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.
