Fact: Newsletters worked in the 60’s. Today, they rarely get read . Personalized letters, postcards, display ads and websites have a greater impact. Personal visits are a must .
Myth: Email blasts are a cheap way to promote planned gifts.
Fact: In 1999, this was a great idea. Times have changed. Most of your emails won’t get read.
Fact: E-cards or e-mailing is a great idea for birthday greetings, but not planned giving... Americans read their email with their fingers on the delete key.
Fact: Your e-newsletters and planned giving e-cards will not get read for the same reasons your newsletters won't. Many e-marketing pieces get spammed out.
Fact: Even if your prospects have opted-in to hear from you, they will soon ignore your emails. You can easily alienate your prospects with mass emails and e-marketing.
Myth: Planned giving websites close planned gifts.
Fact: Handshakes close planned gifts. People give to people, not organizations. It’s important to have a planned giving website… but do not rely on it to work on its own.
In Closing... Annual giving is important, and urgent. Planned giving is also important, and proactive. Our endowment is like a retirement account. If we do not plan today for tomorrow, we may be in crisis tomorrow, which could jeopardize our programs and services.