The primary goals of marketing efforts are to inform people about the gift annuity program and to generate inquiries from motivated prospects. Do not attempt to explain details — that is for face-to-face meetings. Your organization’s mission and charitable work are the foundation of its marketing efforts. Gift annuity donors are motivated by both the

Download this free article to learn who your best planned giving prospects are! Learn how to pare down potential prospects to those with whom gift planning efforts are likely to be most effective and productive. Also learn how age, family situation, past giving record and ability to give will inform your approach.

It’s the people, pure and simple. What other job permits us to talk with successful and generous people about their families, backgrounds, values, and dreams?

Current gifts are those given and received now. Examples of current gifts include cash or checks, stocks or bonds, real estate, personal property, and art or antiques. The donor simply sends or brings the actual gift to your organization or signs papers transferring the asset(s) to your organization.

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Donors who make planned gifts nearly always are financially secure (which is not to say wealthy), highly acculturated into the American way of life, and involved in a community larger than their own families. They visualize solutions to intractable problems and identify with organizations that provide opportunities for many people, rather than with specific needs