Marketing a Planned Gift During a Recession

Donor Science Consulting released a very helpful report that analyzed a group of 72k charities to see what we could learn from the “great recession” of 2008.

Some highlights:

  • Charities that successfully continued fundraising during the 2008 recession raised even more money than was the case in the 2007 tax year
  • Charities who reduced their fundraising expenses in 2008 were 49% more likely to never receiving any more fundraising revenue again.


This is critical information for nonprofits considering what to do about next year’s marketing budget.  From this study, it’s clear that a “marketing pause” is not the solution. It seems staying connected to your donors through the recession can make or break a nonprofit. You can’t pause your marketing and hope to recover.

But how can you continue marketing with all the budget cuts?

You might want to take it “in-house”—save money by doing it yourself. But between staffing changes and hiring freezes, you won’t have the internal resources to get it done consistently, so your donors will fall off.

But there is a way to:

  • Guarantee donors stay connected to your organization.
  • Inspire donors to contact you.
  • Have more conversations that lead to a planned gift!

You probably think the solution would be too expensive, but I guarantee you, it saves your organization money.

The answer is to let us do it for you. We’ll give you an all-in-one marketing solution that guarantees your donors stay connected so you can reach your goals and get through the recession successfully.

And, we understand the budgetary concerns and can provide solutions at a fraction of the price of hiring an internal staff person to do it.

Your Complete Marketing Solution

A done-for-you, all-in-one solution that keeps your donors connected through email, direct mail, and your website. Nurture your donors through invitational marketing so you can have more conversations that lead to a planned gift.

Grow Your Legacy Society with the Feeling of Unity

Grow Your Legacy Society with the Feeling of Unity

In the book Pre-Suasion: A Revolutionary Way to Influence and Persuade, author Robert Cialdini speaks of Unity: the idea that the more we perceive a person is “like us,” the more likely we are to be influenced by them. You can use this universal principle to grow your...

read more
Leverage Your Planned Giving Legacy Society

Leverage Your Planned Giving Legacy Society

You've heard the quote: People don't remember what you've said, they remember how you made them feel. You've seen it in fundraising. When your donors feel valued and appreciated, their loyalty and affinity to your organization deepens. One often underutilized way to...

read more
Increase Interest in a Planned Gift

Increase Interest in a Planned Gift

One of the easiest ways to increase interest in a planned gift is by tearing down fundraising "silos" and viewing a donor's giving behavior in a more comprehensive way. There's a misconception that a deferred gift doesn't benefit an organization today. Instead, the...

read more
Here’s How You Know if Your Marketing Is Working

Here’s How You Know if Your Marketing Is Working

As a Planned Giving Fundraiser, you spend a lot of time and money using marketing to nurture prospects. How do you know it's working? Practical Solution Announcement JEFF: The beauty of digital communication right now is that there are a ton of metrics being generated...

read more

Contact Us

The best way to engage more planned giving donors is with effective marketing. We would love to help. Please give us a call, send an email, or fill out the form to get started.

Planned Giving Marketing
Lafayette Hill, PA
P: 484-680-7600 | F: 877-865-6812

© 2021 Planned Giving Marketing. This site is informational and educational in nature. It is not offering professional tax, legal, or accounting advice. For specific advice about the effect of any planning concept on your tax or financial situation or with your estate, please consult a qualified professional advisor. Privacy Policy