Helping you qualify, cultivate and prioritize major donors and legacy supporters so you can have fun closing more gifts more efficiently.

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Do email open rates matter?

Nope. Not really. Not much. Instead of asking about open rates, you should be asking more important questions such as: Do our donors engage with… Read More

Mass marketing, relationships and trust.

One-to-many marketing/fundraising relationships are the same as personal relationships. Trust is essential. But, if you send spammy emails and direct mailers that are impersonal, irrelevant, interruptive,… Read More

8 Great Ways to End Emails or Letters

Cultivation starts and ends with great communication. Goodbyes are just as important as hellos. So here are some great ways to end emails you send… Read More

3 big reasons why email open rates don't matter (and what you should measure instead)

First, a short story Recently I participated in a roundtable discussion led by a salesperson for one of those cookie-cutter planned giving website companies. She was… Read More

2 big reasons why email open rates are meaningless and 3 things you should track instead

This drives me crazy. I keep hearing so-called planned giving experts congratulate themselves for getting phenomenal open rates from their e-blasts even though email open… Read More

3 reasons to run an OPT-OUT campaign

Yes! I said you should run an OPT-OUT campaign. Not an opt-in campaign. I realize it’s counter-intuitive, but I actually get just a little bit… Read More

4 Email Metrics That Matter Most for Major and Legacy Gifts Marketing

Don’t get tricked into measuring meaningless stats. Here are the 4 email metrics that matter most for major and legacy gift marketing: 1- Click-thru rates… Read More

The top 3 kinds of emails your donors want to receive from you

Marketing Sherpa frequently delivers fantastic research right to your inbox for free (if you sign up for it). Here you’ll find their latest findings on… Read More

Test with email first

I think it’s time we finally let go of direct mail as the first option for planned giving marketing— especially if your budget is tight…. Read More

Why looking at response rates for planned giving campaigns is a rookie mistake.

Have you ever sold your home? If so, how many buyers did you need? Just one right? So if you put your house up for… Read More

Why you should simply make your planned giving messages simple.

Recently a client asked me to review and critique a fundraising letter.  It was written by one of her committee members.  Can you say, “awkward… Read More

What age group responds to planned giving email marketing the most?

What age group responds to planned giving email marketing the most? The following chart shows the age breakdown for the leads we generated and gifts… Read More

Behind the stats and metrics of email marketing for planned giving marketing

On a listserve recently there was a discussion about what you can expect from email marketing in planned giving marketing.  I can tell you that,… Read More

Is your email signature helping or hurting your marketing efforts?

Why wouldn’t you create a great email signature? Don’t forget about your email signature (the space at the end of the emails you send out)…. Read More

What the heck is email marketing automation?

With the development of social media – and the problems of spam and information overload – email may be losing some of its power. Smart… Read More

Using Facebook to market your business? Some basics to help you see if it's right for you.

Set up a business page In addition to your personal profile, you may want to set up a Facebook page for your business. Funny thing… Read More

Add some "ONSERTS" to your outgoing email or mail.

Well you’ve heard about inserts – what about onserts? These work because your best business and best referrals will come from your past customers. Check… Read More

Ebay mails one million postcards in multi-channel marketing effort.

Who says print is dead? I used to.  A lot. But I’m seeing more and more that print has morphed into a “complementary” part of… Read More

3 Steps to Figure Out Which Email Subject Line Will Perform Best

So you’re scratching your head wondering which subject line will get your email blast opened and read, right? Scratch no further. Here’s how we choose… Read More

4 ways to really offend people with your email marketing efforts.

1- Offer no way to unsubcribe. 2- Make it really difficult to unsubscribe. 3- Try to trick people in one way or another. 4- Send… Read More

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