Should we avoid the term "planned giving"?

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Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

I think we should avoid the term “planned giving” in our marketing materials and communications. Donors just don’t understand that phrase.  planned giving

According to Larry Stelter’s July 2009 National Poll, “63 percent of Americans aged 30+ are unfamiliar with the term, although a higher percentage expressed understanding of various ways to make a planned gift. This finding reminds us to think carefully about the words we use to define the work we do and the actions we expect of donors.”

Instead, why not try “legacy gift”, “bequest”, or even “estate donation”?  If you have other phrases you think work better, please go ahead and post a comment.

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