The Importance of Your Brand


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.
In many ways, this is no different than your organization. Your planned giving message is, or should be as unique as your organization. Yes, bequests, beneficiary designations, and charitable gift annuities make up the lion's share of your planned giving program, but these are just the underlying tools of your program, just like the harmony and melody in a musical composition. It’s up to you to interpret how you want your message to sound.

What is your organization doing to make a difference for tomorrow?

What cancer cures are being developed?
What alumni are helping to shape our future leaders?
What new climate change research is being conducted?
What exhibitions or performances are contributing to cultural advancement?

We know there is nothing new about the tools of planned giving, so when you communicate your planned giving message, share what your organization will do with the proceeds of your planned giving program, both intentions and outcomes.

And what about Joshua Bell’s new recording? It will be a nice complement to my Pablo Casals Bach Cello suites. After all, most planned giving donors give to multiple organizations.