Renee Durnin, CFRE, Senior Client Strategist, joins us today with tips to make sure your legacy giving marketing is on-point this election season.
Election season is a time of heightened awareness and activity, with many people deeply engaged in the political process. For nonprofits, this period can be challenging as the public’s attention and financial resources are often directed toward political campaigns.
However, this heightened awareness also presents a unique opportunity to focus on legacy giving—a way for supporters to make a lasting impact through planned gifts. Here’s how to effectively market legacy giving during a political season.
1. Stay the Course
It can be tempting to pause your fundraising efforts during election season, assuming that political campaigns will overshadow your message. However, many people find it refreshing to think about something other than politics. Don’t underestimate the power of your mission or the value of legacy giving. Continuing your outreach ensures that your nonprofit remains top-of-mind for supporters who want to make a long-term difference.
Actionable Tip: Keep your messaging consistent and mission-focused, even during the height of political activity. While many people are tuned into election news, they may also appreciate a break from politics and a chance to engage with something meaningful beyond the election cycle.
2. Avoid the Political Noise
The days leading up to and immediately following election day are saturated with political messaging. To ensure your legacy giving fundraising efforts don’t get lost in the noise, strategically plan your communications.
Actionable Tip: For your direct mail legacy marketing, timing is a little tricky given USPS mail delivery can fluctuate with the heavy year-end and political mail. Typically, nonprofit mail lands in-home 10-15 days after mailing, so try to mail by mid-October to be in-home before the week of election day. The other option is to thread the needle between post-election AND the Thanksgiving holiday week by mailing at the end of October. Given the lateness of Thanksgiving this year, this is a three-week window giving you plenty of time to thread that needle! For email, try to avoid sending 24-48 hours around election day. However, if that is your only available time to deploy, that’s ok—just temper your expectations on email performance.
3. Audience Selection Is Critical
Not all supporters are equally likely to respond to legacy giving appeals, especially during election season. Some may be more focused on immediate political issues, while others might be thinking about their long-term legacy. By ensuring your audience selection focuses on loyal supporters and your messaging is tailored to their stage of life, you can ensure your communications will be relevant and break through the clutter of this elevated time.
Actionable Tip: Use your CRM to identify supporters who have previously shown interest in long-term giving, have been supporters for five or more years, or are age 55+ where legacy giving is top of mind. Tailor your messaging to this segment, emphasizing how they can make a lasting difference.
4. Educate and Inform
Legacy giving can sometimes be misunderstood or overlooked by potential donors, particularly during a time when political contributions are at the forefront of public consciousness. Use election season as an opportunity to educate your supporters about the various options available for planned giving and the benefits these gifts provide.
Actionable Tip: Develop educational content that explains the different types of legacy gifts such as bequests, charitable trusts and beneficiary designations. Offer webinars, workshops or informational brochures that walk potential donors through the process of setting up a legacy gift. Make it clear that these gifts can provide significant tax benefits, particularly in uncertain economic times.
5. Offer Stability Amid Change
Election season often brings a sense of uncertainty, with potential shifts in policies and leadership. This can prompt individuals to think more deeply about their legacy and the impact they want to leave behind. Legacy giving can be framed as a way to provide stability and continuity for the causes they care about, regardless of the political landscape.
Actionable Tip: In your marketing materials, position legacy giving as a way for supporters to ensure that their values live on through your organization. Use language that conveys security and reassurance, such as “No matter the changes in the world, your legacy will support [your mission] for years to come.”
6. Tap Into the Legacy Mindset
Election season often leads individuals to reflect on their personal values and the legacy they wish to leave behind. By framing legacy giving as a way for supporters to ensure their values are perpetuated through your organization, you can tap into this mindset.
Actionable Tip: Use messaging that ties personal legacy to the mission of your organization. For example, if your nonprofit focuses on education, you might say, “By making a gift to our organization in your will or trust, you can ensure that future generations will benefit from the educational opportunities you value.” Make it clear that legacy giving is not just about supporting your organization—it’s about leaving a personal legacy that aligns with the donor’s values.
7. Tell Your Legacy Donors’ Stories
Storytelling is a powerful tool for connecting with potential legacy donors and presenting the social norm of an alternate way to support the causes they care about. During election season, when emotions are heightened, stories that emphasize the long-term impact of legacy gifts can be particularly compelling.
Actionable Tip: Highlight legacy donors who are making a significant difference, and share their motivations on your website, in newsletters, and through social media, focusing on the lasting impact these gifts will have on your organization.
8. Highlight the Ease
During a politically charged season, simplicity and ease of action can be very appealing to potential donors. Emphasize how straightforward it can be to set up a legacy gift, making it an attractive option even during a busy time.
Actionable Tip: Streamline the legacy giving process as much as possible. Provide clear, step-by-step instructions on how to include your organization in a will or trust. Consider offering a downloadable guide or template that makes it easy for supporters to get started. Highlight how even a small bequest can have a significant impact on your organization’s future.
The Legacy of a Planned Gift
Election season presents unique challenges for nonprofits, particularly when it comes to fundraising and donor engagement. However, by focusing on legacy giving, your organization can tap into a deeper, more enduring form of support that transcends the political climate. By emphasizing the long-term impact of legacy gifts, timing your communications carefully, and educating your supporters about the benefits and ease of planned giving, you can successfully navigate the complexities of election season.
Remember, while elections are temporary, the legacy of a planned gift is permanent. By implementing these best practices, you can ensure that your organization continues to thrive, supported by the lasting contributions of donors who believe in your mission.