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The average person is bombarded with 4,000 marketing messages each day. How do we, as planned giving professionals, stand out from the crowd? In this webinar, we’ll review the best practices, quantitative and qualitative research that will steer you in the right marketing direction, ensuring a group of inspired and loyal legacy donors to your cause. You’ll be left with a list of concrete things you can do, right now, to ramp up your program.
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TODAY’S SESSION WILL BEGIN AT 1:00PM EST...
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CAGP-ACPDP™Webinar Wednesday’s Presents:
The Gift Planning Donor Cycle
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Today’s Session:
How do you Market to your Donors?
Presenter: Leah Eustace Principal and Chief Idea Goddess
Good Works
Leah Eustace
Leah is a ‘fundraiser’s fundraiser’ with a wide and varied background in charitable fund development. At Good Works, Leah has worked with name-brand clients such as the Canadian Red Cross...
Read Leah’s full bio here.
Follow Leah on Twitter: @LeahEustace
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Getting through the clutter
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Proceed with caution
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What’s in a name?
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Use language that resonates
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Focus on the right instruments
An estimated 95% of planned gifts in Canada
are bequests.
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Why, not how
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Communicate with donors in the way in which they prefer to be communicated
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Emotions versus logic
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Tell Stories
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Use appropriate storytellers
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Make your case
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Be personal
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A potential opportunity?
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Think of Jacqueline
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Write for comprehension, not an academic thesis
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Pay attention to design
Why on earth would you want to make something hard to read?
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Use appropriate photos
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Be transparent
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Steward your secret donors
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Break down the silos
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Integrate
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Pay attention to your website
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In summary
Tell your storiesPut yourself in the shoes of your donorsBe authentic and compellingTalk about why, not howUse multichannel marketingUse emotion, not logicBeware of institution-speakYou have one mouth, but two ears
WE WOULD LOVE TO HEAR WHAT YOU THINK!
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Thank – You For Attending!
