The Job of Planned Giving Marketing

Donor goes to the mailbox, right?

They’re not looking to get educated about the latest and greatest of the Cares Act. They are not go to their mailbox to find out exactly how a charitable remainder unitrust works. They’re not going to their mailbox for anything in particular!

When they open that mailbox, it is the job of marketing to get their attention to deliver some degree of information that inspires them to consider what it is that you want them to do.

But if you go too fast you’re going to lose them, because most people are not in the state of mind where when they obey the mailbox they are looking to be educated on ways to make a gift. It’s just not how it works.

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More Resources:

• Email Template One: Download, personalize, and send to donors. 
• Email Template Two: Download, personalize, and send to donors. 
• PSA One: Drunk Dialing Donors 
• PSA Two: Donors Don’t Care About CARES 
• PSA Three: Unicorns of the Planned Giving World 
• PSA Four: Messages that fill the donor pipeline 
• PSA Five: Slow Down So You Don’t Lose Donors
• Article: What Makes Marketing a Planned Gift Effective? 
• Mission Minded Marketing: An Immediate and Effective Communication Plan for Fundraisers