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 is interested.

In the past, and in some cases still, we measure that engagement by some very old fashioned and quite frankly outdated metrics. And that is: who sent in the reply card requesting more information.

The reciprocal request for information is more an indication of someone fulfilling a social contract more so than an indication of interest. 

But with digital technology, we don’t have to rely on the imprecise measure of engagement. We can see by opened emails and click throughs and form submits and how long they go to the website and how long they linger whether someone is interested or not. 

But for fundraisers, even though the information is there, it’s hard for them to dig through it. So, one of the things we’re doing with our clients is compiling all this information to a dashboard and applying lead scores to planned giving prospects.

What we’ve learned is there are people who are leaving their digital finger prints all over your electronic marketing. They are opening your emails over and over and over again.

We’ve been doing work with a hospital system and we launched them on this program where we introduced the email marketing frequency that we just talked about.

Within a couple of weeks of launching the email, they were interested in seeing what kind of response they were getting … 

[We saw] … a bunch of people had opened the email dozens of times. There was one donor who had opened the email 34 times. When we reviewed this data with our client … we had to point out the anomaly of this handful of people and this particular donor who opened the email dozens of times.

And low and behold, the organization reported they knew who this donor was. He had never risen to the level of a major giving prospect; his annual giving was unremarkable, but he’s been around; he’s been loyal; he’s been showing up year after year.

Simply knowing this donor had opened the email dozens of times gave the gift officer the confidence and the inspiration to pick up the phone.

And when they did, the magical match was made.

The gift officer said, “Thanks for all those years of giving, and we’re curious. Sometimes people who have shown this degree of loyalty are sometimes looking for other ways to impact the organization. Is this something you would be interested in?”

And the donor responded, “It IS. I’ve actually had you in the will for years. I just didn’t know if this was something that people talked about or if you would be interested in knowing. I’m so glad you called.”

What we really need to impress upon anyone who is looking to embark upon a digital marketing campaign to drive more leads is to DIG INTO THE DATA. Monitor the digital fingerprints. Look for a pattern of behavior that demonstrate an interest that are not like the traditional interest indicators, such as the reply card and request for more information.  

Watch the full video now.

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.

70 ½ vs. 73?

70 ½ vs. 73?

70 ½ vs. 73? We’ve been hearing some confusion from a lot of clients around the age split of 70 ½ vs. 73 for gifting from an IRA. Which is the correct age? What are the rules around each age? When it comes to marketing this great gifting strategy, the problem is both...

read more
Wisdom Wednesday – Are you 85?

Wisdom Wednesday – Are you 85?

Are you 85? I didn't think so ...We've talked about the mindset of our most senior donors in the past. And we'll most likely talk about it forever. Why? None of us know what it's like to be 85 - unless we're 85.We've all been 16 before. Most of us have even recovered...

read more
Generational Marketing – Traditionalists

Generational Marketing – Traditionalists

Generational Marketing - TraditionalistsTraditionalists include those aged 77+ and will be a key group when it comes to your planned giving outreach.Learning how to communicate with this portion of the population is important for your success. Discovering the nuances...

read more

Tech Tuesday – IRS Discount Rate

IRS Discount Rate  With the signing of the Consolidated Appropriations Act of 2023 and the provision referred to as Secure 2.0, there is newfound interest around Charitable Gift Annuities* (CGAs). Because of this we’re all becoming reacquainted with the IRS...

read more

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

info@pgmarketing.com

Contact Us

The best way to engage more planned giving donors is with effective marketing. We would love to help. Please give us a call, send an email, or fill out the form to get started.

Planned Giving Marketing
Lafayette Hill, PA
P: 484-680-7600 | F: 877-865-6812
info@pgmarketing.com

© 2021 Planned Giving Marketing. This site is informational and educational in nature. It is not offering professional tax, legal, or accounting advice. For specific advice about the effect of any planning concept on your tax or financial situation or with your estate, please consult a qualified professional advisor. Privacy Policy