Category: Planned Giving Marketing

Image of floating emails with finger pointing to one. Subject matter is email privacy.
Planned Giving Marketing
Viken Mikaelian

Asking Your Prospects for Their Email Addresses

Should You Ask Visitors for Their Email? The answer depends on what you’re offering in exchange. I recently explored a nonprofit’s planned giving website and came across an option to download an eBrochure. “Great!” I thought. “Time to do some homework on the competition.” I clicked the link and was immediately presented with a popup requesting my name and email address in exchange for the eBrochure. I obliged (with an alias, of course). And … I was promptly redirected to a generic eBrochure that was clearly available to anyone, anytime—no personal information needed. The Value Exchange: Give and Take Look, if I give away my personal information, I expect to get something valuable in return. And I strongly suspect I’m not the only person who feels this way. So here’s my rule: If you’re asking for personal information on your website, make it worth your visitors’ while. Let them know upfront that they will receive something of real value after they click. This could be: A set of note cards with your logo. A branded pin or magnet. Postcards featuring adorable kittens (because who doesn’t love kittens?). Exclusive content or insights that aren’t readily available elsewhere. If you aren’t offering something of value, do not presume to ask for an email address (or any other personal information). First off, it’s disingenuous. Secondly, your website visitors will likely just provide their “junk” email address anyway. When Not to Ask for an Email If you’re merely offering an eBrochure, let visitors access it directly. Why make them jump through extra hoops for what is essentially a marketing brochure? The extra step only adds friction and can frustrate your audience, making them less likely to engage with you in the future. The Slippery Slope of Email Collection Collecting personal information can be like trying to climb a very slippery slope. Be sure you’re not inadvertently damaging your nonprofit’s reputation by aggravating website visitors and prospects with unnecessary data requests. Why Transparency Matters Being transparent about your data collection policies builds trust with your audience. If visitors feel deceived, they are unlikely to engage with your nonprofit in the future. Worse, they might share their negative experience with others, further damaging your reputation. Instead, consider being upfront about what they can expect. For example: “Sign up for our newsletter to receive exclusive updates and expert insights.” “Download our in-depth planned giving guide in exchange for your email.” “Join our VIP donor circle for special invitations and behind-the-scenes news.” These options set clear expectations and provide a real incentive for users to share their email address. Alternative Ways to Capture Leads If you want to capture visitor information while maintaining trust and engagement, consider offering: Interactive Quizzes or Assessments – A quick quiz on planned giving options can offer personalized results in exchange for an email address. Exclusive Webinars or Workshops – Hosting an informational session provides value and encourages sign-ups. Early Access to Reports or Research – If you publish industry insights or donor trends, offering early access to subscribers can be a powerful incentive. Case Studies or Donor Stories – Feature success stories from planned giving donors and allow access to full case studies in exchange for an email. Discounts or Perks for Merchandise – If your nonprofit sells branded items, offering a discount code for first-time buyers can drive engagement. A Pro Tip: Learn from Your Competition Speaking of keeping an eye on the competition—when was the last time you donated $25 to the nonprofit next door just to follow their moves management? Businesses do this all the time. And the most successful nonprofits know to take their cues from the business sector. Consider signing up for other nonprofits’ email lists, tracking their engagement strategies, and analyzing what works and what doesn’t. Learn from their successes and mistakes to refine your own approach. What to Do with the Emails You Collect Once you’ve successfully gathered email addresses, the next step is leveraging them effectively. Sending one-off emails or sporadic updates isn’t enough. You need a structured email strategy that nurtures potential donors and keeps them engaged over time. Here’s how: 1. Welcome Series The first email after someone subscribes is critical. Introduce your nonprofit’s mission, share impact stories, and let them know what they can expect from future emails. This is your opportunity to make a great first impression. 2. Segmented Campaigns Not all donors are the same. Segment your email list based on donor history, engagement level, and interests. Tailoring messages to different groups will improve open rates and conversion rates. 3. Consistent Value-Driven Content People don’t sign up just to be bombarded with donation requests. Offer meaningful content, such as: Planned giving tips and strategies. Exclusive donor impact stories. Event invitations and volunteer opportunities. Industry insights and news. 4. Call-to-Action with Purpose Every email should include a clear and compelling call-to-action (CTA). Whether it’s encouraging donations, inviting users to a webinar, or downloading a free resource, make it easy for them to take the next step. Avoiding Common Mistakes Many nonprofits fail to optimize their email collection and engagement strategies. Here are a few common mistakes to avoid: Asking for too much information upfront – A simple email address field is enough. Asking for phone numbers, addresses, and other details too soon can deter sign-ups. Not testing your sign-up forms – Regularly check that your forms work smoothly across devices and browsers. Ignoring email personalization – Addressing users by name and tailoring content based on their interests can significantly boost engagement. Failing to follow up – Don’t collect emails just for the sake of it. Have a clear follow-up plan in place to nurture and convert leads. Learn More: Act Like a Business Want to dig deeper into strategic nonprofit marketing? Check out our upcoming webinar: The IRS Considers You a Business. Act Like One. This session will cover essential strategies for nonprofit professionals who want to operate with a business mindset, maximize donor engagement, and improve fundraising effectiveness. Building Trust, One

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Elephant and a mule celebrating over beer. Political satire.
Planned Giving Marketing
Viken Mikaelian

Next 4 Years: Thrive or Survive

The next four years are yours to shape, no matter who’s in office. Success isn’t luck — it’s mindset, action, and personal growth. Staying in your comfort zone, no matter how hard you work, won’t get you ahead. Growth requires discomfort, risk, and learning new skills. Every top performer faces fear but uses it to grow stronger. Will you survive and hope someone else fixes your life or thrive by taking charge? Life isn’t a ballot box—no one else can vote for your success.

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A gold rendering of real estate assets and coins.
Planned Giving Marketing
Viken Mikaelian

Unlocking the Power of Philanthropy Through Real Estate

When most people think about philanthropy, they envision cash donations or planned giving from stocks. But what about real estate? For donors looking to make a lasting impact, Realty Gift Fund (RGF) is leading the way in transforming real estate assets into significant charitable contributions. Realty Gift Fund (RGF) is a qualified 501(c)(3) nonprofit organization, meaning it is a charitable organization that is eligible to receive tax-deductible donations; its primary focus is facilitating the donation of real estate to other non-profit organizations. We sat down with Jay Grab, one of RGF’s experts, to discuss how the organization simplifies these complex transactions and amplifies donors’ legacies.

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Gratitude heart hanging from tree
Planned Giving Marketing
Viken Mikaelian

This Thanksgiving, Develop an Attitude of Gratitude For Your Supporters

When I was a kid, I had to write prompt, heartfelt thank-you notes to anyone who sent me a gift—even when it was my aunt who just passed away, who always sent me the same thing: a pair of Argyle dress socks. As Mom used to say, “They took the time to think about you and send you a gift. You can take the time to say thank you.”

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Year End
Year-End Giving
Viken Mikaelian

2024: Year-End Deadlines for Charitable Giving

If you’re making a charitable donation to your favorite nonprofit, make sure you’re eligible for an income tax deduction for the current year by meeting these important dates. Some other criteria apply, too.

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Man thinking against yellow background with text “Not serious about year-end giving?” suggesting hesitation about nonprofit fundraising decisions
Planned Giving Marketing
Viken Mikaelian

“We’re Not Sending a Year End Appeal This Year.”

Originally published: November 15, 2009 Déjà Vu All Over Again: 2008 Meets 2024 Back in 2008, the economy was in free fall. Nonprofits were panicking. Donor confidence had tanked. I wrote a piece that year urging fundraisers not to pull back on their year-end appeals. I argued that during downturns—especially during downturns—it’s more important than ever to stay visible and keep asking. Well, here we are again. 2024 wasn’t exactly a picnic either. Inflation remained stubborn. The markets shook confidence. Foundations tightened their grantmaking. And many nonprofits started singing that same old tune: “Let’s skip the year-end appeal this year.” If this sounds familiar, it should. What’s scarier than a red-tinted investment statement? Writing to your donors in an uncertain economy. Asking for support when wallets are shrinking. Worrying you might come across as tone-deaf or pushy. But let me tell you what I said back then—because it still applies now. The Worst Strategy Is Silence Some of my nonprofit friends recently told me: “We’re going to sit this one out. Donors are tapped. We don’t want to pressure anyone. We’re going to skip our year-end appeal.” To which I replied, as gently and tactfully as I did in 2008: “Are you nuts?” I get it. You’re nervous. You don’t want to seem insensitive. But here’s the truth: the organizations that pull back now will lose ground. Those who press forward—respectfully, confidently, and consistently—will win.   Tough Times? Think Bigger, Not Smaller During tough economic periods, the temptation is to shrink. Cut costs. Cancel outreach. Lay low and wait it out. That’s exactly the wrong move. When the economy shakes people up, donors don’t stop giving—they just start giving more carefully. They focus on causes they trust. Organizations they hear from. Missions that don’t go quiet in the night. Silence sends the wrong message. It implies you’re not needed. Or worse, not relevant. When the economy shakes people up, donors don’t stop giving—they just start giving more carefully. Viken Mikaelian Tweet A Planned Giving Twist Makes All the Difference One thing we emphasized in 2008—something most fundraisers still overlook today—is the power of planned giving, especially during uncertain times. Here’s why: Bequests make up over 75% of all planned gifts. They cost the donor nothing today. They create massive impact tomorrow. So yes, donors may be cash-strapped in the moment. But that doesn’t mean they can’t be generous. You just need to offer the right kind of opportunity. In your year-end appeal, include a simple, warm reminder: “You can make a lasting difference—without affecting your finances today—through a gift in your will or estate.” It’s elegant. It’s respectful. And it works. Let’s Retire the “Tax Break” Crutch In strong economic years, fundraisers love to lead with the old line: “Give by December 31st and get a tax deduction!” But when portfolios are down and donors are feeling the pinch, that message doesn’t land. It might even fall flat. So here’s the better play: Focus on mission, not money. Talk about impact, not incentives. Emphasize legacy, not liability. Smart fundraisers are shifting from transactional to transformational. Planned giving—done well—is the ultimate transformation. But What If They’re Feeling Jittery? That’s exactly why you need to reach out. Donors are human. When times get tough, they want to be reminded that they’re not helpless. That they can still do something meaningful. That their values still matter. Your job is to offer that path. To show them how their support—big or small, now or later—can make a difference. The biggest mistake nonprofits make is thinking they’re sparing their donors by staying quiet. In reality, they’re robbing them of the chance to be generous. You Only Need One We often remind our clients of this: You only need one planned gift to make the whole appeal worth it. Just one. It could be a $5,000 bequest—or a $500,000 one. The ROI on a planned giving appeal isn’t measured in immediate dollars. It’s measured in decades of impact. Use the Tools You Already Have Don’t overthink it. We’ve already created done-for-you year-end appeal letters you can purchase today. We also offer free downloads and templates you can use right away. And no—just because they’re free doesn’t mean they’re not powerful. Most nonprofits don’t fail from lack of resources. They fail from lack of action. So use what’s in your toolbox. Send the letter. Follow up. Stay visible. What’s Changed Since 2008? Honestly? Not much. Economic fear still paralyzes fundraisers. Some nonprofits still opt for silence over strategy. And many still believe that planned giving is too complex or too niche. But here’s what has changed: the organizations that didn’t go quiet in 2008 are thriving today. They built resilience. They deepened relationships. They learned that visibility during tough times earns loyalty for life. You can do the same—right now. Final Thoughts: The Principle That Never Changes When the economy goes down, people feel fear. But fear is not the time to vanish. Fear is the time to lead. Your donors are looking to you for steadiness, purpose, and clarity. If they see you pressing forward—optimistically and boldly—they’ll follow. So go ahead. Send the year-end appeal. Include a planned giving angle. Be visible. Be consistent. Be confident. As I said in 2008—and will gladly say again: Tough times don’t last. But tough (and smart) nonprofits do.  

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Luxury Motor Coach
Planned Giving Marketing
Chase Magnuson

Luxury Motor Coach Donation

Owners of luxury motor coaches and RVs, such as Marathon Coaches and other high-end brands, can have the best of both worlds: a vacation with all the comforts of home, and an opportunity to shape their philanthropic legacy that also provides a current charitable tax deduction.

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Stoplights
Planned Giving Marketing
Viken Mikaelian

The Illusion of “New” in Planned Giving Marketing

Several times a year, I get emails or phone calls from clients excited about the latest buzz in planned giving marketing. It usually starts with something like this: “Have you seen the new Widget that Company B just launched? It practically guarantees donors will be knocking down our door. My boss thinks we should buy it. Why don’t you offer something like this?” I’ve been in this industry long enough to know what’s coming next. The “Widget” is rarely—if ever—something revolutionary. It’s usually just a repackaging of an existing concept with a fresh coat of paint. A “New” Twist on Old Tools These so-called groundbreaking tools often fall into predictable categories: A “new” planned giving calculator that estimates annuity payments and tax benefits. (Didn’t we already have a dozen of those?) An app for making monthly recurring gifts—essentially a more streamlined version of existing donation platforms. A pre-designed eblast template that’s just a fancier version of what fundraisers have been using for years. The latest online will-maker, promising to revolutionize estate planning with artificial intelligence (but still lacking the personal touch that actually inspires donors to act). At the end of the day, these are just different ways to present the same old concepts. They might have minor tweaks or a sleek user interface, but they don’t change the fundamentals of planned giving. No Magic Bullet for Planned Giving Success Let’s get one thing straight: there is no single product, service, or strategy that will make your planned giving program an overnight success. No widget is going to flood your inbox with eager donors. No new software will miraculously build your endowment. And despite what the latest marketing emails might claim, there’s no “get-rich-quick” formula for growing legacy gifts. What does work? The same things that have always worked: 1. Patience Planned giving is a long game. Unlike major gifts, which often involve donors writing a check today, legacy gifts take years—sometimes decades—to mature. Success comes from planting seeds early and nurturing donor relationships over time. 2. Persistence Consistent messaging, education, and outreach are the real drivers of planned giving success. It’s about staying in front of your donors with thoughtful content and meaningful conversations—not chasing the latest flashy trend. 3. People Skills Donors don’t make legacy gifts because of a new widget. They give because they have a deep emotional connection to your mission. The most effective planned giving programs are built on authentic relationships, trust, and meaningful engagement. Stop Chasing Trends—Focus on What Works The next time you hear about the “latest and greatest” planned giving tool, take a step back. Ask yourself: Does this truly offer something new, or is it just a repackaged version of an old idea? Will it genuinely move the needle on donor engagement, or is it just another shiny object? Is it a tool that strengthens donor relationships, or is it just a gimmick? Planned giving success isn’t about jumping on every new trend. It’s about building a strong foundation through patience, persistence, and people skills. That’s what’s always worked—and it’s what will continue to work, no matter how many new widgets hit the market.

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