The Planned Giving Blogger

The art and science of planned giving.

If not “planned giving,” then what?

with 5 comments

The Stelter Company recently conducted a webinar to explain market research they just completed.  They also presented a summary of the research at the recent PPP Conference (more on that next week).  One of the things their research revealed is that donors don’t know what the term “planned giving” means.   “Just one in three aged 30 and older (37%) say they are familiar with the term “planned giving.”

Unfortunately, the reserarch didn’t ask about other labels and descriptors (maybe next round!).  So, for now we’ll have to be creative on our own about how we characterize our work to donors.  “Legacy planning” and “Legacy giving” are two that might be better than “planned giving”.  And, in some cases, “estate giving” or “gifts through your estate plan” might also work.  Any other ideas?


P.S.  One of the most obvious places you might want to change “planned giving” is on your website.  Alot of nonprofits use that term for navigation purposes which means that your donors may not understand where they need to click to learn more about legacy giving.


Written by Phyllis Freedman

October 28, 2009 at 11:35 pm

5 Responses

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  1. As you said in your P.S. Phyllis, legacy giving is another way. Gift planning also seems usuable.

    Lorri Greif

    October 29, 2009 at 11:22 am

  2. I think this is a bigger issue than naming…because this is such an important area the nonprofit “industry” would do well to launch a communications education campaign on what it is and how beneficial it is to both parties. Other “industries” fund public education programs that shape perception and change habits — why not nonprofits?

    Susan Harford

    October 29, 2009 at 11:44 am

  3. I’ve come to the same conclusion about the term “planned giving” so we’ve changed the tab to the rather bulky “Planning for the Future: Yours and Ours.”
    Even then, I assume very few of our donors will ever click on that tab on our website. (Really, how many folks go to the Giving section of the website to begin with and then how many choose to go to that arcane section.)
    A strategy we’re trying is to create for each of our constituencies (we’re a pre-k through 12th grade school)a section of the website with stories on financial issues (like college savings plans for our parents or long term care cost figures for our grandparents, etc.) and then send them there with print and email prompts. Of course, we are including a healthy dose of info on wills, choosing guardians for your kids, annuities, etc.
    One problem is finding good, reliable articles to publish or at least link to. Any suggestions?

    John Ladd

    June 16, 2010 at 8:50 am

    • I love the idea of the specialized content for your audiences. And I share your concern about how many people actually go to the website but have seen some good “drive to web” approaches that do get results.

      Phyllis Freedman

      June 16, 2010 at 9:13 am

  4. I’d be interested in more info on good programs you could refer me to for further study on driving folks to the pg areas of websites.
    Any come to mind?

    John Ladd

    June 16, 2010 at 9:29 am

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