5 Steps to Multichannel Planned Giving Success!
Multichannel Planned Giving is no longer optional if you want to run a successful program.
Recent research shows that donors under 60 make up half (or more) of all supporters - and they’re interested in leaving a gift in their Will!
If you want to inspire donors to leave a gift in their Will, you need to reach them where they are at - online. Last week we dove into why this is so important and dispelled some myths about Multichannel Planned Giving. If you missed it, catch up here.
This week, we’ll show you how to set up your Multichannel Planned Giving in 5 simple steps:
Step 1: Create a Planned Giving Case for Support
If you’re sharing your Planned Giving messages across multiple channels, consistency is key. And to be consistent, you need a Planed Giving Case for Support. This case is different from one you would write for a capital campaign or major gift proposal - learn how to write one here.
Step 2: Collect Planned Giving stories.
This needs to be part of your process as you write your case, but you should continue to collect stories throughout the year. Your Planned Giving stories can include:
Living donors who have left a gift in their Will (or made other gifts of assets).
Stories of your future plans.
Stories of how your organization was founded and the early impact it made on your beneficiaries.
Stories that demonstrate your organization’s values.
Step 3: Audit your current communication channels.
Create a list of every channel you use to communicate with your supporters, and every channel they donate through. This includes:
Mail
Online forms
Your Website
Social Media channels - Instagram, Facebook, X, Bluesky, etc.
Emails
Work with your marketing team to audit your existing content calendars, and find spaces for touchpoints throughout the year to incorporate Planned Giving messaging. This includes dedicated posts, emails, or letters, and Planned Giving content in existing communications, such as a section in a newsletter.
In your first program, aim for at least one Planned Giving touchpoint every other month.
Step 4: Create an inspiring Planned Giving website.
You must have an inspiring Planned Giving website to run a successful Multichannel Planned Giving program. And I’ve created a guide to help you do just that - with example copy you can cut-and-paste. Download it here.
Step 5: Create your Planned Giving content!
Now that you’re equipped with a Planned Giving case, story bank, and website, you’re ready to write your content! Here are a few principals to guide you:
Dedicate no more than 20% of your content to the “how” of Planned Giving. Most of your content should be focused on inspiring donors to leave a gift with the “why” behind Planned Giving. They can figure out tax planning with their advisors.
Don’t be afraid to re-use content - especially across different channels. Have an email going out? Why not include similar content on your Instagram that same week?
That’s it! You’re now on your way to creating a powerful Multichannel Planned Giving program. 🙂
Now you might be wondering, what about Planned Giving donor acquisition? The tactics that get people to raise their hands with interest - like surveys - leading to bequest confirmations.
If you’re just starting Multichannel Planned Giving, the important first steps are the above - getting your Planned Giving messages communicated with your supporters.
This will warm your audience and encourage them to think about Planned Giving before you “pop the PG question” - setting your future acquisition efforts up for success! But more on that next week. Sign up for my email newsletter, below, to get it delivered straight to your inbox!
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