I’ve moved!

The Planned Giving Blogger has a new address:

http://www.smart-giving.com/plannedgivingblogger/

Simply click on the link above to read the latest post.

Phyllis

Get Rid of Your But

That’s the provocative title of a recent post by Steve Yastrow, author of “We:  The Ideal Customer Relationship.”  I’ve written before about donor-centered gift planning conversations.  Steve makes a wonderful suggestion for how to overcome obstacles to making a gift that a donor may raise.  Definitely worth a read.

Phyllis

Accept All Substitutes

Are you monitoring your competitors?  Don’t even think you have competitors?  Think again.  How often does a will where you are named a beneficiary also include the names of two or three groups working on the same or similar issues?

Seth Godin’s post from yesterday talks about how easy it is for consumers to switch because there are so many substitutes out there.  We often believe we’re unique but that’s not necessarily how our donors see us.

If you haven’t already done so, make a donation to/join your competitor organizations and then check every box they offer, including requesting gift planning information.  You’ll learn what they are doing but, more importantly, you’ll learn how they are positioning themselves, their work and the need for planned gifts.  That can help you in your own marketing.

Phyllis

Planned giving marketing to Boomers: shifting from success to significance

A couple of weeks ago, I wrote about generosity as a new status marker.  Now, Matt Thornhill, who pens the Engage:  Boomers blog, writes about Worthwhile Wines, a “triple bottom line business (profits, people, planet)” as evidence of what we can expect from Boomers.  His advice reinforces the idea of generosity as a motivator.

He notes that “Typically, around age 50 we see a shift away from “success” and more towards “significance” as an underlying behavioral motivation. David Wolfe, author of Ageless Marketing, points out that such a shift isn’t a generational thing, it’s a developmental thing. Reach age 50 and beyond, and one’s motivation for many decisions in life shifts.”

He goes on to say “Combining rational marketing value (price and quality) with human, emotional values is why we think companies like Worthwhile Wines will succeed. Boomers will vote with their wallets, which are now attached to their heartstrings.”

Good advice for gift planners: stop talking about tax savings and the technical aspects of gifts.  Instead, combine the emotional appeal of your mission with the impact the donor’s gift can make and you will have a winning formula.

Phyllis

Marketing planned giving: e-newsletters Part II

Yesterday I wrote in support of adding e-newsletters to your planned giving marketing mix, in addition to conventional newsletters, not in place of them.

“Is there a better way to get people to sign up for your emails than using a form that looks like it was created by the Census Bureau? And is there a better way to assure readers of your good intentions than placing inches of tiny grey type in the legal section of the email?”  These questions were posed recently as the intro to a wonderful blog post from Media Marketing’s ‘Email Insider.’

They suggest that your e-mail sign up form can be as simple as putting the information in a sentence instead of boxes.

Or you can be more elaborate and show your organization’s personality.

Click on either of these images to enlarge.

As to the unsubscribe information, read the post here.

Phyllis

Marketing planned giving: e-newsletters Part I

I think e-newsletters for planned giving marketing are a good idea:  in conjunction with traditional newsletters, not in lieu of them.  I know there is a huge push to find low/no cost ways to market planned gifts and I believe e-newsletters should be one arrow in our quiver but they don’t take the place of conventional newsletters.  I know, I know, print newsletters require an investment and seniors are one of the fastest growing segments online.  Even so, I still find that most planned giving prospects have not given us their e-mail address, so the best way to reach them is still via mail.  And, I’m someone who finds it difficult to read much on a screen, so traditional reading is still my preferred way to get important content.

Also, I’m not sure anyone has done the analysis that shows that e-mail is as effective as mail at generating leads and closed gifts.  Does anyone have the data from a head-to-head test?  I don’t think so. That’s why I’m sticking with what I know works.

That said, as our audience becomes increasingly web and e-mail oriented, it makes sense for us to try to add to our marketing mix an e-newsletter (and e-mails) focused on planned giving.  We should offer it as one channel among many.  And if we’re going to include an e-newsletter in our marketing it only makes sense to try to identify the best ways to encourage donors to subscribe/give us their e-mail addresses and to turn the unsubscribe requirement into a selling point.  Some ideas for how to do that tomorrow.

Phyllis

Low/no cost planned giving marketing

I’m always on the lookout for low/no cost ways to get our message out.  Here’s one that impressed me.  Imagine leaving it behind after donor visits or enclosing it with a proposal, a thank you note or any other correspondence you’re having with a donor or prospect.

Phyllis

Donor profiles in your planned giving newsletter?

Tom Ahern, writing in his e-newsletter, asks whether putting donor profiles in your newsletter is worth the trouble.  The short answer:   “They can lead to bigger things … or nowhere. You decide.”

You’re at the worthwhile end of the spectrum, Ahern says, “when your donor profiles are meaningful to other donors and can lead somewhere. Then donor profiles become opportunities.”

Ahern’s article, which includes a good example of a worthwhile profile is worth a read.

Phyllis

Planned giving marketing: get rid of the teaser

Jeff Brooks, writes a great blog called Future Fundraising Now.  He recently posted what some might consider a provocative point of view: that teaser copy on outer envelopes doesn’t work.  I agree with him wholeheartedly and find that the same is true in planned giving marketing.  Read Jeff’s blog here.

Phyllis

Planned giving marketing: harnessing the power of persuasion

I’ve always been a fan of making articles about gift types and gift planning simple to understand and follow.  That extends to the format as well as the content.  For example, I’m a big believer in using 1., 2., 3., steps along with this numbering format.  For example, when explaining how a gift annuity works.

And, I’m passionate about making sure our communications with donors include prominent and frequent “calls to action.”  That is, asking the donor to take a step and even telling the donor exactly what we want him or her to do.  For example, in Q & A articles and fact sheets, I often conclude with the question “What should I do next?” to put the donor on the path to taking the action we most want taken.

Now comes a research study published in Inside Influence, the website/blog of Robert Cialdini, Ph.D., who has made ethical persuasion his life’s study.  I’ve written about other of Dr. Cialdini’s findings previously.  The most recent article, entitled “Planning Persuasion,” describes a study that showed, conclusively,  ” . . .that simply hearing “Yes” from another person is just a starting point, rather than an ending point, for persuasion. To optimize the likelihood that others will follow through with their intentions, consider specifically asking them how they plan to go about accomplishing the goal they’ve promised to pursue. This doesn’t need to be done in a micro-managing or demanding way. Rather, you could ask about the details as they relate to whether or not there are specific aspects of the tasks with which you can help.”

For articles in newsletters, cover letters and other printed materials we send donors, we can suggest the steps to the donor, for example for how to include our organization in their estate plan.  In conversations, especially when a donor says that he or she is intending to or considering including us, a conversation about “how” the donor plans to do that might prove fruitful.

Phyllis