planned giving marketing: how to inspire your donors

Planned gift marketing: How to inspire your donors

Leah Eustace, CFREPrincipal & Chief Idea Goddess

@LeahEustace

Getting through the clutter

What’s in a name?

Use language that resonates

Focus on the right instruments

An estimated 95% of

planned gifts in Canada

are bequests.

Why, not how

Communicate with donors …

in the way in which they prefer to be communicated with

Emotions versus logic

Tell Stories

Use appropriate storytellers

Be personal

Think of Jacqueline

Write for comprehension, not an academic thesis

Pay attention to design

Why on earth would you want to make something hard to read?

Use appropriate photos

Be transparent

Integrate

Pay attention to your website

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

Ecomuseum

The Cancer Research Society

Fondation Hôpital Charles-LeMoyne

Les petits frères

Leah Eustace, CFREleah@goodworksco.ca

@LeahEustace(613) 232-9113 x 100

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