Planned giving often involves a reciprocal exchange relationship in which donors have certain expectations of the organizations they support. Planned gift donors have made investments in the long-term viability and growth of organizations that they value. They have entrusted their philanthropic aspirations into the care and custody of specific charitable organizations.

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