Category: Planned Giving Marketing

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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Cartoon illustration of a planned giving expert speaking at a podium with an open book, delivering a seminar on charitable estate planning and legacy gifts.
Planned Giving Marketing
Viken Mikaelian

Hosting a Planned Giving Seminar?

Thinking of hosting a Planned Giving Seminar? Great—if your goal is to perfect the sound of silence. Most people would rather organize their sock drawer than attend something that sounds like a tax lecture. Want them to actually show up? Call it “Estate Planning for Grown-Ups Who Don’t Want Chaos.” Talk about protecting their family, not charitable trusts. Trust us—once they’ve planned for their dog, their alma mater might just sneak into the will.

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A couple looking at a laptop computer together, to illustrate the concept of online will creation.
Planned Giving Marketing
Jordan Cassidy, CAP

Why Most Will Tools Miss the Mark — and What LegacyPlanner™ Does Differently

Most will-making tools end the conversation. LegacyPlanner™ begins it. Unlike generic platforms, LegacyPlanner™ integrates with your planned giving website, guiding donors through their entire legacy journey—not just creating a will, but exploring all giving options. It’s designed to educate, inspire, and build lasting relationships. The result? More meaningful gifts, stronger connections, and long-term impact. If you’re ready to move beyond transactions and build true donor engagement, LegacyPlanner™ is the tool your planned giving strategy needs.

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Visual metaphor for common misconceptions about wills and estate planning.
Planned Giving Marketing
Joshua Keleske

Common and Costly Misconceptions about Wills

Many people misunderstand wills and estate planning, leading to costly mistakes. Common myths include assuming spouses inherit everything, believing wills are private or avoid probate, or thinking only the wealthy need one. In reality, state laws may override your wishes without proper planning. This article dispels these myths, clarifies probate laws, and explains why regular updates and legal guidance are essential to protect your family and legacy.

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Hand holding phone showing legacy and annual giving ad, with mailer and website in background
Planned Giving Marketing
Jesse Park

Promoting Legacy Giving in Your Annual Fund Communications

Too many nonprofits miss easy opportunities to remind donors about legacy giving in their annual fund communications. While major campaigns focus on “demystifying legacy giving,” simple tweaks in regular outreach can be just as effective. Add a legacy message to your email footer, highlight donor stories, include a subtle legacy ask in year-end appeals, and train your team to introduce the idea naturally. Legacy giving isn’t just for the wealthy—it’s about impact. Small adjustments today can inspire transformational gifts tomorrow.

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About Us sign on rustic wooden background
Planned Giving Marketing
Viken Mikaelian

Your Bio Is Boring. Let’s Fix That.

Forget stiff, lifeless bios. Donors don’t leave legacies to titles—they give to real people. Warm, engaging staff bios build trust and spark connections before the first call. Keep it brief, add personality, and use a professional tone that reflects your mission. Include photos, credentials, and a fun detail or two. Your bio isn’t just an intro—it’s an invitation. Make it human. Make it memorable. Solid tips included.

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Several matching gift boxes with ribbons that are similar
Planned Giving Marketing
Viken Mikaelian

Why Matching Gifts Matter

Matching gifts amplify donor impact, inspiring larger contributions and attracting new supporters. Smith College and the Marine Corps Heritage Foundation leveraged this strategy with our expertly crafted landing pages, blending donor immersion and storyselling. These campaigns seamlessly integrate planned giving exposure into the donor journey—turning a simple match into a powerful, long-term giving strategy.

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Vaudeville-style couple dressed in vintage costumes, smiling with exaggerated expressions, representing the concept of the 'peanut gallery' and the need for face-to-face fundraising.
Planned Giving Marketing
Viken Mikaelian

Are You Wasting Your Best Pitch on People Who’ll Never Buy?

Most fundraisers waste their best material shouting at the wrong audience—posting, emailing, and calling people who will never give. Like a man ranting on his phone in public, they mistake noise for communication. Real influence happens face-to-face, where tone, body language, and trust come into play. If your message matters, don’t miniaturize it. Skip the peanut gallery. Get in the room, make it personal, and close the gift where real decisions are made.

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Chart illustrating the strategic return on investment of planned giving and bequest giving
Planned Giving Marketing
Viken Mikaelian

SROI and Planned Giving

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. Cost-Effective Fundraising with Exponential Returns Planned giving is among the most cost-efficient fundraising strategies. Once established, a well-maintained program requires significantly less investment compared to annual giving campaigns or major gift solicitation. Studies indicate that the cost to raise a dollar through planned giving ranges from $0.20 to $0.30, substantially lower than traditional fundraising events or direct mail appeals. Over time, planned giving ROI can range from 1:4 to 1:20, meaning nonprofits can receive $4 to $20 for every dollar spent on program development and marketing. SROI: Beyond Financial Metrics Traditional ROI focuses on dollars raised, but Strategic ROI (SROI) considers the broader impact of planned giving on a nonprofit’s brand, donor relationships, and long-term growth. 1. Authority and Trust in the Nonprofit Sector Planned giving isn’t just about receiving gifts—it’s about positioning a nonprofit as a trusted steward of legacy contributions. Donors who include a charity in their estate plans are making a profound commitment. This act signals to other donors that the organization is stable, reliable, and worthy of long-term investment. A well-executed planned giving program enhances credibility, setting an organization apart from competitors vying for donor support. 2. Strengthened Donor Loyalty and Engagement Bequest donors often feel a deeper sense of belonging to the organization. Planned giving transforms occasional supporters into lifelong champions, increasing retention rates and encouraging multi-channel giving. According to Dr. Russell James, donors who make planned gifts are more likely to continue giving annually, reinforcing a cycle of generosity that benefits both short-term and long-term fundraising efforts. 3. Mission-Aligned Growth and Stability Unlike annual gifts that fluctuate with economic downturns, planned gifts provide a stable revenue stream that sustains an organization through financial uncertainties. This strategic advantage allows nonprofits to plan for the future with confidence, reducing reliance on emergency fundraising efforts—and that’s the definition of a Strategic Return on Investment. 4. Career Advancement for Fundraisers and Leaders Nonprofit professionals who take the initiative to introduce and champion planned giving programs often position themselves as forward-thinking leaders. Board members and senior executives value proactive individuals who drive long-term strategy, making planned giving advocacy a career-enhancing opportunity. Those who integrate planned giving into their organization’s development efforts not only contribute to financial stability but also demonstrate vision and leadership, which can lead to greater career recognition and advancement opportunities. Key Factors Impacting SROI in Planned Giving 1. Program Maturity & Long-Term Commitment Planned giving requires patience. Many organizations see little immediate financial return in the first three to five years, but those who remain committed experience exponential growth as their donor pipeline matures. 2. Organizational Infrastructure & Investment in Education A successful planned giving program requires strong leadership, internal education, and cross-departmental collaboration. Training development staff and board members to communicate the value of legacy giving is critical to securing high-value commitments. 3. Donor-Centric Messaging Effective planned giving programs focus on donor motivations rather than organizational needs. Messaging should emphasize impact, legacy, and values alignment—not just tax benefits. Studies show that donors respond more favorably to legacy-focused messaging, as it connects to their desire to make a lasting difference. Strategies for Maximizing SROI in Planned Giving 1. Promote Bequests as an Entry Point Bequests remain the most common and accessible planned gift vehicle, representing up to 90% of all planned gifts. By making bequests a focal point, nonprofits can simplify entry into planned giving while gradually introducing other giving options, such as charitable gift annuities or donor-advised funds. 2. Integrate Planned Giving into Every Fundraising Conversation Planned giving shouldn’t be an isolated initiative. Instead, it should be woven into all donor communications, from annual fund appeals to capital campaigns. Highlighting planned giving options in newsletters, social media, and stewardship materials ensures it remains top of mind. 3. Personalize Donor Stewardship Donors considering planned gifts value deep, meaningful relationships with the organizations they support. Regular check-ins, personal thank-you letters, and legacy society recognition programs help cultivate a sense of belonging and commitment. 4. Leverage Digital and AI Tools for Outreach With AI-driven marketing and donor data insights, organizations can identify and engage potential planned giving donors more effectively than ever. Digital resources like personalized donor journeys, email automation, and interactive will-planning tools increase planned giving participation. Planned Giving is a Strategic Investment Planned giving isn’t just a financial decision—it’s a strategic investment in an organization’s future. By shifting from a narrow ROI perspective to a broader SROI framework, nonprofits can recognize the true power of legacy giving: securing significant financial gifts, building credibility and trust, and fostering lifelong donor relationships. Rather than asking, What’s the immediate financial return?, the more strategic question is: How will this investment position our nonprofit for long-term success? Those who embrace planned giving as an integral part of their fundraising strategy will not only increase revenue but also strengthen their organization’s standing in the philanthropic community for years to come.

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Hands holding a model house, symbolizing charitable real estate gifts to retirement home nonprofits.
Planned Giving Marketing
Viken Mikaelian

No Risk Real Estate Exchange for Retirement Homes

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.

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