Planned Giving Insights | Ann McPherson (10)

The Importance of Your Brand

Published 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.

planned giving marketing, marketing corner

1 minute read

Who Wants to Talk about Death?

Published by Ann McPherson on November 24, 2014

I came across a picture in a video about how technology is changing our lives. This particular snapshot of a church message board illustrated the unhealthy relationship we can have with technology. The message encourages passers-by to honk if they love Jesus, and makes the point that texting while driving is a sure way to come face-to-face with Him. That said, I couldn’t help thinking that this message relates to our industry in a different manner.

marketing corner

1 minute read

How To Move Your Planned Giving Program Forward in the Next 10 Minutes

Published by Ann McPherson on September 17, 2014

Pick up the phone and call your top planned giving prospect. Don’t know what you’ll say? Then review their history to determine what your strategy should be. Don’t know who your top prospect is? Then go throu gh your list to identify the top ten planned giving prospects. Don’t have a list? Then screen your donor database based on FLAG – frequency, longevity, age, and gender to create a list of 100 prospects.

donor profiles, donor relations, cultivating planned gift prospects

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

Published 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:

planned giving marketing, cultivating planned gift prospects, marketing corner

1 minute read