The Planned Giving Blogger has a new address:
Simply click on the link above to read the latest post.
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.