As we approach the end of the year, it’s a great time to look ahead and anticipate the next big marketing trend for 2020. Technology continues to advance at a rapid pace, so of course, you might think next year’s big marketing trend would focus on new technology. You’d be wrong. While the use of technology in data-driven marketing will certainly continue to be important in 2020, your overarching focus should be on people. Specifically, spending time improving your donors’ digital experiences.
Planned giving marketing in 2020 should be more focused on “customer service.” In the for-profit world, companies will seek to provide better digital experiences that will keep customers coming back for more. Their goal is to build a positive business culture and provide great customer service. If they achieve this, the marketing will take care of itself. The same can apply to planned giving. Relationship building with donors will be more important than ever. Not just during events and face-to-face meetings, but also in your organization’s planned giving digital presence.
The overall growth of online content has given consumers, and in our case donors, more power. Online viewers are no longer passive in learning about ways to give and the benefits of planned giving. They won’t wait for you to tell them about the great opportunity of creating a legacy at your organization. Instead, they’re going out and doing their own research. Thus, you need to offer them more than just the basic information. Your digital presence must improve the “customer experience” of the donor.
The non-profit concept of customer experience is not new, and it’s more than just a passing trend. Adobe’s 2019 Digital Trends Report names customer experience as the most exciting business opportunity for 2020 – not content marketing, social media, or any other form of digital marketing.
How do you improve the donor experience on your planned giving website?
Speed. Convenience. Consistency. Friendliness.
Donors want to find answers to their questions quickly and learn as much as they can in a simple and stress-free manner. The layout and flow of your website determines how your visitors perceive your organization and the level of service they will receive from you. If your planned giving site is overly complex, they may think planned giving is too complicated. If your site is devoid of useful information, they may think your organization is not sophisticated enough to handle planned gifts. Most importantly, always invite your donors to learn more by allowing them to schedule an in-person meeting or phone call. You want donors to raise their hands for more information, because this is an indication of serious interest, so make this information easy to find.
Simple will beat complicated. A friendly interface will get donors to call you more often than will a technical examination of the aspects of giving. Give your site a human touch. Include pictures of the planned giving officers your donors will interact with on your “Contact Us” page. Also, use the email address and name of an actual person donors can contact, and not a generic office email address. Improve the donor experience by making real connections at the initial contact point, and by making your technology feel more human.
Providing a great donor experience will help you with new donors visiting your page, and will also keep your existing donors coming back. In a world with revocable gifts, it’s definitely worth putting in the effort to keep your donors happy.
Are you ready to transform your donor experience? PG Calc’s Marketing Services is available to help you with your digital donor experience and other planned giving marketing. Contact Dave Wolfe at 888-497-4970 for more information.