Originally published in 2009, this was recently updated for today’s world.
Summary: In tough times, the instinct to cut back on marketing—especially for planned giving—can be strong. But doing so is a short-sighted move with long-term consequences. This article explores why staying the course is a smarter, more strategic decision, with actionable insights for building donor relationships that pay dividends.
From the Field: A Budget Dilemma in Ohio
From Cheryl, in Ohio: “Our Director is telling us to cut back our planned giving marketing program. My instinct is to tough it out. I have to justify my budget and could really use some support.”
The Instinct to Cut Back—And Why It’s Dangerous
Cheryl, your instincts are exactly right. Even in prosperous times, planned giving often gets pushed aside. Now, with tighter budgets, smaller staffs, and added responsibilities, it’s easier than ever to use budget cuts as an excuse to scale back.
But here’s a hard truth: Cutting back on marketing during a downturn is like skipping meals when money is tight. If that strategy worked, we’d all be slim and debt-free. Marketing is the foundation of any successful fundraising strategy. Slashing it is a short-term fix that leads to long-term pain. When you reduce visibility, you’re essentially putting your planned giving program on a starvation diet.
The Real Reason Planned Giving Gets Ignored
Let’s be honest—planned giving often suffers not just from budget cuts but from a mindset problem. Humans are wired to be reactive. We tackle what’s urgent, not what’s important. It’s the same reason many people skip dental checkups until a root canal is needed. Planned giving is inherently proactive. And that’s precisely why it’s so often overlooked.
The Numbers Don’t Lie
Cutting back on marketing is not just risky—it’s irrational. The average planned gift is 200 times greater than a donor’s largest lifetime gift. Would you ignore a revenue stream like that? By reducing outreach, you’re leaving substantial gifts on the table. Now is not the time to scale back. It’s time to double down and set a sustainable budget for marketing planned gifts. The return on investment speaks for itself.
Real-World Example: Marketing Through a Downturn
One mid-sized nonprofit we work with increased their planned giving outreach by just 20% during the 2020 downturn. While others paused their programs, they mailed personalized postcards, ran digital ads, and held a few low-cost webinars. The result? Three bequest confirmations and a significant trust commitment—totaling more than $1.2 million. Momentum matters.
It’s Not Just About the Money
Effective marketing goes beyond dollars. It’s about building relationships, nurturing prospects, and retaining loyal donors. Our guiding principle is simple:
“Treat your prospects like donors, and your donors like friends.”
There’s always someone who believes in your mission—even if they haven’t raised their hand yet. (Yes, even Simon Cowell finds someone to root for.) Instead of focusing solely on money, learn what motivates your prospects. Understand their values. Craft messaging that resonates on a personal level. Focus on meaningful relationships. It takes effort, but it’s effort that yields long-term dividends.
FAQ: Should We Pause Planned Giving Marketing Until Things Stabilize?
No. Waiting for “perfect timing” is often an excuse to delay progress. If you wait for stability, you’ll always find a reason to pause. In contrast, those who stay present in donors’ minds during uncertain times often emerge stronger and ahead of the curve.
Don’t Follow the Herd
Here’s a parting image to keep in mind: The herd is rushing toward a small, overgrazed pasture—competing for limited resources and attention. But you’re smarter than that. Look for the greener pastures. They’re out there, full of opportunity and planned gifts.
Final Takeaway
Cutting back on planned giving marketing may seem like a quick budget fix, but it’s a long-term setback. Whether you’re working with a modest budget or simply feeling overwhelmed, the key is to stay visible, stay relational, and stay the course. Your future donors are still out there—they just need to hear from you.
Want Help? We’re Here.
If you’re struggling to justify your program or need help making the case internally, contact us. We can provide data, examples, and insights to help your team understand why this is the time to invest—not retreat.
