Of all the marketing mistakes I’ve seen nonprofits make in planned giving, perfectionism is the second-worst. The first-worst is not doing any marketing at all. If you wonder why your planned giving program is inching along at a snail’s pace, perfectionism might be the problem.
If you follow philanthropy news, you’ve seen the headlines: “2022 Worst Year Ever for Fundraising!” “2023 Shaping Up to Be Even Worse!”
A planned giving website gives our “silent donors” (the ones who choose not to tell us about a planned gift) a place to go for information. Even the oldest prospects are online these days — they’re connecting with friends and family on social media; getting news from their favorite network’s website; and learning more about the causes they love by visiting them online. An online presence for your planned giving program is a 24/7 tool.
Transparency and building trust rank near the top for values fundraisers must cultivate. With competition for donor dollars increasing year after year, adopting a clear and validated set of professional values will boost donor peace of mind. The Donor Bill of Rights delivers a widely-accepted list of basic expectations between donors and their chosen nonprofits. Consider adopting these guidelines to lend legitimacy to your organization. This document will also help you observe the building blocks for a well-functioning development department.
For many nonprofits, the fundraising appeal provides the backbone for year-end, fiscal year-end, and annual campaigns. The appeal, often a direct mail letter or e-blast, frames the most important concepts surrounding your nonprofit and encourages donors to join the cause. Because an appeal is so essential, fundraisers must begin with a solid foundation for this fundraising strategy. Follow these five elements of effective fundraising appeals as a useful template for all of your upcoming appeals.
Bequests and Beneficiary Designations make up over 92.5% of all planned gifts. And it’s a very simple gift for your supporters to make since it does not affect their cashflow or lifestyle during their lifetime.
We’ve all seen those late-night TV infomercials by high-energy pitchmen selling the same old products year after year since the ’90s: “Just set it, and forget it!”, “Operators are standing by!”, “But wait, there’s more!” Regardless of what you think about their advertising styles, many of those companies are still around and enjoying hefty bottom lines by selling Showtime Rotisserie Grills, ThighMasters, Snuggies, and Ginsu Knives. And their success rates can be traced to one common denominator: consistent branding.
It’s time for a reality check: Your donors are on the internet—and your planned giving program should be, too. The argument that older donors aren’t computer savvy just doesn’t hold water anymore.
As a young ambitious person I remember boasting, “I’m a perfectionist.” And I was! I believed there was a right way to do everything. And I was downright obnoxious about it to the point that I would teach an employee how to hold a pencil. But now I know better.
It’s been two years since my mom died. But in my mind, she had already passed away seven years ago, with the onset of dementia.
Making Estate Planning Accessible, Simple, Personal, Secure and FREE!
Bequests are up, cash is down. Empower your donors to plan their will and invest their legacy in the cause they support the most.
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