When I started this company in 1996, I could only imagine the impact our services would have on donors and nonprofits. The reality has exceeded every expectation. Yet one challenge has persisted from the early days until now: explaining what we do in a way that is both concise and complete.

When nonprofits offer their donors “estate planning services,” many assume they don’t need it–––they already have a will or don’t feel wealthy enough to need a plan. We’ve spent years searching for language that captures what we actually provide without invoking the limitations of preconceived notions. Eventually, that search led us to a familiar face: Michael Blanton. And I’ll let him take the story from here.

Management: From Musicians to Nonprofits
By Michael Blanton

I’ve spent most of my career helping artists discover what makes them unique and shaping their story so their music resonates. Creating a superstar is never just about finding the best musician. It’s about identifying the qualities that make someone worth listening to and letting that guide the creative process.

In recent years, I’ve applied that same approach to nonprofits and small businesses: clarifying their story, rethinking their messaging, and communicating in ways that move people. When my long-time friend–––and Thompson & Associates President–––Cayce Powell, heard what I was up to, he called.

“Of course I’d love to help,” I told him. “But to be honest, I’m not totally sure what it is that y’all do.”

That frank conversation changed my role. Instead of joining as a networker, as we initially discussed, I came on as a rebranding consultant. The mission wasn’t to rewrite the story but to retell it in a way people could finally grasp.

Once I dove in, I was blown away. Thompson & Associates truly is the gold standard in financial estate development. But I also saw why people were confused. The company does two separate things: they partner with nonprofits and also walk individuals through an estate planning process that is unlike anything else out there.

So, I assembled a creative team–––designers, writers, the whole crew–––and we began by distinguishing those two facets. When we focused on the individual planning process, we realized we needed a name that reflects what it actually is: something far more holistic than “estate planning.”

That’s what led us to Periscope Path.

Redefining the Story

Traditional estate planning is often morbid and transactional. The meetings with advisors, accountants, and attorneys all orbit the question of what happens after you’re gone. But Thompson & Associates uses planning as a way to lift people’s heads above the murkiness, like a periscope rising above the ocean to bring clarity. Suddenly, the planning isn’t about death. It’s about what matters most in life.

Thompson & Associates uses planning as a way to lift people’s heads above the murkiness, like a periscope rising above the ocean to bring clarity.

One morning with Eddie and Cayce, I nervously threw it out there: “What if we were to call it something really weird…like ‘periscope’?”

The name stuck. Periscope captures the clarity and new perspective people gain. Path captures the roadmap they create with that clarity, tangible steps aligned with their values.

Like I have done with musicians and nonprofits throughout my career, we identified what’s uniquely powerful about Thompson & Associates and presented it in a way that resonates deeply.

Nonprofits now have a clear, simple way to describe this process to donors. Several nonprofit client organizations have already reported how helpful the new resources are. The process isn’t new; it’s time-tested. But the way we talk about it now finally matches its impact.

I often think back to my early career and wish someone had said to me, “Let’s take a look at your family, your assets, your passions, and talk about how to shape your plans around what matters most.” That kind of conversation gives not just financial clarity, but purpose. And that’s why I believe every person should experience Periscope Path. Our rebranding effort exists to help people understand it and refuse to miss it.

“Periscope” captures the clarity and new perspective people gain. “Path” captures the roadmap they create with that clarity, tangible steps aligned with their values.

In a very short amount of time, I believe people won’t just know Thompson & Associates. They’ll know Periscope Path, something they walk away from saying, “This is the greatest planning experience I’ve ever been through.”

©2025, Eddie Thompson, Ed.D., FCEP
Founder and CEO, Thompson & Associates

“If we merely aim for the industry standard, then our goal is mediocrity. Emulating the average nonprofit, we are destined to live with all the problems the average nonprofit faces. So, we suggest you aim to be exceptional in your approach to fund development.”