Start Putting These Fundraising Words Everywhere Right Now

Thumbnail Image -- Start Putting These Fundraising Words Everywhere Right Now
The words are listed down at the bottom. But to understand why you should put them everywhere, read this:
Every single one of your supporters wants to have a meaningful life and wants to be remembered fondly after their lifetime.
Many of these same supporters will contemplate the creation of or revision to an estate plan. And, every time they do, your organization has a big opportunity to acquire a gift. But how do you know when the opportunity has arisen? That’s the big question isn’t it?
Here are some of the many life events that trigger this kind of thinking:

  • Birth of a child, grandchild, niece or nephew
  • Death of a family member or friend
  • Illness or injury of a family member or friend (or themselves)
  • Weddings or divorces
  • Injuries, sicknesses and diagnoses
  • Even hearing about a friend’s estate causing lots of problems for others— such as their children
  • And any other major events

People might even consider a gift at the precise moment when they are:

  • Opening a new financial account
  • Buying or selling securities
  • Purchasing or revising a life insurance policy
  • Buying real estate
  • Selling a business
  • Or even simply looking at items they own and want to “hand down” such as jewelry or furniture


  • Viewing old photographs or videos (especially if they somehow relate to your cause)
  • Getting a call from an old friend or long-lost family member
  • Writing memoirs

Because of every bullet-point listed above, your planned and major gift marketing needs to be ever-present and ubiquitous but at a low cost— not an easy task. Here’s the easiest way to accomplish this. Put the following words everywhere you possibly can:

“Please consider making a gift to {your organization} in your will and financial plan.”

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


Related posts:

>> Increase Charitable Donations with These 5 Words
>> The 5 Most Important Words and Phrases for Your Donors to Hear
>> What are the 3 Most Boring Words in Fundraising Appeals?>>

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Dianne Reitan
9 years ago

Spot on! I’m teaching a planned giving basics course next week and I’ll be referring to you 🙂

9 years ago
Reply to  Dianne Reitan

Super! Glad to hear it Dianne.

Marilyn Shriver
Marilyn Shriver
9 years ago

I love that your posts are succinct. You get right to the point without a lot of fluff and blah blah. And, your advice is sound. Thank you.

9 years ago

Thanks Marilyn. We have a NO BLAH BLAH rule here at MarketSmart! 🙂

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