planned giving marketing efforts – jnf usa january 2015

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Planned Giving Marketing Efforts – JNF USA January 2015

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Page 1: Planned Giving Marketing Efforts – JNF USA January 2015

Planned Giving Marketing Efforts – JNF USA

January 2015

Page 2: Planned Giving Marketing Efforts – JNF USA January 2015

Gift Annuity Marketing

Page 3: Planned Giving Marketing Efforts – JNF USA January 2015

Gift Annuity Marketing

Target:

•Existing JNF Donors

• - “nearly 1/2 of gift annuitants invest in multiple Gift Annuities”

•New Donors

•Financial Planners – CPA’s

•Lawyers - Estate Planners

•Family Offices

Page 4: Planned Giving Marketing Efforts – JNF USA January 2015

Gift Annuity Marketing

Email

•Schedule throughout year

•Target key times: Mar/April, Oct/Nov, December - IRA law was passed

•Donors 60+, approximately 100,000 in database

• Considering unique title for PG emails – e.g. “Gould Society Financial Tips”.

Direct Mail

•Postcards – 20,000 sent each week.

includes donors + testimonial; promote Sunshine Mission

•Stuffers in national direct mail

•Dedicated PG direct mail piece with letter

Page 5: Planned Giving Marketing Efforts – JNF USA January 2015

Gift Annuity Postcards

Page 6: Planned Giving Marketing Efforts – JNF USA January 2015

Gift Annuity Postcards

Page 7: Planned Giving Marketing Efforts – JNF USA January 2015

Stuffer

Page 8: Planned Giving Marketing Efforts – JNF USA January 2015

Stuffer

Page 9: Planned Giving Marketing Efforts – JNF USA January 2015

Gift Annuity Marketing Flyers/Collateral

•Gift Annuity flyer includes updated creative messaging and donor testimonials

•Brochures – • Bequest• Gift Annuity • Gould Society

•Distributed at most events

Page 10: Planned Giving Marketing Efforts – JNF USA January 2015

Gift Annuity Marketing Public Relations

•Send informational tips to media

•Repurpose B’Yachad stories for niche market

•Target special Planned Giving Sections calendar in local Jewish weeklies

•New ideas to consider:

• Series of individual “financial tips” across all PG products

Page 11: Planned Giving Marketing Efforts – JNF USA January 2015

Gift Annuity Marketing

Advertising Target: •New and Existing Donors

Primary markets·

•NY, LA, South Florida, Arizona, Las Vegas

•As new donors agree to be featured in ads, will add local area where donor resides

•Consider National

Timing: •Primary: November and end of February/March

Page 12: Planned Giving Marketing Efforts – JNF USA January 2015

Gift Annuity MarketingCreative Messaging:•Changed creative messaging this year:

• donors with testimonials elicit emotional connection

•Created ad with spokesperson Hal Linden

Media:

•Print- local and possibly national

•TV - 30’s and 60’s in key markets, targeted programming

•Search

•Social – target Professionals including lawyers on LinkedIn/possibly Facebook

•B’Yachad

•TOL Journal Ads

Page 13: Planned Giving Marketing Efforts – JNF USA January 2015

Gift Annuity Advertising

Page 14: Planned Giving Marketing Efforts – JNF USA January 2015

Gift Annuity Advertising

Page 15: Planned Giving Marketing Efforts – JNF USA January 2015

Gift Annuity Advertising

NEW: TV Advertising – 2015

Ad with Hal Linden https://vimeo.com/113053640

Page 16: Planned Giving Marketing Efforts – JNF USA January 2015

Bequest Marketing

Page 17: Planned Giving Marketing Efforts – JNF USA January 2015

Bequest Marketing

Target: Seniors

Primary markets: Markets with heavy Jewish “senior” population· NY, LA, South Florida, Philadelphia

Advertising/Creative Messaging:

Ads create emotional connection with potential donors:

· Showcase recognition of people in Israel who passed, and left a bequest to JNF

· Testimonials from current donors planning to leaving bequest to JNF in their will

Page 18: Planned Giving Marketing Efforts – JNF USA January 2015

Bequest Marketing

MediaLocal print plan around specific donors featured in ad.

•As new donors are confirmed, will add local print in area where donor resides

•Search

•Social – target Professionals, including lawyers on FB

•B’Yachad

•TOL Journal Ads

Public Relations

•Send donor stories to media

•Repurpose B’Yachad stories for niche market

•Target special Planned Giving Sections in local Jewish media

Page 19: Planned Giving Marketing Efforts – JNF USA January 2015

Bequest Ads

Page 20: Planned Giving Marketing Efforts – JNF USA January 2015

Bequest Ads

Page 21: Planned Giving Marketing Efforts – JNF USA January 2015

Bequest Ads

Page 22: Planned Giving Marketing Efforts – JNF USA January 2015

Bequest Ads

Page 23: Planned Giving Marketing Efforts – JNF USA January 2015

Stuffer

Page 24: Planned Giving Marketing Efforts – JNF USA January 2015

Stuffer

Page 25: Planned Giving Marketing Efforts – JNF USA January 2015

New Planned Giving Website Launched!

http://jnflegacy.org/