|
Planned Giving Web Pages
by Dick Kellogg of FutureFocus.net (special to e-fund News!) Q: I am in the process of refining our charity's web page to include planned giving information as part of the development information on the site. I would appreciate suggestions regarding what is important to include? What should I avoid? What kinds of information would engage planned giving prospects? Are there vendors that provide this service? Dick's answer: Here are several "keys": - Don't just put your brochures on line. The internet is a different medium and needs a different approach. And, if the brochure is online, what do you send a prospect for follow-up?
- The site path is crucial. Ideally, planned giving should be two clicks from the home page. The organization home page should have a link (using language like "how to make a gift to..." or "gifts that provide income...") to the development page which has a link to planned giving.
- Walk the talk. To be relational the key is emotional linkage versus the fact that giving saves taxes. But, much of the marketing material I see on the internet consists of facts and figures and in reality is geared more to the potential donor's accountant. Major donors often say "I received more than what I gave", referring to the emotional response. Facts (tax information) justify what the potential donor has decided they want (emotional rewards). Tell stories and potential donors will relate. Use pictures, touch emotional buttons.
- When providing tax information, don't get too detailed. Give potential donors a reason to call so you can review their personal circumstances and begin the relationship. Too much detail may a) be boring, or b) cause them to erroneously decide this is not right for them without calling you.
Much, much more needs to be addressed (content, ways to give, use of color, fonts, pictures, graphics, formatting, white space, links, clear paths, contact information, forms, calculators, and more) but the above four set the tone. As to vendors, Future Focus is the industry leader in development web site design and has created the popular "Instant Web Pages for Planned Giving." Our web site, http://www.futurefocus.net/web.htm, provides information and examples. May 2000
|
