The Pentera Blog
Three Secrets Behind Successful Legacy Society Names
While the name of a rose may not change its sweet scent according to Shakespeare, the name you select for your legacy society can significantly impact how donors respond–or fail to respond–to membership invitations. Below are three secrets behind successful legacy society names.
Don't underestimate the importance of your legacy society name. In marketing circles, a great deal of strategic planning goes into naming products (such as books, vehicles, beauty products, and beverages)–more research, time, and money than most people realize. When selecting a name, careful attention is given to the message conveyed, the audience preferences, and the images provoked. If you want to communicate power and speed for a car, for instance, you might select Mustang for the name. If you want to hint at soft skin and gentle cleaning, you might select the soap name Dove. The same thoughtful consideration should be given to your legacy society name.
● How do you want the legacy society portrayed?
● What image do you wish to invoke?
● What do donors value most about your organization?
Recognition
Your legacy society name should be easily identified by donors. For instance, an institutional icon, adored mascot, or familiar slogan can result in instant and positive name recognition. An obscure but significant name within your institution can also work for your legacy society name, but only if sufficient marketing has brought that name to the forefront in donor recognition. Avoid generic names such as Legacy Circle or Recognition Society. Otherwise, you're missing a prime opportunity to distinguish your legacy society from all the others. It's like identifying a product as "soap" or "car" without anything unique or descriptive to set it apart. Your donors are special; treat them as such. Let them know that your legacy society is distinctive and deserving of their on-going loyal support.
Link to Your Organizational Mission
An inspirational legacy society name is a powerful motivator; it can attract and retain donors who feel strongly about your mission. A good legacy society name embodies the high ideas contained in your organizational mission and goals. The legacy name can symbolize what your institution hopes to achieve and the values of your organization. Donors feel honored to belong to a group that stands for a worthwhile cause. Your legacy society name sets the bar high to showcase what members can accomplish through charitable planned giving.
Contact Pentera today to learn more about marketing strategies that help you achieve your planned giving goals.
