- Use family words (stories and simple, colloquial words) not formal words
- Use social examples/norms such as: Many of our donors like to make a gift in their will or by beneficiary designation
- Tell stories of planned bequest donors who are still alive... not dead!
- Talk about benefits (including tax benefits)
- Ask about family/friend connections to the cause and give supporters the option of a tribute/memorial gift
- Deliver planned gift marketing messages with a spoon full of sugar (use non-death-related packaging)
- Keep communicating to older donors (even if they stop making current gifts)
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