Planned Giving Marketing

Summer 2019 Webinar Training Announcement

This is our 6th year of offering convenient and cost effective webinar training programs!  Check out our full line-up of training for this summer (click each title to learn more and/or register!).  Thank you as always for considering our programs!

JUN
12

Planned Giving Boot Camp June July 2019

Wednesday, June 12, 2019 at 12:00 PM

JUL
16
JUL
24

Get Planned Giving Results Now…with a Survey Campaign!

Wednesday, July 24, 2019 at 12:00 PM

JUL
31
AUG
6

Advanced CRTs

Tuesday, August 6, 2019 at 12:00 PM

AUG
7

Advanced CGAs

Wednesday, August 7, 2019 at 12:00 PM

AUG
14

Advanced Charitable Lead Trusts

Wednesday, August 14, 2019 at 12:00 PM

Catch their attention, inspire them, and get them thinking

I came across this picture and quote of Stephen Covey (click here to go to the site) in looking for an idea for a client to put something in their annual report just as they are starting their planned giving program.  I just can’t let this one go even though I don’t think they will use it idea.

My advice to nonprofits trying to get some traction in planned giving: figure out how to use the “Live, love, laugh, leave a legacy” quote (possibly with a picture of Covey or not or another similar inspiring legacy quote) – design something powerful like the above and put it in front of your community. Catch the attention of your supporters, get them inspired and thinking, and then get them thinking about their legacies – in that order. If you do this consistently (along with some proactive steps like surveys and matching gift campaigns), you will start getting calls about legacy gifts (along respondents to your proactive marketing efforts, of course). I think it’s that easy.

 

Nicest Planned Giving Website Award!

There are plenty of really nice planned giving websites out there and plenty of not so nice ones. Every time I go call someone in the industry, I go to their website, see how fast I can find them, check out if their site is up to date, how it looks, etc…

(MOST OF THE TIME THEY ARE WOEFULLY OUT OF DATE – YESTERDAY, THE FELLOW I WAS CALLING WASN’T EVEN LISTED ON THEIR SITE EVEN THOUGH HE HAS BEEN ON THE JOB AS THE HEAD OF THE PROGRAM FOR 6 MONTHS! HIS PREDECESSOR WAS THERE, THOUGH!)

So, today’s call to a former colleague wins the award for possibly the nicest planned giving website that I recall seeing (City of Hope is a close second).  Note: neither Hadassah’s or City of Hope’s sites are standard canned ones.  Hadassah’s was written and designed by their Planned Giving staff with some extras from Stelter and City of Hope had help from a consultant and Market Smart.

Take a look around Hadassah’s planned giving pages by clicking on the picture or the url below it – to me, this is how your planned giving pages should look and feel.  It is not canned at all (or least any 3rd party material is secondary), it has great pictures and donors stories and quotes, and it directs you on what to do and who to contact throughout!

Next challenge: how do you get people to your beautiful planned giving website and convert them into prospects?!

Planned Giving Marketing Poll

One of our readers asked us to poll the readership about their planned giving marketing habits.   The more answers, the more useful the survey so please take a minute to answer this informal poll:

 

This last question will help us gauge the size of programs that answered the poll.

 

Thank you again for taking the time to do this!  Look for the results next week.