Planned Giving Campaign
The Gist of It
Providing free resources is a great way to build trust with your supporters. When they know you care about their well-being they will consider your organization when giving a charitable bequest.
Create a community of like-minded individuals interested in planned giving.
Make exclusive content available to the community. Give them special updates, newsletters, and even swag.
Transcript
You plan to get together with some friends or family. Name a few topics not to discuss.
Did you mention finances or politics? What about death?
While people may not talk about death it is on their minds. They also know they need to have a plan.
Sixty-eight percent of people are likely to give a charitable bequest. In order for your supporters to give to you when the time comes, they must know about your planned giving options.
There is where email comes in. More specifically, the planned giving email.
What is it and why do you need to send one?
It’s not taboo to talk about planned giving emails. And it’s always the right time to go Behind the Campaign.
Introduction
Welcome to Behind the Campaign.
A showcase of the best nonprofit campaigns. Here you will get ideas, tips, and strategies to create successful campaigns for your organization.
Don’t overlook the planned giving email. One person leaving you a charitable bequest is worth the time and cost of this email.
We are going to look at 2 planned giving emails that give you and your supporters peace of mind
Let’s talk about the inbox experience first.
Email Inbox
Both subject lines encourage supporters to open the email with a call to action. The approach, however, is different.
The first subject line is from the ALS Association. “Plan Today for Peace of Mind Tomorrow,” is a subject line that pulls at supporters’ emotions. Who wouldn’t want peace of mind?
It also provides curiosity. Thirty-three percent of people open an email because of a catchy subject line. And many organizations would like a 33% open rate.
The second subject line from the Michael J. Fox Foundation while also a call to action, is more informational, “You’re Invited: Join Our Legacy Circle.”
So, once the email is opened, how do you deliver an email that meets supporters' needs?
Planned Giving Email - Provide Value
It is important your organization cultivates relationships with supporters. More than 50% of planned giving donors have supported the organization for longer than 20 years.
But that doesn’t mean you should only send this email to long-term donors. Write copy to interest your entire audience while giving them value.
The focus of this email is all about the supporter, their welfare, and their goals. They discuss common myths and concerns, by letting the supporters know it is not only for the wealthy. And planned giving is not difficult to do.
The value comes as an offer of two free resources to help them plan for the future, a guide and a starter kit.
It is not until the postscript does ALS ask to be included as a beneficiary of any planned giving. The link takes supporters to the Planned Giving information page.
ALS has a link to a page to see other supporters who added ALS as part of their planned giving.
Like ALS, the Michael J Fox Foundation has a community of supporters who have named the organization in their estate plans.
Here’s their unique approach.
Planned Giving Email - Build Community
This email has a couple of great elements: design. community, and exclusivity.
Design: The gray background color helps the email stand out and adds a level of sophistication to the Legacy Circle.
Community: The Michael J. Fox Foundation created a community of planned giving supporters, called the Legacy Circle. Having a community name to rally around lets supporters know they are part of a united team working toward a common cause.
Exclusive: To thank supporters for their commitment they provide exclusive content. They also have free resources, but go a step further and send a special quarterly report. The chance to participate in events with leadership and even a coupon for their store.
Just because a supporter gives a planned gift doesn’t mean they stop giving. Seven percent of planned giving donors say their annual gifts to the organization increased after making a planned gift.
All the more reason to send planned giving emails.
Conclusion
There you have it, two great email examples to get you thinking and talking about planned giving.
With planned giving emails it is good to provide resources to help supporters make informed decisions. Focus on building a community of like-minded individuals. I have also seen emails where supporters can click a link to create a will.
Time to get out from Behind the Campaign and create a “Planned Giving” email for your organization. Success starts with you.
