While the name of a rose may not change its sweet scent according to Shakespeare, the name you select for your legacy society can significantly impact how donors respond—or fail to respond—to membership invitations. Below are three secrets behind successful legacy society names.
Targeted Marketing: Asking Appropriately
Research shows that the two main reasons that potential donors don’t give are:
1. They haven’t been asked.
2. They don’t support the mission of the organization.
There’s a third reason: Potential donors who do support the mission may say no because “the ask” was not appropriate to their circumstances (such as soliciting an unrestricted gift from younger donors who tend to be more interested in specific impact and accountability). One way to ensure appropriateness is with targeted marketing pieces—and this is relatively easy for universities because they already have two key
pieces of targeting information: degree earned and years since graduation (which identifies the generational cohort).
1. They haven’t been asked.
2. They don’t support the mission of the organization.
There’s a third reason: Potential donors who do support the mission may say no because “the ask” was not appropriate to their circumstances (such as soliciting an unrestricted gift from younger donors who tend to be more interested in specific impact and accountability). One way to ensure appropriateness is with targeted marketing pieces—and this is relatively easy for universities because they already have two key
pieces of targeting information: degree earned and years since graduation (which identifies the generational cohort).
Pentera First in Industry to Explain the Fiscal Cliff Legislation to Clients' Donors
The legislation to avoid the fiscal cliff that was just signed into law has major implications for charitable giving—and Pentera clients have already notified their donors and potential donors of the changes by posting the article below on Pentera client Web sites.
Several clients expressed how impressed they are that Pentera was the first in the industry to update its client sites with this important information.
Pentera also has marketing pieces immediately available to send to donors, such as a postcard and ePostcards about the IRA Rollover extension and content about the tax law changes for newsletters and postcards. Contact us today to find out about these up-to-the-minute materials. Contact us today to get these marketing materials in your donors’ hands as soon as possible.
Several clients expressed how impressed they are that Pentera was the first in the industry to update its client sites with this important information.
Pentera also has marketing pieces immediately available to send to donors, such as a postcard and ePostcards about the IRA Rollover extension and content about the tax law changes for newsletters and postcards. Contact us today to find out about these up-to-the-minute materials. Contact us today to get these marketing materials in your donors’ hands as soon as possible.
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