Multi-channel marketing and planned giving

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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.

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Today Seth Godin writes, “Repetition increases the chance that you get heard.”  And, he continues, “Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles. “This time Seth’s post DOES apply for planned giving marketing.

Recently a client told me they thought they should ONLY print and mail planned giving newsletters to people over 70 in their database a couple of times a year.  No email.  No Facebook.  No telemarketing.  No print ads in their magazine.  No inserts with acknowledgements.  No banner ads online.  No letters.  No posters at events.  No brochures at Board Meetings.

Just newsletters.  Only a couple of times a year.

Of course I advised against that strategy.  Some of the smartest folks in the world agree with me.

Be like Seth.  Be smart.  Push your messages as repetitively as possible to as many people as possible (since anyone can leave a planned gift).

 
 

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