5 Marketing Lessons Gift Planners Can Learn...from Infomercials

According to Rohit Bhargava, an influential marketing speaker, infomercials help to sell over $4 billion of products and services annually. That does not mean your next gift marketing campaign will be on late night television! The five steps underlying the success of infomercials, however, do hold some valuable marketing lessons for gift planners, as well:

Infomercials...	Planned Giving Marketing Should...
	1. Have a backstory:     your mission credit: The Morton Arboretum
	2. Show the gift in action credit: Tufts University
	3. Use donor stories credit: KCTS-9 (Seattle PBS)
	4. Make a specific offer credit: American Heart Association
	5. Convey a sense of urgency credit: JDRF’s Legacy Challenge

Your turn! What "tacky" tactics have worked for your campaigns in the past? Share in the comments below. Who knows? There might be a Flowbee in it for the best idea :)

We're not afraid to say we borrowed a few ideas
from the for-profit marketing world when we were
creating our Marketing Services. 

Ann McPherson leads PG Calc's consulting efforts relating to marketing planned giving. Her contribution to marketing strategy and tactical implementation to clients is invaluable. In addition to her expertise with nonprofit marketing, Ann also has considerable experince with online marketing, business development, and brand management,

Left images credit Rohit Barghava