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 givers.

They were enabling them to name their scholarship if they were able to document that they would endow it with a bequest after their annual giving ends.

What we did was, we profiled someone who was about to graduate. She had gone to school on an endowed scholarship. She held up a sign wearing her cap and gown, thanking the family who endowed her scholarship.

And we asked the question: how would you name your scholarship?

It was remarkable, because our client got responses, such as, “I never knew this was possible. I didn’t know I could name a scholarship. What do I have to do? Sign me up!”

So, again, the content didn’t revolve around what the tax advantages of making a planned gife were or the specifics of how the gift would work.

What we focused on was the impact and how the donor could have a say to what the impact was.

That got a lot more feedback and generated a lot more leads than an exchange of information about a particular gift vehicle.

GREG: Yeah, and I want to second that real fast. I had that same experience as a front line fundraiser.

Where had a program where you could fund  the scholarship in one of three ways, that I referred to as a sliding scale: an Annual Fund gift, a Major Gift to Endow, or a Deferred Gift, a planned gift that could be set up in your estate.

And just being able to articulate that to people. To say, “Here’s an impact that you can make by making this type of gift.” 

And people just responded and responded and responded. 

I would take those people who responded to our marketing at the time or who would be more open when I called.

And it just started to get them excited about the impact they could have. We were phrasing it in a way that was more open minded for them. And it took off. It was a huge amount of fun.

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Invitational Marketing Works Better

Marketing isn't meant to educate. It's mean 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.

Invitational Marketing Works Better

Marketing isn't meant to educate. It's mean 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.

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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
620 W. Germantown Pike, Suite 440, Plymouth Meeting, PA 19462
P: 484-680-7600 | F: 877-865-6812
info@pgmarketing.com

© 2020 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