When it comes to planned giving marketing, there needs to be a combination of art and science in your approach. The art relies on your ability to “tell your story” (i.e., convey your mission needs) and build/sustain donor relationships. The science depends on knowing the makeup of your donor and prospect files, which can determine the quantity and quality of responses received. We’ve found that any number of factors can influence the response from planned giving marketing. Among them:
- The demographics of donors, including age, wealth and giving history.
- The method of communicating, e.g., digital or print or a combination.
- The content of the materials. Is the content designed to be perceived as helpful information? Are you using donor stories?
- What is offered on the response device (like a complimentary booklet or brochure)?
- The level of confidentiality conveyed.
- The number of previous touches to the same list.
- The time of year the material is sent.
Know your donors
Of course, there’s no “one size fits all” when it comes to planned giving marketing, but charities that maintain consistent and targeted messaging to the right recipients can have the advantage of being top-of-mind when ideal planned giving prospects are considering their charitable and estate plans. ■
Ashley McHugh is managing editor of Sharpe Insights newsletter and co-producer of the Sharpe Insights podcast.
