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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Permission Marketing in Planned Giving

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.

A Planned Giving Marketing Frontier

As I went about making some online gifts to charitable organizations toward the end of 2011, I had occasion to visit a number of websites.  Even though on each site there were a handful of core matters (such as your name, how much you want to contribute, how you’d like to pay, etc.) addressed by various questions or blanks to be filled in, I was fascinated to see what sorts of optional things each site did or did not address.

Marketing Your Planned Giving Program

This week I shared some of my firsthand experience on planned giving marketing with the Major Gifts Report. I started by sharing a story about a client I had that eliminated their planned giving marketing budget – not because the program wasn’t successful – but because it was.  Three years later, the program revenue dropped by a third.  Lesson learned? Your planned giving program requires ongoing marketing support.

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