Your planned giving prospects have spoken

Your Donors have Spoken

Leah Eustace, CFREPrincipal & Chief Idea Goddess

@LeahEustace

Getting through the clutter

Proceed with caution

What’s in a name?

Use language that resonates

Focus on the right instruments

An estimated 95% of

planned gifts in Canada

are bequests.

Why, not how

Communicate with donors …

in the way in which they prefer to be communicated with

Emotions versus logic

Tell Stories

Use appropriate storytellers

Make your case

Be personal

A potential opportunity?

Think of Jacqueline

Write for comprehension, not an academic thesis

Pay attention to design

Why on earth would you want to make something hard to read?

Use appropriate photos

Be transparent

Steward your secret donors

Break down the silos

Integrate

Pay attention to your website

In summary• Tell your stories• Put yourself in the shoes of your donors• Be authentic and compelling• Talk about why, not how• Use multichannel marketing• Use emotion, not logic• Beware of institution-speak• Be mindful of design• You have one mouth, but two ears

Thank you!

Leah Eustace, CFREPrincipal and Chief Idea Goddess

Good Works

613.232.9113 x 100leah@goodworksco.ca

@LeahEustace