A successful marketing campaign (print or digital) means different things to different organizations. Generally, we advise our clients not to compare their results to those of others who may be working under very different circumstances. We believe it’s best to determine success by measuring against your own best results to date. Here are some things to look at:
How’s your list?
One of the most important aspects of a mailing is who receives it, so your data needs to be current. How old are your planned giving donors? Are they married? What is their wealth level? Be careful not to remove donors from your list due to the small size of their gifts. The amount they have given is generally not as important as the length and frequency of their giving.
What’s your subject matter?
Be specific when it comes to the subject matter. Remember that some planned giving subjects will have broader appeal than others (e.g., wills and bequests and gift annuities usually generate a greater number of responses than mailings on more technical gift plans). On the other hand, people who respond to information about less familiar gift planning vehicles may have a greater capability to seriously consider a major gift.
Look inside
In a printed mailing, two of the most important elements are the carrier envelope and the response device. The outer envelope is the first element a donor will see. Make the envelope appear as important as possible and preferably look like a piece of quality business correspondence.
Whether print or digital, the means to respond should be easy for the donor to understand. Common mistakes include giving the donor too many choices, and for a printed mailing, a lack of space for older people to write legibly and not including a reply envelope for confidentiality.
Quality or quantity?
Is your goal to find 100 donors who have an interest in planned giving? Or would you prefer a few responses from committed donors who have already made a bequest or beneficiary designation or have the desire and capability to make such a gift?
Depending on your objectives, either outcome could be defined as successful as you identify your best planned giving prospects and begin the process of building and sustaining long-term relationships. That’s when the real work—and fun—begins.
Need help planning your next mailing? Sharpe Group can help!
