In planned giving, how you communicate with donors can be just as important as what you say. In February, the CGP community shared their donor communication preferences: the majority of respondents prefer in-person meetings (51%), followed by email (32%), phone calls (15%) and texts (2%). Despite our continued reliance on technology, face-to-face interactions remain essential for building meaningful connections. 

Continue reading to explore strategies to enhance your donor communication across channels with a focus on creating meaningful connections that inspire ongoing conversations. 

In-Person Interactions

It comes as no surprise that in-person meetings top the list of preferred communication methods. The genuine connection and personalized engagement of meeting someone for lunch or coffee is difficult to replicate.

Create Meaningful Connections:

Schedule Recurring Meetings
Create lasting relationships with standing meetings scheduled for the year ahead. While plans can change, having a dedicated touchpoint creates a habitual connection that strengthens over time. 

Integrate Practical Skills Conversations
With CGP’s educational course, Conversational Gift Planning, you’ll find your distinctive voice to elevate donor relationships through the skills of donor-participatory fundraising. Conversational Gift Planning is a live, virtual course offered on select dates and times. Learn more. 

Host donor-centric events
Organize small gatherings where donors with similar interests can connect with each other and your organization. Whether virtual or in-person, invite donors to witness their impact firsthand and create new experiences. 

Email Communications

With its convenience and scalability, emails rank second in preference. Whether sharing organizational news or scheduling an upcoming meeting, emails offer the ability to maintain regular contact with everyone in your portfolio.

Elevate Your Emails:

Quality and quantity
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Personalize content beyond the user's name 
Position your organization as a trusted resource with educational content, updates and information relevant with email segments. Tailor your communication based on the donor's unique interests, life stage or giving capacity. 

Share stories that demonstrate impact
Showcase donor impact stories to demonstrate the lasting change possible with their contributions. Highlight the tangible outcomes of their generosity through interviews with first-person accounts of those helped by your organization. 

Phone Calls

Though only 15% of the community prefers phone calls, in-person or online meetings aren't always feasible. Maximize your communications with strategic phone outreach and detailed notes to create consistency for the organization and donor. 

Phone Call Tips:

Start with a conversation
Unlike other forms of communication, beginning with a conversation can be valuable when calling your contacts. Learn how to make an easy introduction to the largest and most impactful gifts our donors will make and our organizations will experience in Weaving Planned Giving Into Your Donor Conversations.

Establish regular check-in calls 
To make each call purposeful and productive, end each call with the next steps and schedule your next meeting. Be sure to follow up with any necessary information following the call. 

Record detailed notes in your CRM 
Write notes following each call, including topics discussed, follow-up tasks and any additional points from the call. Personalize future communications and build institutional knowledge based on your conversations. 

Text Messaging

While text messaging ranks lowest at 2%, its convenience and immediacy can make it a valuable tool in specific circumstances. 

Texting Tips and Tools:

Understand your Audience
Hosted by Elizabeth Barnette, Decoding the Giving Patterns and Motivations of Affluent Americans will provide insight into donor demographics from The 2023 Bank of America Study of Philanthropy. Learn more.

Reserve for urgent updates 
Only use text messages for time-sensitive information like matching gift deadlines. Be sure to follow the necessary opt-in/opt-out features to respect each recipient's preferences.

Keep messages brief
Ensure any texts are conversational and contain a clear call to action. Rather than longer paragraphs, consider linking to a page that includes any necessary information.  

Create an integrated communication strategy

Effective donor communication is more than choosing the correct channel- it’s about creating value in each interaction. However you navigate your communications, the most successful communication strategies are built on authentic connection and genuine care for your donors' aspirations. 

Whether integrating all four methods into your communication strategies or dedicating time to integrating a new communication tool, consider leveraging these insights and strategies to create new goals for yourself or your team.