20 Ideas for Marketing Charitable Gift Annuities

Ideas for promoting CGAsThis summer we asked over 340 organizations about how they market charitable gift annuities. One of the most interesting things we learned were the specific tactics organizations were trying to get the word out.

This post includes just a sampling of specific marketing tactics organizations reported to us they are trying. The words below are their own. 

  • We now follow up on mailings with an email blast (many respondents reported using this tactic)
  • Targeted donors who had previously asked for calcs, but not closed the annuity
  • Better segmentation for mailings
  • We find that letters have worked better than postcards or electronic solicitations
  • Send a pre-birthday letter with a personal CGA illustration (presumably to existing gift annuity donors)
  • Responses to “Paid” searches via Google and Bing have attracted non-donors who are closer to making a final decision and much higher capacity than existing donors
  • We market to the residents of a retirement community -a brief article about CGAs in biweekly newsletters generates interest and inquiries
  • We’ve adopted the Russell James “language” - one couple responded with a new annuity
  • Collaborated with Annual Giving and sent personalized calculation letters to donors
  • We’ve capitalized on the institution’s longevity and integrated historic images to promote nostalgia
  • Added an online gift calculator
  • We do a number of Lunch and Learn’s about CGA’s
  • Marketing to younger alumni using deferred gift annuities as retirement vehicle
  • Enewsletter and Eblasts
  • Promoted ads on Facebook leading to eBrochure on website. Individual follow up with those who download eBrochure.
  • Calendar year-end letters with personalized illustrations to current CGA donors
  • I've brought materials on CGAs to meetings, and we have CGA's mentioned as part of our bio-monthly rotation of topics, at least twice a year. I also bring them up in donor conversations, for anyone who might qualify or have a need for a life income gift
  • Gift annuity postcards, personalized proposals for our 50th reunion
  • The last time rates changed, we offered a short extension of the old rates in order to attract new CGA donors -- response was good

We encourage you to borrow from this list as you see fit. 

Want more marketing ideas? Download our free guide 5 Money-Saving Planned Giving Marketing Tips.