The Planned Giving Blogger

The art and science of planned giving.

“Aren’t you the most beautiful baby in the world?”

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Nothing annoys me more than reading a gift planning newsletter or a letter to a donor that goes on and on about the institution instead of talking about the what the donor has helped accomplish or, equally annoying, talks about the donor in the third person instead of the first.  “The donor can make a gift” vs “You can make a gift.”

Tom Ahern, of Ahern Communications, Ink., writing in the November issue of the Mal Warwick Associates November e-newsletter, clearly and with good humor, makes the case for why it is so important and why it works.  After all, says Ahern, “We are addressed by the word “you” from our earliest days.  It begins with: “Aren’t you the most beautiful baby in the world? Oh, yes, you are!””

A must read.



Written by Phyllis Freedman

November 23, 2009 at 11:50 pm

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