In planned giving, like any field, it's smart to anticipate future trends. One trend that planned giving professionals won't want to miss is the upcoming cohort of Generation Y donors. Marketers are paying attention to this group because it numbers over 70 million. These individuals are currently ages 19-36. They are also described as the Millennial Generation or Echo Boomers. Below are things you need to know to prepare now for Generation Y donors.
Showing posts with label life-stage marketing. Show all posts
Showing posts with label life-stage marketing. Show all posts
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.
Tips for Getting a "Yes" From Your Planned Giving Prospects
Planned giving professionals understand that extensive time, patience, and effort normally must go into cultivating donor prospects and transforming those relationships into loyal planned giving donors for their charitable institutions. However, that difficult work can be made easier. Below are three essential tips for increasing your chances of arriving at a “Yes” when asking for planned gifts.
Female Donor Behavior: Online Conference Begins Sept. 20
SHEMAKESCHANGE, a three-part online conference for those who wish to better understand the factors that affect female donor behavior, begins Sept. 20, sponsored by the Women’s Philanthropy Institute.
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.
Copywriting for Planned Giving Direct Marketing: An Art or Science?
by Claudine A. Donikian, JD, MBA, Vice President, Integrated Marketing
Some would say writing is an art. But is that all it is? Volumes have been written on the strategic use of words in marketing communications, and a lot of research and testing has been done to find out what works and what doesn’t in direct marketing. What is compelling? Motivational? Engaging? What increases response? There are so many little rules and best practices that they can be difficult to keep straight. When posing a question in a headline, which is the default? “Do you want to receive income for life?” or “Don’t you want to receive income for life?”
Add generational issues to the mix. We know Baby Boomers are coined as a self-involved generation, the “me” generation—whereas the Silent Generation enjoys a sense of belonging, the “we” generation, so to speak. How then does the single most effective word in direct marketing, “you,” fit in? Can it be used for the Silent Generation? If so, when? How?
Some would say writing is an art. But is that all it is? Volumes have been written on the strategic use of words in marketing communications, and a lot of research and testing has been done to find out what works and what doesn’t in direct marketing. What is compelling? Motivational? Engaging? What increases response? There are so many little rules and best practices that they can be difficult to keep straight. When posing a question in a headline, which is the default? “Do you want to receive income for life?” or “Don’t you want to receive income for life?”
Add generational issues to the mix. We know Baby Boomers are coined as a self-involved generation, the “me” generation—whereas the Silent Generation enjoys a sense of belonging, the “we” generation, so to speak. How then does the single most effective word in direct marketing, “you,” fit in? Can it be used for the Silent Generation? If so, when? How?
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