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

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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