Permission Marketing in Planned Giving
Last week, PG Calc published a white paper entitled “The Cultivation Funnel: Using Content Marketing to Move Prospects from Awareness to Close.” The Cultivation Funnel presented in this paper illustrates the journey of a planned gift prospect and, ultimately, a planned gift donor.
In this paper, Marketing Consultant Ann McPherson introduced a previously underrepresented element – permission marketing. This concept was brainstormed and has been consistently championed by Seth Godin, an author, blogger and marketing expert.
Ann provides the details behind permission marketing and how it relates to the transition from "push" and other interruptive marketing tactics (teleprospecting, unwanted direct mail, and spam email) to “pull” tactics (providing meaningful and relevant content, sharing expertise on a given topic, and sharing resources) as ways to cultivate interest in making a planned gift to a particular charity.
Ann acknowledges in this paper that focusing your marketing efforts only on individuals who have provided permission to do so may seem counter-intuitive – won’t you catch more fish with a wider net, so to speak?
Download this white paper to explore the concept’s relevance to planned giving marketing.