Chasing Unicorns? – PSA 3
It’s easy to get sucked into the allure of a sexy, complex gift – the elusive ‘unicorns’ of the planned giving world.
But it’s the small gifts that come in regularly and frequently that provide the stable base for an organization. Greg Wilson, Sr. Major Gifts and Planned Giving Officer at Good Shepherd Rehabilitation in Allentown, PA, gives us a practical solution for how to use marketing to focus on this broader segment of your donor donor base, rather than the unicorns. Developing stronger relationships with the “every day donors” will become increasingly more important as fundraisers look for news ways to fill the pipeline.
Listen for tips on how to use planned giving marketing during the Covid 19 crisis to nurture donors and keep them connected to your organization.
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Have planned giving marketing questions, then book a call with Jeff: https://calendly.com/pgmarketing/15intro
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Previous PSAs:
- Drunk Dialing Your Donors: https://www.youtube.com/watch?v=foAj-STWStg
- Donors Don’t Care About the CARES Act: https://www.youtube.com/watch?v=tq4_s-jXuqo
Here’s How You Know if Your Marketing Is Working
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Successful Donor Calls with Frontline Fundraisers
What is the most important thing to communicate during a donor call? Transcript: GREG: What we have found is that a specific deferred gift may not have come out of donor calls, but we get so much qualifying information! We've found as a frontline fundraising staff,...
PSA: Story Telling and Planned Giving Marketing
How to use stories to increase the rate of respond in your planned giving marketing. Transcript: JEFF: Just as a practical example. One of my favorite success stories is from a public college in PA. They were working to transition annual fund donors into planned...
Planned Giving Marketing’s PSA: Dig Into the Data
Transcript: JEFF: The beauty of digital communication right now is that there are a ton of metrics being generated every time you send something out and every time someone responds. Measuring that engagement is key to understanding who among your marketing prospects...