What's in a Masthead?

In terms of making a first impression, the masthead of your planned giving newsletter really sets the tone. Does it say to the recipient, “Read me now! I’m full of engaging, interesting content!” Or does it say, “I’m fairly boring and can be read later, or maybe even not at all”?

Here are a couple of quick pointers to help ensure your newsletter is saying the former, not the latter.

Ask the Experts - Deferred-gift-annuity income will be taxed depending on how gift is given?

Dear André,

When a charitable remainder trust is collapsed and the assets are transferred to our institution, we will take the life-income interest and set up a deferred joint-life gift annuity. Given that the assets are coming from a charitable vehicle, is there any difference in how the deferred-gift-annuity income will be taxed to the donor if the assets arrive in cash or in kind (marketable securities)?

Thanks,

Amy

How Donor-Centric Is Your Planned Giving Web Site?

In order to create the best user experience for visitors to your planned giving Web site, you must provide prospective donors with much more than simply your organization’s name, brief information on planned gift vehicles, and your contact info. Your site is your virtual storefront window. If you want your donors to become more than casual window shoppers, your site will have to draw them in, provide them with a pleasant experience, and then offer them something of value.