The Planned Giving Blogger

The art and science of planned giving.

Trendwatching: Value & Simplicty

with one comment

The New York Times Business Day section recently offered clues to the current donor (consumer) environment.  The first clue was an article about Lowe’s, the home improvement store, and their coming ad campaign focusing on value and service.  Consumers, Lowe’s believes, want to feel as though their money is being well-spent and they want “knowledgeable, helpful and friendly” sales staff who simplify the home improvement process for them.  On the back page of that section, the Times published it’s weekly “Most Wanted.”  It’s a snapshot of what ad space is being purchased and which magazines, movies, and music are most popular.   What’s the top magazine by growth in ad pages (which by the way correlate with readership)?  Real Simple.  What’s one of the top ad buys by growth percentage?  Space in the Sunday newspaper coupon section.

These cues are consistent with what we’re hearing about the lasting impact on giving of the economic turmoil of the past eighteen months.  For a long time to come, value and simplicity will be king.

In our gift planning communication it’s even more important than ever to communicate the impact of legacy gifts and to keep our messages simple.  I’ve written before about the need to do a better job of communicating impact.  After recent reading of how the estate tax uncertainty and the Roth IRA conversion opportunity are being communicated to donors indicates to me that in the category of “keep it simple” we have a long way to go.

Phyllis

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Written by Phyllis Freedman

March 9, 2010 at 11:46 pm

One Response

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  1. Clear, concise and consistantare are the keys to telling your story of impact. Impact must be relevant to the listener and in terms they can understand.

    Bob Price

    March 10, 2010 at 9:01 am


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