Viken Mikaelian

Originally published in September 2012. Updated in 2025. How Internal Silos Hurt Donor Relationships and Revenue Summary: Many organizations still operate under the outdated belief that planned giving cannibalizes annual giving. In reality, donors who commit to legacy gifts often increase their annual contributions. This post explores the importance of cross-departmental collaboration and how to unlock the full value of loyal donors by embracing a donor-centered approach. The Question We Received We were recently asked a practical and pressing question: Is there any benchmark or industry standard regarding the mechanics of handing off a loyal direct mail donor to the Planned Giving Department? Without airing too much dirty laundry, our in-house Direct Marketing Department refuses to give the Planned Giving Department access to the donor database out of fear that planned giving marketing activities with loyal donors will depress annual giving income. So basically, the Planned Giving Department is being denied access to the best prospects because of fear that planned giving will undermine annual giving. The Common Misconception Our response from the late Brian M. Sagrestano: Many nonprofits fall for the false notion that charitable giving is a finite pie—and that offering a donor the opportunity to make a bequest will somehow reduce what they’re willing to give to the annual fund. In reality, the opposite is true. The 2007 study Bequest Donors: Demographics and Motivations of Potential and Actual Donors, conducted by the Center on Philanthropy at Indiana University, found that donors who include a charity in their estate plans are not only more loyal but also give larger annual gifts than those who don’t. In fact, annual donations from legacy donors were twice the size of those made by non-legacy donors. When donors deepen their connection with your mission through a planned gift, their overall investment grows—both emotionally and financially. Donor-Centered Giving Is the Future In today’s multi-channel, donor-centered landscape, the idea of “protecting” donors from other departments is outdated and counterproductive. Holding donor names hostage only leads to missed opportunities and declining support. It’s time to shift from seeing donors as short-term revenue streams to viewing them as mission partners with long-term philanthropic goals. Organizations that embrace this mindset are thriving. Those that don’t will likely face declining annual giving over time—especially as Boomers retire and younger generations step into their philanthropic roles. Younger Donors Demand More Millennials and Gen X donors approach giving differently than their parents and grandparents. They want to: See tangible impact from their gifts Align with causes that reflect their values Get involved beyond writing a check—often as volunteers or advocates They’re not interested in unrestricted giving unless they feel connected to the cause and see clear results. That’s why it’s critical to nurture relationships holistically, rather than limiting communication to one department. Fear Is Fueling Decline Your annual fund team may be clinging to loyal donors because they sense a decline in giving—and they fear that sharing those names will accelerate the problem. But here’s the truth: the more you hold onto donor names, the faster your decline will come. Why? Because donors evolve. If you’re not growing with them—offering ways to make a bigger impact and connect deeply—they’ll drift elsewhere. Cross-pollinating efforts across departments is the key to keeping donors engaged. Successful Charities Share Today’s high-performing nonprofits don’t hoard data—they share it. Development, annual fund, and planned giving teams coordinate efforts and speak with one voice. They understand that a loyal donor isn’t a turf war—they’re an opportunity for deeper engagement and long-term support. Collaboration ensures multiple points of contact and helps donors feel heard, valued, and invested in the organization’s future. And the result? Stronger loyalty. Bigger gifts. And a mission that grows. Key Takeaways Legacy donors give more: Planned giving boosts, rather than undermines, annual giving. Donor-centric strategies win: Modern donors want impact, involvement, and long-term relationships. Collaboration is essential: Siloed departments stifle growth and alienate your best supporters. Fear holds you back: Transparency and internal cooperation lead to stronger outcomes. If your nonprofit is still operating with internal walls, it’s time to tear them down. Donors don’t think in silos—and neither should you.

Thinking of hosting a Planned Giving Seminar? Great—if your goal is to perfect the sound of silence. Most people would rather organize their sock drawer than attend something that sounds like a tax lecture. Want them to actually show up? Call it “Estate Planning for Grown-Ups Who Don’t Want Chaos.” Talk about protecting their family, not charitable trusts. Trust us—once they’ve planned for their dog, their alma mater might just sneak into the will.

Originally published September 9, 2010. Updated for 2025. There’s something graceful—and powerful—about smart messaging. It cuts through noise, builds trust, and moves people to act. And in an attention-starved, AI-saturated world, your website’s copy is either doing that… or driving people away. Whether you’re promoting a church, charity, university, or planned giving program, strong messaging isn’t just important—it’s everything. Especially when it comes to your most valuable screen real estate: your forms, calls-to-action, and sign-up prompts. Some organizations still don’t get it. Fortunately, others do—and the New York Public Library gave us a classic, clear-cut example. Back in 2010, Jeff Brooks over at FutureFundraisingNow.com compared two versions of NYPL’s e-newsletter sign-up page: one clunky, one clean. The contrast was so sharp it became a textbook case of messaging done right. And guess what? It’s still relevant today. Because even now, far too many nonprofits keep making the same mistakes. Let’s revisit this “then and now” table: Bad Messaging Good Messaging 1. “Subscribe to NYPL Newsletters” “Stay Up-to-Date with NYPL News” 2. Requires “contact information” including name Requires only “your email address” 3. Requires choice (“please select”) among up to four different newsletter titles Displays “What you’ll get” box with bulleted list of engaging library information 4. Stilted, two-sentence, 27-word privacy policy blurb with embedded info link Affirming, one-sentence, seven-word privacy policy blurb with embedded info link Why This Still Matters in 2025 The Headline“Subscribe” sounds like work. “Stay up-to-date” sounds like value. Simple shift, big difference. Even better? They dropped “newsletter” and went with “NYPL News.” That sells the product, not the platform. The Ask“Contact information” implies fundraising follow-up. Asking only for an email feels low-commitment. The fewer fields you force people through, the fewer you’ll lose. The ClutterListing four newsletter options forces users to think—too much. Confusion creates friction. The better version replaces it with a “What You’ll Get” list: Library news Service updates Latest programs and events Sneak previews Special announcements That’s messaging that sells the sizzle, not the structure. It taps into curiosity, immediacy, and relevance. The Legalese Nobody wants to read a 27-word privacy policy. “Your privacy is important to us” gets the job done, with a clean embedded link. Short, human, and clear. Translate This to Planned Giving If your site’s donor forms, newsletter sign-ups, or legacy landing pages look like they were written by committee, they probably were. You’re not just losing clicks—you’re losing trust. And trust is the currency of every planned gift. Too many nonprofits bury their value behind technical jargon, legacy content, or cluttered web forms. They over-explain. They under-inspire. And they forget that the visitor is silently asking one thing: “What’s in this for me?” Smart messaging answers that instantly. Final Thought The NYPL example may be over a decade old—but its lessons are evergreen. In fact, they’re more relevant than ever in a world of inbox overload and automated everything. So take a look at your own website. Are you selling the structure—or the sizzle? One converts. The other gets ignored.

Matching gifts amplify donor impact, inspiring larger contributions and attracting new supporters. Smith College and the Marine Corps Heritage Foundation leveraged this strategy with our expertly crafted landing pages, blending donor immersion and storyselling. These campaigns seamlessly integrate planned giving exposure into the donor journey—turning a simple match into a powerful, long-term giving strategy.