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DMAW, their MAXI Awards, and a big “fail” for planned giving
At the 2013 Bridge Conference last week, you could walk through a wonderful “museum” of award-winning direct marketing fundraising packages. They were neatly on display just beside the lunch area.
I was excited to see the best of the best. So I started walking down one aisle. Then over to the next. And part way through the 3rd aisle someone recognized me and pointed something out.
NOT ONE OF THE WINNERS INCLUDED EVEN A SIMPLE CHECK-BOX FOR DONORS TO SAY “I HAVE ALREADY INCLUDED YOUR ORGANIZATION IN MY ESTATE PLAN.”
I didn’t take the time to verify her claim but I looked at quite a bunch and didn’t see anything related to planned giving at all. And I could only find a very small number that even related to major gifts.
Did I miss something? Is direct marketing only reserved for small gifts that sometimes make up only 20% or less of an organization’s revenue?
I give the MAXI a big “fail” in this area.
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You’re so right, Greg! It’s so simple and costs nothing, and the direct reply piece that doesn’t have a couple of check offs for Planned Giving is badly lacking. My faves:
I’ve included you in my will or other estate plan
I’d like more information on including you . . .
I would consider including you . . .
It blew me away! Drives me crazy!!
I don’t know how fair this claim is – most of the packages were displayed so only the front of the response device was showing, and many organizations place the checkboxes for matching gifts, estate plan information, email signups, etc. on the back of the response device for Direct Mail appeals. GMHC’s end of year match appeal included a checkbox that mentioned planned giving on the back of the response device, and it was one of the displayed MAXI winners for this year.
Honestly I didn’t think of it that way. Excellent point! Thank you Rachel. I guess it wasn’t a very quantitative claim but your analysis is very well-received.
Greg
You’re so right, Greg! It’s so simple and costs nothing, and the direct reply piece that doesn’t have a couple of check offs for Planned Giving is badly lacking. My faves:
I’ve included you in my will or other estate plan
I’d like more information on including you . . .
I would consider including you . . .
It blew me away! Drives me crazy!!
I don’t know how fair this claim is – most of the packages were displayed so only the front of the response device was showing, and many organizations place the checkboxes for matching gifts, estate plan information, email signups, etc. on the back of the response device for Direct Mail appeals. GMHC’s end of year match appeal included a checkbox that mentioned planned giving on the back of the response device, and it was one of the displayed MAXI winners for this year.
Honestly I didn’t think of it that way. Excellent point! Thank you Rachel. I guess it wasn’t a very quantitative claim but your analysis is very well-received.
Greg