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

1. PLANNED GIVING
MARKETING
Three Simple Steps

2. FIRST THINGS FIRST
No one cares how much you know, until….
they know how much you care.

3. HOW DO I START?
STEP ONE
―Please remember the
Catholic Legacy Society in your will.‖
This statement goes on everything!
Letterhead
Envelope
Website
Email Signature
Newsletter
Brochures
Business Cards
Poster

4. KEY THOUGHTS
Repetition, Repetition, Repetition!
Make your messages joyful rather
than addressing a death experience.
Show a celebration of values.
Help someone realize their
desire to make a difference.

5. PICTORIAL SUPERIORITY
EFFECT
―The mind must see visual
achievement of the purpose
before action is initiated.‖
—Mack R. Douglas, author

6. LET’S GO THROUGH SOME
GREAT EXAMPLES

7. When asked, bequest donors say
that an organization’s published
materials were the most frequent
source of information about
bequests, followed by:
legal/financial representative,
family and friends,
visit from organization’s representative.

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 for
the success of your planned giving efforts.

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. 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. 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 and
encouraging them to visit your website
or contact you.

12. LEAVE A LEGACY IS A PUBLIC AWARENESS
CAMPAIGN DESIGNED TO INSPIRE PEOPLE JUST
LIKE YOU TO MAKE A CHARITABLE BEQUEST.

13. STEP THREE
Gently remind yourself that you do not
need to know much about planned giving
in order to start your program. Surround
yourself with professionals you can turn
to for answers:
Attorneys
CPAs, CFPs
Gift Officers
CPGR – CO Planned Giving Roundtable