October 16, 2011

Offer Affordable Ways to Endow a Charity

Coping in the Downturn

By Holly Hall

Behind the approach: Many affluent people are still worried about the economy and are looking for ways to avoid big out-of-pocket commitments.

What’s working: United Way Worldwide (No. 1) last year started United Way Life, a campaign to persuade donors to buy a life-insurance policy that would benefit United Way at their death. The campaign likens the gift to an endowment, albeit a far more affordable one than, say, an endowed professorship. The

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