There is one marketing truth you must understand:
People give when they are ready to give, not when you are ready to sell (i.e., “ask”). So, just because your lead is not ready to buy (donate) today, doesn’t mean they aren’t important. After all, today’s leads are tomorrow’s donors, or next month’s or next year’s.
Treating your leads like donors ensures they will come directly to you once they are ready to “buy”.
I’m going to admit something that may sound a little arrogant. I have thousands of customers. They just might not be buying from me right now. But, whenever I’m talking to any fundraiser, I am thinking, “This is one of my customers.” I don’t even have a chance to tell them what PlannedGiving.Com does before I have categorized them as “Customer” in my head. Many times it is my perceived value of this person that causes them to want to learn more about us… and often earns me another customer!
Similarly, treating your donors like friends is going to dramatically increase your loyalty. And planned giving is all about loyalty. And we all want to feel like “one big family” and not just out there someone trying to sell us and that’s it.
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Copyright © 2009, by PlannedGiving.Com, LLC. We have produced this article for the benefit of the planned giving community. Readers are invited to distribute the contents of this article in hard copy or in electronic form, with permission, on the conditions that its contents remain unchanged, and that PlannedGiving.Com be credited as its source.
For a PDF of this file for electronic distribution, contact us via email at PlannedGiving.Com.
This is the insiders' guide to what planned gifts can do for donors and for your organization! Slip this handy booklet into your pocket before your next round of prospect calls. It's not another ways-of-giving brochure — it's a "why's of giving" that helps you better understand the upside and downside of different giving options for both you and your prospects.
It's a must-have tool for everyone in development! And not just for you… for your entire staff as well. (Some give it out to board members too!)
It's the reference "for the rest of us!"
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Planned Giving Elevator Speech
Download these handy "one-liners" (free!) you can use to get your point across with your prospects. By Joe McKay, author of the Planned Giving Policy Manual.
This is a free download and includes 18 calculators.
Small warning if you do not take care of your donors... read:
[The Care and
Feeding of Donors]