planned giving marketing efforts – jnf usa january 2015

Planned Giving Marketing Efforts – JNF USA

January 2015

Gift Annuity Marketing

Gift Annuity Marketing

Target:

•Existing JNF Donors

• - “nearly 1/2 of gift annuitants invest in multiple Gift Annuities”

•New Donors

•Financial Planners – CPA’s

•Lawyers - Estate Planners

•Family Offices

Gift Annuity Marketing

Email

•Schedule throughout year

•Target key times: Mar/April, Oct/Nov, December - IRA law was passed

•Donors 60+, approximately 100,000 in database

• Considering unique title for PG emails – e.g. “Gould Society Financial Tips”.

Direct Mail

•Postcards – 20,000 sent each week.

includes donors + testimonial; promote Sunshine Mission

•Stuffers in national direct mail

•Dedicated PG direct mail piece with letter

Gift Annuity Postcards

Gift Annuity Postcards

Stuffer

Stuffer

Gift Annuity Marketing Flyers/Collateral

•Gift Annuity flyer includes updated creative messaging and donor testimonials

•Brochures – • Bequest• Gift Annuity • Gould Society

•Distributed at most events

Gift Annuity Marketing Public Relations

•Send informational tips to media

•Repurpose B’Yachad stories for niche market

•Target special Planned Giving Sections calendar in local Jewish weeklies

•New ideas to consider:

• Series of individual “financial tips” across all PG products

Gift Annuity Marketing

Advertising Target: •New and Existing Donors

Primary markets·

•NY, LA, South Florida, Arizona, Las Vegas

•As new donors agree to be featured in ads, will add local area where donor resides

•Consider National

Timing: •Primary: November and end of February/March

Gift Annuity MarketingCreative Messaging:•Changed creative messaging this year:

• donors with testimonials elicit emotional connection

•Created ad with spokesperson Hal Linden

Media:

•Print- local and possibly national

•TV - 30’s and 60’s in key markets, targeted programming

•Search

•Social – target Professionals including lawyers on LinkedIn/possibly Facebook

•B’Yachad

•TOL Journal Ads

Gift Annuity Advertising

Gift Annuity Advertising

Gift Annuity Advertising

NEW: TV Advertising – 2015

Ad with Hal Linden https://vimeo.com/113053640

Bequest Marketing

Bequest Marketing

Target: Seniors

Primary markets: Markets with heavy Jewish “senior” population· NY, LA, South Florida, Philadelphia

Advertising/Creative Messaging:

Ads create emotional connection with potential donors:

· Showcase recognition of people in Israel who passed, and left a bequest to JNF

· Testimonials from current donors planning to leaving bequest to JNF in their will

Bequest Marketing

MediaLocal print plan around specific donors featured in ad.

•As new donors are confirmed, will add local print in area where donor resides

•Search

•Social – target Professionals, including lawyers on FB

•B’Yachad

•TOL Journal Ads

Public Relations

•Send donor stories to media

•Repurpose B’Yachad stories for niche market

•Target special Planned Giving Sections in local Jewish media

Bequest Ads

Bequest Ads

Bequest Ads

Bequest Ads

Stuffer

Stuffer

New Planned Giving Website Launched!

http://jnflegacy.org/