The Pentera Blog
The Autobiographical Connection - Why Your Donors' Life Stories Matter
MRI studies show a visible brain response between donor recollections of their life stories and their willingness to engage in charitable bequest giving, according to Russell James III, JD, PhD, professor at Texas Tech University. What does that mean for planned giving professionals? It means that your focus should be donor-centric. In other words, when soliciting a bequest, or other planned gift, you will want to ask about and listen to your donor's life story rather than simply communicating the needs of your organization.
In your donor communications, find out:
● What do your donors want to accomplish in the final chapters of their life story?
● How can your organization help donors achieve their philanthropic desires?
● What autobiographical connections do the donors have with your organization?
● What legacies do your donors want to leave?
Building rapport with donors, understanding their philanthropic desires, and developing meaningful connections between donors and your organization are necessary steps for cultivating planned gifts.
There are a number of different ways to accomplish this goal:
● Face-to-face meetings that focus on listening and responding to donor needs.
● Including donor stories in print and web marketing materials where donors are asked about their lives and their connections to your organization.
● Organizational events where donors have an opportunity to share their life stories.
By better understanding your donors' lives, you can then communicate how meaningful legacy gifts to your organization can fulfill their philanthropic objectives.
