For far too many years, we have had a very passive approach to in-memoriam and in-honorarium giving in the U.S.
You may feel talking about mortality right now is a big "no-no." You’d be wrong. I understand the impulse to avoid this subject. Especially now. Because it may feel insensitive. A bit like ambulance chasing. Yet that’s not what legacy philanthropy is about.
Planned giving should be a critical piece of every nonprofit’s fundraising strategy. Yet, many organizations are leery.