Give & Take

Do you cut back on food when times are tough? If that were the case, everyone would be slim and trim right about now. Marketing is the meat and potatoes (sorry, bad pun) of any fundraising operation, and cutting back, especially in a tight economy, is a recipe (sorry again) for problems down the road.

S.R.O.I. In today’s competitive fundraising environment, nonprofits must think beyond immediate revenue and consider long-term sustainability. Planned giving is often viewed as a long-term revenue stream, but its true value extends beyond financial returns. By embracing a Strategic Return on Investment (SROI) approach, nonprofits can leverage planned giving not only for revenue but also to build authority, trust, and donor loyalty that lasts generations. The Strategic Return of Planned Giving Higher Gift Values and Lifelong Donor Engagement Planned gifts consistently outsize annual gifts by a significant margin. Research from Dr. Russell James, a leading expert in charitable giving psychology, highlights that donors who include a bequest in their will often increase their lifetime giving as well. This challenges the common misconception that planned giving cannibalizes other fundraising efforts. Instead, planned giving deepens donor commitment and reinforces their connection to the organization’s mission, leading to both immediate and future financial gains.

The No-Risk Real Estate Exchange approach helps retirement communities fill vacancies faster by eliminating the biggest barrier: seniors waiting to sell their homes. Through a structured sale, seniors get immediate cash to cover move-in costs, while the remaining home value becomes a tax-deductible charitable gift. The process is fast, seamless, and zero-risk—funds are secured before move-in and directed into the community’s endowment. Seniors gain peace of mind and flexibility, while communities avoid delays and secure long-term financial stability.

More and more nonprofits are allocating funds to planned giving marketing, recognizing its power to secure long-term donor support. This quick guide outlines practical numbers for budgeting across small, medium, and larger organizations. Learn how to determine your overall marketing spend and allocate the right percentage to planned giving, ensuring your campaign is well-positioned for sustained legacy donations. With clear examples and proven success stories, this guide empowers nonprofits to strategically invest in their future financial stability for lasting impact.

Clients and friends often ask if including a reply mechanism on their planned giving postcards is worth the added expense. It depends on the circumstances, but generally, I do not feel it’s worth it. As we all know, planned giving is a low-response business. So even with the most successful direct mail programs, we see very few reply cards actually filled out and returned. However, this does not mean your information is not getting read. It’s just that most people are not going to take the time to respond, on a whim, to questions about a subject that requires some in-depth thought and planning. See this page for planned giving marketing strategies. Remember: You are not selling sweepstakes. You’re educating. You’re reminding. And you’re building relationships. Why Frequency Matters More Than a Response Card What does this mean for you? You’ll have additional opportunities to reach your prospects. Marketing 101

When donors don’t understand, they hesitate. When they hesitate, they procrastinate. When they procrastinate, you lose gifts. It’s that simple. Eliminate the confusion. Use straightforward language. Make calls to action crystal clear. Focus on the emotion, not the process. And above all, keep it simple. Because the mind hates confusion—and confused donors don’t give. Take a look at your current fundraising materials. Everything. Are they clear? Simple? Easy to act on? If not, start simplifying today.

Political shifts spark fundraising panic, but it’s not the end of the world. Every politician exaggerates, and tax laws change—like the SECURE Act and the Tax Cuts and Jobs Act—but nonprofits with a strategic, balanced approach thrive regardless of who’s in office. Planned giving is the key to stability, shielding organizations from volatility and donor hesitation. Fear repels donors; confidence attracts them. History proves planned gifts endure economic downturns. Now is the time to act—secure commitments, diversify funding, and plan ahead. Stop worrying and start building a future that isn’t dictated by political tides.

Nonprofits often struggle to turn sporadic donors into committed major givers. Moves management offers a solution—a systematic approach that plans and tracks every interaction, or “move,” to guide donors from interest to transformational giving. By mapping out the donor journey, nonprofits can anticipate needs, personalize outreach, and build stronger, lasting relationships. This framework not only boosts gift amounts and retention but also ensures no opportunity is missed. Without it, you risk leaving transformational gifts and deeper donor connections on the table.

  Don’t Keep Them Bottled Up! Some of you who never read Forbes Magazine might think it’s just a stuffy business periodical designed for men in gray suits who dream in pie charts. But how stuffy can a magazine really be when it runs a glowing feature on “investment-grade” Scotch whisky? That’s right. Investment-grade. As in, the kind of Scotch that doesn’t go in your liquor cabinet so much as your portfolio. Because apparently, in today’s world, a bottle of booze might outperform your 401(k. And with dollar values per fifth reaching into the five and six figures, what nonprofit wouldn’t appreciate a donation of such a very special bottle of, shall we say, “liquid assets”? The Fine Art of Gifting Booze (No, Really) When canny marketers decide to pull the cork on high-end snob appeal, the sky’s the limit — at least for them. Me? My personal Scotch budget

Originally Published September 16, 2010. Updated for January, 2025. Apology Not Accepted: Why You Shouldn’t Beg for Forgiveness in Fundraising A few years back, I was lying on a beach with my wife, margarita in hand, enjoying the sound of the waves and the luxury of ignoring my phone. Naturally, that’s when it rang. On the other end was a client, panic vibrating through his voice like a dentist drilling too close to the nerve. “I’m going to have to apologize to all of them,” he moaned. “In fact, I’m writing the apology letter now.” “To who? About what?” I asked, already mentally preparing to cancel my vacation. We had just designed a planned giving brochure for him, and it was going out to over 22,000 of his prospects. My stomach twisted like a corkscrew—I was sure we had screwed it up. But (thankfully for me), it wasn’t our fault.