When Do People Give?
There is one marketing truth you must understand: people give when they are ready to give, not when you are ready to sell (i.e., “ask”). So, just because your lead is not ready to buy (donate) today, doesn’t mean they aren’t important. After all, today’s leads are tomorrow’s donors, or next month’s or next year’s.
That is why it is important to remember to treat your prospects like donors, and your donors like friends. Treating your leads like donors ensures they will come directly to you once they are ready to “buy.”
Similarly, treating your donors like friends is going to dramatically increase their loyalty. And planned giving is all about loyalty. We all want to feel like one big family and not just out there someone trying to sell us and that’s it.
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Caution: If you’re using email blasts to promote planned giving, you are losing donors.
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