multi-channel planned giving marketing toolkit

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Multi-Channel Planned Giving Marketing ToolkitE-Mail, Direct Mail, Webpage

1288 Valley Forge Road, Unit 82, Valley Forge, PA 19460 • 800-490-7090 • 610-672-9684 fax • [email protected] Copyright © 2013, PlannedGiving.Com, LLC. This copyright is strictly enforced.

Important: Please Read

The content in this brochure is for informational and inspection purposes only. Please do not use this copyrighted content unless you have purchased the Multi-Channel Planned Giving Marketing Toolkit.

The licensing agreement for this product is strictly for one organization only. It cannot be redistributed, shared, or carried over to another organization – even after you change jobs. And if you do change jobs, please leave instructions for your successor.

You have our permission to use all our content in other forms such as a flier, brochure, radio broadcast, or whatever your imagination comes up with. Some minor modifica-tion at your end may be required.


Welcome!And congratulations on your interest in getting maximum planned giving marketing traction out of your e-broadcasts, direct mail and website. In this Multi-Channel Planned Giving Marketing Toolkit, we provide the know-how and the customiz-able content you will need to attract donors and prospects to your inbox, website, and phone.

“Why Should I Care About Multi-Channel Marketing?”

Multi-Channel Marketing attracts, compels and motivates your prospects better by co-ordinating your messaging across more than one marketing medium at a time: e-broad-casts, radio spots, editorials, billboards – whatever media your imagination comes up with. Your nonprofit should have this force-multiplier working for it now. Imagine having all those voices linking your organization and its mission to the benefits of bequest giving, for example. Your prospect hears it on the car radio, sees it in the paper, on the billboard… Even when your supporters are buried in other peoples’ marketing, Multi-Channel Marketing ensures they get your message loud and clear.

How’s and Why’s

Our Multi-Channel Planned Giving Marketing Toolkit enables you to deploy compelling messaging to raise more and larger gifts via email and direct mail that will drive pros-pects to yet more compelling messaging on a special landing page on your website. We call this a “Grabber Page” because that’s exactly what it does. Our content reaches out to your prospects and secures their attention and interest by appealing to their heads, their hearts – and sometimes even their funny bones! – while guiding them to you for more information

Take a look at the Sample Topic on page 6, and see what I mean.

The whole process is easy, efficient, effective. Simply put your name, logo, contact info and personal touch on our turnkey content, and unleash it on your constituents! (Note: if you are a VirtualGiving.Com client, we will do all this for you.)

This is a great product. Start using it today to raise more and larger gifts.

Viken Mikaelian


What’s Included

In addition to comprehensive user instructions (tips galore), the toolkit consists of 14 unique Grabber Pages covering 10 topics – a total of 17 subject/content combina-tions – to engage and persuade your prospects and motivate them to give.

Each of these 17 combinations supplies:

❑ A tagline (sometimes more than one! – for e-broadcasts) ❑ Postcard copy (for mailings and/or e-broadcasts) ❑ Grabber Page copy (for your planned giving website)

A Closer Look

❑ The product includes compelling taglines that motivate your prospects to click through to learn more. They’re dual-purpose – you can use them as simple hyper-links to your Grabber Page from your nonprofit’s general e-broadcasts, or as the subject line in e-broadcasts your development department itself sends out.

❑ Dual-purpose postcard copy functions not only as content for actual postcards you choose to send via US Mail, but also as e-broadcast body copy, if your development department elects to send those itself, as well. In either case, this material also drives readership to your website’s Grabber Page.

❑ Our proven, donor-centric Grabber Page content reaches out to donors to inform, enlist and inspire them. The links and contact information you include on your Grabber Page further guide these visitors wherever you wish.

❑ Multi-purpose content: our special licensing agreement allows you to use the con-tent for your Grabber Page; re-work it for your newsletter; massage it further as an editorial or a solicitation letter – your imagination is the only limit.

❑ When you buy this toolkit, you’re getting maximum planned giving marketing value.

❑ When you work with your IT department to place the Grabber Pages online, you’ll be pleased at how straightforward the process is. Or we can do it all for you if you’re a VirtualGiving.Com client.


Subject List

❑ General Planned Giving ❑ Year-End Giving (Non-Cash Gifts)

❑ Gifts Anyone Can Make ❑ Year-End Giving (Savvy Planning)

❑ Ways of Giving Wisely (Website) ❑ Year-End Giving (Don’t Be Late)

❑ Bequests (Writing a Will I) ❑ Charitable Gift Annuity (CGA)

❑ Bequests (Writing a Will II) ❑ CGAs (Give and Receive)

❑ Retirement Plan ❑ CGAs (OK to be a Little Selfish)

❑ Revocable Gifts That Cost Nothing (I) ❑ Real Estate

❑ Revocable Gifts That Cost Nothing (II) ❑ Retained Life Estate

❑ Year-End Giving (Appreciated Stock)

In Case You Are Wondering...

In case you’re wondering why our toolkit doesn’t include CRUTs or CRATs or other complicated gift types among its topics, here’s the reason: We believe in focusing on simple gifts anyone can make, because that’s where you’ll get the greatest results for your marketing effort.

Prospects interested in CRUTs, CRATs, etc., already know all they need to know about those gift types – or their advisors do. That’s why we recommend that you focus your marketing efforts on the most popular gift types that your prospects need to learn about… gift that are easy to give and easy to receive. And easy to market too!

Remember...

VirtualGiving.Com clients are eligible for complete Grabber Page implementation sup-port, including additional PG I.D. mailing list segmentation services that enable you to target your best prospects (call 800-490-7090 for pricing).

Just another bunch of reasons to consider equipping yourself and your organization with the best websites in the world!


Sample Topic: Bequests (Writing a Will)Our approach to this topic proves that humor communicates! Grab your pros-pects’ attention and get them to take a serious look at estate planning and writing a will with an ironic twist that sets you and your organization apart – for better results!

Tagline:

• No prospect can ignore this outrageous statement!• That’s why it will work so well to pique their interest and compel them to

find out more.• Hyperlinks directly to your Grabber Page.

Postcard:

• Maintains the humorous tone but also adds the warning note that if you have no will, the government will handle your estate with no reference to your wishes regarding your estate and your loved ones…

• Or support for your favorite charities.• This powerful combination secures their interest and helps guide readers

to you and/or your Grabber Page for more information.

Grabber Page Text:

• One of our most popular pieces, this content again leverages irony to get inside your prospect’s head and plant the clear and compelling point that dying without a will means their wishes will not be addressed in the disposition of the estate.

• A natural lead-in for suggesting the supporter do their estate planning now, draw up a will, and ensure your non-profit is included in it.

• Guides them to follow up with you to find out more.


E-Broadcast Taglines (hyperlink to grabber page) Two Choices:

You Don’t Have a Will? No Problem. Really.

Don’t Worry! You Don’t Need a Will. The Government Will Take Care of it For You.

Postcard Copy (can also be used as an e-broadcast)

Headline for Address Side (Where the Stamp Goes):

Where there’s a will, there’s a way.

Where there’s no will, you have no say.

Body Copy on Other Side of Postcard:

No Will? No Problem. Really.

The Government will take care of your estate. In a perfectly satisfactory manner.

Sure it will.

As long as you don’t mind the court making all the decisions – even though it doesn’t know who you are, what is important to you, or what you believe in.

And as long as you don’t mind all those estate tax dollars going to some politician’s pet project – instead of to the non-profit you believe in whose mission you want to support.

Don’t believe it? Learn more below:

[Grabber Page link]

[Contact information]

[Short form mission statement]

Always Include Such a Disclaimer at the End:

Not intended as legal, tax, or investment advice.


Grabber Page Copy (landing page on your website)

Don’t Worry. You Don’t Need a Will. The Government Will Take Care of it for You.

We’ve come up with a great way you can get the government to help you and your family in ways you never imagined. Plus, the government will love you for it!

How? Simply by making happy and helpful Uncle Sam and his IRS your executor and heir! Just follow these four easy steps:

1. Don’t write your will. Without a will the court will decide how to disburse your assets. (Of course, the court doesn’t know you have stepchildren you’re fond of, for example, or that you want to remember a few of your favorite charities in your will – and the court doesn’t care.)

2. Don’t write your will. Without a will the court will select someone to handle your estate during probate. (Even if you would have selected a close friend to have this responsibility, the court won’t know about that and won’t care.)

3. Don’t write your will. If you have minor children for whom guardianship is import-ant, guess what, without a will the court will pick the guardian for you. (Wouldn’t you rather make that decision?)

4. Don’t write your will. The estate tax dollars that the government collects will be used for, well, anything the government chooses. (Imagine what your favorite chari-ties could do with that money.)

Have we made our point? Wait, we almost forgot: Without a will, your grieving loved ones will face the added responsibility of trying to untangle your affairs and of guessing what decisions you might have intended to make – because without a will, they’ll have to guess.

Clearly, there are important reasons you should write your will. We at [your non-prof-it] urge you not to put off this minor inconvenience.

We’ve often heard that people get a little nervous about meeting with an attorney. But an attorney specializing in wills and estate planning is the right person to engage to ac-complish your goals both for yourself and your loved ones.

And that peace of mind will be well worth every effort you make getting your will done.

[Your non-profit] would be glad to send you further information on writing a will and, if you like, on ways you can include us and your other favorite charities in your plans, as well.


Writing a will is too important to delay. Your planned gift to [your non-profit] will help you achieve your financial goals and benefit your loved ones while supporting our orga-nization at the same time. Please contact us [link to contact us page] to find out more about leaving a significant legacy.

[Contact information]

Always Include Such a Disclaimer at the End:

This publication is intended to provide general gift planning information. Our organiza-tion is not qualified to provide specific legal, tax or investment advice, and this publi-cation should not be looked to or relied upon as a source for such advice. Consult with your own legal and financial advisors before making any gift.


Important:

The content in this brochure is for informational and inspection purposes only. Please do not use this copyrighted content unless you have purchased the Multi-Channel Planned Giving Marketing Toolkit.

Copyright

Publisher: PlannedGiving.Com, LLC

Copyright © 2013, PlannedGiving.Com, LLC

All rights reserved.

Reproduction or translation or resale of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without the permission of the copyright owner is unlawful. Requests for permission or further information should be addressed to PlannedGiving.Com at 800-873-9203.


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