How Prospect Identification Is Different for Small Organizations
I think it’s important to discuss why some of these screening tools, the prospect identification tools are important for some very, very, very large organizations–and why it isn’t an area to focus on as intensely if you are starting with a smaller list.
Nobody has an unlimited budget. Nobody can justify marketing planned giving to tens or hundreds of thousands of donors. Say you’re a national charity with millions and millions of names on your list. It’s not cost effective or practical to wallpaper the country with marketing solicitations to people that you don’t really have a connection to.
But for a lot of smaller organizations: community hospitals, independent schools and small colleges, the need to shrink your list for marketing and budgeting purposes is not nearly as significant as when you are dealing with millions and millions of records.
My encouragement to smaller organizations is: don’t put yourself in the same position as the mega organizations are in when they’re doing the prospect identification, when they’re doing a wealth screening.
They have no option except to pare down their list to the best prospects because their lists are just too big. Small organizations don’t have that problem. Granted, you probably have a smaller budget. Granted, you have to be smart about how you manage that budget.
But you don’t have to limit your marketing to the very cream of the crop. And when you open up your marketing efforts, you’re able to discover untapped resources that would have been filtered out by your prospect identification tools and wealth screening software.
Invitational Marketing Works Better
Marketing is meant to inspire donors and invite them to make an impact. See how invitational messages help you discover untapped resources so you can reach a new level with your planned giving.
Want better results from your planned giving marketing? Schedule a call with Jeff
- 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
Have you ever heard of a theory of communication called the "cultivation" theory?The cultivation theory has been around since the 1960s, and it holds that "long-term exposure to media shapes how the consumers of media perceive the world and conduct themselves." In...
In the book Pre-Suasion: A Revolutionary Way to Influence and Persuade, author Robert Cialdini speaks of Unity: the idea that the more we perceive a person is “like us,” the more likely we are to be influenced by them. You can use this universal principle to grow your...
You've heard the quote: People don't remember what you've said, they remember how you made them feel. You've seen it in fundraising. When your donors feel valued and appreciated, their loyalty and affinity to your organization deepens. Your Legacy Society is an...
One of the easiest ways to increase interest in a planned gift is by tearing down fundraising "silos" and viewing a donor's giving behavior in a more comprehensive way. There's a misconception that a deferred gift doesn't benefit an organization today. Instead, the...
We’d love to help you reach your planned giving goals by effectively marketing your planned giving program.
Please give us a call, send an email, or fill out the form below to get started.