Why looking at response rates for planned giving campaigns is a rookie mistake.

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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.

Have you ever sold your home?
If so, how many buyers did you need?
Just one right?
So if you put your house up for sale and your real estate agent sent out thousands of postcards promoting your property, would you be concerned about the “response rate”?
Probably not.
Why?
Because, your home would probably sell for several hundred thousand dollars and you’re looking for a single buyer.   So do you worry about response rates or, rather, do you worry about generating solid leads for highly qualified buyers?
I bet you’d look for solid leads and highly qualified buyers.
The same applies to planned giving marketing.  These are big deals.  So, when your planned giving marketing effort only garners a .0001% response rate, don’t make  a rookie mistake by focusing on that.  Instead, focus on the quality of the leads.

2 responses to “Why looking at response rates for planned giving campaigns is a rookie mistake.”

  1. Lorri Greif says:

    But what if you could sell your house as many times as you could get people to say “YES – here’s my money!?” With planned giving, you can have – and want – many people create legacy gifts.
    So it’s not just the quality (which, I agree is more important that quantity) but also how many really high quality leads you attract.

  2. Lorri Greif says:

    But what if you could sell your house as many times as you could get people to say “YES – here’s my money!?” With planned giving, you can have – and want – many people create legacy gifts.
    So it’s not just the quality (which, I agree is more important that quantity) but also how many really high quality leads you attract.

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