Your financially savvy prospects already know about the tax benefits of giving appreciated assets instead of cash during lifetime, and the balance of a retirement plan instead of other estate assets at death. They will tune out your marketing on these relatively simple points. To get their attention, you have to speak the language of the financial media and their own advisors.
No, you shouldn’t compete with these professional sources to deliver purely technical information. Yes, your prospects still want to know what your mission is and how their giving will help you advance it. But financially savvy donors will leave you out of sophisticated, six-figure-plus gift plans unless you let them know that you are ready, willing and able to participate in them.
This piece is a clear, thorough overview of what a charitable remainder annuity trust is and what it can do for your donors and for you. It’s not a reprint of a memo from the prospect’s lawyer or accountant; the language is informal yet persuasive and keeps the focus on the gift element of the annuity trust.
Target this piece directly to your wealthier/savvier prospects or use it as a general marketing piece if your planned giving program has been in place for some time.