How to Raise Planned Gifts by Mail
by Larry Stelter, 102 pp.
Most people have it all wrong. Although executing a planned gift can be complicated, that’s irrelevant really. Attorneys, financial planners, CPAs – they can and should handle the paperwork. Your job is far simpler. It is to arouse your prospect’s interest in making a planned gift. And Larry Stelter, who heads the largest planned giving marketing company in the world, shows you how to fan that flame and lay the groundwork for closing the gift. And funny enough it all starts with direct mail, whether in the form of personal correspondence, newsletters, customized proposals, or informational brochures. In his book, Stelter offers a wealth of guidance with one purpose in mind: showing you how to double, triple, or even quadruple your planned gift income by putting his proven formula to work.
OF RELATED INTEREST
Raising Money Through Bequests,
Raising Money Through Bequests lays out step by step how to establish a bequest program, how to work within your organization to strengthen the sustain it, how to market the program to the right audiences, and exactly what to do when responses starting flowing in.
About the Author
Larry Stelter is president and CEO of The Stelter Company, a national planned giving communications firm that focuses on print and Web products. Founded in 1962, The Stelter Company and its staff of more than 80 individuals serve more than 2,500 print clients and 1,100 Web clients nationally.
Larry’s primary responsibilities include project development and sales. He personally works with 300 clients in a 10-state territory. At many national and regional meetings, he has spoken on the subjects of planned giving marketing, Internet marketing, and relationship skills.
Larry is a graduate of the University of Iowa. He is married and the proud father of three sons (two 3rd-generation Stelters now working out of the Washington, D.C., and Denver offices). He serves on several boards, is an avid golfer and fisherman, and is the proud grandpa of two grandsons – Ben and Sam.
Table of Contents
ABOUT THE AUTHOR
- Getting to the heart of the matter
- Keep your eyes on the goal
- Who should receive my mailings?
- Who else should receive my mailings?
- Women in philanthropy
- Targeting professional advisors
- The direct mail package
- The look
- The message
- Technically speaking
- A matter of time
- How to improve your gift planning program in five easy steps
- What do you expect? The right way to measure success
- Stay the course
This article is excerpted from Larry Stelter's book, How to Raise Planned Gifts by Mail, ©Emerson & Church, Publishers. To obtain reprint permission, call 508-359-0019 or email us.
The Goals of Your Next Planned Giving Mailing
An essential early step in developing a planned giving mailing is to agree upon its purpose. In my opinion, six pivotal goals stand out:
Goal #1: Give Thanks
In his book Mega Gifts, Jerry Panas, a grandmaster of philanthropy who probably knows more about donors than anyone in America, stresses the principle of thanking individuals at least seven times for each gift they make. Seven times! I suspect most of us think that once or twice is enough. But Panas makes a valid case and his advice is certainly worth heeding, as a thanked donor is often a loyal (and increasingly) generous donor.
Goal #2: Educate
Planned gifts are sometimes called “stop-and-think gifts.” They require more understanding and thought than it takes simply to write a check. Unfortunately, most people have little understanding of, and devote even less thought to, this type of giving. So before they can even consider making a planned gift, they need to be educated about estate planning. That’s Job 1.
Goal #3: Generate Response
What can you offer donors that reflects your mission and will prompt them to respond now? An invitation to a free seminar on estate planning? Extended-access hours at your clinic? A white paper on how to cut taxes? A private tour of the museum’s gardens?
The underlying motive here is to create an opportunity for a one-on-one conversation with your best prospects and to build the kind of trust and understanding that could eventually lead to a planned gift.
Goal #4: Motivate Donors to Seek Professional Advice
Another way to open the doors to more planned gifts is to motivate your potential donors to seek the advice of their professional advisors. Many people who receive your mailings won’t respond directly to you; rather, they’ll first call their attorney or financial advisor to discuss estate planning and gift options. That’s why it’s key to build relationships with professional advisors in your community and educate them about the value of gift planning, as they may be fielding questions on your behalf. If you get a call from an attorney asking for your legal bequest language or for more information on giving opportunities, take notice.
Goal #5: Break the Ice
Direct mail programs serve to break the ice with your donors. Those who are receiving your regular communications are normally more open to your request for a planned gift. Take a lesson from business studies on lead generation, which have found that companies with a high level of awareness have a far easier time generating leads than companies that continually have to introduce themselves to prospects.
By integrating your tactics – making “soft” phone calls, sending direct mail, sponsoring events, and keeping touch via emails – you’ll be warming the prospective donor to respond positively to your “ask.”
Goal #6: Drive Readers to Your Website
Many donors find the anonymity and self-service aspects of the Internet quite appealing. They can read gift planning articles at their leisure, access online gift calculators, make online donations, and learn more about the needs and successes of your organization.
As seniors discover the Internet in ever-increasing numbers, the Web has emerged as an important and cost-effective way to educate donors about gift planning. Cross-promote your website in your mailings and you’ll create a powerful partnership between Web and print.