The Easiest Way to Explain Planned Gifts
Unlocking Powerful Donor Stories
The Problem with Most Testimonials
Powerful donor stories are extraordinarily valuable because they make planned gifts so EASY to understand! Unfortunately, most donor testimonials aren’t powerful… in fact, they read like obituaries. That’s nobody’s fault. It’s just the way it’s always been done—and old habits are hard to break.
Nearly every organization we work with agrees they need help developing powerful donor stories. They know good donor stories inspire other people. That’s why we always offer to help our clients write rich and compelling stories. At first, clients are relieved – even delighted. They’re fundraisers, after all, not journalists.
Yet, when we ask for their donors’ names and phone numbers, there is a palpable sense of anxiety. “Do you have to do the interview? Can’t we do the interview and give you the notes?”
First of all, you’re the client. So, yes. You can do whatever you want. But there’s a reason we do the interviews – and I promise it gives you better results.
Why a Neutral Party Gets Better Results
Here’s why:
- Donors need to have the freedom to answer truthfully. Some answers they aren’t comfortable giving to you.
- We’re looking for answers to questions you’re not comfortable asking your donors.
- Even if you have a remarkable relationship with the donor, there’s a filter in place that doesn’t exist with us.
I’ll give you an example. Recently, we spoke to a donor with the perfect profile: devoted, loyal, connected, grateful, and committed. Slam dunk! The story practically writes itself. But then … the donor opened up a little bit. When we asked about the Legacy Society, this person was confused. “What Legacy Society?”
(FUNDRAISERS: PAY ATTENTION HERE! This is insider info and it’s GOLD for those who will listen!)
And then the donor just kept talking … “It’s about time someone did something about planned giving … I’ve been wondering why I haven’t heard about this … I’m in touch with very successful people connected to this organization … I know they’re making gifts elsewhere … So much missed opportunity …”
And, when we asked what they wished they could tell their peers: “This organization prepared us to live meaningful lives… I owe a debt of gratitude … and a gift from my will is my way of making sure our tradition continues forever. If you feel as I do, you should include a gift in your plans.”
What’s the take away?
Probably something you already knew … but just got confirmed– you need to kick your marketing into high gear because your donors aren’t getting any younger. But here’s the great news: you don’t have to ask on your own! Your current donors will do the work for you—when you let them tell their story.
When you ask your current donor to tell their story, you affirm you value them. Instead of being ignored, they become a spokesperson, an advocate, a cheerleader.
REAL donors inspire others … AND when you let a professional journalistic storyteller interview the donor and write their story, you’ll get the best results.
Do you want the BEST results from your donor stories? Please … let us write them for you.
Why It Works:
- It’s great stewardship. Donors feel important when a hired professional calls them.
- An experienced interviewer asks questions that lead to interesting and revealing answers.
- Without a fundraiser present, donors are more likely to say what’s really on their minds (which helps YOU!).