Getting the Most ROI from Your Planned Giving Marketing Investment

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Description
With budgets tight, new channels and demographics changing from elders to Baby Boomers, the marketing and stewardship rules are changing. How young should I be targeting supporters? What's the right role for the online channel? Are the messages for Boomers different than the ones I used for their elders? What's a best practice for stewarding legacy donors? To get the most ROI, it's important to know what marketing & stewardship strategies and techniques really work. Using case studies and starting with a plan, audience selection, communications, and concluding with stewardship, this session will describe best practices and share what's working.
Author Name
Phyllis Freedman
Source
National Conference on Philanthropic Planning
Publication Year
2012
Topic
Program Administration
Document Type
Conference Paper
User Target
Enhancing Program
Featured Content?
Yes
File
NCPP12_Freedman.pdfNCPP12_Freedman.pdfNew description2755 KB
Keywords
NCPP2012, NSGPS 15
National Standards for Gift Planning Success
NSGPS 15, NSGPS 5

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