Planned Giving Marketing Efforts – JNF USA
January 2015
Gift Annuity Marketing
Gift Annuity Marketing
Target:
•Existing JNF Donors
• - “nearly 1/2 of gift annuitants invest in multiple Gift Annuities”
•New Donors
•Financial Planners – CPA’s
•Lawyers - Estate Planners
•Family Offices
Gift Annuity Marketing
•Schedule throughout year
•Target key times: Mar/April, Oct/Nov, December - IRA law was passed
•Donors 60+, approximately 100,000 in database
• Considering unique title for PG emails – e.g. “Gould Society Financial Tips”.
Direct Mail
•Postcards – 20,000 sent each week.
includes donors + testimonial; promote Sunshine Mission
•Stuffers in national direct mail
•Dedicated PG direct mail piece with letter
Gift Annuity Postcards
Gift Annuity Postcards
Stuffer
Stuffer
Gift Annuity Marketing Flyers/Collateral
•Gift Annuity flyer includes updated creative messaging and donor testimonials
•Brochures – • Bequest• Gift Annuity • Gould Society
•Distributed at most events
Gift Annuity Marketing Public Relations
•Send informational tips to media
•Repurpose B’Yachad stories for niche market
•Target special Planned Giving Sections calendar in local Jewish weeklies
•New ideas to consider:
• Series of individual “financial tips” across all PG products
Gift Annuity Marketing
Advertising Target: •New and Existing Donors
Primary markets·
•NY, LA, South Florida, Arizona, Las Vegas
•As new donors agree to be featured in ads, will add local area where donor resides
•Consider National
Timing: •Primary: November and end of February/March
Gift Annuity MarketingCreative Messaging:•Changed creative messaging this year:
• donors with testimonials elicit emotional connection
•Created ad with spokesperson Hal Linden
Media:
•Print- local and possibly national
•TV - 30’s and 60’s in key markets, targeted programming
•Search
•Social – target Professionals including lawyers on LinkedIn/possibly Facebook
•B’Yachad
•TOL Journal Ads
Gift Annuity Advertising
Gift Annuity Advertising
Gift Annuity Advertising
NEW: TV Advertising – 2015
Ad with Hal Linden https://vimeo.com/113053640
Bequest Marketing
Bequest Marketing
Target: Seniors
Primary markets: Markets with heavy Jewish “senior” population· NY, LA, South Florida, Philadelphia
Advertising/Creative Messaging:
Ads create emotional connection with potential donors:
· Showcase recognition of people in Israel who passed, and left a bequest to JNF
· Testimonials from current donors planning to leaving bequest to JNF in their will
Bequest Marketing
MediaLocal print plan around specific donors featured in ad.
•As new donors are confirmed, will add local print in area where donor resides
•Search
•Social – target Professionals, including lawyers on FB
•B’Yachad
•TOL Journal Ads
Public Relations
•Send donor stories to media
•Repurpose B’Yachad stories for niche market
•Target special Planned Giving Sections in local Jewish media
Bequest Ads
Bequest Ads
Bequest Ads
Bequest Ads
Stuffer
Stuffer