Give and Take

Age-Based Marketing: Rest in Peace

After a long and fruitful life, Age-Based Marketing is dead. Cause of death? The New Economy, youthful Baby Boomers and just plain old age. Once upon a time, Americans marched a predictable path: From high school to college to career to marriage to family to retirement and then the golf course in Florida. That’s all changed. Today, many 50- and 60-year-olds are launching businesses, reinventing their careers and some are even starting new families. It used to be we could market products and services based on the age of our target audience, but that strategy, like your Filofax, rotary phone

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All Annuitants Are Women and They Lie About Their Age
Charitable Gift Annuity
Scott Janney

All Annuitants Are Women and They Lie About Their Age

With the recent plunge in the value of investment portfolios, some chief financial officers and development professionals are wondering whether they should remain “in the business” of offering gift annuities to their donors.

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Get the Year End Going
Planned Giving Marketing
Viken Mikaelian

Get the Year End Going

Helping your donors meet the December 31 tax deadline means that you can plan on staying longer and doing more than just about everyone else — except for your office’s gifts processor.  So plan a nice rest in January (Isn’t there a planned giving conference in the Caribbean, then? There should be…) and get ready for the year-end sprint.

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Find Your Audience, Then Find Your Money
Planned Giving Marketing
Viken Mikaelian

Find Your Audience, Then Find Your Money

It’s my experience that your audience is the single most powerful and most important element in the mix. If your marketing campaign is to get results, whether you use direct mail, print pieces, or e-mail, you must first make certain that the right audience is getting your message.  As I see it, finding the right audience determines 60 percent of the outcome.

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Bourbon, Ethics, Fundraising
Planned Giving Marketing
Viken Mikaelian

Bourbon, Ethics, Fundraising

Your organization helps teenagers with substance abuse. One of your board members announces he’s received a large inheritance from his grandfather and is going to donate $250,000 in his grandfather’s name. The local paper discovers granddad made his money from the sale and distribution of alcohol.

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