7 Simple Lessons to Remember from Dr. Russell James About Planned Gift Marketing

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Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

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  1. Use family words (stories and simple, colloquial words) not formal words
  2. Use social examples/norms such as: Many of our donors like to make a gift in their will or by beneficiary designation
  3. Tell stories of planned bequest donors who are still alive… not dead!
  4. Talk about benefits (including tax benefits)
  5. Ask about family/friend connections to the cause and give supporters the option of a tribute/memorial gift
  6. Deliver planned gift marketing messages with a spoon full of sugar (use non-death-related packaging)
  7. Keep communicating to older donors (even if they stop making current gifts)

 

Recommendations

>> Words that Work II: The phrases that encourage planned giving
>> Inside the mind of the planned giving donor
 

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betty johnson
betty johnson
7 years ago

Nice summary of some great research – amazing how much more effective we can be by just changing our thinking a bit and in the use of our words and by listening

Greg Warner
7 years ago
Reply to  betty johnson

Yes indeedy!

Jim Weber
Jim Weber
7 years ago

Great webinar Greg and team even though it was 6am Melbourne Australia time! Dr James is continuing to do excellent research and presents in a straightforward and very entertaining way. Well done, always thing sot be learned form Dr. James!
Jim Weber
Fundraising Fixers Australia

Greg Warner
7 years ago

Thanks so much for waking up early with us Jim!

betty johnson
betty johnson
7 years ago

Nice summary of some great research – amazing how much more effective we can be by just changing our thinking a bit and in the use of our words and by listening

Greg Warner
7 years ago
Reply to  betty johnson

Yes indeedy!

Jim Weber
Jim Weber
7 years ago

Great webinar Greg and team even though it was 6am Melbourne Australia time! Dr James is continuing to do excellent research and presents in a straightforward and very entertaining way. Well done, always thing sot be learned form Dr. James!
Jim Weber
Fundraising Fixers Australia

Greg Warner
7 years ago

Thanks so much for waking up early with us Jim!

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