This document provides 6 tips for nonprofits to maximize the use of donor stories for marketing purposes. It suggests repurposing donor stories that were collected for newsletters or websites for other uses like peer letters to specific donor groups, larger articles featuring quotes from multiple stories, and humanizing planned giving guides or legacy society displays at events. It also recommends using story-based surveys to engage consistent donors and gather new stories that can highlight why donors care about the nonprofit's mission.

1. 6Quick Tips
M A X I M I Z E
D O N O R S T O R I E S
F O R N O N P R O F I T
M A R K E T I N G

2. You interviewed
a donor for your
newsletter and/
or website...
But don’t
stop there!

3. A person’s
heartfelt story is
c o n t e n t
versatile

4. of philanthropy
outreach!
CENTERPIECE
& can be the

5. Here are 6 ideas
to get you thinking
about repurposing &
repositioning a donor story

6. SOCIAL MEDIA
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facitatia sus mi, qui
cUption nis maio.
Gende molut .
PEER LETTERS

7. Let’s say you work for a college and
f r o m t h e c l a s s o f ‘ 6 7 w h o ’ s
i n c l u d i n g a b e q u e s t i n h e r w i l l .
S h e ’ s a l r e a d y a g r e e d t o b e
f e a t u r e d a n d p h o t o g r a p h e d f o r
t h e a l u m n i m a g a z i n e ’ s p l a n n e d
g i v i n g “ a d v e r t o r i a l . ”
interviewed a donor

8. You have all the content you need to
f r o m y o u r d o n o r t o o t h e r s
i n t h e c l a s s o f ‘ 6 7 w h o m a y
c o n s i d e r a b e q u e s t t o h o n o r
t h e i r u p c o m i n g 5 0 t h r e u n i o n .
produce a peer letter

9. SOCIAL MEDIA
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SOCIAL MEDIA

10. Your donor story is
f o r
perfect content

11. Yes, you can use social
media to reach and engage
planned giving donors, but
it should be part of a larger
public relations strategy.

12. Offer your story and photo to
your organization’s marketing
and communication staff and
discuss how you can leverage
this content for maximum impact.

13. SOCIAL MEDIA
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A LARGER
ARTICLE

14. You can
f r o m s e v e r a l d o n o r s t o -
r i e s f o r a l a r g e r a r t i c l e
a b o u t p l a n n e d g i v i n g &
p h i l a n t h r o p y .
pull quotes

15. SOCIAL MEDIA
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WAYS-TO-GIVE
GUIDE

16. A donor story
a r e p e r f e c t f o r h u m a n i z i n g
a w a y s - t o - g i v e g u i d e .
& photograph

17. SOCIAL MEDIA
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YOUR NEXT
EVENT

18. Do you have a
D i s p l a y a d o n o r s t o r y
a n d p h o t o o n a n e a s l e !
Legacy Society table at events?

19. SOCIAL MEDIA
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STORY-BASED
SURVEYS

20. A highly effective way to
gather new stories & engage
longtime, consistent donors
(your best planned giving prospects)
is to do a survey.

21. This isn’t a survey
about your organization
it’s a story-based survey about the donors -
and why they care about the causes related
to your nonprofit’s mission.

22. <
Did you find this
slideshare helpful?
Print a colorful tip
sheet to keep on hand
or share with staff!
*

23. PEOPLE-CENTRIC
MARKETING FOR
NONPROFITS
W W W. P G AG EN C Y.COM
Claire Meyerhoff
President
claire@pgagency.com
Diana Grosz
Senior Vice President
diana@pgagency.com

24. Are your “spray & pray” marketing efforts
Let us design a microtargeted
marketing campaign! You have
EXCELLENT planned giving
prospects BUT you need to reach
them in a specific way...
falling flat?

25. For instance,
have you sent a peer bequest
letter from a former board member
to all past board members
or
encouraged donors to make gifts of
retirement plans or life insurance?

26. SCHEDULE A PHONE
CONSULTATION WITH
US TODAY
AND DON ’ T WA S TE TIME WITH OLD -FA SHIONED
( AND MUCH MORE E XPENSIVE!) PL ANNED G IVING MARK E TING
W W W. P G AG ENC Y.COM/PHONEHELP