Planned giving marketing

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A basic overview of marketing a brand new planned giving program. This presentation focuses on bequests which represents 80% of all planned gifts made to non-profit organization

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Planned giving marketing

  1. 1. PLANNED GIVING MARKETING Three Simple Steps
  2. 2. FIRST THINGS FIRSTNo one cares how much you know, until…. they know how much you care.
  3. 3. HOW DO I START? STEP ONE ―Please remember theCatholic Legacy Society in your will.‖This statement goes on everything! Letterhead Envelope Website Email Signature Newsletter Brochures Business Cards Poster
  4. 4. KEY THOUGHTSRepetition, Repetition, Repetition! Make your messages joyful ratherthan addressing a death experience. Show a celebration of values. Help someone realize their desire to make a difference.
  5. 5. PICTORIAL SUPERIORITY EFFECT ―The mind must see visual achievement of the purpose before action is initiated.‖ —Mack R. Douglas, author
  6. 6. LET’S GO THROUGH SOME GREAT EXAMPLES
  7. 7. When asked, bequest donors saythat an organization’s publishedmaterials were the most frequent source of information about bequests, followed by: legal/financial representative, family and friends,visit from organization’s representative.
  8. 8. INTERNAL MARKETING Do the folks inside your organization understand WHY a bequest program is important and the benefits it will bring to your organization? CEO, CFO, CDO, & Board of Directors are critical forthe success of your planned giving efforts.
  9. 9. FOCUS ON BEQUEST MARKETING Donor Benefits:Assets remain under donor control.They can modify a gift at any time.Do not have to give up assets today. Benefits to Organization: Usually higher gift amounts. Stewardship can result in higher annual gifts, too!
  10. 10. MARKETING PLAN STEP TWO Do one thing every month: Newsletters that inspire and remind supporters about planned giving.Website Updates – keep it dynamic with new information, not static.Direct Mail Letters that encourage action. Progress Reports to current supporters and volunteers. Thank you for your interest letters with a call to action! Personal phone conversation.
  11. 11. HERE’S A GREAT IDEA! A letter from someone who already created a bequest! From the current supporter, telling others about the bequest program, emphasizing the important role bequests have played for your organizations financial health andencouraging them to visit your website or contact you.
  12. 12. LEAVE A LEGACY IS A PUBLIC AWARENESSCAMPAIGN DESIGNED TO INSPIRE PEOPLE JUST LIKE YOU TO MAKE A CHARITABLE BEQUEST.
  13. 13. STEP THREE Gently remind yourself that you do notneed to know much about planned givingin order to start your program. Surroundyourself with professionals you can turn to for answers: Attorneys CPAs, CFPs Gift OfficersCPGR – CO Planned Giving Roundtable

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