Planned Giving Marketing: How to Inspire your Donors
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Transcript of Planned Giving Marketing: How to Inspire your Donors
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Planned gift marketing: How to inspire your donors
Leah Eustace, CFREPrincipal & Chief Idea Goddess
@LeahEustace
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Getting through the clutter
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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 with
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Emotions versus logic
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Tell Stories
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Use appropriate storytellers
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Be personal
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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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Integrate
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Pay attention to your website
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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
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Ecomuseum
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The Cancer Research Society
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Fondation Hôpital Charles-LeMoyne
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Les petits frères