Marketing in the planned-giving field is not a “one size fits all” approach. On the contrary, when it comes to selecting charitable gift vehicles, your donors' ages, income, and values all come into play. Businesses don’t try to sell teenagers on the benefits of an anti-wrinkle cream; similarly, they don’t market skateboards to retired adults. The same is true for your organization’s planned-giving marketing: it’s necessary to recognize and accurately gauge the needs of your donors in their various life stages. Furthermore, it is imperative that your marketing materials engage donors based on their generational cohorts’ values and psychographics.
Innovative Marketing With QR (Quick Response) Codes
A new marketing device has arrived on the scene: QR (Quick Response) codes. While QR codes have been used in Japan since the early 90’s, they have only recently made their way for marketing use in the United States. If you’re wondering, “What is a QR code?” you’re not alone.
Is Your Marketing Properly Integrated?
Times change. So must your approach to planned-giving marketing. Incorporating Integrated Marketing into your overall communication strategy is essential. What exactly is Integrated Marking? And how does it apply to your planned-giving office?
First, let’s look at what it’s not. Integrated Marketing is not sticking with what worked in the planned-giving field 10 or 20 years ago and simply hoping for the best. It’s also not—as the saying goes—putting all your eggs in one basket.
First, let’s look at what it’s not. Integrated Marketing is not sticking with what worked in the planned-giving field 10 or 20 years ago and simply hoping for the best. It’s also not—as the saying goes—putting all your eggs in one basket.
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