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Social Medias Impact on Planned Giving Marketing Communi unication - - PowerPoint PPT Presentation
Social Medias Impact on Planned Giving Marketing Communi unication - - PowerPoint PPT Presentation
Cows on Parade - Chicago 1999 Ron Burns Social Medias Impact on Planned Giving Marketing Communi unication R n Rev evolut ution 1 st 3g phone 2001 Facebook 2004 YouTube 2005 1 st iPhone/smartphone June 2007 1 st iPad April 2010 Inf
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Inf nflue uenc nce o e of Social M Media as a a major c communi unication c n channe nnel
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Direct mail appeal to your supporters based upon age wealth and affinity.
- Donor testimonials
- Success driven impact mission stories
- Simple appeals for bequest and charitable
gift annuities.
How to incorpo porate t e the new ew t techno nology i into y your m marketing ng plan?
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Coordinated social media campaign
- 70% of our target audience have Facebook
accounts
- Facebook look alike modeling helps us acquire
new bequest supporters outside of our donor base.
- Affinity factors help us understand our
supporters interests better
- Travel, wine, cooking, political news junkies,
and pet lovers.
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Coordinated images across channels reflecting actual supporters.
- Target the average Facebook member
- 63 year old female.
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Annual double digit growth from 2011 to 2018
Annual bequest commitments -8 Million to 45 million Annual donor engagements - 600 to 2500
February 2019 DM promotion
- Mailed 3rd week of February
- Received 1st mail responses mid March - 24
February 2019 Social Media promotion (same audience)
- Initiated mid February
- 337 social media requests
- 10 requests for CGA proposals
Re Results
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- HSUS PG Website: www.humanesociety.org/legacy
- Sample Bequest Language
and Newsletters
- Books
- Donor Centered Fundraising
– Penelope Burk
- Donor-Centered Planned Gift Marketing
– Michael J. Rosen, CFRE
- The Stelter Company
Resour urces es
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