In 2022, there were an estimated 333 billion emails sent and received daily worldwide, and this number is projected to increase to 392.5 billion daily by 2026.
The open rate is 20% and the CTR 4%.
Over 50% of consumers in the U.S. (sorry!) said they enjoy ads that make them laugh and feel entertained. It is roughly the same in other countries except in Eastern Europe.
“Are you dying to continue your giving beyond your lifetime?”
Is this the perfect legacy approach?
Question #2 for planned giving staff: Do you know when someone is setting out on their journey of inheritance plans?
A: No.
Question #3: Do we know when the majority of Wills are made?
A: Yes (Spring and Fall) but that is too late. They are signed and sealed.
That is why a “Will-making month” or week fails compared to regular nudges.
What triggers action for a Will?
Issues and solution
If you believe there are prospects who adore you and want to affect long-term change, you need to hit them at their “planning stage” and not their “doing stage,” which is why nudges work.
The nudge theory was triggered by a problem at Schipol Airport (gents restroom) and the alarmingly high level of spillage (sorry).
Professors Thaler and Sustein were the nudge theory founders but also followed by Professor Daniel Kahneman and now numerous other eminent professors. It focuses on the decision environment (choice architecture) as ways to influence the behaviour and decision-making of groups or individuals.
A nudge is simple. It is a few words suggesting the joyful impact of legacy gifts and the ease of action.
Recent tests. The three-line limit
Oh, this is so depressing! We are testing in focus groups, all legacy messaging. Any message in excess of three lines was criticized as forgettable because it’s too long.
Two lines are fine.
So, you probably won’t remember most of this article tomorrow. Great.
The two-line rule
For your most loyal donors (i.e. they know all about you) it’s simple: It is the call to action.
For others less engaged it will be a vision, focusing on the gift impact.
And, what is the worst call to action? A legacy brochure unless it has loads of sentences with fewer than two lines.
We are in a communication vs time crisis, even in retirement (too much time having fun).
WHY?
We just see too many email messages (apart from those from Hilborn). 😊
Richard Radcliffe FCIoF Cert, still going strong after 35 years of legacy experience and loving every moment. Must now begin thinking of my talks in two global skillshares and start preparing my Australian tour. Made the two-line limit!
