Having just returned from the National Conference on Philanthropic Planning, I thought it would be timely to share a few marketing takeaways. While there is nothing revolutionary to report, it’s always nice to talk with colleagues about their marketing successes and challenges. Here’s what I gleaned from the sessions I attended.
Annuity 2000. 2012 IAR. 1983 Basic. 2000CM. Perhaps you are familiar with one or more of these terms. They are the names of mortality tables that are important to planned giving calculations of one kind or another. With so many different mortality tables in play, it’s no wonder that gift planners get confused about which table is used for what purpose and why . . . to the extent that they think about them at all. To help dispel the confusion, I briefly describe below what a mortality table is and the specific use and characteristics of the four mortality tables that gift planners need to be most aware of.
The Republican leadership on Wednesday September 27, 2017 released a framework for proposed tax reforms for consideration by Congress. While the framework proposes retaining the income tax charitable deduction, it also proposes nearly doubling the standard deduction. Reducing the number of itemizers arguably reduces charitable contributions without the incentive of itemized charitable gifts. Nonetheless, giving is motivated by more than just tax incentives. It remains to be seen how decreasing the number of itemizers might affect charitable giving.
How do you evaluate your marketing program? Well, it depends. There are many things to consider, and because there is no “right” way, it's not as straightforward as you might think. One characteristic to consider is the age of your program. Is it in its beginning stages, is it a mature program around for decades, or is it somewhere in between? The age and size of your planned giving program is a material factor when you measure and evaluate the results of your planned giving marketing.
They say imitation is the greatest form of flattery. I believe it was Pablo Picasso who said, “Good artists copy, great artists steal.” Many other writers and composers have been quoted saying something similar. Great ideas are never born, they are just reinvented. This is true of most things, and marketing, especially for planned giving, is no exception. As soon as someone discovers a “new idea,” there is no reason not to imitate it to see if it will produce the desired results.