Columns & Articles

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  1. Ways of Giving Flier

    Ways of Giving Flier

    A must-have for every organization. This compelling, donor-focused, benefits-based flier is concise, to the point – will not bore or baffle your constituents. It inspires prospects to leave a more lasting and significant legacy through planned gifts and motivates them to contact you for more information.

    Convenient MSWord format makes it easy to customize to your program and deploy. You can easily delete any gifts that you choose not to promote. Plus, with a little rewriting, this content can be repurposed for use as a column or article.

    If you use this document in an 8.5 x 11 format and not as a tri-fold brochure, it will be very cost-effective – print out copies on demand, as you need them, on your color printer. Costs just pennies.

    How the copy is structured:

    • Introduction with mission statement of [YOUR NONPROFIT]
    • Heartfelt thanks to readers for their support
    • Introduction to planned giving
    • “We want your gifts to us to benefit you and your loved ones as well.”
    • Gifts Anyone Can Afford
    • Gifts that Provide Income
    • Gifts that Protect Assets
    • Call to action: contact [YOUR NONPROFIT] for more information
    Learn More
  2. The Sky's the Limit

    The Sky's the Limit

    Your very best prospects for gift annuities are the people who have already funded one, two, or more!

    Take advantage of this important dynamic! Use this brochure to build repeat annuitants at your organization. The copy encourages your charitable gift annuitants (who are your best prospects) to think about setting up additional gift annuities. There is no maximum! In fact some donors get into the habit of setting one up every year.

    The copy can be modified to also serve as newsletter content, or an article/column.

    How the copy is structured:

    • Introduction
    • “Question: How many charitable gift annuities should you set up? Answer: The sky's the limit! If you are wondering why anyone would set up more than one.”
    • It's an easy annual gift to make gift annuities provide confidence and security
    • The good samaritan
    • You really like [Your Organization]
    Learn More
  3. We Take Trade Ins (CGAs)

    We Take Trade Ins (CGAs)

    Why not ask your donors to consider trading in a bequest for a charitable gift annuity?

    This brochure take a creative approach to explaining the many reasons why a charitable gift annuity makes sense for your donor: the satisfaction of seeing their gift in action, the charitable tax deduction, and the dependable payments for life at a very favorable rate.

    Even though this document encourages them to "trade in" their bequest for a gift annuity, most donors will love the benefits of their gift annuity with your organization so much that they'll never take you out of the will. And even if they do, they have just given you a realized, current gift instead of a revocable gift that might disappear before it's received.

    In fact, the steady income from the gift annuity could help your donor avoid liquidating estate assets. This brochure gives them an extra incentive to establish a gift annuity in addition.

    The copy can be modified to serve as newsletter content, a solicitation letter, or an article/column.

    How this document is organized:

    • Introduction: “We take trade ins — you can "trade in" some of your bequest assets for a charitable gift annuity.”
    • Receive more income now
    • Pay less taxes
    • Make your income steady and reliable
    • “We can show you a complimentary, customized gift annuity illustration…”
    Learn More
  4. Income For the Rainy Day of Your Choice (Gift Annuities)

    Income For the Rainy Day of Your Choice (Gift Annuities)

    The flexible gift annuity is the perfect gift type for a special group of your prospects – but they may never have heard of it. With this brochure you can tell them everything they need to know. This brochure explains how donors can create a flexible gift annuity, and defer the start of payments until a date they can choose later.

    Donors that don't need immediate income choose a deferred gift annuity so they set a future date when they want their payments to start. But what about donors who don't know yet when that should be? The flexible charitable gift annuity gives them the freedom to decide later when they start receiving those payments.

    Target this brochure to your younger Baby Boomers and Generation X donors — those five or more years this side of retirement.

    How this document is organized:

    • Introduction
    • "Is there a charitable gift plan that can make payments in the future, and give me the option to decide start receiving payments when I'm certain about my retirement date? Absolutely!"
    • Start receiving payments when you know you're ready to retire
    • You can choose a range of possible retirement dates
    • Good reasons to consider this as part of your retirement planning
    Learn More
  5. Four Times a Year (CGAs)

    Four Times a Year (CGAs)

    Most donors elect to receive their annuity payments quarterly, or four times a year. Every check or direct deposit is a reminder that they've established a gift annuity with your organization.

    This "feel good" article invites the donor — and potential donor — to visualize the regular reminders of what their gift annuity means to them and to your organization. Use this to help potential donors imagine themselves as wise benefactors who made a very good decision, and to cultivate current donors before asking them to consider another gift.

    How the copy is structured:

    • Introduction: “Most of our annuitants select quarterly payments, so every three months. Each of these checks gives you another reason to reflect on what your gift means.”
    • The Win-Win Relationship
    • When You Receive Your Quarterly Check
    • Plenty of Good Thoughts Come with Your Check
    Learn More
  6. Benefits Galore! (CGAs)

    Benefits Galore! (CGAs)

    The charitable gift annuity is truly a gift full of benefits. It provides important major support for your charity. And it also delivers a number of other impressive benefits to the donor. This brochure shows the advantages to potential donors, one by one. When your donors read them, they might just be giving you call asking how they can get all these wonderful benefits for themselves.

    How this document is organized:

    • Introduction: Yes, it is a gift, no doubt about that. But it can and does provide so many benefits to you. Let's take a look at them, one by one
    • Income for Life: Each and every year for the rest of your life
    • Impressive Rates
    • Safe and Secure
    • Income and Estate Tax Savings
    • Support for a Significant Mission
    Learn More
  7. One Good Gift Deserves Another

    One Good Gift Deserves Another

    This brochure encourages donors who have gift annuities to consider funding another one.

    It reminds donors of the benefits of a charitable gift annuity that go beyond the tax advantages, emphasizing why setting up more than one makes sense. Your annuitants enjoy the satisfaction of supporting a mission they care about; they qualify for a higher rates as they get older; and they can count on the financial security — which is especially important in these challenging economic times.

    How this document is structured:

    • Introduction — "Many of our friends have established more than one charitable gift annuity. Some even establish new ones regularly…"
    • Keep the customer satisfied.
    • Financial security: a great way to lock in a fixed, guaranteed payout rate for life.
    • It gets better with age.
    • The work you support matters to you: You've been a steadfast supporter.
    • "We appreciate your vote of confidence in us."
    Learn More
  8. Make Two Gifts With Your Next Gift Annuity

    Make Two Gifts With Your Next Gift Annuity

    Here's a new angle for reaching out to donors who want to be generous to your organization and someone they love. Have you told them that a gift annuity can be an ideal way to provide assistance to a loved one, like an aging parent, aunt, uncle, child, or close friend? After reading this brochure your donors will see a whole new aspect of how a gift annuity can spread benefits around. So they just might be motivated to establish another gift annuity for someone other than themselves or their spouses — and that gift annuity benefits your organization, too.

    How the content is structured:

    • Introduction
    • "You can give a lifelong income to someone else."
    • A birthday present for mom
    • Boost an adult child's retirement plans
    • Must the annuitant be a family member?
    Learn More
  9. A Big Thumbs Up! (CGAs)

    A Big Thumbs Up! (CGAs)

    Donors give gift annuities a big thumbs up. Why? There are lots of reasons, and this brochure highlights some of the best. If you need a rah rah article about gift annuities, this is it.

    How this document is organized:

    • Introduction: "A fixed, regular income for as long as you live."
    • They are easy
    • They pay very attractive rates.
    • They provide fixed payments for life.
    • They support our mission.
    Learn More
  10. Like the Rock of Gibraltar (CGAs)

    Like the Rock of Gibraltar (CGAs)

    The current economic climate is challenging and full of uncertainties — we're not telling you anything you and your donors don't already know. Assets — including those owned by your donors — have tumbled in value.

    Is there anything your donors can rely on in these uncertain times? There is, and it is called the charitable gift annuity. In fact, the payments are rock solid, just like the Rock of Gibraltar. That's the message of this brochure. It appeals to prospects, and it's a great way to market gift annuities.

    How the copy is structured:

    • Introduction
    • "Satisfaction — that's what we hear from our charitable gift annuity donors. Satisfaction in supporting [your nonprofit]. But in addition to that satisfaction, what makes a charitable gift annuity so solid? So, well, like the Rock of Gibraltar?"
      • It's reliable
      • It's unchanging
      • It's recurring
      • It's lasting
    • Follow-Up — "We'd be delighted to prepare a personalized gift annuity illustration for you."
    Learn More
  11. Diversify for Retirement (CGAs)

    Diversify for Retirement (CGAs)

    If your prospects are interested in diversifying their investment portfolio for retirement, but are worried about complications arising from the selling of assets and exposure to capital gains tax, then this article is for you. It explains something many prospects don’t realize: Portfolio diversification is one of the advantages of establishing a charitable gift annuity.

    If the donor uses appreciated, marketable securities to fund a charitable gift annuity, he or she won't have to sell the asset. And there are capital gains tax advantages to this strategy, too. This article explains all of that and more!

    How the copy is structured:

    • Introduction: "It's wise to diversify your portfolio"
    • You may not be aware that charitable giving and diversification can work together
    • Pay fewer taxes
    • A gift annuity helps you diversify your retirement
    Learn More
  12. Give Your Retirement a Boost (CGAs & DGAs)

    Give Your Retirement a Boost (CGAs & DGAs)

    Here's some information you'll want to share that with your younger Baby Boom and Generation X donors, because they will want to take advantage of this excellent gift opportunity.

    This brochure helps them understand how charitable giving and retirement planning can work together with a deferred charitable gift annuity. A deferred charitable gift annuity can be a great way for them to support your nonprofit and give their retirement income a boost as well.

    How the copy is structured:

    • Introduction
    • “Many of you have probably started planning for your retirement. Unfortunately, the current economic climate has dealt many retirement accounts a blow.”
    • How a deferred gift annuity works
    • Factors that impact your payments (four short, to-the-point callouts)
    • Benefits
    Learn More

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