Your Donors have Spoken        Leah Eustace, CFRE     Principal & Chief Idea Goddess           @LeahEustace
Getting through the clutter
Proceed with caution
What’s in a name?
Use language that resonates
Focus on the right instruments                    An estimated                       95% of                    planned gif...
Why, not how
Communicate with donors …in the way in whichthey prefer to be communicated with
Emotions versus logic
Tell Stories
Use appropriate storytellers
Make your case
Be personal
A potential opportunity?
Think of Jacqueline
Write for comprehension, not an academic thesis
Pay attention to design Why on earth would you want to make        something hard to read?
Use appropriate photos
Be transparent
Steward your secret donors
Break down the silos
Integrate
Pay attention to your website
In summary•   Tell your stories•   Put yourself in the shoes of your donors•   Be authentic and compelling•   Talk about w...
Thank you!       Leah Eustace, CFREPrincipal and Chief Idea Goddess           Good Works      613.232.9113 x 100    leah@g...
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Your planned giving prospects have spoken

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Leah Eustace's presentation to the CAGP National Conference 2013, on learnings from over 40 focus groups with planned giving prospects.

Published in: Technology, Education
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Your planned giving prospects have spoken

  1. 1. Your Donors have Spoken Leah Eustace, CFRE Principal & Chief Idea Goddess @LeahEustace
  2. 2. Getting through the clutter
  3. 3. Proceed with caution
  4. 4. What’s in a name?
  5. 5. Use language that resonates
  6. 6. Focus on the right instruments An estimated 95% of planned gifts in Canada are bequests.
  7. 7. Why, not how
  8. 8. Communicate with donors …in the way in whichthey prefer to be communicated with
  9. 9. Emotions versus logic
  10. 10. Tell Stories
  11. 11. Use appropriate storytellers
  12. 12. Make your case
  13. 13. Be personal
  14. 14. A potential opportunity?
  15. 15. Think of Jacqueline
  16. 16. Write for comprehension, not an academic thesis
  17. 17. Pay attention to design Why on earth would you want to make something hard to read?
  18. 18. Use appropriate photos
  19. 19. Be transparent
  20. 20. Steward your secret donors
  21. 21. Break down the silos
  22. 22. Integrate
  23. 23. Pay attention to your website
  24. 24. In summary• Tell your stories• Put yourself in the shoes of your donors• Be authentic and compelling• Talk about why, not how• Use multichannel marketing• Use emotion, not logic• Beware of institution-speak• Be mindful of design• You have one mouth, but two ears
  25. 25. Thank you! Leah Eustace, CFREPrincipal and Chief Idea Goddess Good Works 613.232.9113 x 100 leah@goodworksco.ca @LeahEustace

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