[Dalya’s Note] This guest blog post originally appeared on Michael Rosen’s blog on April 19, 2013. (http://MichaelRosenSays.
9. Speak their language. The term “bequest” can be confusing or off-putting to some. It’s best to use simple, plain language when communicating with the public. While the postcard uses the word “bequest,” it also uses the phrase “…to include Federation in your Will…” Using simple language will appeal to the largest audience.
10. Include a call to action. The postcard includes a call to action. It lets readers know that the Federation staff is ready to talk with and assist them with bequest language or information about other giving options. It also invites readers to contact Federation to “establish your Jewish legacy.”
11. Offer to help. In its call to action, Federation offers to be of assistance: “Federation staff members are happy to provide bequest language to include Federation in your Will…” Be giving. Do not just let readers think you want something from them. Offer them something of value.
12. Build trust. The postcard builds trust in a variety of ways. One way that caught my attention, because I don’t often see it, is the postcard mentions that Federation staff are willing to speak with the reader and/or his financial planner.
By acknowledging that prospective donors may have advisors that they will want to consult and by offering to work with rather than behind the back of those advisors, Federation is sending out a message that can help earn the trust of both the prospect and the advisor.
13. Provide a named contact. People are far more likely to respond to an individual than a faceless institution. The postcard encourages readers to contact “Rachel A. Gross.” The card could just as easily have suggested folks contact the “Development Office” or the “Planned Giving Department.” However, by giving people the name of a specific person to contact, the postcard makes it more likely some folks will actually reach out.
14. Make it easy for people to contact you. The postcard provides readers with four ways they can contact the organization: regular mail, email (Rachel’s actual email address), phone (Rachel’s actual direct phone number), and website (URL to the appropriate landing page).
Some people prefer communicating one way over another. Providing folks with options allows them to choose what works best for them. It’s part of being donor-centered.
15. Do not mess with the Post Office. Make sure to keep the address area and the space below it completely clear. Postal scanners can be thrown off by printed messages in or near the address area. This can result in delayed or undelivered mail. Also, make sure to use the correct postage for the size of your mailing. If using a postal permit, make sure there is sufficient money in the account.
16. Do not just send one postcard. If you only have the budget to send one postcard to your prospects, you should probably spend the money on something else. To be truly effective, a postcard mailing should be part of a series of mailings. And, ideally, articles and/or ads in your organization’s publication will support the mailings. In other words, a postcard mailing should be part of a multi-faceted marketing strategy. This is the case at Federation.
After studying the postcard, I contacted Rachel A. Gross, Esq., Director of Planned Giving and Endowments at Federation, to learn more about the organization’s marketing strategy. She provided some insight into the campaign. She told me:
We wanted to show real people from our community and how their gifts continue to make a difference.”
She also told me that the postcard is part of an overall campaign that includes display advertisements every other week in The Jewish Exponent, the community’s weekly newspaper owned by Federation. The ads highlight bequests (3/4 of the time) and Charitable Gift Annuities (1/4 of the time). There will be two more postcard mailings before the end of the fiscal year on August 31.
As for the ads, some will feature younger donors who have made commitments but whose gifts will not be realized for years to come. Rachel’s strategy is to show different donors — young, old, male, female — in the hope that the ads will speak to different people.
While a consultant can be of great value when preparing a postcard mailing and/or marketing strategy, it’s possible to put together a terrific campaign in-house. That’s what Federation did. The team that put the campaign together includes Rachel, Susan Lundy (Endowment Officer), Jessica Endy (Director of Marketing and Communications), and Mark Berman (Creative Services Manager).
As a donor to Federation and as a former member of its Board of Trustees, I’m glad to see that the organization has implemented a solid marketing strategy. It’s a strategy that all nonprofit organizations can learn something from.
What are you doing to communicate effectively with your donors and prospects? If you dare, what have you learned the hard way?
That’s what Michael Rosen says… What do you say?
