Engagement—The New “It” Metric

Potential clients often ask us, “What kind of response can I expect from my marketing? Do you have client statistics?”

What Types of “Change Agents” Are Your Donors?

For a while all the rage on Facebook were those short personality quizzes that tell you which Star Wars character you most resemble, which superhero you would be, etc. But there is a real research-based quiz out there that curious donors can take to identify what type of “social change agent” they are—and the seven-question quiz could be a good conversation starter for planned gift officers.

New Study Profiles Legacy Society Members

The findings of a new study profiling legacy society members will be presented by Pentera and Indiana University Oct. 16 at the National Conference on Philanthropic Planning.

The Top 5 Impact Story Mistakes

An expensive piece of medical equipment helps save a child’s life, and the story includes a quote from a donor who seems almost as grateful as the child’s parents … plus a call for more contributions for other equipment.

The Last Will and Testament Is the Most Charitable One

Of all the fascinating planned giving research that has emerged in the past few years, here is the most startling and confounding statistic:

Within the last five years of life, two-thirds of those who leave charitable bequests answer “no” to the question, “Have you made provisions for any charities in your will or trust?”

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.

5 Ways to Screen Women Donors

There’s been a lot of buzz the last couple of years about women being the new market for planned giving donors—and the research backs that up (see Pentera’s whitepaper on Women in Philanthropy). But how do you know how to identify the best women candidates?

The Truth About Thank You Calls

You may not need to hear all the way from Edinburgh, Scotland, to know that thank you calls to donors truly do work. But here are some research results from a Scottish charity known as the Thistle Foundation—just in case you need a sharp little poke to get you (or your board members) back on the phone.

College Giving Record Shows Philanthropy Is Back

Colleges received more in charitable gifts in 2013 than ever before in history, including a record number of gifts above $1 million, and that bodes well for planned gifts as well.

Get Them to Volunteer and They Will Give

Offering meaningful volunteer opportunities to prospective donors—like serving on your board—may help generate more and larger charitable gifts, according to the latest results of two ongoing research studies. Both studies found a significant increase in volunteering over the past decade—and statistical correlations between volunteer work and charitable giving:

The 3 Key Words That Can Motivate Donors

Taking your organization to a new level in transformational planned giving may require a closer look at words such as “inspire,” “transformation,” and “legacy.” What does it mean to inspire your donors? What motivates someone to make a transformational gift? What legacy do your donors want to leave? While these words may sound vague and fuzzy compared to the nuts of bolts of specific charitable gift plan options, the concepts are worth exploring. Why? Because donors who feel inspired by your organization’s mission are the donors who may someday make transformational legacy gifts.

Clever Wording Triples Donations

The way that charities present donation levels can inspire individuals to triple their pledges, according to a recent study by Italian university professors. In the study, two-thirds of participants agreed to a 450-euro contribution, when previously two-thirds had agreed to a donation of only 150 euros. (A euro is currently worth about $1.30.)

Crafting Better Donor Thank You Letters

When it comes to writing donor appreciation letters, how can you make your written communications stand apart and get noticed? Think about the mail you receive on a daily basis. Which pieces do you toss away, which pieces do you take a moment to browse through, and which pieces do you set aside to read more carefully at a future date? Likely, your donors are not much different than you in their mail-sorting habits. If something catches their attention, either visually or by way of a topic that sounds engaging, then it has a greater chance of getting read.

Ten Ways to Improve Your Donor Observation and Communication Skills

Planned giving professionals are in the people business. As Amy Herman, J.D., M.A., Art of Perception educator and seminar trainer states, it’s not the financial aspects that lose deals. It’s the miscommunications, tone of voice, and lack of listening during human interactions that cause deals to fall through. Amy enthusiastically spoke last year at the National Conference on Philanthropic Planning. According to her training program, astute observation is critical to better communication and listening skills. Using works of art in the museum setting, she trains people in the art of perception so they can successfully perform their professional responsibilities.

Three Secrets Behind Successful Legacy Society Names

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).

Tips for Understanding Donor Fears about Money

In the planned giving field, much more goes into obtaining donor gifts than simply “the ask.” You have to know your donor’s ability to give, their interest in giving, and their blocks to giving. While planned giving professionals often explore a donor’s ability and interest in making a charitable gift, understanding a donor’s fears related to money (both rational and irrational) is also crucial. Such insight helps you adequately address those fears, rather than simply ignore them. Once you identify the blocks to giving, you can then work toward planned gift arrangements that best meet your donor’s financial and philanthropic objectives.

How to Ensure Your Legacy Society Events Hit the Mark

A legacy society is a wonderful way to recognize and thank donors for their contributions to your organization. For many people, legacy society gatherings also serve as a means to form lasting friendships. These social bonds can greatly strengthen your planned-giving program. As your legacy society grows and flourishes, it then draws a greater number of new members. How can you enhance your legacy society and bolster membership?