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CAGP-ACPDP™Webinar Wednesday’s Presents:
The Gift Planning Donor Cycle
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Today’s Session:
How do you Market to your Donors?
Presenter: Leah Eustace Principal and Chief Idea Goddess
Good Works
Leah Eustace
Leah is a ‘fundraiser’s fundraiser’ with a wide and varied background in charitable fund development. At Good Works, Leah has worked with name-brand clients such as the Canadian Red Cross...
Read Leah’s full bio here.
Follow Leah on Twitter: @LeahEustace
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Getting through the clutter
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Proceed with caution
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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
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Emotions versus logic
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Tell Stories
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Use appropriate storytellers
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Make your case
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Be personal
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A potential opportunity?
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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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Steward your secret donors
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Break down the silos
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Integrate
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Pay attention to your website
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In summary
Tell your storiesPut yourself in the shoes of your donorsBe authentic and compellingTalk about why, not howUse multichannel marketingUse emotion, not logicBeware of institution-speakYou have one mouth, but two ears
WE WOULD LOVE TO HEAR WHAT YOU THINK!
Please take a moment to answer 7 quick questions about this webinar, just click here:
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Thank – You For Attending!
