We use cookies to ensure that we give you the best experience on our website. By continuing to use this site, you agree to our use of cookies in accordance with our Privacy Policy.
Privacy Overview
Login
Your Role
Challenges You Face
results
Learn
Resources
Company
The simplest planned giving marketing strategy (5 things you must do)
The simplest comprehensive planned giving marketing strategy boils down to these 5 things:
-Building awareness: branding, education, PR/news stories, etc.
-Generating leads: acquisitions campaigns
-Cultivating leads: nurture campaigns
-Closing gifts: face-to-face, telephone, or personalized asks
-Stewarding gifts: acknowledgement, gift acceptance, donor recognition, etc.
Once you get your head around your overall strategy, then you need to choose which channels will help you meet your goals (depending on your budget). Last, you need to choose your tactics. Oh… and, finally, you need to actually do the marketing. Inertia and internal roadblocks/hurdles kill any chance of getting the results you desire.
I have found that direct mail and email are the most effective channels for generating leads if you have a good list and your organization is mid-sized to large. Otherwise, the telephone channel (calls in the form of donor survey/thank-yous) and the face-to-face channel work best.
The most important wild-card factor is the quality of your LIST.
SEE ALSO:
>> 8 posts that will help you develop a solid planned gift marketing strategy
LIKE THIS BLOG POST? SHARE IT WITH YOUR PEERS AND/OR LEAVE YOUR COMMENTS BELOW!
Subscribe
Login
0 Comments
Get the book!
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.
Get smarter with the SmartIdeas blog
Subscribe to our blog today and get actionable fundraising ideas delivered straight to your inbox!