Leah Eustace's presentation to the CAGP National Conference 2013, on learnings from over 40 focus groups with planned giving prospects.

1. Your Donors have Spoken
Leah Eustace, CFRE
Principal & Chief Idea Goddess
@LeahEustace

2. Getting through the clutter

3. Proceed with caution

4. What’s in a name?

5. Use language that resonates

6. Focus on the right instruments
An estimated
95% of
planned gifts
in Canada
are
bequests.

7. Why, not how

8. Communicate with donors …
in the way in which
they prefer to be communicated with

9. Emotions versus logic

10. Tell Stories

11. Use appropriate storytellers

12. Make your case

13. Be personal

14. A potential opportunity?

15. Think of Jacqueline

16. Write for comprehension,
not an academic thesis

17. Pay attention to design
Why on earth would you want to make
something hard to read?

18. Use appropriate photos

19. Be transparent

20. Steward your secret donors

21. Break down the silos

22. Integrate

23. Pay attention to
your website

24. In summary
• Tell your stories
• Put yourself in the shoes of your donors
• Be authentic and compelling
• Talk about why, not how
• Use multichannel marketing
• Use emotion, not logic
• Beware of institution-speak
• Be mindful of design
• You have one mouth, but two ears

25. Thank you!
Leah Eustace, CFRE
Principal and Chief Idea Goddess
Good Works
613.232.9113 x 100
leah@goodworksco.ca
@LeahEustace