The best 2-step plan for legacy gift marketing

MarketSmart characters
MarketSmart lightbulb icon

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.

The best 2-step plan for legacy gift marketing - artwork1. Generate leads using social norms, family reminders and non-death-related packages

  • Social norms = “Many of our supporters have done this too!”
  • Family reminders = “You can honor or memorialize a loved one by making a gift in your will.”
  • Non-death-related packages = Value-based offers that do not scare your supporters by talking about death and taxes

2. Cultivate those leads consistently forever with messages that continue to use social norms, family reminders and non-death-related packages

Leave a Reply

Your email address will not be published. Required fields are marked *

Get smarter with the SmartIdeas blog

Subscribe to our blog today and get actionable fundraising ideas delivered straight to your inbox!