Nov 05, 2009

Fundraising Kudos to: The Nature Conservancy

I'm always on the lookout for a good way to convey the notion of "planned giving" to your donors. It's hard to find a middle ground between vague, circular statements like, "Plan a planned gift today!" and overly direct statements like, "At least leave us something when you die!"

That's why I was impressed by a recent ad in Nature Conservancy Magazine, which displayed a number of gorgeous landscape and animal photos, and read:

THEY'RE MORE THAN PLACES OF LIFE AND BEAUTY
THEY'RE YOUR LEGACY IF YOU WILL IT

Clever, huh? And the "If you will it" was in orange (which unfortunately I don't know how to reproduce on this blog screen). This little tag line manages to convey the positive side of planning for one's demise -- making a lasting difference to the best parts of this world -- while actually getting the word "will" in there.  

Of course, now that they've come up with this word combo, other nonprofits can't simply copy it. But it's a great illustration of the infinite combinations that words offer -- play with the possibilities long enough, and you may come up with a great tag line of your own.