---
title: The Whole is Still Greater than the Sum of its Parts
description: Successful planned giving marketers don't sell in bits and pieces. Market to let the donor put themselves in the big picture.
---

[PG Calc Blog ](https://blog.pgcalc.com)

# [The Whole is Still Greater than the Sum of its Parts](https://blog.pgcalc.com/big-picture-marketing)

 Written by [Ann McPherson](https://blog.pgcalc.com/author/ann-mcpherson) | Apr 21, 2014 10:00:00 AM

Okay, I’ll admit it. A big part of my love for marketing is a love of design. The connection between the two holds a lesson for planned giving marketing. Look at the two examples at left and below.

It’s pretty clear that the display below is selling chairs. What isn’t so clear is the display on the left. Is it selling the sofa, the lighting, the tables, chairs, and bookcase? The answer is...yes. Almost everything in the picture is for sale (except for the bookshelf). The answer is also no. The store is not (just) selling a sofa and some chairs. It is selling the experience of owning that furniture.

Traditional grocery stores are very successful simply putting stock on the shelf. Most retailers, however, know how much easier it is to close a sale if they can make the prospect feel like they already made the purchase. Real estate agents know it too; “staged” properties sell faster and at a higher price than empty ones. Of course, we know we don’t own those chairs. For that moment, however, we visualize the experience; we put ourselves in the story.

 Since most of us know this, why does most planned giving marketing and advertising focus on the *chairs* and not the *experience*? Simple - because it’s easy. Listing the benefits of a planned gift to donors is like…well, writing a list. Compare that to crafting an appeal so compelling donors can *feel* the impact their gift will make. That’s hard work. But it’s worth it.

 The next time you create new planned giving marketing materials, don’t just tell your audience about the parts. **Make a compelling whole.**

Photos credit: [DWR](http://www.dwr.com)

Looking for more ideas  
nonprofit marketers can borrow   
from the for-profit world?

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*Ann McPherson leads PG Calc's consulting efforts relating to marketing planned giving. Her contribution to marketing strategy and tactical implementation to clients is invaluable. In addition to her expertise with nonprofit marketing, Ann also has considerable experince with online marketing, business development, and brand management, *

 

 

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