Marketing
Dan Rice

Benefits, Not Features: What Really Sells a Planned Gift

Originally published July 30, 2015. Updated for 2025. Summary: Why Benefits Always Win When it comes to planned giving marketing success, it’s not about the features—it’s about the emotional and personal benefits for the donor. That was the takeaway from a lively webinar featuring Viken Mikaelian and Tom Ahern, two industry veterans in donor engagement strategies. If you missed it, the recording will be available soon at PlannedGiving.guru. From Real Estate to Philanthropy I came to planned giving from the world of real estate, bringing along a few key marketing principles. One of my favorites: “Never write to a donor what you can tell them on the phone or in person; and never tell them something that you are able to show them.” And perhaps the most important of all: “Highlight benefits, not features.” What Really Sells a Gift? Benefits. In real estate, you can list the features: three bedrooms, two bathrooms, attached garage. But it’s the benefits that seal the deal: your kids can walk to school, the screened-in porch fits your entire family. The same logic applies to gift planning. Features are necessary—but benefits are persuasive. Viken and Tom emphasized this during the webinar: your message must focus on what’s in it for the donor. Real Benefits that Drive Donor Action At the university where I work, we offer tangible, emotional, and exclusive perks to donors who notify us of their bequest. Here are just a few examples: Public Recognition: Be honored with your name on the plaque in the football building, etched in the Benefactor’s Circle, or memorialized at the campus donor statue. Campus Privileges: Enjoy a free parking sticker, access to the gym and library, complimentary theater tickets, and bookstore discounts. Exclusive Invitations: Attend our annual donor dinner with the university president, your former professors, and even your old athletic coach. These are not just perks—they’re personal, emotional incentives that connect donors to the legacy they’re building. Show, Don’t Tell Whenever possible, I bring these benefits to life. I don’t just talk about the perks—I show them. I carry a sample parking sticker in my folder and hand it to the donor. I walk them to the donor statue and point out the etched names. I hand-deliver the invitation to our annual dinner and mention that Coach So-and-so is looking forward to seeing them again. This approach makes the intangible—legacy giving—feel tangible and immediate. Make Them Feel Like They Belong You’re not selling a transaction. You’re inviting donors to join a community of like-minded alumni and supporters who share a commitment to something meaningful. Show them what they may be missing. Offer them a chance to be remembered—not just for what they gave, but for who they are. Inspire them to be part of something positive while they still can. Because planned giving isn’t really about death—it’s about life, legacy, and connection. Key Takeaway If there’s one thing you remember from this article, let it be this: Benefits, not features. When you focus on what the donor receives emotionally, socially, and personally, your message becomes more compelling—and your results will follow.

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Philanthropy coach concept represented by colorful blocks spelling 'COACH' on a wooden background.
Uncategorized
Dan Rice

How to Become an Abundance Reality Fundraiser (Even If You’re Not the Donor’s Favorite)

Most Donors Support Multiple Charities—And That’s a Good Thing Did you know the average donor gives to about ten charities per year? But here’s the real kicker: their top three or four nonprofits usually receive the lion’s share of their charitable giving. Now, I’ll be honest—I’ve never had the privilege of working for someone’s “favorite” charity. You know, that one nonprofit that lives rent-free in a donor’s heart and wallet. But I’ve never let that bother me. Why? Because I never subscribed to a scarcity mindset. I’ve always leaned hard into what I call the abundance mentality. From Scarcity to Abundance: A Shift in Mindset The scarcity mindset says, “If we don’t get the entire gift, we lose.” It’s competitive. It’s fearful. And frankly, it’s unrealistic. The abundance mentality says, “There’s enough to go around—especially when we help donors unlock hidden wealth.” There’s room for every organization that resonates with a donor’s values. You don’t need to be the favorite to benefit. Throughout my career in planned giving, I’ve worked with organizations that had budgets ranging from the high millions into the billions. Despite their financial size, these institutions shared three surprising traits: They raised the bulk of their funds from many small monthly gifts. They didn’t launch a principal or major gifts department until they were at least 20 years old. Their interest in major gifts spiked only after donors began making “lumpy” non-cash contributions. What Are “Lumpy” Gifts and Why Do They Matter? “Lumpy gifts” are irregular, significant contributions that break the usual monthly-giving pattern. These gifts often come in the form of non-cash assets—stock, real estate, business interests, and more. And they typically come from maverick donors who ignore your traditional asks and give on their own terms. Here’s why this matters: only 7% of the average millionaire’s wealth is held in cash. That means 93% is tied up in non-cash assets. So, if you’re only asking for checks and credit card donations, you’re fishing in a very small pond. The Problem With Relying Only on Cash Donations Most fundraisers are comfortable asking for cash gifts. But that’s like always ordering from the appetizer menu when there’s a whole buffet available. If we really want to serve donors—and serve our missions—we need to help them unlock their full giving potential. And that often means showing them how to monetize illiquid assets while maximizing charitable tax deductions. Enter the abundance reality. What Is an Abundance Reality? An abundance reality is what happens when a donor gains newfound discretionary income—not because they suddenly earned more, but because they’re strategically reallocating what they already have. It’s created through smart planning, asset-based giving, and tax efficiency. Here’s where tools like PlannedGiving.com’s Cash vs. Stock Gift Calculator come into play. This calculator compares the benefits of donating cash versus long-term appreciated assets. It’s simple, intuitive, and shockingly effective in demonstrating how donors can create value without spending more. Helping Donors Save on Taxes = Helping Them Give More Let’s say a donor contributes appreciated stock instead of cash. They avoid capital gains tax and still get a full charitable deduction. That’s money saved—money they might decide to give to your organization, even if you’re not their favorite cause. That’s the magic of being the Abundance Reality Fundraiser. You become the guide who shows donors how to: Lower their tax burden Increase their giving capacity Make an impact beyond their original intentions You may never be their #1 nonprofit—but you’ll become their go-to advisor on smarter giving. That’s a relationship worth building. Why the Abundance Mindset Will Always Win In a world where every nonprofit competes for donor dollars, your real advantage isn’t just a great mission or compelling case for support. It’s your ability to create value—not just for your organization, but for the donor themselves. Donors aren’t looking for another sales pitch. They’re looking for partners who help them make sense of their wealth, their impact, and their legacy. So embrace the abundance. Create the reality. And you might just find that you’re not just someone’s favorite fundraiser—you’re their most trusted philanthropic advisor. There is money out there!

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Google Uses Direct Mail Like Crazy
Giving
Dan Rice

Google Uses Direct Mail Like Crazy

  So it’s settled. Direct mail is a good idea. My husband and I run a small business. A very small business. So I was a little surprised to find out that we’re on Google’s mailing list. I’d understand if they sent me an email, or maybe a personalized video pop-up on YouTube. But no … the King of the Internet sent me a good old-fashioned letter, in a paper envelope, with a stamp, delivered by the postman. Yes, direct mail.

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