The Planned Giving Blogger

The art and science of planned giving.

Transparency triumph.

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“Think ‘transparency’ is an established, maturing theme? You ain’t seen nothing yet,” says the latest trend briefing from Trendwatch, which bills itself as an independent and opinionated consumer trends firm.  With transparency a crucial lever in fundraising, the briefing, “Transparency Triumph,”  is worth reading.  Gift planners can learn alot from the findings.

1. Review R(evolution).   Recommendations by personal acquaintances and opinions posted by consumers online are the most trusted forms of advertising globally.  A recent Nielsen survey shows that 90% of online consumers worldwide trust recommendations from people they know, while 70% trust consumer opinions posted online.  Do you know where and who is reviewing you online?  And not just Charity Navigator and the obvious review sites?  Do your gift planning web pages include donor testimonials and articles and testimonials from experts and professionals in the field?

2.  Reviewer trumps review.  The latest trend in online opinions is profiling reviewers so you can find an opinion from someone whose lifestyle mirrors yours, who thinks, lives, acts, and consumes like you, and whose reviews therefore have real relevance.  So, instead of examples that simply say Mrs. Jones, age 80, why not add a little more information about the donor.  It will increase the possibility that a reader will say “that’s alot like me.”



Written by Phyllis Freedman

October 5, 2009 at 11:42 pm

One Response

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  1. […] donor confidence, through a variety of means, has been the subject of a number of previous posts.  And, in my experience, gift planning prospects who are properly stewarded, generally speaking […]

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