--- title: 7 Simple Lessons to Remember from Dr. Russell James About Planned Gift Marketing description: Here are the 7 simple lessons to remember from Dr. Russell James about planned gift marketing. image: https://info.imarketsmart.com/hs-fs/file-3555669897-jpg/blog-files/istock_000039142588small-300x213.jpg --- ### Get weekly nonprofit marketing ideas straight to your inbox ** [301.289.3670](tel:+1-301-289-3670) / [888.618.2015](tel:+1-888-618-2015) [**Contact](http://imarketsmart.com/contact-us) [**  Careers](http://imarketsmart.com/careers) - - - [![Imarketsmart](https://info.imarketsmart.com/hs-fs/hubfs/images/logo-basic-300x451.png?width=300&height=45&name=logo-basic-300x451.png "Imarketsmart")](http://imarketsmart.com/) [Get a Demo](http://imarketsmart.com/request-a-demo/) # Marketsmart Blog # 7 Simple Lessons to Remember from Dr. Russell James About Planned Gift Marketing ![Woman looks up](https://info.imarketsmart.com/hs-fs/file-3555669897-jpg/blog-files/istock_000039142588small-300x213.jpg?width=300&height=213&name=istock_000039142588small-300x213.jpg) 1. Use family words (stories and simple, colloquial words) not formal words 2. Use social examples/norms such as: Many of our donors like to make a gift in their will or by beneficiary designation 3. Tell stories of planned bequest donors who are still alive... not dead! 4. Talk about benefits (including tax benefits) 5. Ask about family/friend connections to the cause and give supporters the option of a tribute/memorial gift 6. Deliver planned gift marketing messages with a spoon full of sugar (use non-death-related packaging) 7. Keep communicating to older donors (even if they stop making current gifts) LIKE THIS BLOG POST? PLEASE SHARE IT AND/OR SUBSCRIBE [![Tweet This](https://info.imarketsmart.com/hs-fs/file-3555669907-jpg/blog-files/tweetthis.jpg?width=20&height=20&name=tweetthis.jpg)](http://ctt.ec/d3914) - [Tweet](https://twitter.com/share) **Posted by**Greg Warner February 02, 2015 [** Next](https://info.imarketsmart.com/blog/4-trends-that-will-reshape-the-nonprofit-landscape/) [Previous **](https://info.imarketsmart.com/blog/start-with-thank-you/) Search this site on Google Search Google #### Get Weekly Tips ![](http://11034n4348rz28bwol8ogod8.wpengine.netdna-cdn.com/wp-content/uploads/2015/07/majorgiftmotivatorCTA-e1438624761470.png)Get captivating motivational quotes~*hand-picked for major and planned giving fundraisers*~delivered via email every Tuesday.![](http://11034n4348rz28bwol8ogod8.wpengine.netdna-cdn.com/wp-content/uploads/2015/08/majorgiftmotivator-tile-sidebar-image-e1438802110804.jpg) [![Get Motivated](https://no-cache.hubspot.com/cta/default/1716178/3152951d-d234-4e33-8af5-19882b865e06.png)](https://cta-redirect.hubspot.com/cta/redirect/1716178/3152951d-d234-4e33-8af5-19882b865e06) ### JOIN THE CLUB Become a better fundraiser! Enter your email below for tips and tricks guaranteed to help you raise more money and keep more donors at lower costs. ### DOWNLOAD OUR FREE EBOOK [![eBook Image](https://info.imarketsmart.com/hubfs/images/Hardcover-Book-FundraisingIsBroken-e1438787940530.png)](http://imarketsmart.com/resources/ebooks/fundraising-is-broken-ebook/) **A Fundraising Guide for Nonprofits**[![Get My Copy](https://no-cache.hubspot.com/cta/default/1716178/3f31af11-258f-4651-911c-07db0c7c1785.png)](https://cta-redirect.hubspot.com/cta/redirect/1716178/3f31af11-258f-4651-911c-07db0c7c1785) ### Connect with MarketSmart ### Our Awards [![](https://info.imarketsmart.com/hubfs/images/2015_score_award1-1.jpg)](https://www.score.org/success-stories/marketsmart) [![](https://info.imarketsmart.com/hubfs/images/winner-1.png)](http://scoreawards.score.org/entry/8856382) ### Press Releases [![](https://info.imarketsmart.com/hubfs/images/washingtonpost.png)](http://www.washingtonpost.com/news/on-small-business/wp/2015/05/06/business-rx-how-to-manage-a-rapidly-growing-team/) [**](https://info.imarketsmart.com/blog/7-simple-lessons-to-remember-from-dr-russell-james-about-planned-gift-marketing/#top) ![](https://info.imarketsmart.com/hubfs/images/LogoWithSlogan.png) [![](https://info.imarketsmart.com/hubfs/images/winner.png) ](http://scoreawards.score.org/entry/8856382)[![](https://info.imarketsmart.com/hubfs/images/2015_score_award1.jpg)](https://www.score.org/success-stories/marketsmart) ©2015 MarketSmart | 9658 Baltimore Ave., Suite 360, College Park, MD 20740 | [301.289.3670](tel:+1-301-289-3670) | [Privacy Policy](http://imarketsmart.com/privacy-policy/) | [Anti-Spam Policy](https://info.imarketsmart.com/anti-spam)