A Multichannel Marketing Approach

Reaching the Right People With the Right Message

Your planned giving marketing needs to connect with potential donors through a variety of channels, reaching them at different times and in different ways, with a message that is relevant to their stage of life and challenges them to take action.

Your Action Steps

  1. Craft Your Message
    • Communicate your vision of a world experiencing the difference God’s grace and love in Christ make for all people and creation.
    • Speak to the life stage, interests and needs of your potential donors.
    • Build trust and donor confidence with every message.
    • Leverage marketing resources provided by the ELCA Foundation to simplify your marketing efforts.
  2. Get the Message Out
    • Integrate your planned giving message across all channels—web, email, social media, print—to acquire better prospects and ultimately increase revenue from planned gifts.
    • Offer your donors more than one way to respond and interact with your ministry.
  3. Stay the Course
    • Be consistent. It often takes from seven to 10 years for a planned giving program to begin to receive significant current dollars from planned gifts.
    • Follow up on any potential leads to continue building relationships and educating donors on the benefits of planned giving.

Helpful Resources