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Serious major gift marketing is not for populists. Planned gift marketing is.

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.

I like populism because it gives regular people control over their government. 
But populism has no place in major gift marketing.
To generate more major gifts, you cannot be a populist. You must engage the wealthy— those with the capacity to make a tremendous impact.
Alternatively, populism is the backbone of planned gift marketing.
Planned gifts can come from anyone. Thirty-three percent of your supporters would consider such a gift. Between sixty and eighty percent will keep it secret. Amazingly, we have found that for fifteen to thirty percent of planned givers, their legacy gift will be their first gift to your organization! (Based on research from Dr. Russell James III and the Center on Philanthropy at Indiana University)

But even though most planned gifts will come from ordinary people, the big bucks (ninety percent of your bequest dollars) will come from about twenty percent of the charitable bequests your organization receives.
How do you find them? Click here to find out!
Navy-Marine-Corps-Testimony

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