Should You Market to Younger or Older or Both?

You’ve heard about one groundbreaking study that says to market bequests to those aged 40-60. Then another groundbreaking study comes out more recently saying that most of those who make charitable estate gifts add them in their 70s and 80s, within five years of death. And you’re left scratching your head.… Which strategy is best? Yes, it is confusing! But the solution is simple: It turns out that both studies are right and you should follow exactly what Pentera has been advising clients to do for years.

The Autobiographical Connection - Why Your Donors' Life Stories Matter

MRI studies show a visible brain response between donor recollections of their life stories and their willingness to engage in charitable bequest giving, according to Russell James III, JD, PhD, professor at Texas Tech University. What does that mean for planned giving professionals? It means that your focus should be donor-centric. In other words, when soliciting a bequest, or other planned gift, you will want to ask about and listen to your donor’s life story rather than simply communicating the needs of your organization.

Get Women Together to Turn Potential Donors into Actual Donors

Barbara Stanny grew up wealthy—her dad was the “R” in H&R Block—so she assumed she would never want for anything, and she let her husband take care of all the finances. Big mistake. She says that in 15 years her ex gambled away all of her wealth—which she discovered when she tried to get $60 at an ATM and found there was no money left. In her colorful retelling of the story, she relates that she went to her father for help but he told her she needed to solve her own problems. She had three kids and was more than $1 million in debt.

Market Younger. Market Smarter.

Many successful businesses know the benefits of segmenting their marketing to cultivate consumers at a young age. Consider well-known companies such as McDonald’s, BMW, or even toothpaste manufacturers, who market specifically to a younger audience. The intended result:  Building brand loyalty at a young age and creating consumers for life.

Is Your Bequest Marketing Hitting the Right Mark?

Marketing for bequests is one of the most important aspects of your planned-giving program. It can educate donors about the benefits of planning for their future and motivate them to create their legacy at your organization. But is your messaging hitting the right mark?