Viken Mikaelian

Where’s Your Elevator Pitch?
Planned Giving Marketing
Viken Mikaelian

The Elevator Opens: Are You Ready to Talk Planned Giving?

Master your elevator pitches. You have eight seconds to make an impression—are you ready? Whether it’s a reunion, a luncheon, or a chance encounter, your ability to start a meaningful conversation about legacy giving matters. This guide offers 25 ultra-brief, donor-specific elevator pitches you can memorize and use anywhere. Organized by giving vehicle and donor motivation, each one is crafted to spark curiosity and open the door to deeper discussion.

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Watercolor rendering of children at play under a bright sun
Planned Giving Marketing
Viken Mikaelian

A Legacy of Hope: How Planned Giving is Transforming Lives at St. Jude

Through legacy gifts, donors like Angela and Terrell Richards and Hilda and Arnulfo Miramontes are transforming lives at St. Jude Children’s Research Hospital. Their stories show how planned giving—through wills, trusts, and heartfelt commitments—ensures children battling catastrophic illnesses receive lifesaving care, free of charge. This article honors their legacies and invites readers to consider their own. Because leaving a legacy isn’t about wealth—it’s about impact, compassion, and giving children a future worth fighting for.

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Bronze sundial casting a long shadow on stone, symbolizing timelessness and enduring values in fundraising.
Stewardship and Relationships
Viken Mikaelian

Why Timeless Fundraising Strategies Crush Fads, Gimmicks, and Quick Fixes

Trendy fundraising tactics come and go—usually with little to show for it. The nonprofits that win big gifts and long-term loyalty understand one thing: donors are deciding if you’re worthy of their legacy. This article pulls no punches. It’s a call to abandon gimmicks and build something lasting. If you’re serious about donor trust, planned giving, long-range impact—and your career—this isn’t just another blog post. It’s your wake-up call.

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Hand holding a glowing key with text: How to Launch a Successful Planned Giving Program
Planned Giving Marketing
Viken Mikaelian

How to Launch a Planned Giving Program: A Step-by-Step Guide

Introduction: What Is Planned Giving and Why Does It Matter?  Planned giving, also known as legacy giving, is the art of securing future gifts from donors through their estate plans. These gifts are often the largest and most impactful contributions a donor will ever make—with the average planned gift ranging from 200-300 times larger than a typical annual donation. Consider how a small environmental nonprofit transformed its future with just three bequests in its first year of planned giving: these gifts secured enough funding to protect 250 acres of critical habitat in perpetuity. Yet, many nonprofits hesitate to launch their own planned giving program, assuming they lack the expertise or resources. The truth is: Planned giving is a people business, not a legal business™. And it’s never too early to start. This guide offers the most practical, scalable approach to launching a planned giving program—even if you’re a small nonprofit with limited staff and budget. Quick Start Guide If you need to launch a planned giving program quickly, focus on these five core elements. Read the rest of the article for valuable details, typical case study and a readiness calculator. Foundation Steps: Identify loyal donors with 5+ years of giving history (prioritize those with increasing gift patterns) Create a simple legacy society with basic recognition elements (special pins, annual letters, exclusive events) Develop a basic planned giving webpage focusing on bequests (include sample bequest language and one donor story) Engagement Actions: Train staff on natural conversations about planned giving (provide simple scripts and practice scenarios) Send personalized thank-you notes to every legacy donor (handwritten notes within 48 hours of commitment) Timeline & Results: Launch a planned giving program in 30 days, see first bequest intentions within 6 months, and expect 8-15 commitments by month 18. Remember: Start simple, stay consistent, and focus on relationships over transactions. Table of Contents Understand the Basics of Planned Giving Engage Your Board of Directors Identify and Thank Your Most Loyal Donors Create a Legacy Society Develop Your Planned Giving Website or Microsite Establish Gift Acceptance Policies Create Basic Planned Giving Marketing Materials Formalize Your Program With Tools and Systems Learn Prospect Identification and Segmentation Use Your Donor Database Effectively Send Personalized Thank-You Notes to Board and Donors Make Planned Giving a Daily Habit Host Educational Events and Seminars Emphasize Trust, Not Money Collect and Share Donor Testimonials Master the Planned Giving Conversation Explain How the Gift Will Be Used Join a Peer Group or Network Plan for Future Program Growth Use Smart Planned Giving Marketing Strategies Add Signature Line Pitches and Site Linkage 1 Understand the Basics of Planned Giving ESSENTIAL You don’t need to be a legal expert to launch a planned giving program. Start with common, easy-to-explain gift vehicles: Bequests: “A provision in your will that directs a gift to our organization.” IRA Beneficiary Designations: “A form from your retirement plan administrator that names our organization to receive funds after your lifetime.” Life Insurance Gifts: “Making our organization the beneficiary of a policy you no longer need.” Appreciated Securities: “Donating stocks or bonds that have increased in value since you acquired them.” Gifts of Retirement Plans: “Naming our organization as a beneficiary of your 401(k), 403(b), or IRA.” Real-World Examples: The Children’s Museum focused solely on bequests and IRA designations for their first two years, securing 14 legacy commitments before expanding to additional gift types. A college was about to close its doors when it was saved by a surprise bequest. Recommended Resource: A donor-friendly video or planned giving pocket guide can be incredibly effective for internal training and donor education. SEO Tip: Use the phrase “what is planned giving” in your FAQs to attract beginner-level queries. 2 Engage Your Board of Directors ESSENTIAL Your board’s support is essential. Educate them on how legacy gifts work and why they are critical to the long-term health of your organization. Get all planned giving myths out of the way. Board Engagement Strategies: Schedule a 20-minute presentation at your next board meeting Share simple one-page handouts explaining the basics Ask board members to consider their own legacy gifts  Invite a board member from another nonprofit to share their planned giving success story Share some of our videos with your board (we provide you a license to embed them on your planned giving website) Download our PowerPoint: Get Your Board on Board (free for clients) Pro Tip: Send handwritten thank-you notes during key holidays or milestones. Gratitude opens doors. 3 Identify and Thank Your Most Loyal Donors ESSENTIAL Your best planned giving prospects are not necessarily your largest givers. Instead, focus on those who have: Donated 8+ of the last 12 years Consistently supported specific programs Demonstrated personal affinity Donor Identification Steps: Run a database query identifying donors with 5+ years of consecutive giving Create a tiered approach, starting with those giving longest Develop a personalized outreach calendar Personalize your outreach. Make it feel like a letter to your mother, not a cold institutional appeal. 4 Create a Legacy Society ESSENTIAL A Legacy Society is a simple way to honor planned giving donors and build social proof. It gives donors community, credibility, and connection. Steps to Build One: Give it a meaningful name and logo (e.g., “Heritage Circle,” “Future Builders Society”) Offer special perks (events, recognition, behind-the-scenes tours) List members in your annual report or website (with permission) Mail custom welcome packets to new members Legacy Society Success Story: The Westside Community Center launched their “Tomorrow’s Promise Society” with just three founding members. Within 18 months, it grew to 17 members through peer-to-peer referrals alone. 5 Develop Your Planned Giving Website or Microsite ESSENTIAL Every planned giving program needs a digital hub. At a minimum, your planned giving web page should include: Overview of planned giving options Contact information (with photo and direct line of your planned giving contact) Donor testimonials (with permission) Clear calls-to-action (CTA) Legacy society info Endowment calculator (get one here for free) Online will planner free for donors (see LegacyPlanner™) Website Enhancement Tips: Include

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Neglected boat stranded on dry land — a visual metaphor for abandoned nonprofit blogs and missed legacy opportunities
Planned Giving Marketing
Viken Mikaelian

The Silent Killer on Your Website: Your Blog

A bad blog doesn’t just look lazy—it proves it. In the world of planned giving, where trust and credibility matter most, an outdated or lifeless blog can quietly sabotage donor confidence. Learn why showing up halfheartedly online is worse than not showing up at all—and how to fix it before it costs you.

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Modern home floating on clouds, symbolizing how real estate gifts can elevate charitable impact and legacy giving
Real Estate Donations
Viken Mikaelian

Only the Top 1% of Nonprofits Accept Gifts of Real Estate

Nonprofits are leaving billions on the table—not because donors aren’t willing, but because fundraisers are too afraid to ask for real estate. Myths, fear, and ignorance have paralyzed the sector. Meanwhile, $35 trillion in property is changing hands over the next two decades. Still think bake sales will cut it? Like Willie Sutton said about robbing banks: “Because that’s where the money is.” Real estate is where the money is. The smart fundraisers already know it. Do you?

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Stack of U.S. hundred dollar bills flying through the air against a dark background, symbolizing money and donations
Giving
Viken Mikaelian

In a World of Trillions, We Still Count Every Dollar

Originally Published August 16, 2010. Updated for April, 2025. Why Small Gifts Still Matter—And How to Show Donors Their Impact Over 40 years ago, comedian Steve Martin did an inflation routine that featured the line, “Gee, I got four dollars; I think I’ll throw it out into the street.” This came during the gas strikes and economic upheaval of the 1970s, when Americans were tightening their belts and discovering—often painfully—that a dollar doesn’t always go as far as it used to. Fast-forward to today. After a global pandemic, supply chain disruptions, and record-breaking inflation, people are once again questioning the value of a dollar. And yet, ironically, we’ve also become desensitized to massive numbers. We scroll past headlines featuring numbers with 9, 12, or even 15 zeros after them—trillions in deficits, billions in bailouts, and quadrillions in global debt. When numbers get that big (do you really know your numbers?), the average person tends to mentally check out. We don’t think in terms of scale anymore. We think in terms of irrelevance. “What’s my $50 going to do in a world where the national debt hits $34 trillion?” The Illusion of Insignificance This is the trap donors fall into—and it’s deadly for fundraisers. When even a million dollars looks “small” compared to what’s casually tossed around on the nightly news (again, know your numbers), a $25, $50, or even $500 donation can feel meaningless to your prospect. And if they believe it won’t make a difference, they won’t give at all. Your job is to destroy that illusion. Because it is an illusion. Every dollar matters—to you. It’s our job as fundraisers and communicators to remind donors of that truth. And not just remind them, but help them feel it. Context Is Everything To a major university, $100 might not move the needle. But to a local food bank, that same $100 might translate to 300 meals. To a national charity with a $40 million endowment, $1,000 might not get a seat at the table. But to a small nonprofit rescuing stray animals, it could cover an emergency surgery and vaccinations. And in planned giving? The stakes are even higher. A single bequest from a loyal donor—who never gave more than $20 a year—could one day grow your endowment by $20,000 or even $200,000. Specificity Breeds Belief The antidote to “I don’t think my gift matters” is specificity. That’s why, when it comes to planned giving, your messaging must be concrete and real. Here’s what your prospects need to know: Let them know exactly how much good their donation will do. Translate numbers into outcomes. Show how their gift of stock, property, or a percentage of their estate will impact real lives. Explain how every donor matters. Don’t say, “We need your support.” Say, “We cannot succeed without the generosity of people like you.” Show them the long-term vision. Help them understand that planned gifts aren’t just about immediate impact—they’re about building something lasting. A stronger endowment. A future-proof mission. A legacy. Affirm their value. Make it clear that you’re not measuring gratitude by the number of zeros in their check. Make it about intention, trust, and belief in your mission. Tell them—truthfully—that every dollar looks big to your nonprofit. Because it does. Why It’s Personal Here’s the kicker: Most donors aren’t looking to be heroes. They’re looking to be useful. To have purpose. To know that what they’re doing actually counts for something. And that’s a powerful psychological lever. When you help a donor see the difference they can make—even with what they view as a “modest” gift—you empower them. Suddenly, they go from a passive bystander to an active partner. From “what difference can I make?” to “I am making a difference.” Every Gift Has a Story I once spoke with a fundraiser at a rural hospice who told me about a donor who never gave more than $10 a year. Quiet, humble. Lived on a fixed income. After she passed away, the nonprofit learned she had left them $75,000 in her will. She never thought of herself as a philanthropist. But she believed in the mission. You never know who’s listening. You never know which small gift is the start of something profound. The Big Picture Let’s hope we live to see a day when we’re not so numb to trillion-dollar headlines. When “debt ceiling” isn’t a term we hear weekly. When a dollar once again feels like a dollar. But until then? We fight the tide. We make it personal. We get specific. We show donors that size doesn’t matter—impact does. Because to your nonprofit, every gift counts. Every donor matters. And every dollar? Still looks big.

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