[Guest Post] 10 Suggestions for Making a Extremely Efficient Deliberate Giving Attraction


Right this moment’s visitor publish is from the “Deliberate Giving evangelist,” Tony Martignetti. Tony is the host of Nonprofit Radio and the creator of the Deliberate Giving Accelerator. Each as frontline fundraiser and as a marketing consultant, he’s helped nonprofits elevate over $100 million. You possibly can comply with him on Twitter @TonyMartignetti


Tony Martigenti, Planned Giving Expert

10 Suggestions for Making a Extremely Efficient Deliberate Giving Attraction

By Tony Martignetti

Most junk mail fundraising appeals comply with a well-tested algorithm which might be influenced by many years of information.

Deliberate Giving appeals, nonetheless, are a distinct kind of animal.

Whereas most fundraising letters intention to influence readers to make an instantaneous reward, that isn’t true of deliberate reward mailings.

As a substitute, they need to have a distinct really feel — and comply with a distinct algorithm.

As a result of your objective is to start out a long-term dialog, it requires a particular contact to create a letter that introduces donors to Deliberate Giving.

Thus, you must intention to jot down from the guts.

Be heat, factual, honest, and easy.

Your goal isn’t strictly to hit a fee of reply by a sure date. Very often, the response comes a lot later.

That is long-term fundraising. You’ve hit a house run if somebody saves your letter and retrieves it years later when it’s time to organize or revisit a will. We all know people are doing simply that in droves proper now. Simply search “pandemic wills surge.”

With that in thoughts, listed here are 10 issues to think about once you craft a Deliberate Giving attraction letter:

  1. Maintain it easy. Commit your letter completely to selling a present by will. No different topics ought to distract from that goal.
  2. Write with a tone that appeals to older readers. Write for individuals of their 60s and older. Most individuals who make Deliberate Giving choices are older – so you must contemplate that your target market.
  3. Maintain it brief. Write one web page or much less.
  4. Personalize it. Use a full inside tackle and a proper salutation (Pricey Miss/Mrs./Ms./Mr.). Keep away from utilizing salutations comparable to “Pricey pal” or “Greetings!” Whereas first names and a lighter contact work for different appeals, you’re seeking to be each formal and private with a Deliberate Giving attraction.
  5. Get a testimonial. When you have a prepared donor who has determined to make a deliberate reward, a testimonial from them could be extremely highly effective, particularly if it articulates what an enduring legacy in your nonprofit means to that particular person.
  6. Let your ask stand alone in its personal paragraph. I wish to underline it.
  7. Use a closed outer envelope, not a window provider. The topic is private, non-public, and critical. Your letter shouldn’t seem like an bill.
  8. Enclose a reply card. Give readers the chance to let you know they’d like extra info. That’s the way you develop your prospect pipeline.
  9. Embody a return envelope. As a result of this can be a private and discreet dialog, don’t design your reply card as a self-mailer. The data being shared is delicate.
  10. Postage choices matter. Apply a stamp. You should use the first-class, presort fee (if you wish to get monetary savings over common top notch). It’s essential to keep away from bulk mail or metering for this customized, earnest, and essential letter. Notion issues.

Need extra Deliberate Giving methods? Get my e-mail e-newsletter for sensible, accessible and free recommendation. You possibly can join right here.



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