In a perfect world, all of your benefactors who receive your planned giving mailing will immediately decide it’s a good idea, call their advisor for the go ahead, and then make your institution a gift that changes not only the trajectory of your long-term revenue goals, but your career as well.
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.
You know that feeling of spinning your wheels? That feeling you get when you are burning through time and exhausting yourself yet having little to show for it in the end? Preparation is critical, but what gives you bragging rights at the end of the day is the action you take
For the really big gifts, ask for the residue. The $100,000 was appreciated. But the 8.2 million went elsewhere.
Do you wish to be better than average in your career and in your life? If you do, then you need to behave in a better than average fashion. It's an obvious statement, but an endless number of people belie this sound reasoning.
Two informal surveys we conducted indicate that those who even dabble in planned giving do significantly better in their careers than those who do not.
Trying to save money by using eMarketing? Think again. According to the 2015 Response Rate Report by Direct Marketing Association (who also does eMarketing), direct mail outperforms all digital channels in a big way. The response rate for direct mail was 600% higher than that all of the digital channels combined. This number is too big to ignore.
Investing time in people is the most valuable use of a leader’s day. Despite daily urgencies, meaningful moments—like one-on-one check-ins, hallway conversations, or being home for dinner—create trust, connection, and long-term impact. This was exemplified by Mr. Martin K. Brown, a beloved principal who knew every student by name and presence. His secret? Be visible, know people deeply, and lead with love. That’s real time management—and real leadership.
Q: When a husband and wife fund a gift annuity, is it always joint and survivor?
Donors often do not know the exact structure or details of their own planning, charitable or otherwise. They depend on their advisors. This is one reason it is so important to partner with advisors when working with donors.
Question In your Strange Myths section in Giving Tomorrow Magazine, the statement is made that “Most planned giving donors are not prospects for large major gifts.” Did the word “not” creep in there by mistake? Answer This is a really good question and common misperception. Over the last several years there have been a number of studies of the most likely planned giving prospects. We have learned that those individuals who are loyal to your organization and mission are the most likely to be open to the planned giving message. Typically we measure loyalty by regular, consistent annual giving. One of the studies showed that donors who give 15 or more times are the best planned giving prospects. It does not matter the amount they give, just that they give. So wealth is not a factor in determining your planned giving prospects. In fact, when you do a wealth screening
Long-term study shows multiple benefits for charities to get in the estate plan sooner. We all know charitable estate giving is a big deal. In comparison, despite all of the media attention and conversation generated by corporate giving, annual estate giving has always been much larger. (In some years, charitable estate gifts are more than double all corporate gifts.) Of course, we all know that to receive any estate dollars, your organization must get in the will or other estate planning document. So, getting in the will eventually is clearly important. Get into the will today. But, new evidence is emerging as to why it is important not just to get in the will, but to get in the will today. The evidence comes from a large national survey called the Health and Retirement Study. This study, starting in 1992, tracks older adults (age 50+) year after year. It includes
First, a Thank You For those of you who are reading this and are clients of mine, I truly thank you for your business. When I started in 1998, I did it with the goal to make planned giving accessible to your average prospect. At the time, planned giving was so bogged down with legalese and mind-numbing details that fundraisers were intimidated and donors befuddled. We’ve come a long way since then, but there’s still a shocking number of fundraisers taking calculator courses and fretting about tax codes while ignoring the relationship part of their job. Not you. You’re among the top 5% who get it and take the lead. As our client, you know that planned giving is a people business and simple is best. In 2000 when I introduced the planned giving postcard, a competitor who was (and still is) in the business of printing lengthy planned giving newsletters,
Question My nonprofit organization currently uses all bequest proceeds for operating expenses. The family of a recently deceased donor has questioned this and wants us to designate the funds for endowment (what is an endowment). What should we do? Answer It’s important to remember that only funds explicitly restricted by the donor can serve as a true endowment (importance by Deb Ashton). If a donor’s will does not specify a restriction, these funds are technically unrestricted and can be used at the nonprofit’s discretion. However, that doesn’t mean organizations should spend them without careful consideration. One approach is to treat them as “quasi-endowment” or “board-designated endowment,” meaning the board voluntarily decides to invest the funds rather than spend them outright. This way, the principal remains intact, and the nonprofit can utilize annual drawdowns based on a responsible spending policy. The larger question your nonprofit must address is: What is your
I wonder if anyone’s ever done a study to see when gyms are more crowded—in January (post new year’s resolution season) or in the spring (pre swimsuit season). I’d put my money on January.
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.)
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 Hebrew phrases help explain why Jewish giving is so high. Two women pass a beggar on the street. Both women have the exact same income and expenses. The first weeps at the suffering of the beggar and gives him $5 out of the goodness of her heart. The second notices but rushes past. Later in the day, however, she feels compelled because of her religious beliefs and returns to give the beggar $100. Who is the better person? Why are Jews so generous? Many people who are not familiar with the Jewish community are often surprised at the large annual gifts that Jewish Federations and other Jewish non-profit organizations receive year in and year out. Are Jews more generous than other people? Have Jewish organizations cooked up some kind of secret fundraising sauce? I have been privileged to work with the Jewish Federation of Cincinnati for twelve years and
Once upon a time in a market far, far away, I worked at FORTUNE Magazine. In retrospect, selling advertising in FORTUNE had a lot of similarities to fundraising. It was a great magazine with a specific editorial mission that competed for dollars with a lot of other fine magazines and newspapers. During my time there, an editorial colleague posed this fascinating question: “What are the sexiest six words in advertising?” I’ve never forgotten how he answered it and have made it one of my fundraising mantras to live by.
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
Making Estate Planning Accessible, Simple, Personal, Secure and FREE!
Bequests are up, cash is down. Empower your donors to plan their will and invest their legacy in the cause they support the most.
2103 Bayshore Boulevard
Unit 1501
Tampa, FL 33606
Products & Services
Subscriptions
Special Links
Copyright 2025 © PlannedGiving.Com
Please reach out. Note: if you give us your mailing address (or PO Box), we’ll send you a complimentary Planned Giving Gift Comparison Chart.