Archive for February 2010
Romance your donors with feminine copy.
Jeff Brooks, the immensely talented fundraiser and Future Fundraising Now blogger, published a great post last week on how to address gender differences in copywriting. I’m not excerpting it, because Jeff’s post, in its entirety, is worth a read.
Thanks, Jeff!
Phyllis
The dreaded legal department.
One of the most popular posts I’ve written was entitled “The dreaded communications department.” I figure I should give equal time to the other bane of most gift planners: the legal department.
I’m prompted to write because I got a great blog post from my friend and marketing pro, Kirk Kirkpatrick, of Marketing-Fix who writes a wonderful blog on marketing called “100 words” (hint: all of his posts are only 100 words long.) Recently he wrote about a clever Valentine’s Day promotion he saw in the NY Times that completely fell apart because of the fine print.
His takeaway: “never hire the legal department–or Ebenezer Scrooge–as your marketing guru or copywriter.”
My takeaway: never let your legal department unnecessarily burden your gift planning marketing materials with too much legalese or disclaimer. Gift planning marketing is, for the most part, a lead generation activity. Complicating mass marketing pieces with too much legalese can dissuade and even frighten donors whereas in a one-on-one conversation with a donor, the necessary legal content can be explained in a relaxed setting where concerns can be addressed.
Phyllis
The end of gift planning as we know it.
If you haven’t yet read the article “Are Demographics Destiny?” in the 4th Quarter 2009 issue of the Journal of Gift Planning, you owe it to yourself to do so immediately. In it, Mary Beth Martin and Susan Raymond of Changing Our World describe looming shifts in American demographics and their implications for gift planning. The authors quote Jack Welch, former CEO of GE, who famously said “It has long been our observation that, for any institution whose external environment is changing faster than it is changing internally, the end is in sight.”
Gift planners should take heed of their observations:
● Because the elderly are living longer, philanthropic decisions will be made by families and not individuals.
● The gender gap is closing with life expectancy of men starting to match or even exceed that of women.
● This longevity will constrain funds remaining for charities.
● Our society will be more diverse, with planned giving prospects no longer older, white women.
And their recommendations:
● Broaden your audience and your message. Create the biggest tent you can afford.
● More than half of American adults do not have a will. Broadening your message to reach these prospects can produce dividends.
● Encourage self-identification of bequest prospects but only if an effective stewardship plan goes along with it.
● Stewardship will be critically important.
The article is extensive with lots of other observations, recommendations and accompanying charts. It’s an important read for all gift planners.
Phyllis
P.S. The pdf provided is from the Journal of Gift Planning, authored by Martin & Raymond, copyright 2009. Used with permission of the Partnership for Philanthropic Planning, Indianapolis, IN (317)269-6274, http://www.pppnet.org. All rights reserved. The Journal is a benefit of PPP membership and a valuable resource for gift planners. If you are not already a member, I strongly encourage you to join!