Transcript Planned Giving Marketing Efforts

Planned Giving Marketing Efforts January
–
JNF USA
2015
Gift Annuity
Marketing
Gift Annuity Marketing
Target:
• Existing JNF Donors
• - “nearly 1/2 of gift annuitants invest in multiple Gift Annuities”
• New Donors
• Financial Planners – CPA’s
• Lawyers - Estate Planners
• Family Offices
Gift Annuity Marketing
Email
• Schedule throughout year
• Target key times: Mar/April, Oct/Nov, December - IRA law was passed
• Donors 60+, approximately 100,000 in database
• Considering unique title for PG emails – e.g. “Gould Society Financial Tips”.
Direct Mail
• Postcards – 20,000 sent each week.
includes donors + testimonial; promote Sunshine Mission
• Stuffers in national direct mail
• Dedicated PG direct mail piece with letter
Gift Annuity Postcards
Gift Annuity Postcards
Stuffer
Stuffer
Gift Annuity Marketing
Flyers/Collateral
• Gift Annuity flyer includes updated creative messaging and donor testimonials
• Brochures –
• Bequest
• Gift Annuity
• Gould Society
• Distributed at most events
Gift Annuity Marketing
Public Relations
• Send informational tips to media
• Repurpose B’Yachad stories for niche market
• Target special Planned Giving Sections calendar in local Jewish weeklies
• New ideas to consider:
• Series of individual “financial tips” across all PG products
Gift Annuity Marketing
Advertising Target:
• New and Existing Donors
Primary markets·
• NY, LA, South Florida, Arizona, Las Vegas
• As new donors agree to be featured in ads, will add local area where donor resides
• Consider National
Timing:
• Primary: November and end of February/March
Gift Annuity Marketing
Creative Messaging:
• Changed creative messaging this year:
• donors with testimonials  elicit emotional connection
• Created ad with spokesperson Hal Linden
Media:
• Print- local and possibly national
• TV - 30’s and 60’s in key markets, targeted programming
• Search
• Social – target Professionals including lawyers on LinkedIn/possibly Facebook
• B’Yachad
• TOL Journal Ads
Gift Annuity Advertising
Gift Annuity Advertising
Gift Annuity Advertising
NEW: TV Advertising – 2015
Ad with Hal Linden
https://vimeo.com/113053640
Bequest
Marketing
Bequest Marketing
Target:
Seniors
Primary markets: Markets with heavy Jewish “senior” population
· NY, LA, South Florida, Philadelphia
Advertising/Creative Messaging:
Ads create emotional connection with potential donors:
· Showcase recognition of people in Israel who passed, and left a bequest to JNF
· Testimonials from current donors planning to leaving bequest to JNF in their will
Bequest Marketing
Media
Local print plan around specific donors featured in ad.
• As new donors are confirmed, will add local print in area where donor resides
• Search
• Social – target Professionals, including lawyers on FB
• B’Yachad
• TOL Journal Ads
Public Relations
• Send donor stories to media
• Repurpose B’Yachad stories for niche market
• Target special Planned Giving Sections in local Jewish media
Bequest Ads
Bequest Ads
Bequest Ads
Bequest Ads
Stuffer
Stuffer
New Planned Giving Website Launched!
http://jnflegacy.org/