The Gift That Keeps on Giving: the Importance of Year-Round GIft Planning Communication

By Kirby Messinger, Communications Specialist on behalf of Fablanthropy

You likely know how important gift planning is to your organization’s philanthropic success. But are you limiting your communication to just once or twice a year? The truth is, effective gift planning requires consistent and year-round communication to truly thrive and make a lasting impact.

Marketing experts know that repetition is a key indicator of success. Our audiences are bombarded with messages every day – often from within our own organizations. Maximizing your frequency can capture the attention of your audience and keep them engaged.

Embrace repetition
Repetition is the process of repeating a message multiple times in order to increase awareness and recall. I know it may seem like a simple concept, but it can be an incredibly powerful tool especially when you place yourself in the shoes of your audience. 

Gift planning messages can be complex and confusing. And on top of that, they aren’t consistent! Rates change and new terms may apply. By communicating frequently you have a better chance of making the message stick. It’s been said that people need to hear something seven times before they take action. Repetition helps your audience internalize the information and understand its significance.

Get creative
One effective approach to year-round gift planning communication is to align your messaging with relevant events or milestones. For instance, create content around holidays, tax seasons, and significant dates in your organization’s history. This gives you a reason to reach out and keeps your communication timely and contextual.

Another strategy is to tell stories that illustrate the impact of gift planning. Share real-life examples of individuals who have left a lasting legacy through their planned gifts. Personal stories resonate deeply and help potential donors envision the positive change they can create through similar contributions.

Consider diversifying your communication channels. Don’t rely solely on emails or printed materials. Utilize your organization’s social media platforms, website, and even webinars to convey your gift planning messages. Each channel has its own unique audience, and reaching them through various mediums increases your chances of capturing their attention and retaining the information.

Consistency in messaging doesn’t mean sacrificing creativity. Get innovative with your delivery methods. Have you thought about creating a video? Maybe a Q&A with a local tax expert?   Your creativity can make the learning process engaging and memorable. Remember, the goal is to ensure that gift planning becomes a familiar and easily understood concept.

Develop a year-round strategy
Gift planning is a continuous journey, not a one-time event. By embracing year-round communication, you’re not only educating your audience but also nurturing relationships, building trust, and ultimately increasing the likelihood of successful planned gifts. So, make repetition your ally, keep your messages fresh and engaging, and watch how the gift of continuous communication keeps on giving to both your organization and its beneficiaries.

Need assistance with your communications strategy? Contact us to discuss what a year-round plan can look like for your organization.