How to Build a Planned Giving Marketing Program That Drives Engagement and Results

If you’ve ever sat down to plan your next planned giving donor communication and thought, “Wait, didn’t we just send something out?”—you’re not alone.

Planned giving marketing can easily become reactive: one-off emails, scattered social media posts, a newsletter or two…all well-intentioned, but disconnected. It’s the difference between throwing darts in the dark and setting up a campaign with the lights on.

To move from activity to impact, you don’t just need more content—you need a proactive, thoughtful program.

Plan vs. Program: What’s the Difference?

Let’s clear this up. A marketing calendar tells you when things go out. A marketing program tells you why they matter—and how they work together.

You need both. But only one will actually move your donors along a journey, help you meet goals, and position your mission for long-term growth.

Signs You’re Running a Strategic Program

You’re on the right track if your marketing efforts:

• Use the right channels for your audience—not just the trendy ones
• Tell a consistent story across every touchpoint
• Match your team’s capacity (no burnout required)
• Are backed by a real budget
• Map directly to your fundraising and engagement goals
• Have built-in ways to track success

The key principle here is cohesion. Every piece of communication should work like a gear in a well-oiled machine, turning prospects into supporters and supporters into loyal advocates.

Consistency Creates Trust

Marketing expert Dr. Jeffrey Lant popularized the Rule of 7, suggesting that people need to hear from you at least seven times over 18 months before taking action. Whether that exact number holds true in today’s world of digital noise, the spirit of the rule remains: repetition builds relationships.

One email won’t do it. One mailer won’t do it. But a thoughtful, sustained approach? That builds familiarity. And familiarity builds trust.

So how do you build that kind of approach?

The Five Essential Elements of a Strong Planned Giving Marketing Program

Think of your planned giving marketing like a balanced portfolio. Here are five core components that should all be part of your ongoing strategy:

1. Educate

Help donors understand the “why” and the “how” behind your mission. For planned giving, this includes addressing the knowledge gap around wills, bequests and tax-smart giving options.

Sample tactics:

• Planned giving website or microsite
• Email campaigns designed to simplify planned giving concepts
• Educational videos or animations
• FAQs or tip sheets about common estate planning questions

2. Target

Not every message is for everyone. Use segmentation to send the right content to the right people at the right time.

Sample tactics:

• A mailer on qualified charitable distributions sent to donors age 70.5+
• A short, benefit-focused email about giving stocks at year-end
• Targeted social media ads with demographic filters
• Customized landing pages for specific campaigns

3. Research

Listening is just as important as speaking. Use surveys, interviews and feedback forms to understand your audience and improve your messaging.

Sample tactics:

• Surveys to understand donor affinities, attitudes and intent
• Feedback requests at the end of emails or events
• A/B testing subject lines or CTAs
• Post-campaign analysis to refine future outreach

4. Steward

Your current donors are your greatest asset. Show gratitude, report back on impact and deepen the connection.

Sample tactics:

• Thank-you videos from leadership or beneficiaries
• “Look what you made possible” impact emails
• Anniversary or milestone recognition
• Personal touches like handwritten notes or phone calls

5. Experiment, Evaluate and Optimize

The best programs evolve. Monitor what’s working (and what isn’t) and be willing to pivot.

Sample tactics:

• Compare click-through rates of different CTAs
• Test outer envelope formats: #10 vs. 6 x 9
• Adjust frequency based on audience engagement
• Try new content formats or platforms with a pilot group

It’s Not About Doing More—It’s About Doing What Matters

You don’t need to be everywhere. But you do need to show up in the right places, with the right messages, consistently over time.

So, here’s your gut check: Are you just ticking off dates on a calendar? Or, are you moving people, moment by moment, toward deeper engagement?

Bring each piece together with purpose. Stay focused. And create a marketing program that transforms interest into engagement—and engagement into meaningful results.