Planned giving marketing differs from most other types of marketing, because planned giving is unlike most other forms of fundraising. The goal is to start a conversation between the donor and the gift planner, and it takes months and sometimes years of cultivation before that conversation may result in a gift. 

In this white paper, PG Calc Director of Marketing Services Andrew Palmer outlines a strategy to start those donor conversations, strike the balance between giving donors just enough information to ask questions without overwhelming them, provide avenues for major potential donors flying under the radar to self-identify, as well as how and when to measure the success of your marketing efforts. 

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