First question: What emails do you remember?
In 2022, there were an estimated 333 billion emails sent and received daily worldwide, and this number is projected to increase to 392.5 billion daily by 2026.
The open rate is 20% and the CTR 4%.
Over 50% of consumers said they enjoy ads that make them laugh and feel entertained.
“Are you dying to continue your giving beyond your lifetime?”
Is this the perfect legacy approach?
Second question for planned giving staff.
Do you know when someone is setting out on their journey of inheritance plans? No
Third question: you we know when the majority of Wills are made?
Yes (Spring and Fall/Autumn) but that is too late. They are signed and sealed.
And that is why a Will making month or week fails compared to regular nudges.
What triggers action for a Will?
- Buying first home
- Living with a partner
- Child is born.
- Parents die/an inheritance.
- Divorce
- Retirement
- Terminal illness diagnosis (not immediate)
- Death of spouse/partner
- Reminder by professional adviser
Issues and Solution
If you believe there are prospects who adore you and want to affect long term change you need to hit them at their “planning stage” and not their “doing stage”. Which is why nudges work
The nudge theory was triggered by a problem at Schipol Airport (gents toilets/restrooms) and the alarmingly high level of Spillage (sorry).
Professors Thaler and Sustein were the nudge theory founders but also followed by Professor Daniel Kahneman and now numerous other eminent professors. It focuses on the decision environment (choice architecture) as ways to influence the behaviour and decision-making of groups or individuals.
A nudge is simple it is a few words suggesting the joyful impact of legacy gifts and the ease of action.
Recent Tests. The two line limit.
Oh, this is so depressing! We are testing, in focus groups, all legacy messaging. Any message in excess of three lines was criticised as forgettable because it is too long.
Two lines are fine.
So, you probably won’t remember most of this article tomorrow. Great
The two line rule.
For your most loyal donors (i.e. they know all about you). It is simple:
It is the call to action.
For others less engaged it will be a vision focusing on the gift impact.
And what is the worst call to action? A legacy brochure unless it has loads of sentences with fewer than two lines.
We are in a communication v time crisis. Even in retirement (too much time having fun).
WHY?
We just see too many of them (apart from those from Hilborn) 😊
By Richard Radcliffe FCIoF Cert still going strong after 35 years of legacy experience and loving every moment. Must now begin thinking of my talks in two global skillshares and start preparing my Australian tour. Damn this is three lines.