The Planned Giving Blogger

The art and science of planned giving.

Marketing planned giving: e-newsletters Part I

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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.



Written by Phyllis Freedman

July 13, 2010 at 11:54 pm

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