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.
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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
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