Most planned giving professionals frequently face obstacles in pursuit of their goals. For instance, a long-time donor may fail to properly execute his or her will before death; family members may dispute a donor’s charitable bequest; a loyal donor may suddenly stop supporting your organization, and so on.
Showing posts with label fundraising campaigns. Show all posts
Showing posts with label fundraising campaigns. Show all posts
3 Reasons Why Newsletters Don't Get Read
Newsletters are still a major part of most nonprofits’ marketing plans for planned giving, and for good reason—when done right, newsletters are well-read and are an excellent way to elicit response from some highly qualified prospective donors. But readers get turned off when newsletters make one of the three errors described below.
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.)
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.
The Real Purpose of Photo Captions
So after photographs and headlines, what do readers typically read most often?
According to reader eye movement research, readers’ eyes next go to captions.
With such high readership, publishing one of your photographs without a caption—or with one that merely describes the action in the picture—is a missed opportunity. The real purpose of a photo caption is to market your mission. Tie the photograph to the organization message, advises the Direct Marketing Association, using the caption to highlight the “benefits” of whatever product or service is being marketed.
According to reader eye movement research, readers’ eyes next go to captions.
With such high readership, publishing one of your photographs without a caption—or with one that merely describes the action in the picture—is a missed opportunity. The real purpose of a photo caption is to market your mission. Tie the photograph to the organization message, advises the Direct Marketing Association, using the caption to highlight the “benefits” of whatever product or service is being marketed.
Get Results: Using Landing Pages to Convert Website Visits into Donor Leads
If your planned giving office is keeping abreast of today’s fast-paced technology, then your organization likely already has a professionally designed website and, hopefully, a planned giving website geared specifically to potential donors. Once you have people visiting your planned giving website, now what? How do you convert those visits into donor leads?
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