planned giving marketing: how to inspire your donors
DESCRIPTION
Presentation to the CAGP Montreal Roundtable on January 16, 2013 by Leah Eustace, CFRETRANSCRIPT
Planned gift marketing: How to inspire your donors
Leah Eustace, CFREPrincipal & Chief Idea Goddess
@LeahEustace
Getting through the clutter
What’s in a name?
Use language that resonates
Focus on the right instruments
An estimated 95% of
planned gifts in Canada
are bequests.
Why, not how
Communicate with donors …
in the way in which they prefer to be communicated with
Emotions versus logic
Tell Stories
Use appropriate storytellers
Be personal
Think of Jacqueline
Write for comprehension, not an academic thesis
Pay attention to design
Why on earth would you want to make something hard to read?
Use appropriate photos
Be transparent
Integrate
Pay attention to your website
In summary• Tell your stories• Put yourself in the shoes of your donors• Be authentic and compelling• Talk about why, not how• Use multichannel marketing• Use emotion, not logic• Beware of institution-speak• Be mindful of design• You have one mouth, but two ears
Ecomuseum
The Cancer Research Society
Fondation Hôpital Charles-LeMoyne
Les petits frères
