Find Your Audience, Then Find Your Money

This is a great article originally published in Planned Giving Tomorrow.
The 40-40-20 Rule
An old secret in direct marketing was, “Never, ever forget the 40-40-20 rule!”  The Rule dictated that:

Category: Planned Giving Marketing on June 28th, 2008

Cocktail Party Test

Fundraisers can make “civilians” a little nervous when they’re around (see Dan Rice’s article in the Spring 2008 issue of Planned Giving Tomorrow). What comments do you get when you tell folks what you do for a living? “Ugh, I could never ask strangers for money!” “Well, I hope you didn’t bring your begging bowl […]

Category: Planned Giving Marketing on June 17th, 2008

Prospects are telling me that they can’t make a bequest because they’ve already written their will. What response can I give them?

Suggest a codicil, a document that adds a bequest to your organization, then confirms all other provisions of the existing will.
It’s simple and inexpensive to prepare.

Category: Planned Giving Marketing on June 10th, 2008

First class mail or pre-sorted “bulk”?

In this discussion we must assume that the mailing is not going out late and does not have a deadline for response. In this case use First Class or do not mail at all.

Category: Planned Giving Marketing on June 6th, 2008

Why are my planned giving newsletters getting less response?

Marketing noise: every day the average prospect is inundated with over 2500 marketing messages. In a large city, it’s over 3700. A battle is being fought for the eyes and ears of the world, and in most cases the enemy is an overstuffed mailbox. Not only is your mail competing with the Legacy […]

Category: Planned Giving Marketing on June 6th, 2008

We need the money now. Why should I pursue planned gifts?

The average time from inception to maturity for a planned gift is 7-10 years — only a few years longer than most campaign pledge periods.
Do the math yourself:

Category: Planned Giving Marketing on June 4th, 2008


© 2008 PlannedGiving.com