how do you market to your legacy donors? cagp webinar, september 2012
DESCRIPTION
The average person is bombarded with 4,000 marketing messages each day. How do we, as planned giving professionals, stand out from the crowd? In this webinar, we’ll review the best practices, quantitative and qualitative research that will steer you in the right marketing direction, ensuring a group of inspired and loyal legacy donors to your cause. You’ll be left with a list of concrete things you can do, right now, to ramp up your program.TRANSCRIPT
![Page 1: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/1.jpg)
TODAY’S SESSION WILL BEGIN AT 1:00PM EST...
If you have not yet dialled in to the conference line, please do so now:
Call: 1-888-289-4573
Access code: 2200361
Technical Difficulty? Please email Richelle at [email protected] or by calling 1-888-430-9494 ext. 1.
CAGP-ACPDP™Webinar Wednesday’s Presents:
The Gift Planning Donor Cycle
![Page 2: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/2.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
2Follow the discussion online, use #CAGPWeb in your tweets!
Today’s Session:
How do you Market to your Donors?
Presenter: Leah Eustace Principal and Chief Idea Goddess
Good Works
Leah Eustace
Leah is a ‘fundraiser’s fundraiser’ with a wide and varied background in charitable fund development. At Good Works, Leah has worked with name-brand clients such as the Canadian Red Cross...
Read Leah’s full bio here.
Follow Leah on Twitter: @LeahEustace
![Page 3: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/3.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
3Follow the discussion online, use #CAGPWeb in your tweets!
Getting through the clutter
![Page 4: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/4.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
4Follow the discussion online, use #CAGPWeb in your tweets!
Proceed with caution
![Page 5: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/5.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
5Follow the discussion online, use #CAGPWeb in your tweets!
What’s in a name?
![Page 6: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/6.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
6Follow the discussion online, use #CAGPWeb in your tweets!
Use language that resonates
![Page 7: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/7.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
7Follow the discussion online, use #CAGPWeb in your tweets!
Focus on the right instruments
An estimated 95% of planned gifts in Canada
are bequests.
![Page 8: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/8.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
8Follow the discussion online, use #CAGPWeb in your tweets!
Why, not how
![Page 9: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/9.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
9Follow the discussion online, use #CAGPWeb in your tweets!
Communicate with donors in the way in which they prefer to be communicated
![Page 10: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/10.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
10
Follow the discussion online, use #CAGPWeb in your tweets!
Emotions versus logic
![Page 11: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/11.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
11
Follow the discussion online, use #CAGPWeb in your tweets!
Tell Stories
![Page 12: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/12.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
12
Follow the discussion online, use #CAGPWeb in your tweets!
Use appropriate storytellers
![Page 13: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/13.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
13
Follow the discussion online, use #CAGPWeb in your tweets!
Make your case
![Page 14: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/14.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
14
Follow the discussion online, use #CAGPWeb in your tweets!
Be personal
![Page 15: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/15.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
15
Follow the discussion online, use #CAGPWeb in your tweets!
A potential opportunity?
![Page 16: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/16.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
16
Follow the discussion online, use #CAGPWeb in your tweets!
Think of Jacqueline
![Page 17: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/17.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
17
Follow the discussion online, use #CAGPWeb in your tweets!
Write for comprehension, not an academic thesis
![Page 18: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/18.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
18
Follow the discussion online, use #CAGPWeb in your tweets!
Pay attention to design
Why on earth would you want to make something hard to read?
![Page 19: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/19.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
19
Follow the discussion online, use #CAGPWeb in your tweets!
Use appropriate photos
![Page 20: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/20.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
20
Follow the discussion online, use #CAGPWeb in your tweets!
Be transparent
![Page 21: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/21.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
21
Follow the discussion online, use #CAGPWeb in your tweets!
Steward your secret donors
![Page 22: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/22.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
22
Follow the discussion online, use #CAGPWeb in your tweets!
Break down the silos
![Page 23: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/23.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
23
Follow the discussion online, use #CAGPWeb in your tweets!
Integrate
![Page 24: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/24.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
24
Follow the discussion online, use #CAGPWeb in your tweets!
Pay attention to your website
![Page 25: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/25.jpg)
For more information on upcoming webinars, please visit www.cagp-acpdp.orgFollow us on twitter @CAGP_ACPDP
25
Follow the discussion online, use #CAGPWeb in your tweets!
In summary
Tell your storiesPut yourself in the shoes of your donorsBe authentic and compellingTalk about why, not howUse multichannel marketingUse emotion, not logicBeware of institution-speakYou have one mouth, but two ears
![Page 26: How do you market to your legacy donors? CAGP Webinar, September 2012](https://reader035.vdocuments.net/reader035/viewer/2022062703/554dcee1b4c905c70e8b45e6/html5/thumbnails/26.jpg)
WE WOULD LOVE TO HEAR WHAT YOU THINK!
Please take a moment to answer 7 quick questions about this webinar, just click here:
http://www.surveymonkey.com/GPW2
26
Thank – You For Attending!