Archive for the ‘website’ Category
Tuesday, March 19th, 2013
It drives me a bit batty every time I see an organization put the following words on the bottom of their emails or advertisements:
“Like us on Facebook!”
It drives me even crazier if I see the following on the bottom of their emails:
“Please consider the environment before printing this email.”
Why? Because this is valuable real estate that could be used to say the following:
“Please consider a gift to <<your organization>> in your will or financial plan.”
The financial benefits your organization will receive will unquestionably be tremendous from my message. So, why not include a button just like mine everywhere? And have it link to your planned giving pages!
Tags: Facebook, Fundraising, marketing, online, online marketing, philosophy, Planned Giving, Planned Giving Marketing, Social media, strategy, website
Posted in Advertising, Facebook, Fundraising, marketing, Philosophy/motivation, Planned Giving, Planned giving, Planned Giving Marketing, Social media, strategy, website | 2 Comments »
Friday, February 15th, 2013
Don’t fight the power. If your web master simply won’t post a banner ad or a promotion for your planned giving pages on your main website, there is an alternative.
Try remarketing. Basically that involves asking your web master to just put a tiny string of computer code on some or all of the pages of your organization’s website. Then, people who visit can receive remarketing banner ads as they navigate the rest of the Internet. Your ads can show up when you want them to for a period of time you determine.
By doing this, you won’t be taking up space on you organization’s website. Rather, you’ll be buying space on other sites such as:
- Washingtonpost.com
- Newyorktimes.com
- Huffingtonpost.com
- ESPN.com
- Financialtimes.com
- Etc.
You can select tons of options to make your messages more relevant and appropriate. But that’s the basic jist of how it works. If you need help doing it, just let us know.
Tags: awareness, lead generation, online marketing, website
Posted in Advertising, marketing, website | 2 Comments »
Wednesday, November 14th, 2012
If you need help trying to decide what to put on your planned giving website, here’s our in-house content guide and checklist.
We use this as a starting point for each and every planned giving Site we build for our clients. We don’t put everything found below in every website we develop. So please don’t go crazy trying to stuff every intricate type of gift into your Site.
Some of the bullet-points might seem obvious. But we reviewed a ton of planned giving websites and found that over 90% were missing a simple contact telephone number on the main page. Here you go!:
- Your logo and tag line
- Phone number
- Click-to-email feature
- Contact us (link to staff listing)
- Font size adjustment tool to increase the size of the font instantly
- Print tool
- Email to a friend tool
- Share tools (for social media)
- Basic text and photo testimonials- “donor stories”
- How gifts have made a difference in the past- “gift stories”
- Request more information (such as free brochures or downloads)
- Your organization’s tax ID#
- Bequest language for estate planners
- How to get the most out of your gift (tax benefits)
- Planning tools calculator (I actually think these things confuse donors but our clients keep requesting that we include them. Someday I might just say “NO!”)
- Answers to common objections such as:
- You can change your mind
- Family first
- You can keep it private
- Hold on to your assets for as long as you need them
- No minimum gift required
- Ways to make a lasting impact
- Bequests
- Gifts in will or trust
- Remainder bequest (residual bequest)
- Donor advised funds
- Gifts of assets that provide you income
- Charitable gift annuity
- Deferred CGA
- Other beneficiary
- Use appreciated securities to fund CGA
- Use real estate to fund CGA
- Retained life estate
- Charitable remainder trust
- Beneficiary designations
- Bank assets and securities
- Life insurance
- Retirement accounts
- Savings bonds
- Let us know (short survey that aims to acquire notifications)
- Why invest in our organization
- Mission
- Why give
- What’s the vision for the future (strategic plans/goals)
- Historical content (photos, captions and text will show longevity and stability proving a safe haven for their investment)
- Annual report
- Successes/achievements
- Where the money goes (How funds are used and stewarded)
- A simple pie chart will do the trick
- Staff
- Contact (click-to-email) links
- LinkedIn icons that links to their profiles
- Privacy Policy
Here are some samples of websites we created in case you’re looking for real-world examples:
California Academy of Sciences
Navy-Marine Corps Relief Society
American Diabetes Association
Tags: internet, lead generation, online marketing, Planned Giving Marketing, Planned giving websites, website
Posted in Fundraising, Inbound Internet Lead Generation, lead generation, marketing, Planned Giving, Planned giving, Planned Giving Marketing, website | No Comments »
Saturday, July 28th, 2012
Here’s my list of top things missing from most planned giving websites:
1- Phone number – It’s amazing that people forget this but they do! Put it on the top/right of each page. Why make donors jump through hoops to call you?
2- Click-to-email feature – Don’t just list your email address on your staff page. Make sure it’s “clickable” so donors can email you easily.
3- Answers to the most common planned giving objections – If you don’t answer objections, how can you expect to get a gift?
- Making a bequest sounds complicated – It’s easy. One of the simplest ways to do it is to include a charity in your will or – even easier – you could add them as a beneficiary of your retirement account or insurance policy.
- Can I change my mind? – Of course. Most gifts allow you to change your mind at any time. I wonder how many Penn State alum have taken advantage of this?
- What about my family? – Family comes first, of course! But you can give a small percent of your assets and, perhaps, your family will understand and applaud your generosity.
- But I’m not rich! – Most gifts after a donor’s lifetime come from people of average means because it’s the best way for them to make a meaningful impact. Even the smallest gifts help.
- It’s a private matter – We understand. You can always keep your plans to yourself. But, by letting us know, we may be able to help you and your family avoid some inheritance taxes. Plus it will help us plan for the future. And, finally, it will allow us the opportunity to thank you and show you how much we appreciate your thoughtfulness.
4- Mission-oriented copy – It’s not about death and taxes. It’s about the mission! Tax benefits are one of the least important reasons for a bequest. Don’t forget to let donors know the following:
- The history of your mission
- The future of your mission
- Why you need their help?
- What your leadership plans to do in the future?
- How are funds stewarded?
5- Conversion opportunities – That’s marketing geek-speak for an order form. Give people a chance to order information, download a report, request a meeting and/or notify you of their gift intentions.
6- Bequest language and your tax ID# – Put it front and center. Bequests are the most popular gifts. Treat them that way. Make sure the bequest language is on your first web page. Plus, you should make it easy for donors to forward the language to their estate planner.
7- Plain English – Donors are regular folks. Don’t confuse them with legalese. If my Aunt Carol can’t understand it, you made it too complicated.
Can you think of anything else you’ve found missing from most planned giving sites?
Tags: bequest, Bequest language, lead generation, marketing, online marketing, Planned Giving, Planned Giving Marketing, strategy, website
Posted in Communication, marketing, Planned Giving, Planned giving, Planned Giving Marketing, strategy, Uncategorized, website | No Comments »
Monday, April 16th, 2012
Now that I have your attention, I’m actually going to tell you that the problem with planned giving websites doesn’t begin with the words. It begins with who is writing them.
Is marketing planned giving at all like selling insurance?
Let me ask you this. If you owned a car wash, would you get your employees to write the copy on your website? No! Then, would you get the engineer who created the machines used to wash the cars to do it? No!
Ok, I realize that a car wash is not the same as planned giving. So, how about something more complex… more sophisticated… How about something that could have major legal ramifications? How about something that must require legalese… like insurance!?!
Sure! Let’s go to State Farm’s website at www.statefarm.com. They’re selling that stuff.
Did you go there? Did you notice the conversion opportunities at the top. “Get a Quote.” “Contact Us.” “Manage Claims.”
And did you check out the copy below? Hmm. Not very complex, huh? Hmm. Are you scratching your head yet?
Alright… I’ll just say it. Most planned giving websites are written by the wrong people. They usually have the following problems:
- They are too complicated
- They have too many words
- They use legalese that most people don’t understand (My Aunt Carol does not know what appreciated assets are)
- They don’t have easy ways for people to contact someone to ask questions
- They don’t easily offer downloadable information or a way to sign up for a newsletter
- IMPORTANT: They don’t focus on the mission of the organization
- They don’t tell folks how their money will be spent
- They don’t share bequest language easily
- They don’t say who is leading the charge at the non-profit and what his or her strategic plan will be going forward
- They don’t emphasize the history and longevity of the organization signaling that an investment in the organization is an investment well-spent
I could go on. But the point is… people who believe in your mission just want to know the basics about planned giving. Make it simple. Make it easy to understand. Make it emotional. And make sure they can contact you.
Tags: internet, online, online marketing, Planned Giving, Planned Giving Marketing, strategy, website
Posted in marketing, Planned Giving, Planned giving, Planned Giving Marketing, strategy, website | No Comments »
Wednesday, March 21st, 2012
Although direct mail requires printing and postage, I have to say that… if it’s done right… it’s still one of the most effective marketing media channels ever. Don’t discount the traditional methods! MarketSmart has generated millions of dollars for clients with direct mail.
But you have to be smart with it. Make sure your list is segmented. Personalize your message for each recipient to make it as relevant as possible. Combine direct mail with an Internet landing page. Drive respondents online for more information – then give them opportunities to convert into leads by filling out forms to take advantage of your offer.
Ahhh. The offer! Don’t forget that part. You MUST have a great offer!!
And remember, if you don’t send highly targeted, relevant offers and information to your prospects…. it’s just “junk mail”.
Be strategic. Use your data to send the right person, the right offer, at the right time and direct mail will deliver an exponential return on your investment.
Tags: Data, Direct Marketing, lead generation, marketing, results, strategy, website
Posted in Direct Marketing, lead generation, strategy, website | No Comments »
Friday, February 24th, 2012
Although direct mail requires printing and postage, we still include it in our marketing plans because it can be effective if you do it right. Don’t discount the traditional methods. MarketSmart has generated millions of dollars for clients with direct mail.
Combine online and offline channels.
Often it is best to combine direct mail with an Internet landing page. Drive respondents online for more information – then give them opportunities to convert into leads.
Be relevant and timely.
It’s all about THEM. To improve your response rate, you must send highly targeted, relevant offers and information to your prospects. Otherwise, it’s just “junk mail”.
If you use your data to send the right person, the right offer, at the right time, direct mail will deliver an exponential return on your investment.
Finding the time to do it right may be difficult but the rewards are exponentially better.
For “nurturing efforts”… Create some postcards in bulk
While small postcards are a form of direct mail, they are cheaper to produce and deliver than full-blown direct mail packages or sales letters, and they are great for generating leads.
You can use them to build awareness over time (with repetitive “drip” marketing”), drive traffic to your website or to promote a special offer.
Postcards are also a great way to stay in touch with your customers and prospects. We suggest you create 3-5 key messages emphasizing your unique selling points and competitive advantages. Then design and print them all at once to gain economies of scale and save money. Next, drop them in the mail every few weeks or so. Make sure your list is a good one that includes people you know want to hear from you such as: frequent customers, repeat visitors, loyal donors, etc.
That will build awareness and generate activity for you in a turnkey fashion. Create the plan once and just let it run all year long.
Tags: Direct Marketing, lead generation, leads, marketing, strategy, website
Posted in Advertising, Branding, Communication, Direct Marketing, Lead Generation/Nurturing, marketing, Selling, website | No Comments »
Tuesday, January 3rd, 2012
Add relevance and a personalized URL
Yes, I’m talking about personalization. Direct mail works best when it is relevant. So we recommend you send targeted messages to each person based on their preferences.
Say you have 612 people in your database who like red boats and 410 who like blue boats. Send the 612 an offer for a red boat– “Special Sale on RED Boats Ends in 7 Days!!” And of course, the 410 should get a message for a blue boat.
We also suggest you ask your prospects to respond using a unique, personalized web page created for each individual target.
For instance: “Special Sale on RED Boats Ends in 7 Days!!! Go to www.gregwarner.redboatsale.com for Deep Discounts!”
You can use each prospect’s name as the anchor and some nifty technology to create 612 unique landing pages for each person who likes red boats and 410 unique landing pages for each person who likes blue boats.
That way, when they arrive at the page, their name will appear. But even better, the unique web pages will show them their favorite colored boat.
And best of all, you will be able to see who logged on (name, address, phone number) since the personalized urls will have been created from your original database. So you will be able to track each individual visitor.
That way you know who visited, when, where they clicked and what their interests are. For bigger ticket items, this is great information for your sales force so they can follow-up armed with information
Tags: Direct Marketing, marketing, results, strategy, website
Posted in Direct Marketing, lead generation, marketing, Mass Media, website | No Comments »
Saturday, August 6th, 2011
Blogs are free. When tied to your website they offer a more engaging glimpse into your business, philosophies and expertise.
A blog is the easiest way to update content fast and often. One of the advantages of this is that Google and other search engines love websites that have frequently updated content.
At MarketSmart, we use our blog to help prospects and clients learn new ways to tie marketing and sales together to achieve greater ROI.
I’ve often had prospects recount what they’ve learned from our blog and how they appreciated an article post. I find that many prospects feel they know us even before our first meeting because they read our blog frequently.
Post comments on other blogs.
You can get noticed by interacting in the blogosphere with relevant, valuable comments. People will wonder who you are and follow you back to your website to engage.
Link your blog to your other profiles.
Make your blog the central point for all your other profiles such as LinkedIn, Facebook and Twitter. You can have your blog posts automatically added to these other sites to keep people in touch with what you are doing.
Get into Technorati.
Technorati.com is a free blog distribution service. With a few fairly simple steps, you can get “indexed” by the Technorati search engine. That way people who are searching for information about topics you have already written about can find your blog and engage.
Tags: Blog, Blogging, strategy
Posted in Blogging, marketing, strategy, website | No Comments »
Wednesday, June 15th, 2011
Try this. Google “planned giving”. Then go to 3 organization’s websites and try to find the bequest language a donor would need to include in their will.
Ok. Now that you’ve done that, was it easy to find the bequest language on each website? Were you able to find it at all?
Considering the commonly believed opinion that 80%-90% of planned gifts come in the form of bequests, wouldn’t it be a good idea to make sure the proper bequest language is easy to find online for each organization?
Here’s an example of a landing page that has a link to the bequest language front and center. It also gives donors the opportunity to self-identify whether or not they have left a gift or are considering doing so.
Bequest language front-and-center
Tags: Bequest language, online marketing, Planned Giving, Planned Giving Marketing, website
Posted in marketing, Planned Giving, Planned giving, Planned Giving Marketing, Uncategorized, website | No Comments »
