rescue. reunite. rehome. rethink.
  • Share to Facebook
  • Twitter
  • Email
  • Print

The Quest for Bequests

Encouraging these lucrative gifts can be a challenge, but with the economy in a downturn and traditional giving reduced, it can be well worth the effort

Encouraging these lucrative gifts can be a challenge, but with the economy in a downturn and traditional giving reduced, it can be well worth the effort

Planned giving prospects don’t have to be millionaires. The best candidates have often been giving to your shelter for years, albeit in small amounts. The regularity of their donations shows strong commitment. JOEY NELSON/ISTOCKPHOTO.COM
Benjamin Franklin got it almost right. There is one thing as certain as death and taxes: People are typically reluctant to talk about either.

It’s one of our culture’s ongoing taboos. Many of us are taught from a young age not to ask how much something costs or how much a friend makes. And our euphemisms for dying, as tactful as “pass away” and as crude as “kick the bucket,” could fill a book.

We get more squeamish still talking about the points in life where money and death intersect. The subject is bound to raise discomfort.

For nonprofits, that discomfort presents a fundraising hurdle, one that’s increasingly important to surmount. Over the past few years, charities across the country have seen their direct mail programs come face-to-face with what economics wonks call “the law of diminishing returns.” More mail results in greater costs, and the balance between dollars spent on direct mail and the dollars those mailings bring in has tilted in a worrisome direction.

 Read the full article.

 

Powered by Convio
nonprofit software