The Problem with Too Many Planned Giving Leads

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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.

planned giving leadsIt’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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Charles O'Neil
8 years ago

No one who needs instant gratification becomes a gift planner…….

Greg Warner
8 years ago
Reply to  Charles O'Neil

Or, rather, a person who needs instant gratification should not become a gift planner.

Charles O'Neil
8 years ago
Reply to  Greg Warner

I think we can agree; patience is a virtue!

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