Planned Giving Insights and Information

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While on Holiday, “Busman” Encounters Noteworthy Sign

Posted by Bill Zook on February 27, 2015

Sample_of_PG_Signage_straighten-049872-edited
As she was reviewing the images captured by our camera during a recent vacation, my wife was puzzled to come across the one above. She knew she wasn’t the one who took the photo, so I must have been (and was in fact!) the culprit.
 

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Topics: planned giving marketing

The Importance of Your Brand

Posted by Ann McPherson on February 17, 2015
Joshua Bell released a new Bach recording recently, which had me a bit perplexed. There is nothing new about Bach. Why would anyone want to buy this CD, since there are so many Bach recordings already in existence? But Bell has his own “brand,” and people will buy this recording just because he has a following and his interpretation of Bach’s music is sure to be different from his peers.
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Topics: planned giving marketing, marketing corner

The Scent of Conversion

Posted by Larry Kerstein on February 9, 2015

The latest trend in planned giving communications is something called “donor-focused design,” an approach that places the donor at the center of the design process. The concept is based on the presumption that an organization’s communications will be more effective and will resonate more with donors if they reflect the needs, objectives, and in particular, language of those donors. 

Interestingly, this concept is completely in line with a philosophy of website design that the best practitioners have followed for some time. The most effective websites are designed using the results of research into user experience (UX), including areas such as eye scanning, and information tracking.

As early as 2001, research done by Dr. Ed Chi, who at the time was Principal Scientist for Augmented Social Cognition, as well as others at Xerox Palo Alto Research Center (PARC), indicated that humans track information in a fashion similar to the way that animals follow a scent. 

                                       People... engage in what [Dr. Ed Chi] calls ‘hub-and-spoke’ surfing: They begin at the center, and they follow a trail based on its information scent.... If the scent is sufficiently strong, the surfer will continue to go on that trail. But if the trail is weak, they go back to the hub. ‘People repeat this process until they're satisfied,’ Chi said.                                     
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Topics: planned giving marketing, inbound marketing

Where's Your "Why?" - Simple Rule for Planned Giving Marketing

Posted by Ann McPherson on June 20, 2014

Karen Osborne conducted a webinar for PG Calc on Strategic Storytelling and its role in planned giving marketing in April. Some of you may have attended it, but for those who didn’t here’s something to consider. Citing inspiration from a Simon Sinek TED talk, she stated, “your ‘why’ story has to come before what you do and how you do it. What societal problems are you solving? What impact have past investments made? What do you envision going forward?”

It’s easier to tell the “why” story in person, but smart planned giving marketing messages should tell the “why” story as well. Your planned giving communications should include the following:

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Topics: planned giving marketing, cultivating planned gift prospects, marketing corner

5 Marketing Lessons Gift Planners Can Learn...from Infomercials

Posted by Ann McPherson on May 21, 2014
We know that nonprofits can learn from for-profits,
especially when it comes to marketing.
But infomercials? Really?








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Topics: planned giving marketing, marketing corner

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