The opportunities for building awareness for your planned giving program are all around you.  Put these words everywhere you possibly can:

Please consider leaving {your organization} in your will and estate plans.

• on emails;
• business cards;
• letterhead;
• mailers;
• reply forms;
• booklets;
• magazines;
• articles;
• photos;
• banners;
• invitations;
• research reports;
• website pages, etc.

The list goes on and on.

Research shows that about 35% of Americans will consider a bequest as a gift.  But they need to be made aware that your organization accepts them.  Building awareness is one of the first steps for a successful planned giving marketing strategy.  Don’t forget to use the free marketing channels you have available to you.

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