The least expensive ways to build awareness for your planned giving program

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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.

The opportunities for building awareness for your planned giving program are all around you.  Put these words everywhere you possibly can:

Please consider leaving {your organization} in your will and estate plans.

  • on emails;
  • business cards;
  • letterhead;
  • mailers;
  • reply forms;
  • booklets;
  • magazines;
  • articles;
  • photos;
  • banners;
  • invitations;
  • research reports;
  • website pages, etc.

The list goes on and on.

Research shows that about 35% of Americans will consider a bequest as a gift.  But they need to be made aware that your organization accepts them.  Building awareness is one of the first steps for a successful planned giving marketing strategy.  Don’t forget to use the free marketing channels you have available to you.

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