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Building awareness for planned giving is easier and less expensive than ever

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.

Promoting planned giving doesn’t have to be expensive.
If you have traffic on your website, you have a chance to promote planned giving for pennies per click. Try retargeting ads!
 
What is retargeting?
Retargeting advertising allows you to create ads that will appear for your supporters as they navigate other websites AFTER they recently visited yours. For instance, suppose someone visits your site because they want to visit your museum. Later, as they navigate the web, they will see banner ads.
By using Google’s pay-per-click advertising system you can ensure that the ads they will see (whether they want them or not) are sure to promote your planned giving opportunities (instead of a random ad for a new car or refrigerator).  That way the ads will be relevant since they are based on their past web surfing history.
 
It’s an inexpensive, highly scalable, trackable and efficient way to engage your supporters and offer them a way to help ensure the future of your shared mission.
Here are some we created for our friends at the California Academy of Sciences.
 
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Related Posts:

>>Why you don’t need to update your planned giving web pages as much as you might think
>>The single worst way to evaluate your planned giving marketing program
 

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