Using Direct Mail to Generate Interest in Planned Giving
In the age of bloated inboxes and prevalent online scams, direct mail stands out to donors—making it a highly beneficial communication channel for nonprofits. Not only does receiving a letter surprise donors and give them a tangible reminder of your organization, but direct mail also helps you connect with supporters across generational divides.
This is especially true for some of your most influential donor prospects: those interested in planned giving. Planned giving donors are at the top of the donor pyramid, representing their immense potential to impact your mission. By cultivating these supporters with direct mail, your nonprofit can generate interest and ultimately secure more planned gifts.
In this guide, we’ll explore a few tips for using direct mail to engage, cultivate, and inspire donors to participate in planned giving.
1. Include visuals that showcase the impact of legacy gifts.
The number one reason donors make planned gifts is that they have a strong affinity for a cause and want to make an impact on it. To tap into this motivation, your direct mail campaigns must prioritize demonstrating impact. Make it clear just how much a legacy gift can do for your organization’s mission through your direct mail copy and visuals.
The right visuals will get your message across more quickly and effectively than words alone, helping you touch the hearts of prospective planned givers. Think photos of smiling beneficiaries, compelling infographics and data visualizations, and other images that highlight the positive outcomes of your work. When you combine these visuals with heartfelt copy, you can drive home the message that your nonprofit and planned givers can achieve amazing results together.
To choose the right visuals, segment your donors based on the aspects of your cause they’re most passionate about. Look to their giving and involvement histories to clarify each individual’s unique charitable interests. Then, include specific visuals and stories that will resonate with each group.
Ensure that every visual you include in your direct mail:
- Has a clear purpose (such as demonstrating impact).
- Represents the diversity of your community, including both beneficiaries and supporters.
- Aligns with the visual style of your letter, postcard, or brochure.
- Aligns with your nonprofit’s and planned giving program’s branding.
- Evokes positive emotions like empowerment, hope, and pride.
- Is referenced or alluded to in the appeal copy itself.
Additionally, make sure that any small visual elements, such as icons, emojis, or other graphics, are tasteful and match the rest of the appeal. If you’re not sure how to choose the best visuals for your planned giving appeals or communicate your nonprofit’s impact effectively, consider working with a communications consultant who can provide professional expertise.
2. Send a brochure with clear information about how planned giving works.
Not every donor has heard of planned giving before, and many don’t know what it means or how planned gifts work. This makes providing informational materials a crucial part of planned gift marketing and cultivation. One of the best ways to do so is with a physical brochure.
Direct mail brochures can include more information (and visuals!) than a one-page letter and serve as a resource donors can refer to again and again. To be effective, however, they must include all the information and resources donors need to take the next step. This typically means providing:
- The types of planned gifts you accept and what they mean. NXUnite by Nexus Marketing explains that common types of legacy gifts include bequests, retirement plans, life insurance, charitable gift annuities, and retained life estates. Your organization might also include charitable remainder trusts, QCDs, and more.
- Benefits of planned giving for donors. Highlight the personal impact donors can make on your cause, their control over the funds’ usage, tax benefits, and the extensive recognition planned gift donors will receive from your organization.
- Links or QR codes to informational pages on your website. For supporters interested in learning more, direct them to your website so they can explore opportunities at their own pace.
- Impact data about what you’ve been able to do with planned gifts before. Include charts, graphs, and tangible results demonstrating planned gifts’ long-term impact.
- Donor testimonials emphasizing how rewarding it is to make a planned gift. Collect a few quotes from current planned giving donors about why they decided to participate in planned giving and what it means to them.
- The contact details of your planned giving officer. Include your planned giving officer’s email address or phone number so interested donors can reach out directly with any questions.
Throughout the brochure, remember to use accessible, donor-focused language. Avoid getting too technical or in the weeds about planned gifts. Instead, put yourself in the donor’s shoes and prioritize the information that will spark their interest.
3. Provide an easy-to-use pledge card.
Often, the next step for planned giving prospects isn’t to email your planned gifts officer or talk to their financial advisor right away. Simply expressing their interest in planned giving is a great way to begin the process.
Make it easy for donors to take this step by providing pledge cards and return envelopes in your appeals. You can even include these cards with other standard fundraising appeals, just as you might mention matching gifts or other opportunities to increase impact at the end of a letter. Pledge cards should be pre-addressed and stamped so all donors have to do is write their name and check a box to indicate their interest.
You might include a few options on your card with a checkbox next to each one, such as:
- Please send me more information about [specific type of planned gift].
- I would like to speak to someone about legacy giving opportunities.
- I’ve already included [your nonprofit’s name] in my will.
Once you receive one of these cards back from a donor, contact them to discuss their interest (or get details about the planned gift they’ve already made, if applicable). Additionally, Meyer Partners’ direct mail guide recommends following up with a handwritten thank-you note to each donor. This small token of appreciation shows that you value the donor’s interest in your cause, even if they’re not ready to make a planned gift yet.
Whether you’re launching a dedicated planned gift fundraising campaign or just promoting legacy gifts in your year-end appeals, these tips will help you cultivate and inspire prospects. Pair direct mail with other strategic outreach through email, phone calls, and in-person conversations for a well-rounded approach.
