Planned giving marketing

Three Simple Steps

PLANNED GIVING

MARKETING

No one cares how much you know, until….

they know how much you care.

FIRST THINGS FIRST

―Please remember the Catholic Legacy Society in your will.‖

This statement goes on everything!

LetterheadEnvelopeWebsite

Email SignatureNewsletterBrochures

Business CardsPoster

HOW DO I START?STEP ONE

Repetition, Repetition, Repetition!

Make your messages joyful rather

than addressing a death experience.

Show a celebration of values.

Help someone realize their

desire to make a difference.

KEY THOUGHTS

―The mind must see visual

achievement of the purpose

before action is initiated.‖

—Mack R. Douglas, author

PICTORIAL SUPERIORITY

EFFECT

LET’S GO THROUGH SOME

GREAT EXAMPLES

When asked, bequest donors say

that an organization’s published

materials were the most frequent

source of information about

bequests, followed by:

legal/financial representative,

family and friends,

visit from organization’s representative.

Do the folks inside your organization

understand WHY a bequest program is

important and the benefits it will bring

to your organization?

CEO, CFO, CDO, &

Board of Directors are critical for

the success of your planned giving efforts.

INTERNAL MARKETING

Donor Benefits:

Assets remain under donor control.

They can modify a gift at any time.

Do not have to give up assets today.

Benefits to Organization:

Usually higher gift amounts.

Stewardship can result in higher

annual gifts, too!

FOCUS ON BEQUEST MARKETING

Do one thing every month:

Newsletters that inspire and remind supporters about planned giving.

Website Updates – keep it dynamic with new information, not static.

Direct Mail Letters that encourage action.

Progress Reports to current supporters and volunteers.

Thank you for your interest letters with a call to action!

Personal phone conversation.

MARKETING PLAN

STEP TWO

A letter from someone who

already created a bequest!

From the current supporter, telling

others about the bequest program,

emphasizing the important role

bequests have played for your

organizations financial health and

encouraging them to visit your website

or contact you.

HERE’S A GREAT IDEA!

LEAVE A LEGACY IS A PUBLIC AWARENESS

CAMPAIGN DESIGNED TO INSPIRE PEOPLE JUST

LIKE YOU TO MAKE A CHARITABLE BEQUEST.

Gently remind yourself that you do not

need to know much about planned giving

in order to start your program. Surround

yourself with professionals you can turn

to for answers:

Attorneys

CPAs, CFPs

Gift Officers

CPGR – CO Planned Giving Roundtable

STEP THREE