#42: How to turn monthly givers into legacy donors with Ligia Peña
08/25/21 • 54 min
Did you know monthly donors are six times more likely to become legacy donors?
They are the most committed and loyal to your organization. They're in the habit of giving to you every single month. And many have been with you for years.
Yet, most nonprofits don't really consider monthly donors in their legacy marketing.
That's why today's guest is going to show you a powerful way to create long term revenue for your organization by focusing on both monthly giving and legacy marketing together.
Ligia Peña is an international legacy consultant with over 20 years of experience, working for large organizations like Greenpeace and small to mid-sized shops.
So grab a notepad, pen and a cup of coffee...because Ligia brings so much value in this episode.
Today we’ll cover:
[03:57] - Common Legacy Giving Myths that need to be debunked
[13:05] - Examples of surprising and meaningful legacy gifts
[17:04] - If asking monthly donors for legacy gifts will hurt your monthly giving program
[23:07] - How to identify which monthly donors we should be reaching out to for legacy gifts
[31:48] - Understanding your donors when you don't have the right information
[39:44] - How to start talking to your monthly donors about legacy gifts
[43:01] - Expectations and evaluating your legacy giving program
[50:50] - Ligia's encouragement for nonprofit leaders and fundraisers
Get connected:
Ligia would love to connect with you. You can find out more about her and get access to free resources at globetrottingfundraiser.com/
Please consider subscribing to, rating, or sharing the BuildGood Podcast on your preferred platform. You can do that by clicking here.
To take advantage of our free resources and get your 5-minute fundraising fix, visit: fiveminutefundraisingfix.com
Did you know monthly donors are six times more likely to become legacy donors?
They are the most committed and loyal to your organization. They're in the habit of giving to you every single month. And many have been with you for years.
Yet, most nonprofits don't really consider monthly donors in their legacy marketing.
That's why today's guest is going to show you a powerful way to create long term revenue for your organization by focusing on both monthly giving and legacy marketing together.
Ligia Peña is an international legacy consultant with over 20 years of experience, working for large organizations like Greenpeace and small to mid-sized shops.
So grab a notepad, pen and a cup of coffee...because Ligia brings so much value in this episode.
Today we’ll cover:
[03:57] - Common Legacy Giving Myths that need to be debunked
[13:05] - Examples of surprising and meaningful legacy gifts
[17:04] - If asking monthly donors for legacy gifts will hurt your monthly giving program
[23:07] - How to identify which monthly donors we should be reaching out to for legacy gifts
[31:48] - Understanding your donors when you don't have the right information
[39:44] - How to start talking to your monthly donors about legacy gifts
[43:01] - Expectations and evaluating your legacy giving program
[50:50] - Ligia's encouragement for nonprofit leaders and fundraisers
Get connected:
Ligia would love to connect with you. You can find out more about her and get access to free resources at globetrottingfundraiser.com/
Please consider subscribing to, rating, or sharing the BuildGood Podcast on your preferred platform. You can do that by clicking here.
To take advantage of our free resources and get your 5-minute fundraising fix, visit: fiveminutefundraisingfix.com
Previous Episode
#41: A 3-step framework to test donor preferences & behaviour with Cherian Koshy
Have you ever wished you could read your donors’ minds?
Today's podcast is going to give you a three-step framework you can use to gain some insight into your donors' preference and giving behaviour. We're talking to Cherian Koshy, Director of Development for the De Moines Performing Arts.
Cherian is the world's only certified mind genomics advisor in the nonprofit sector.
He spends a lot of time trying to figure out how donors think, how they make decisions, and how to use tools and research to actually lead our donors toward greater generosity.
The approach he's going to share with you today has been used by some of the world's largest brands to create products that people actually want to buy. You can start using some of these principles too —even if you don't have a huge marketing and fundraising budget.
Today we’ll cover:
[2:34] - The problem with getting donor feedback
[6:20] - Getting specific about what you want your donor to do
[12:08] - Planning the steps to your key behaviour
[18:34] - Listing barriers and biases that may get in the way
[30:02] - Knowing when to test and how to validate your work
[37:21]- Getting into preference analysis
[43:20] - Cherian’s encouragement for nonprofit leaders and fundraisers
Get connected:
Cherian would love to connect with you. If you want to learn more, you can find him on Linkedin and Twitter, as well as, cheriankoshy.org
Please consider subscribing to, rating, or sharing the BuildGood Podcast on your preferred platform. You can do that by clicking here.
To take advantage of our free resources and get your 5-minute fundraising fix, visit: fiveminutefundraisingfix.com
Next Episode
#43: How to convert social media fans and followers into donors with Julia Campbell
If you are struggling to use social media—particularly Facebook—to drive revenue and contribute to your fundraising, today's episode is for you.
We are talking to Julia Campbell, the author of Storytelling in the Digital Age: A Guide for Nonprofits.
Julia runs a digital marketing consulting business, where she helps nonprofits stop spinning their wheels on social media and start getting real results.
You'll learn how to give donors and supporters what they want. You'll hear why you shouldn't use social media as a megaphone to just promote your agenda. And you'll find out why you should be running Facebook ads all year round.
Today we’ll cover:
[02:11] - The Catch 22 of Digital Marketing
[08:07] - The business case for why social media matters in 2021
[12:19] - The number 1 thing nonprofits get wrong about social media
[20:00] - The power of targeted social ads
[23:02] - Why you should run ads all year long
[30:23] - Asking followers to start fundraisers for you
[37:14] - Julia's encouragement for nonprofit leaders and fundraisers
Get connected:
Julia would love to connect with you. You can find her on her podcast, Nonprofit Nation, and at jcsocialmarketing.com
Please consider subscribing to, rating, or sharing the BuildGood Podcast on your preferred platform. You can do that by clicking here.
To take advantage of our free resources and get your 5-minute fundraising fix, visit: fiveminutefundraisingfix.com
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