Effective planned giving marketing requires a solid strategy along with the following tactical steps:
Although it’s often overlooked, I think that building awareness for planned gifts is very important. I’m not talking about blasting overly promotional messages in emails or spamming your constituents with tax or financial planning strategies. I’m talking about the development of a thoughtful way to repetitively educate those among your supporters that simply don’t realize they can easily leave your organization a bequest.
While you and I know they can leave money to your organization, that’s because we understand legacy giving. But we are not like most of your supporters. More than half of Americans don’t even have a will (mostly because they simply avoid the subject). Who wants to think about their own demise anyway? No one! But tons of prospects would be glad to consider a planned gift if they only knew that such a gift was an option.
In many cases, awareness efforts can be very effective and quite inexpensive while reaping tremendous rewards. I outlined a bunch of ways to do it for free here. You should also consider the fact that many of your supporters can be found engaging with your organization on social media— “liking” and “sharing” your Facebook posts (for instance). Don’t forget that a growing number of seniors are online and using social media. Plus the cost to build awareness among seniors on Social media is ridiculously low while the returns can be tremendously high (average gift in the U.S is between $30,000-$60,000).
To learn more strategies, tips and tricks, and latest research to help you maximize your planned gifts, see our Inside the Mind of the Planned Giving Donor eBook.
Subscribe to our blog today and get actionable fundraising ideas delivered straight to your inbox!