The Planned Giving Blogger

The art and science of planned giving.

Major benefits of planned giving marketing.

with one comment

Yesterday I wrote about a paper presented by Michael Kateman and Brendon Steenbergen at the recent PPP Conference.  Their paper, “Planned Giving Marketing Trends of Top Fundraisers,” described research conducted by surveying the Chronicle 400 in both 1998 and 2008 and with a group of PPP members added in 2008.  The 2008 results showed some pretty dramatic changes in the reported benefits of planned giving marketing:

Major Benefits of Marketing Planned Giving

It’s not surprising to me that awareness/education is still the most important benefit of marketing legacy gifts.  After all, with bequests the majority of gifts and the vast majority of those gifts unknown to us until the will is probated, getting the word out is rightly the most important thing we can do.

What is interesting to me about the year over year changes is the declining emphasis on outright giving (new and repeat gifts) and an apparent growing emphasis on planned giving marketing as a lead generation activity and a donor reassurance opportunity.  This is a hopeful sign, in my opinion, as you must know if you’re a regular reader of this blog.  Inspiring donor confidence, through a variety of means, has been the subject of a number of previous posts.  And, in my experience, gift planning prospects who are properly stewarded, generally speaking end up leaving an estate gift several orders of magnitude greater than donors who never notified the nonprofit of their intention.

So, general awareness plus prospect identification and both coupled with building donor trust seem to be the direction this study showed our profession is headed.  That, to me, sounds like a winning formula.


P.S.  You can download the paper by Kateman & Steenbergen by clicking here and looking for the “Download This” section of the Resources page.


One Response

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  1. Am curious how a planned giving marketing piece may work if it used a side-by-side comparison of real dollar returns, i.e.: comparing a gift annuity rate of 7.8% (with tax advantages) vs a bank CD rate of 2.2% (w/o any tax benefits), for example. The implications are immediate and obvious, of course, but it may literaly visualize the difference in real dollars to our donors and/or prospects. With the right disclaimers/disclosures, it could be very impactful.

    steffan cress

    November 10, 2009 at 9:39 am

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