A good friend of mine, Rob Blizard, has written an interesting article (pdf) for the Planned Giving Today newsletter on the effectiveness of online tactics like web pages and email in marketing planned giving to nonprofit donors. If you aren’t hip to the development lingo, planned giving refers to gifts often associated with estate or retirement planning, like leaving a nonprofit in your will or establishing a charitable gift annuity or charitable trusts.
The article includes lots of interesting examples where online marketing is working and where it’s not. Could this be a mismatch of tactics and audience, since most people who are interested in making planned gifts are much older than the typical online donor? Or is it just a case of early adoption, where those nonprofits who are testing online marketing for planned giving now will be the first to see it payoff later as the Baby Boomers age?
Read the article for Rob’s take and then let us know what you think by leaving a comment. (If you are reading this through an email subscription, just click on over to the blog to leave a comment.)
Rob is currently the director of gift planning for Mount Vernon and previously worked for the Humane Society of the United States. In addition to your comments on the article, you can also leave questions for Rob here too.