It's always interesting to discuss the latest marketing trends, especially since trends don’t occur that often in the planned giving world. However, in the last 18 months, we have conducted several marketing evaluations and audits that have revealed something - a shift in thinking.
When we think about sustainability, the first thing that generally comes to mind is saving our world’s precious resources. Sustainability is in the news daily. Just recently, it was reported that Cape Town, South Africa will run out of water as soon as April 2018! Sustainability is not just about being careful how we use our resources so as not to deplete or damage them. It’s also about “relating to a lifestyle involving the use of sustainable methods,” according to Webster Dictionary. Sustainable methods = Something you can maintain So how do you sustain your planned giving marketing program?
The National Association of Charitable Gift Planners (CGP) created a task force charged with defining metrics to evaluate the work of gift planning fundraisers and to develop guidelines for criteria to measure the performance of planned giving programs. The task force has not issued its final report, but we have some feedback on their likely recommendations. Best practice performance metrics will provide a basis for evaluating the success of a charity’s planned giving efforts.
Having just returned from the National Conference on Philanthropic Planning, I thought it would be timely to share a few marketing takeaways. While there is nothing revolutionary to report, it’s always nice to talk with colleagues about their marketing successes and challenges. Here’s what I gleaned from the sessions I attended.
How do you evaluate your marketing program? Well, it depends. There are many things to consider, and because there is no “right” way, it's not as straightforward as you might think. One characteristic to consider is the age of your program. Is it in its beginning stages, is it a mature program around for decades, or is it somewhere in between? The age and size of your planned giving program is a material factor when you measure and evaluate the results of your planned giving marketing.