Planned Giving Donors Hiding in Plain Sight
Are you missing some of your best planned giving prospects?
Transcript: I recall a number of years ago, I met a client at a local community hospital. And upon arriving at the hospital, a retiree met me at the door and greeted me. And welcomed me into a waiting room and got me a cup of coffee, and called up to the person I was having a meeting with.
Then a few minutes later a second volunteer came down and escorted me from the lobby up to the office where I had the meeting.
I commented to my client that these women are remarkable. They are here every single day and they clearly care very very deeply for the hospitals, the patients and the visitors. I would imagine they are remarkable planned giving prospects. And interestingly, I was told they were not included!
They reason was because they had no donor history on the women. Some of them are not donors. They are merely volunteers and they don’t rank!
I would argue that someone who shows up every single day is exhibiting a degree of loyalty that is far more valuable than any check they are ever going to write.
When you add these people to your marketing list and nurture them regularly with inspiring messages, you open opportunities to have conversations with more donors interested in making a planned gift.
Watch Full Video
Click to watch the FREE 30-Minute Training: Four Shifts to Make Right Now to Get the Most Out of Your Marketing
More Resources:
- Email Template One: Download, personalize, and send to donors.
- Email Template Two: Download, personalize, and send to donors.
- PSAs
- Article: What Makes Marketing a Planned Gift Effective?
- Mission Minded Marketing: An Immediate and Effective Communication Plan for Fundraisers
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.

Wisdom Wednesday – Planning for 2023
Planning for 2023 New year, new view on planned giving fundraising Look at it from your donor’s point of view, understand what they need and want, not what your organization needs or wants. The new year is a great time to pause, reflect, and reset. Most of us think...

Tech Tuesday – Secure 2.0
Consolidated Appropriations Act of 2023 and Secure 2.0 By now, you may have heard that President Biden signed into law the Consolidated Appropriations Act of 2023. Included in this act is a provision referred to as Secure 2.0. Major Takeaways: Raises the age for...

Marketing as a Cultivation Tool
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...

Grow Your Legacy Society with the Feeling of Unity
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...
Contact Us
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.
Planned Giving Marketing
620 W. Germantown Pike, Suite 440, Plymouth Meeting, PA 19462
P: 484-680-7600 | F: 877-865-6812