Planned giving is about people. Personalization is key to attracting prospects, optimizing donor relationships, and maximizing the donations that result from them. Try the following to enhance that personal touch:
- Photographs – Seeing is believing. For prospects, photographs literally put a face to your name. So capture images that balance friendliness and professionalism, portraying staff members at ease but in full “customer-relationship management mode.”
- Phone communications – A greeting like “Good afternoon, this is Sandy, how can I help you?” makes a warm impression. No matter how busy you are, emphasize the personal with responses like, “Oh yes, Mrs. Meyer, thank you for calling,” instead of the sterile, off-putting “Hold please.”
- E-mail and letters – Your organization’s communications enable you to foreground different members of your team: “Dear Mrs. Meyer, My name is Richard Jones and I am going to make sure we all stay on the same page during the process of finalizing your gift language.” Remember, the team members themselves don’t actually have to write these – you can ghostwrite them – but everyone should know what he or she is supposed to have said!
Just remember: Personalize. Because the impersonal is the opposite of outreach. And outreach makes gifts happen.