It’s a good problem to have. But I’ve heard people tell me they’d rather have less, more qualified leads (ready to make a legacy giving decision and take action).
I disagree because you never know which planned giving leads are qualified or not. Many or most that end up leaving a gift will never want to talk to you. So you need to generate lots of attention and interest (leads) and cultivate them forever with solid, donor-centric “drip” marketing.
- Widen the funnel… more leads is better.
- Cultivate them properly with valuable offers for information and engagement.
- Track them to capture data about their interests.
- Score their engagement levels.
- Then reach out to meet with them when they are ready.
- And if they don’t answer your calls to meet with them, cultivate them forever!
No one who needs instant gratification becomes a gift planner…….
Or, rather, a person who needs instant gratification should not become a gift planner.
I think we can agree; patience is a virtue!