Viken Mikaelian

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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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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Boardroom of executives desperately searching for trendy buzzwords instead of actual strategy. Innovation clearly not on the agenda.
Planned Giving Marketing
Viken Mikaelian

100 Delusions

100 Fundraising Delusions (and the People Who Still Believe Them) isn’t a blog. It’s a mirror—and not the flattering kind. After 26 years in this business, I’ve heard it all: the excuses, the sacred cows, the budget-killing fantasy thinking. From “We need younger donors” to “We’ve got FreeWill, so we’re covered,” this list delivers 100 cold truths—each one a quiet reason your fundraising isn’t working. If you see yourself in a few, congratulations—you’re self-aware. If you don’t see yourself at all?
Well… that’s Delusion No. 100.

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An image of a stamp to get your will notarized.
Wills
Viken Mikaelian

Does a Will Have to be Notarized?

Discover whether a will needs to be notarized to be legally binding in 2024. Learn the requirements, benefits, and exceptions for notarizing a will.

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Planned Giving Marketing
Viken Mikaelian

Annual Giving vs. Planned Giving: Stop the Turf War

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.

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