Nobody Ever Washes a Rental Car
I was challenged by a colleague recently to write something using the concept that “nobody ever washes a rental car.”
But I disagree. Someone does wash rental cars — the companies that rent them! After all, at the prices rental companies charge, who among us would pay for a dirty car? Is there a lesson here for our planned giving program?
I think there is. When you meet with a prospect, is your organization in good enough shape to sell? Would your prospect be proud to endorse your mission? Does your planned giving program shine, just like a nice, new rental car?
What’s this mean in practical terms? When Avis and Hertz rent a car, they don’t just run it through the car wash and get it back on the lot. They detail the car — vacuum the interior and make sure the windows are clean. They record the car’s condition and check mileage to see if it’s due for oil. There’s a lot of “behind the scenes” before that car gets cycled back into the pool.
What’s the behind-the-scenes for your next planned giving calls? Do you have your bequest language up to date? Are your systems in place to pay out a gift annuity? Have you a legal contact ready to create your next trust? Do you have a solid grasp of the basics of your planned giving tools so you can recognize the opportunities when your prospect lays a folder full of stock certificates on the coffee table in front of you? Do you shine?
I’m sure that there are days you feel abused — just like that rental car. Your prospect needs something faster, your colleague wants to take a short cut, your boss ran over a procedure to get something done. But your job is to shine to that prospect — wash up and detail yourself and your office so when the next renter, er… prospect comes along, they’ll be thrilled with the ride!
This post was posted in Planned Giving Marketing