While the times have certainly changed, the approach has stayed the same. Having created content since I began at Sharpe Group in the late ’90s, there are some items I always include in a printed or digital planned giving newsletter:

Keep it real with stories

Including donor stories can accomplish several things: they honor the donor(s) who have made you a part of their legacy and they can inspire others to make gifts in this way. Donor stories can also be a simple way to explain a more complex planned gift or introduce a concept that can be further explained elsewhere in the newsletter.

A face with a name

Your planned giving donors want to know who they are communicating with. Having your picture in the newsletter creates an element of comfort and trust, especially if meeting face-to-face isn’t an option.

A professional-looking photo is most effective, although, depending on your mission, there is some room for creativity. I have one client (environmental/service) whose photo was taken in the wilderness. Another client (university) uses the full development staff, wearing business attire, and implies “we are serious and trustworthy.”

A picture is worth 1,000 words

Using mission pictures and captions is a great way to highlight what’s going on at your organization and, most importantly, convey ways planned gifts have benefited you in the past and can help in the future.

We’ve found that following this formula will result in a newsletter your donors will want to read and, most importantly, they will find helpful as they are considering their estate and financial plans and possibly how to include your organization in them.