Think about this.
Planned giving marketing begins with a good list, right?
I’ve seen it time and time again. When we look at the folks who said they already left a planned gift or are considering doing so, they are always loyal, high-affinity donors or volunteers. And, often they are average folks. Not rich.
Combine this with research we found online and put into our report titled 26 really interesting planned giving marketing charts, stats, and graphs. Among other things, we found the following:
Now… let’s look at the people who “like” your Facebook page. I don’t have any research to support what I’m about to write. But here goes. People “like” your Facebook page because:
So what am I getting at?
I’m thinking that you might want to consider planned giving advertising that is targeted solely to your Facebook fans. It’s hyper-targeted and inexpensive.
Sure… you may not get the gift for about 30 years. But you’ll get it.
And, if you do your planned giving marketing right… they’ll tell you about their gift soon so you can steward them properly, prevent them from taking your organization out of their will, and, hopefully, get a chance to inspire them to increase the size of their gift.
Just cut out one planned giving newsletter and you’ll have enough of a budget to target your Facebook fans for the next few years.
Am I nuts? Or did I just find the missing link?
The arguments against this kind of advertising are my own.
Facebook fans are exhibiting a high degree of affinity for your organization… publicly! But is that enough?
I don’t know but I can tell you this: Advertising on Facebook to your fans is pretty darn cheap. And, if you don’t ask… you don’t get. So I think it’s certainly worth a test. I’ll try to get one of my clients to agree and I’ll let you know what happens.
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