PG Calc Blog

The latest on planned giving from PG Calc.
Read our posts for comments on the latest topics and issues in planned giving. We hope you find our posts timely and interesting, and we hope you'll share your perspective with us!

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Planned Giving Marketing and the Novel Coronavirus

Updated April 6, 2020 The novel coronavirus, or COVID-19, is spreading like wildfire around the globe, unsettling the stock market and causing operational disruptions to industries of every description. High schools and colleges are sending students home for the remainder of the term. Social distancing and self-quarantine are being applied by health officials. Millions of Americans are living in uncertainty and fear of what will come next. So… Is now a good time to send that next direct mail postcard on CGAs or QCDs? Yes!

Ah, For Those Lazy, Hazy Days Of Summer!

Ah, For Those Lazy, Hazy Days Of Summer!

We’re at that point in the year when the kids are finally out of school, the fiscal year has ended for many, and we’re all more than halfway through the calendar year. The weather is finally nice, we’re taking our summer vacations, and in general, we’re starting to enjoy a slightly less hectic pace of living. But truth be told, summers aren’t as quiet as they used to be. Families don’t just pack up and head “down the shore” or “down the Cape” for the entire months of July and August. Colleges and even many primary and secondary schools now begin the “fall” sessions in the middle of August – or even earlier. And no one ever really disconnects and gets away from it all anymore, because we have our cell phones and our tablets and all of our 21st century accoutrements with us at all times.

The Importance of Your Brand

The Importance of Your Brand

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.

The Scent of Conversion

The Scent of Conversion

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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