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Should my planned giving website be customized?
If you have a database-driven, template-based website (in other words, all the "guts" of your site are shared by many other non-profits and cannot be modified by you), ask yourself: "Does this reflect the mission and vision of my organization? Is it truly us?"
Successful for-profits work very hard to establish unique, identifiable "brands" or public images for themselves, and ensure that all their communications project that identity. They know their customers, and market their services based on niche market segmentation. For example, ABC Corporation may place a national display ad in Time Magazine, but its look, feel and content may be different in Kansas City than it is in Miami.
Using a boilerplate website means that you can't achieve those same standards of brand identity for your non-profit. Why not show your personality?