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!
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