Marketing Essentials

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  1. A Steady Stream of Cash You Can Rely On (Charitable Gift Annuities)

    A Steady Stream of Cash You Can Rely On (Charitable Gift Annuities)

    Who wouldn't want a steady stream of cash that they can count on? We're sure many of your donors would, especially in an unstable economy or when stocks are on a roller coaster ride.

    This brochure drives home a great message about the attractive traits of a charitable gift annuity — a fixed, reliable, steady stream of cash, year in and year out.

    How this document is structured:

    • Introduction: “If you are concerned about the performance of some of your appreciated assets or need to increase your cash flow, here is an interesting idea.“
    • Short and simple explanation of the benefits of a Gift Annuity
    • A case in point (sample illustration with a few numbers)
    Learn More
  2. May the Force Be With You! (CGAs)

    May the Force Be With You! (CGAs)

    This article comprehensively explains the advantages of a gift annuity and demonstrates the true power of this attractive gift. It describes the many advantages including appealing payout rates, fixed payments for life, charitable income tax deduction, partially tax-free payments, capital gains tax avoidance, and last but not least, the personal satisfaction of supporting a mission about which your donors feel strongly.

    Most of these advantages are illustrated with short examples. This piece will get your donors to see and understand the power of a charitable gift annuity and encourage them to request a personalized illustration to see how this gift will work in their situation. This is a must-have document to promote CGAs.

    How this document is organized:

    • Introduction
    • Appealing payout rates
    • Fixed payments for life
    • Charitable income tax deduction
    • Payments partially tax-free
    • Capital gains tax avoidance
    • Individual contentment
    • A gift annuity could reduce the size of your estate
    Learn More

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  3. 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
  4. There For You

    There For You

    The charitable gift annuity has been the most popular life-income gift for decades. It's an easy gift that many donors can afford. In fact, many annuitants wonder how they afforded to pay their bills before they funded their annuities.

    Especially during challenging economic times, safe and predictable annuity payments will appeal to your supporters. Those annuity payments keep coming, year in and year out, whether the stock market is up or down.

    This brochure focuses on this most-favorable benefit of the gift annuity — payments that don't end during your donors' lifetime. It emphasizes that your donors can rely on these payments, which is a huge comfort to them, and motivation for them to set one up. When times are tough, charitable gift annuity payments will be there for your donors. This brochure will encourage your donors decide to support your organization with new charitable gift annuities.

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

    How this document is organized:

    • Introduction: “Nothing on earth lasts forever — all good things come to an end. Yes, that's true. But, what if you had a steady stream of income that would never slow down or decrease for as long as you live – regardless of fluctuations in the stock market?
    • Once you set up your charitable gift annuity, that's it.
    • Gift annuities mean security for your donors and for your organization.
    • “Please give us a call to learn more.”
    Learn More
  5. 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
  6. 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
  7. What Do You Know?

    What Do You Know?

    Never underestimate the appeal of puzzles and word game! You can use this fun and simple quiz as an article in your publications to get potential annuitants thinking about the advantages of gift annuities. You can also employ this multiple choice quiz as part of a power point presentation on gift annuities to your volunteers or board members. Let them have some fun, too, learning about gift annuities while testing their knowledge of the subject!

    How the document is structured:

    • Introduction “What Do You Know?” 
    • Ten quiz questions that cover the gift annuity basics; with answer key.
    •  “Any questions? We'd be delighted to answer them and/or prepare a personalized gift annuity illustration.”
    Learn More
  8. For The Duration (CGAs)

    For The Duration (CGAs)

    If your donors don't really understand that gift annuity payments last for the duration of donors’ lives, then they need to read this! And you need them to read it, too.

    Receiving regular, annual payments from gift annuities attracts many donors for first-time giving, and attracts many back to set up the same kind of gift again. So ensure that your prospects know about them! This brochure drives home a critical, benefits-based message with clear, persuasive copy.

    How the copy is structured:

    • Introduction: “The charitable gift annuity — it’s the gift that gives back, and it gives back for the duration — the duration of your life.”
    • How a gift annuity works
    • An example with numbers
    • Offer of no-obligation gift annuity illustration
    Learn More
  9. Give and Get Back (CGAs)

    Give and Get Back (CGAs)

    Use this very informal article to get your message out about this great gift type. If your donors don't yet know about gift annuities, they will after they read this! They'll learn that gift annuities are gifts that give back. That alone could entice them to consider funding one.

    How the copy is structured:

    • Introduction
    • “What charitable gift can you make that gives something back to you?”
    • What's the “give”? (a gift that often increases cash flow)
    • What's the “give back”? (tax and financial benefits)
    Learn More
  10. What Makes a Gift Annuity Tick?

    What Makes a Gift Annuity Tick?

    The charitable gift annuity remains the most popular life-income gift. It's easy to do, affordable, and donors like the advantages, especially the receipt of predictable, annuity payments that continue year after year.

    But what exactly is a charitable gift annuity? Remember, not everyone in your donor base already understands how they work.

    If you have a gift annuity program, this brochure is a great way to educate your donors about them. When your donors finish reading this article, they'll not only have a better understanding of gift annuities, but they may also be motivated to establish one with your organization!

    How this document is structured:

    • Introduction 
    • A gift annuity is a contract
    • Payout rates
    • Benefits (5 concise bullet points)
    • “I’m considering a gift annuity – what are the steps?” (6 bullet points).
    • “If interested, how do I proceed?” (6 bullet points).
    Learn More
  11. 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
  12. 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

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