70 Nonprofit Trends for 2015

By Joe Boland

PLANNED GIVING
Claire Meyerhoff, editorial director, Planned Giving Marketing
1. For 2015, fundraisers who hope to bring in more planned gifts are looking for fresh ways to communicate with their longtime, loyal donors. Right now, my clients are very receptive to strategies that include the marketing of “Beneficiary Designation” gifts (the donor makes the charity a full, partial or contingent beneficiary of a retirement plan, life insurance, brokerage account or any asset requiring a beneficiary). This is the easiest planned gift to make! I like to call it a “lawyer-free gift,” because all the donor needs to do is fill out a “change of beneficiary form.”