No Short Cut to Planned Giving Ethics
The idea of ethics, as an active, engaging, and permeating part of what we do, falls well short of where it needs to be in our daily routine.
Tom Ahern
March 15, 2011
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The idea of ethics, as an active, engaging, and permeating part of what we do, falls well short of where it needs to be in our daily routine.
Let’s be honest: direct mail has a branding issue. While your latest planned giving newsletter may be thoughtfully written, beautifully designed, and filled with donor love, to the average person opening their mailbox, it’s just another unsolicited item in a pile of bills, catalogs, and promotional junk. They didn’t ask for it. They don’t expect it. And often, they don’t want it. Simply said, “It’s junk mail.” In fact, there’s a growing grassroots rebellion against mail marketing of all kinds. CatalogChoice.org, for example — a nonprofit “do not send” registry — has helped more than one million individuals and businesses stem the flow of junk mail since its founding in 2007. Your planned giving newsletter may not be “junk” to you — but to a prospect who doesn’t know you or isn’t thinking about charitable estate planning right now? It might be. Which means your carefully crafted message is likely going straight to the recycling bin… Or worse, it might trigger an annoyed donor to add you to a “do not contact” list. So how do you break through? How do you avoid becoming “junk mail” in your prospect’s eyes? Be the Welcome Guest Instead of an Annoying Pest Let’s reframe the issue. The question isn’t should you send mail — it’s how you send it. The most effective direct mail doesn’t look like direct mail. It looks — and feels — like a welcome note from someone who understands your reader. Here are a few ways to make that happen: Know Your Audience This is rule number one. If you don’t understand your prospects, everything else is just noise. That means: Learning about their interests and motivations. Tracking how they’ve given in the past. Filtering your list to segment and target specific donor groups. Building real relationships over time — not just campaigns. (Read more) Sending everyone the same thing is easy. But it’s also the surest way to be ignored. Make It Look Different When was the last time you were excited to open a standard bulk mailer? Exactly. Avoid the templates. Instead: Handwrite addresses when possible (or at least use handwriting-style fonts). Use real postage stamps, not meter imprints. Keep envelope designs clean, simple, and personal. A handwritten note from a friend doesn’t look like junk. Your mail shouldn’t either. Say Something That Matters The message inside matters just as much as the wrapper it came in. Yes, graphic design, fonts, colors — all these things impact readability and your brand presence. But they mean nothing if the message doesn’t connect. Your donor isn’t craving legal jargon or financial formulas. They want: Heartfelt stories of impact Simple explanations of giving tools Opportunities to leave a legacy Messaging that feels like it was written for them, not a mailing list The best newsletters and appeals don’t feel like marketing. They feel like meaningful conversations. If your message is too safe, too generic, or too “inoffensive,” it risks being completely forgettable. Even With Resistance, Direct Mail Still Wins Despite the rising anti-junk mail sentiment, direct mail remains — by far — the most effective way to reach your planned giving audience. Especially older donors. While email dominates the modern marketing world, it’s also drowning in noise. Spam filters, auto-archive folders, Gmail tabs — even the best emails often go unseen. Direct mail, on the other hand: Is physically handled Can’t be swiped away or auto-deleted Often gets set aside and revisited Has a longer shelf life than an email And let’s not ignore the numbers: In the commercial world, $1 spent on media advertising returns $5 in sales.But a $1 investment in direct mail? That brings in $7 to $15. That’s a major return on investment — and it explains why even the savviest for-profit companies still send you postcards, coupons, and catalogs in the mail. Ironically, “eMarketing” is often viewed as junk faster than old-fashioned mail — especially by the very demographics you’re trying to reach for legacy giving. Create a Real Marketing Plan If you want to stop sending what people perceive as junk mail, you need a real plan. That means treating your nonprofit like a business — not just a mission. Start with a structured planned giving marketing plan. One that includes: A calendar Audience segmentation Mail cycles ROI measurement Integrated campaigns (digital + print) Still not sure how to start? We can help you create one tailored to your institution’s needs and goals. Not All Direct Mail Is Created Equal Here’s the trap most nonprofits fall into: They assume that “doing mail” is the same thing as doing it well. That’s how you end up sending newsletters that no one reads, appeals that feel tone-deaf, or materials that end up costing more than they’re worth. That’s also how you slip into Overkill Marketing — where too much mail, sent too frequently, with too little relevance, becomes a donor repellant instead of a magnet. “More” is not better. Better is better. You need to step back and ask: Who is this piece for? What do I want them to do? What will they feel when they receive it? How can I respect their attention? Once you’re viewed as “white noise,” your messaging is doomed — no matter how well designed. Pro Tip: Don’t Think Like a Nonprofit This one may sting a little: Most nonprofits struggle with marketing because they refuse to think like businesses. But the truth is, if you want to reach today’s donor, you must adopt a more entrepreneurial mindset. You’re not “asking for gifts.” You’re offering meaningful opportunities that deserve attention. Need proof? Read this: Why Nonprofits Must Think and Act Like Businesses Start treating: Your mailings as lead generators Your prospects as decision-makers Your strategy as a bottom-line business tool Marketing is not a soft skill. It’s your growth engine. Is It Junk? Try This Litmus Test. Still not sure whether your mailer qualifies as “junk” in the eyes of your recipient? Use this quick checklist: Would you open
The more you stress your prospect, the more demands you make upon them, the more likely they are bail on you—that’s donor relations 101. Here are some tips on how to keep ‘em sweet. “Don’t Make Me Think!” Whether we’re talking about one-on-one meetings between you and the potential donor, the manner you describe gift plans in your newsletters, or the navigation on your planned giving website, keep it simple. It’s in your own interest gradually to spoon-feed them easy-to-“get” amounts of data. Anticipate confusions and questions and head them off with cogent explanation. “Don’t Make Me Work so Hard!” Are your donors wearing themselves out trying to get in touch with you? Have you made your email address available on every email and hardcopy communication you have sent them? Have you chosen a URL for your planned giving website that is easy-to-remember and self-explanatory? (Like YourInstitutionGiving.Com, or SupportOurMission.Org.) How about your phone number? Are you forcing prospects to use the company directory? Bad idea. Don’t forget to include your extension! “Don’t Make Me Come to You!” There’s no overstating the value of the personal visits you make to your prospects. Besides being a source of pleasant social interaction for elderly individuals, the personal visit shows your respect for the donor and her wishes, as well as your commitment to making the gift happen. Personal visits also enable you to deploy a more intimate and compelling salesmanship. They are an integral part of donor relations. “Don’t Make Me Sorry I Chose to Give!” There are many ways to disappoint a donor and it’s your business to avoid them. A major error is treating people like numbers – making a charitable gift is a major life statement and it’s critical you demonstrate respect for prospects as individuals. Disrespecting their gift because it’s not in the millions is another way to sour donor relations. And they must be reassured that their gift will be put to use the way they want. This isn’t rocket science. It’s donor relations management at its most basic and most crucial to your program’s success – and yours. Make It Easy to Say Yes At the heart of it all, donor relations is not about slick marketing campaigns or flashy events—it’s about human connection, clarity, and consistency. If a prospect feels confused, ignored, or overworked, you’ve already started to lose them. Every point of contact—whether a website visit, a phone call, a piece of mail, or a personal meeting—is a chance to either build trust or chip away at it. Think of donor relations like hospitality. A good host doesn’t make their guests hunt for a seat or guess what’s being served. They anticipate needs, offer help before it’s asked for, and make the experience pleasant and memorable. Your donors are your guests. It’s your job to roll out the welcome mat, not the red tape. That’s why having a simple, easy-to-navigate page that explains giving options in plain English—not legalese—is more than a convenience. It’s a courtesy. If you don’t already have one, this is a good place to start. Every unnecessary hurdle is an invitation for your prospect to walk away. But when you make it easy to give, easy to understand, and easy to feel appreciated—you turn transactions into relationships. That’s the difference between a missed opportunity and a lasting legacy.
A friend once relayed an interesting anecdote about simple, effective messaging that just so happens to be a perfect teaching moment for those of us in the fundraising world. It seems she was helping out an elderly couple who live down the hall of her apartment complex. The wife had a health problem that had just become acutely symptomatic. My friend was assisting by trying to find a hospital-type bed for the lady to use. Clear Communication In describing the want-ad that she ran on Craigslist, my friend said, “I didn’t really lay it on thick. I just said it was an older couple and the lady had a health condition and they needed the bed and they didn’t have a lot of money, and could anybody donate one?” Talk about effective messaging. My friend quickly discovered that she didn’t really need to “lay it on thick,” because the solicitation, as written, attracted multiple responses within a day – literally five or six people responded, and all said they wanted to donate a hospital bed. “One of the first people who called not only wanted to give the bed, they also promised that they would deliver it! That’s the one they went with,” she told me. Taken by itself, it’s a nice story. But I want to point out that my friend isn’t a professional in the field of soliciting charitable donations. Neither did she enjoy the advantages of an institutional brand or a defined prospect base. She did have: a clear mission and she described it clearly to a receptive audience through a proven Internet-based marketing vector (Craigslist). And then she got more responses in one day than she could handle. Don’t you wish your nonprofit had that problem? The moral of this story is: People care. People want to help. You can find them with effective messaging. Our challenge as fundraisers is to reach those people and communicate our mission clearly. Effective planned giving marketing comes from the heart, keeps the message simple, uses a variety of touch points and mediums, and focuses on the benefits to the donor, not to the nonprofit (It sells the sizzle, not the steak). The rest is plain sailing.
Many years ago, for my sins, I did time on the editorial staff of a major urban “alternative newsweekly.” During that time I overdosed daily on badly conceived and written press releases. They were all hardcopy and they arrived via snail mail – that was the only game in town circa 1989. Every day I would read several such releases that would evoke from me no such response as, “That’s interesting! I think I’ll write about it!” but rather “This collateral is non-information-bearing.” Then I would crumple up the paper with extreme prejudice and launch it into the circular file with my opinion of the sender similarly trashed.
Breaking the Myth: You Don’t Need a Law Degree Let’s dispel one of the biggest myths in fundraising: that planned giving is only for experts with a Harvard Law degree—preferably the kind who believe every problem needs a 20-page policy paper and a new government subcommittee. If you’re a development officer with a strong background in annual or major gifts, and someone has just tapped you to “start a planned giving program,” you might feel the urge to panic. Or worse—you dive into the deep end by attending advanced seminars on charitable lead trusts, gift annuities, and other exotic instruments you’ve never dealt with before. While these technical concepts have their place, they represent only a fraction of what you need to build a successful planned giving program. And too often, this approach leads to “majoring in minors.” We see it all the time: smart, capable fundraisers get overwhelmed by the technical jargon, get distracted by complexity, and miss the big picture. If this sounds like you, take a deep breath. You don’t need to be a tax attorney. You don’t need a decade of experience in estate law. And you certainly don’t need to be a Harvard lawyer. The Core Truth: Keep It Simple Let’s be clear: about 90% of all planned gifts are simple bequests. These are the most common, easiest-to-understand, and most cost-effective gifts for your donors to make. Bequests don’t require trust agreements, actuarial tables, or gift annuity contracts. Whether you’re fundraising for Harvard, the Chattanooga Symphony, or a local soup kitchen, the story is the same—most legacy gifts come in the form of straightforward bequests. Donors want simplicity, and your job is to make that simplicity accessible. So why do so many of our peers gravitate toward the complicated stuff? Because it feels productive. But here’s the hard truth: complexity is the enemy of execution. Start With One Simple Question We’ve coached thousands of nonprofit professionals, and here’s the single most powerful question you can ask a loyal donor: “Have you ever considered including us in your will or estate plan?” That’s it. No Latin phrases. No tax codes. No technical diagrams. Just a direct, thoughtful question that starts a meaningful conversation. This one sentence has resulted in countless bequests. The best part? It respects the donor. It starts where they are. And it opens the door for future conversations without intimidation. When you focus on simplicity and clarity, you increase the likelihood that your message will stick. Planned giving becomes less of a legal puzzle and more of a natural extension of the donor relationship. Leverage What Already Works At PlannedGiving.com, we specialize in making complex things simple. From our turnkey micro-sites to our popular LegacyPlanner™, we’ve proven that success in planned giving is about starting small, scaling smart, and keeping your messaging clear. The LegacyPlanner™ is a simple free will-planner that nonprofits can embed into their donor experience—completely eliminating the “legal intimidation” factor for your prospects. No Harvard degrees required. We also publish GIVING Magazine, a resource that shares strategies, thought leadership, and case studies from the best minds in fundraising. And if you’re new to all of this and wondering how to even begin, our Boot Camp is a great place to start. The Bottom Line: Don’t Overthink It If your job is to raise money—and you’ve been successful with annual or major gifts—planned giving should be your next logical step. You already have the skills. You already know your donors. You just need the right frame of mind. So skip the legalese. Put away the pie charts. Stop majoring in the minors. And start having authentic conversations with your most loyal donors. Because in the end, planned giving isn’t about being smarter than everyone else. It’s about being consistent, clear, and committed.
Johnny has done something more: He has contributed over $156 million dollars from his estate to a variety of charitable groups.
“I don’t need to be recognized,” the donor commented, “but a sense of individual appreciation such as a personal thank-you goes a long way.”
Is Altruism an Endangered Attribute? What if the “I” in “iPad” turned out to be Gordon “Greed is good” Gekko from the movie WALL STREET? While we don’t know if Gordon really has an iPad, we’re sure he’s out there, at least in spirit, because results from a recent survey of iPad owners by MyType seem to show that his real-world confreres make up a hefty proportion of those who have purchased this trendy new tech toy. Specifically, as reported by Eliot Van Buskirk in the 7/27/2010 edition of Wired.Com, the survey conducted this spring by MyType (a consumer research firm specializing in personality inventories) indicated that: “iPad owners tend to be wealthy, sophisticated, highly educated and disproportionately interested in business and finance, while they scored terribly in the areas of altruism and kindness. In other words, ‘selfish elites.’” The Opposite of a Donor Presumably individuals who self-report in such a way as to generate these results don’t worry much about being “jerks” (to use one popular technical term). And also presumably Apple doesn’t care how altruistic their customers are just as long as they pay for their iPad. But these conclusions about iPad owners might be of some concern to fundraisers. Why? Because altruism is our business – you might even say it’s our bread and butter, not to mention the mainspring of endowment growth and organizational success. So any spike in the Scrooge population is bad medicine. Also, consider some of the other descriptors of iPad owners: Wealthy, sophisticated, highly-educated; and right on the cutting edge of information technology. So you might think of them as a good prospect for charitable giving, especially when solicited via e-marketing vectors. But only if you ignore the fact that they are selfish and unkind! Those Who Wait Get More of the Same? If we are starting to make you feel a little gloomy, brace yourself for another depressing factoid: The age range for these “selfish elite” respondents in the MyType survey was 30 to 50 years old. That means they represent the tail end of the Boomers plus Generation X plus the beginning of Generation Y. So fundraisers can look forward to these individuals passing through the charitable landscape clutching their iPads for the next 30 to 40 years. And that’s not a pretty picture. So is our world coming to an end…again? Going Forward with Plenty of Lemonade The good news is: Not only is it never too late, but strategizing for the future can begin right now. The MyType survey may be unwelcome news for fundraisers, but it’s also news we can use. Do we really have to give up on this unkind iPad cohort? Not yet. Consider: These people are highly educated; they went to school somewhere, and those institutions will have some special leverage in reaching them. Perhaps some selfish alumn would cherish having a big portrait of himself painted on the side of a new business school building he has endowed. Similarly, their enthusiasm for technology, business and finance, and wealth in general represents a chink in their armor. Suggest, for example, that they support state-of-the-art information technology for your hospital’s billing department. Also, they have professional affiliations, so they might smile on funding an accountancy internship with a Wall Street firm. The fact that they are tech-savvy means you can access them with smart messaging via whatever new techie medium happens to be hot. If you meet them on the cutting edge, you may catch them with their egos down. Individuals who are ostentatiously selfish and unkind at age 35 may find themselves experiencing a change of heart as they mature. You can help them make that change. Remember, only one night’s worth of powerful messaging turned Mr. Scrooge around completely! The results of the MyType survey only really support one conclusion: that some people are a lot harder to market to than others. And we knew that already. So the challenge to fundraisers hasn’t really changed, it’s just been brought into sharper focus. The nonprofit organizations that will grow their endowment and accomplish their missions in the future will be those with creative and energetic fundraising professionals on staff who use their talent and drive to succeed in closing gifts regardless of resistance among their prospects… and whether or not they’re iPad owners.
We recently heard of a non profit mailing out its annual report with a notice inside that read “In an effort to keep our costs low and use our resources to provide more food, we have reduced the size of our Annual Report. Please go to our website for a list of donors, volunteers and community partners.”
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