The Planned Giving Blogger

The art and science of planned giving.

Knowledge is power.

with 6 comments

Do you know your donors?  I don’t mean individually.  I’m asking whether you could articulate a profile of your supporters?  Not the statistics.  But rather the more conceptual information about your supporters.

According to Kevin MacDonell, who has been working in the field of prospect research for university advancement since 2005 and writes an informative blog called CoolData blog, “Thinking like an analyst is NOT memorizing numbers, NOT just geeking out at the computer. It’s about being aware, curious, and creative. It’s about being plugged into your institution’s real day-to-day operations and its interactions with the constituency it serves.”

In his most recent post, linked above, he gives an interesting example from a performing arts organization that illustrates how understanding your supporter base can inform decision-making about everything from planned giving marketing messages to selection criteria for your planned giving marketing.



Written by Phyllis Freedman

April 26, 2010 at 11:21 pm

6 Responses

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  1. […] This post was mentioned on Twitter by Jessica Wallenfang, Kevin MacDonell. Kevin MacDonell said: Knowledge is power (The Planned Giving Blogger) – Thank you Phyllis! […]

  2. Once again, Phyllis and a few of her subscribers nail it. This is where the concept of LEGA’s (Life Estate Gift Annuities) come in. Knowing your donors means knowing that the majority are senior homeowners who would like to make a substantial planned gift. Enter the LEGA. Stephanie Buckley at Pepperdine is using them in her program and LEGA’s represent a very viable way to offer “a creative way to interact with the constituency we serve.”

    Steffan Cress

    April 27, 2010 at 8:38 am

    • Thanks, Steffan, for alerting me and the blog’s readers about Stephanie’s work. Really appreciate the input.

      Phyllis Freedman

      April 27, 2010 at 8:46 am

      • You’re welcome; it is I and your subscribers, who are appreciative. I told Buckley that LEGA’s could really impact the P/G universe. She is more than forthcoming about sharing this info; a real pro, and nice, too.

        Steffan Cress

        April 27, 2010 at 10:12 am

  3. Cooldata is a great site. Thank you for noting it. I appreciate your blog. I just added it to My Blog list at



    Kevin Johnson

    April 30, 2010 at 10:37 pm

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