Planned Giving Marketing Strategies That Work

Planned giving marketing can be defined as a methodology for raising funds to support

non-profit organizations and charities through donations, gifts, cash, equity, property and bequest. While some planned gifts provide a life-long income to the donor, others give the donor a partial tax deduction for the gift and an income stream from the recipient body.

Being a marketer, a successful planned giving marketing requires you to think strategically as the Conventional Marketing Wisdom (CMW) is often found to be ineffective for such programs. When strategizing planned giving marketing, you should use a balanced blend of print and electronic messages, clearly stating the benefits in a simple and concise manner. Dont limit your mode of communication to e-mails. Mix and vary between cards, letters, display ads, and telephone as using just one way to communicate may not work for all the prospective donors.

Find the marketing approach that will work for your organization. You can start a planned giving marketing program by developing a visually-based planned giving website that engages your readers, and then actively leads them to you for follow-up. When data-mining for your best prospects, identify your loyal givers. Focus on their organizational loyalty and not on their age or wealth, which is demonstrated by their consistent annual giving.

Once you have a list of prospective donors, you may contact them by e-mail, personalized letters or post-cards. As the chances of your letter being read are only 10-20%, use of post-cards is advisable over e-mail. According to the Direct Mail Association, postcards have over a 95% readership rate. A postcard does not have to be opened; it makes an impression at a glance. And if your message is clever and well written, it just might convert a non-interested prospect into an interested one.

Try to minimize the use of mass-mailers; as per a recent study, every day an average prospect receives over 2500 marketing mails. In a large city, the figure is over 3700. To get your mail noticed in such a huge number is not only difficult but also a little unreal. If you do choose e-mails to promote your program, mail a personalized letter that delivers a quick, simple, focused, benefit-driven message. Include your phone, email and other contact details.

Mail the same letter/post-card twice or at the maximum, three times a year. However, dont push the prospects with repetitive contacts as it may agitate them.

by: Gyan

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