Developing A Proactive Planned Giving Marketing Plan制定一个积极的计划给予营销计划.pptVIP

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2017-02-10 发布于上海
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Developing A Proactive Planned Giving Marketing Plan制定一个积极的计划给予营销计划.ppt

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Free Rider Methods Brochure Seasonal Brochure Ads Buck slip/return card Donor Profiles/Testimonials Quizzes The One Thing The one hard and fast rule: Do not combine asks in one message OKAY to gather data One or two quick screening questions Train Your AF Callers Planned Giving Knowledge Say “Thank You” Capturing comments What to listen for Planned Giving Clues Personal Financial Lifestage Face to FaceThe MGO’s Role—PG Colombo Structure How—outright, multi-year, asset with income back Assets What—cash, securities, real estate, retirement, intellectual property, business interest Timing When—all now, some later, scheduled, deferred, at death Motivation Why—charitable intent, taxes, legacy, project, position Check Your Website Easy to Navigate? What’s it called How many clicks Here’s looking at you, kid! Photo of you and your team Gift calculator Steps to Develop Your Plan Step 1: Identify/Segment Step 2: What type of Planned Gift? Step 3: Purpose of Message Step 4: Choose Medium Step 5: Develop a Donor Centered Message Step 6: Message Strategy/Planning Step 7: Message Integration In Summary Cultivating PG donors is rooted in AF/Direct Response Proactive Marketing is key--Every PG prospect doesn’t raise their hand Take 7 steps to develop an Integrated Planned Giving Marketing Plan RuffaloCODY Timothy D. Logan, ACFRE Vice President, Senior Consultant Planned Giving Services 800-756-7483 timothy.logan@ * * * * The Most Important Factors Age Frequency of giving Loyalty/Length of Time on file (LOTOF) Recency of giving Other key Touch Points PG Segmentation Hierarchy Multi-year/multi-givers cut by age Internal affinity scores Including Affinity Touch Points PG scores Use wealth rating if appropriate for gift PG Constituent Segmentation Matrix Few Gifts, High Affinity Former Faculty, Employees Grateful Patients Board Awardees Many Gifts, High Affinity Multiple Year Givers Legacy Society Few Gifts, Low Affinity Advisors PG Committee Many Gifts