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The Problem with Too Many Planned Giving Leads
It’s a good problem to have. But I’ve heard people tell me they’d rather have less, more qualified leads (ready to make a legacy giving decision and take action).
I disagree because you never know which planned giving leads are qualified or not. Many or most that end up leaving a gift will never want to talk to you. So you need to generate lots of attention and interest (leads) and cultivate them forever with solid, donor-centric “drip” marketing.
- Widen the funnel… more leads is better.
- Cultivate them properly with valuable offers for information and engagement.
- Track them to capture data about their interests.
- Score their engagement levels.
- Then reach out to meet with them when they are ready.
- And if they don’t answer your calls to meet with them, cultivate them forever!
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Feeling like your job is getting harder because donor expectations have changed and competition for the charitable dollar is growing?
Finding that the old orthodoxies and conventions espoused by so-called experts in online echo-chambers and at conferences don’t work anymore?
Want to help more people make impact by facilitating their acts of philanthropy but feel like too many obstacles keep getting in your way?
Then this book is for you.
Engagement Fundraising was developed from the perspective of a donor who discovered firsthand that the impersonal, spray-and-pray approaches of his beloved charity were not only offensive but also wasteful and ineffective. So he took action. And now, you can too.
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No one who needs instant gratification becomes a gift planner…….
Or, rather, a person who needs instant gratification should not become a gift planner.
I think we can agree; patience is a virtue!