Planned Giving Insights and Information

Improve Your Fundraising Results with One Word, "REFRAME"

Posted by Ann McPherson

April 15, 2015

There is one little word that can have a profound impact on your fundraising and it might not be the word you had in mind. "Reframe." The formal definition is, “a way of viewing and experiencing events, ideas, concepts and emotions to find more positive alternatives.”

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Topics: marketing corner

Reporting the Unrecovered Investment in Contract – an Act of Stewardship

Posted by Tina Yelle

March 5, 2015

A donor’s investment in contract in a gift annuity equals the present value of the annuity payments received by the donor over his or her lifetime. A donor’s unrecovered investment in contract equals the total amount of tax-free payments that he or she would have received had he or she lived to reach life expectancy, minus the total amount of tax-free payments the donor actually received while alive. Capital gain income is not considered when computing an annuitant's unrecovered investment in contract.

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While on Holiday, “Busman” Encounters Noteworthy Sign

Posted by Bill Zook

February 27, 2015

As she was reviewing the images captured by our camera during a recent vacation, my wife was puzzled to come across the one above. She knew she wasn’t the one who took the photo, so I must have been (and was in fact!) the culprit.

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Topics: planned giving marketing

The Importance of Your Brand

Posted by Ann McPherson

February 17, 2015

Joshua Bell released a new Bach recording recently, which had me a bit perplexed. There is nothing new about Bach. Why would anyone want to buy this CD, since there are so many Bach recordings already in existence? But Bell has his own “brand,” and people will buy this recording just because he has a following and his interpretation of Bach’s music is sure to be different from his peers.
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Topics: planned giving marketing, marketing corner

The Scent of Conversion

Posted by Larry Kerstein

February 9, 2015

The latest trend in planned giving communications is something called “donor-focused design,” an approach that places the donor at the center of the design process. The concept is based on the presumption that an organization’s communications will be more effective and will resonate more with donors if they reflect the needs, objectives, and in particular, language of those donors. 

Interestingly, this concept is completely in line with a philosophy of website design that the best practitioners have followed for some time. The most effective websites are designed using the results of research into user experience (UX), including areas such as eye scanning, and information tracking.

As early as 2001, research done by Dr. Ed Chi, who at the time was Principal Scientist for Augmented Social Cognition, as well as others at Xerox Palo Alto Research Center (PARC), indicated that humans track information in a fashion similar to the way that animals follow a scent. 

                                       People... engage in what [Dr. Ed Chi] calls ‘hub-and-spoke’ surfing: They begin at the center, and they follow a trail based on its information scent.... If the scent is sufficiently strong, the surfer will continue to go on that trail. But if the trail is weak, they go back to the hub. ‘People repeat this process until they're satisfied,’ Chi said.                                     

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Topics: planned giving marketing, inbound marketing

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