Fundraising 101: 10 Things You Need to Know About Planned Giving

8. Stand out 
from the crowd
Don't send planned-giving 
communications that look like the ones from every other charity. The best planned-giving pieces, like 
the best development pieces, tell your charity's story. Your mission and the work you do are the real hooks that attract donors to 
fund annuities or make bequests to your organization. Keep the language about wills, charitable-gift annuities, retirement plans and other gifts clear and accurate, and speak to how gifts from these 
techniques promote your cause and mission.