planned giving marketing
DESCRIPTION
A basic overview of marketing a brand new planned giving program. This presentation focuses on bequests which represents 80% of all planned gifts made to non-profit organizationTRANSCRIPT
Three Simple Steps
PLANNED GIVING
MARKETING
No one cares how much you know, until….
they know how much you care.
FIRST THINGS FIRST
―Please remember the Catholic Legacy Society in your will.‖
This statement goes on everything!
LetterheadEnvelopeWebsite
Email SignatureNewsletterBrochures
Business CardsPoster
HOW DO I START?STEP ONE
Repetition, Repetition, Repetition!
Make your messages joyful rather
than addressing a death experience.
Show a celebration of values.
Help someone realize their
desire to make a difference.
KEY THOUGHTS
―The mind must see visual
achievement of the purpose
before action is initiated.‖
—Mack R. Douglas, author
PICTORIAL SUPERIORITY
EFFECT
LET’S GO THROUGH SOME
GREAT EXAMPLES
When asked, bequest donors say
that an organization’s published
materials were the most frequent
source of information about
bequests, followed by:
legal/financial representative,
family and friends,
visit from organization’s representative.
Do the folks inside your organization
understand WHY a bequest program is
important and the benefits it will bring
to your organization?
CEO, CFO, CDO, &
Board of Directors are critical for
the success of your planned giving efforts.
INTERNAL MARKETING
Donor Benefits:
Assets remain under donor control.
They can modify a gift at any time.
Do not have to give up assets today.
Benefits to Organization:
Usually higher gift amounts.
Stewardship can result in higher
annual gifts, too!
FOCUS ON BEQUEST MARKETING
Do one thing every month:
Newsletters that inspire and remind supporters about planned giving.
Website Updates – keep it dynamic with new information, not static.
Direct Mail Letters that encourage action.
Progress Reports to current supporters and volunteers.
Thank you for your interest letters with a call to action!
Personal phone conversation.
MARKETING PLAN
STEP TWO
A letter from someone who
already created a bequest!
From the current supporter, telling
others about the bequest program,
emphasizing the important role
bequests have played for your
organizations financial health and
encouraging them to visit your website
or contact you.
HERE’S A GREAT IDEA!
LEAVE A LEGACY IS A PUBLIC AWARENESS
CAMPAIGN DESIGNED TO INSPIRE PEOPLE JUST
LIKE YOU TO MAKE A CHARITABLE BEQUEST.
Gently remind yourself that you do not
need to know much about planned giving
in order to start your program. Surround
yourself with professionals you can turn
to for answers:
Attorneys
CPAs, CFPs
Gift Officers
CPGR – CO Planned Giving Roundtable
STEP THREE