Planned Giving Marketing

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.

Originally published in September 2012. Updated in 2025. How Internal Silos Hurt Donor Relationships and Revenue Summary: Many organizations still operate under the outdated belief that planned giving cannibalizes annual giving. In reality, donors who commit to legacy gifts often increase their annual contributions. This post explores the importance of cross-departmental collaboration and how to unlock the full value of loyal donors by embracing a donor-centered approach. The Question We Received We were recently asked a practical and pressing question:

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.

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.

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.

Originally published September 9, 2010. Updated for 2025. There’s something graceful—and powerful—about smart messaging. It cuts through noise, builds trust, and moves people to act. And in an attention-starved, AI-saturated world, your website’s copy is either doing that… or driving people away. Whether you’re promoting a church, charity, university, or planned giving program, strong messaging isn’t just important—it’s everything. Especially when it comes to your most valuable screen real estate: your forms, calls-to-action, and sign-up prompts. Some organizations still don’t

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.

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.

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.