See Our Work

Reach loyal donors and engage more prospects with beautiful, story-based marketing campaigns for your non-profit that have been custom written and designed just for you. Read how these organizations are leveraging their brands and inspiring donors to give more planned gifts.

Smith College

Casting a Wider Net Means More Leads and More Gifts

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The Situation

Smith College already had a robust and successful marketing program, delivering highly targeted, segmented, and personalized multi-channel communications with frequency and consistency. So how do you improve an already successful program?

Strategy

Cast a wider net. While conventional wisdom suggests only a small segment of donors represent the bulk of planned giving opportunities, we learned that Smithees aren’t conventional. So, we tested the fringes of the planned giving prospect file to see how younger, less-frequent donors would respond.

Campaign Elements

Personalized Direct Mail, Reunion Campaigns, Gift Annuity Marketing

Results

More leads and more gifts are coming from donors who previously weren’t included in the marketing. Younger alumnae are making gift commitments in response to reunion mailers versioned by class year. And less frequent donors are funding gift annuities in response to mailings with personalized gift illustrations.

“What I like about PGM is they do beautiful work I’m proud to share with my donors. They’re also true partners. They bring me fresh ideas and listen to my ideas, too. And they get the job done when they say they will.”

Sam Samuels

Smith College

Westminster School

Changing the Face of Planned Giving
If you think millennials are too young to advance your planned giving efforts, think again.

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The Situation

When a millennial returned to his alma mater to work in the planned giving office, he noticed nobody was paying attention to his peers. Nearly all the marketing was focused on donors of a certain age.

Strategy

Aware of several beneficiary designations from younger alumni, PGM profiled them for a series of postcards and display ads. The copy was derived from their testimonials with an emphasis on how easy it was to include Westminster in their plans.

Campaign Elements

Personalized Direct Mail, Reunion Campaigns, Gift Annuity Marketing

Results

The campaign inspired not only the donors’ peers to step forward, but members of older generations, too. While commitments from younger donors won’t materialize for many years, they serve to build traction for the Thring Society and create more stewardship opportunities with these highly engaged donors.

“I received dozens of emails, calls, and texts about the messaging, tone, and simplicity of the campaign – people love it! Well played, to you and your team. Very well played.”

NEWELL GRANT

Director of Major Gifts, Westminster School

Specialized Campaigns

Engage more prospects

Dignity Health

“Edgy” May Sound Like a Good Idea, but “Authentic” Gets Results

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The Situation

French Hospital Medical Center tried an off-the-shelf solution with a generic design and edgy copy, but edgy didn’t resonate with their donors. No one responded. So, French turned to PGM for help.

Strategy

French and PGM collaborated to create materials that leveraged the strength of the Dignity Health brand and celebrated their Legacy Circle members. The warm, authentic, voice of real donors served to inspire other members of their community to follow their lead.

Campaign Elements

Donor Profiles, Reply Mailers, Bequest Intention Mailers

Results

Within days of the first mailing, the planned giving office was receiving new inquiries and bequest intentions. The same donors who had ignored “edgy” were responding to “authentic.”

“The mailing just went out and we’re already having wonderful conversations with loyal donors. They’re telling us about gifts we hadn’t known about and we’re discussing plans for new ones. Success! Exciting! Thank you for all your help.”

ROSEANN “ROSEY” PARKS

Dignity Health – French Hospital Medical Center

United Church of Christ

Charity Begins at Home

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The Situation

United Church of Christ had a robust planned giving program at the national level and passed down literature and programming to their conferences and congregations. But we learned through surveying church leaders and congregants that national programs don’t always resonate at the local level.

Strategy

Flip the script. Rather than making the national setting’s content and programming available to churches with the hope they’d use it locally, PGM worked with United Church Funds to develop content and programming that is dynamically customized for each church and ministry. Beginning with a PGMicrosite™ and a pastor’s portal, each participating church has an online presence with content and materials designed just for them.

Campaign Elements

PGMicrosites™, Custom Marketing Solutions

Results

Congregants interested in making a planned gift have confidence in knowing they can discuss their intentions with their pastor or church’s designated planned giving representative, and direct their giving to the missions and ministries that matter to them most.

“Our congregations had been chomping at the bit for an affordable planned giving package, but rather than recommend something off the shelf, PGM took the time to ask questions to better understand our situation. They gave it a lot of thought and came up with a custom solution we’re very excited about.”

HOWARD HAWKINS

Director of Business Development, United Church Funds

Contact Us

We’d love to help you with marketing your planned giving program and reach your planned giving goals.

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