Marketing Program Evaluation
Review of an existing planned giving marketing plan, tactics, and objectives
A marketing program evaluation is ideal for organizations with established planned giving programs that are actively reaching out to existing planned gift donors and prospects.
The three-phased evaluation is conducted in the context of the organizational development environment, taking into account key influencers (President, Board of Directors, staff members), other development marketing plans and goals, available resources, and the degree of integration with other development staff.
- Interview Phase. Baseline existing procedures, approaches, and methods of identifying prospects, cultivating prospects and donors, and developing marketing goals.
- Prospect/Donor Profile Review. Examine current donor base profile, with an eye toward demographic information about existing donors in order to determine the primary sources of planned gifts and the number of potential donors.
- Comprehensive Review Phase. Asses all existing marketing activities, including types of marketing initiatives (electronic and print), use of direct marketing and integrated messages, seminars, and opportunities available through professional advisors.
Our print deliverable in this particular area typically includes:
- Specific recommendations about how to improve the effectiveness of a program
- Identification of strengths, weaknesses, and opportunities
- Complete review and feedback of print and electronic marketing collateral
- Evaluation of the use of prospect cultivation tools: letters, newsletters, etc.