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