Marketing
Placing Complex Giving on the Map
Multi-Channel Marketing Implementation
Your Time Is Limited...
Yet, PG Marketing Is Still Necessary
You know your donors, but your goal is to discover more about your donors' interests in leaving a planned gift, such as a bequest or beneficiary designation gift, or major gift from a DAF, QCD, or appreciated property. Pleiades will work with your marketing vendor to create, design and distribute your planned giving marketing needs. This way, you can allocate more time to visiting your donors.
Deliverables
Marketing
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Working with Professional 3rd Party Vendor
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Audit of current marketing efforts, social media and website presence for fundraising opportunities.
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Database Segmentation and List Development
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12-month overall monthly and planned giving marketing Calendar to be used in coordination with other organizational initiatives.
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Monthly Strategic Plan
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Gift Planning Documents for Frontline Fundraisers
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Creating Print Design and Print
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Monthly Estate Planning Enewsletters and Vehicle Eblasts
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One Survey/Year
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Eblasts/Print for High ROI Giving Vehicles
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Marketing Campaigns
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Work with Existing Org Publications and Media Channels
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Produce, help promote and run Estate Planning Seminars (Two/Year) in-person for prospective donors (Travel costs are extra)
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Coaching and identification of donors for stewardship and engagement in planned gifts.
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Staff education, gift planning documents and group training. Coaching on board engagement and increased giving and stewardship
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Pleiades On-Call: Our ongoing advising availability,
Professional Advisor Participation
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Connection with local allied partners including estate attorneys, financial advisors and fiduciaries with the goal of employing them to co-present and follow up with donors following our estate planning and various PG vehicle seminars.
Service Level Comparison Matrix
Identifying Your Target Audience
Your donor base is unique, and that means your messaging must mirror your organization's culture. While gift planning affects all Americans based on certain stages of life, we work diligently to match your cultural messaging along with American charitable tax law to speak to your unique donors.
Our "turn-key" Estate planning seminars are not only an exceptional way to be in front of your most interested donors, they are critical for involving professional advisors who may help your donors complete their will or trust documents.
Marketing Calendar
As your organization aims to secure larger gifts of assets, we aim to focus on the giving vehicles that historically provide the greatest ROI. A marketing calendar helps identify the ebbs and flows of marketing throughout the year, creating momentum with appropriate calls to action each step of the way.
Marketing Campaigns
Using proven approaches for marketing for planned and major gifts of assets, we strategize throughout the year using thematic campaigns that aim to be in alignment with your existing marketing strategies while creating marketing funnel movement.
Working with Organization Publications
We appreciate the wonderful work currently carried out by your marketing and communications team. We also understand the sensitivities related to marketing traffic and segmented audiences. Using a gift planning marketing calendar, we strive to work within your communication framework while providing thorough attention to proven strategies for marketing planned and major gifts of assets.
Gift Planning eNewsletters
Gift planning enewsletters are the cornerstone of our marketing efforts. They are an exceptional tool with generous content combined with your messaging and freshly written by a third-party vendor for each monthly send. Articles are written by estate planning attorneys who are highly regarded in the charitable planning space.
These articles are proven to attract a high level of donor interest, specifically those who are retired and highly interested in updating their estate plans. These enewsletters are exceptional ways to invite engagement with donors interested in learning more about their tax savings options.
Gift Vehicle eBlasts
eBlasts are timely specially targeted emails designed to promote specific giving vehicle language and offer appropriate content that is useful in a marketing campaign.
Gift Planning Survey and Follow Up
A survey opens the door for donor engagement and is a great way to move from online connections to in person opportunities. Addressing an audience previously engaged by an enewsletter, a survey opens a new world of opportunity for future gift planning conversations.
Print Design
Many of your donors may appreciate the value of a well-branded print piece that explains popular ways of giving from asset wealth. We provide designed print pieces and work with your full-service printer of choice.