HOW TO PROFITABLY MARKET CHARITABLE GIFT ANNUITIES
A proven and structured “process” for improving the marketing and marketing communications of Charitable Gift Annuities was recently presented to fifty clients of Citizens Investment Management Services by Gary Kullberg, Chief Executive Officer of the Kullberg Consulting Group. The seminar, which focused on marketing return on investment (ROI) was held at Citizens’ corporate headquarters as part of its annual Educational Series, “How To Grow Your Endowment”, for its not-for-profit clients.
“Year by year, the branding and marketing of the financial products and services provided by an ever-expanding base of not-for-profits has become a very hot topic, as they face an increasingly difficult, confusing and competitive environment. But there is an overall marketing process that can help these organizations plan, develop, execute and measure their programs to significantly improve their ROI,” said Mr. Kullberg.
The not-for-profit industry, generally comprised of small development staffs with limited marketing and marketing communications expertise, has been facing increasing competition for the consumer’s “share of wallet”, as well as “share of mind”. However, the market potential for Charitable Gift Annuities, which provide guaranteed income for life, with built-in tax advantages to the donor, has improved dramatically, based on current and future demographics, as was demonstrated by guest lecturer, Mr. Kullberg.
The multi-media presentation detailed the marketing process, featuring a multi-year case history, including upfront market analysis and determination; complete integration of a variety of marketing communications tools; top down involvement and support of management, advisory board members and volunteers; through the analytics to evaluate the program and, where necessary, “tweak it” for future efforts.
“Properly done, the marketing of Charitable Gift Annuities provides a huge opportunity for not-for-profits, not only to fund their important programs, but also to develop a ‘halo’ around their entire organization,” said Mr. Kullberg. But, he added, “As Will Rogers said, ‘Even if you’re on the right track, you’ll get run over just sitting there’.”
With stretched budgets and unlimited need, not-for-profit organizations find allocating dollars to marketing and fundraising a continuing challenge. Citizens Investment Services is focused on educating clients on the most cost effective ways to attract contributions to help build their endowments.
Donna-Jean Rainville, Vice President of the Not-for-Profit Group, noted, “Gary illustrated how effective marketing and communications can actually reduce costs and increase total giving, with significant return on marketing ROI. His presentation was an inspiration to clients.”
* * * * *
Gary Kullberg founded and manages the thirteen year old Kullberg Consulting Group. He is a well respected marketing and marketing communications professional, who has practiced his craft in New York, and now Rhode Island, for over thirty years.
The Kullberg Consulting Group is a strategic alliance of sixty entrepreneurially driven companies, representing all disciplines of marketing communications and sales, with combined experience working with over 585 companies in 21 major industry groups.
He can be reached at Gary@KullbergConsultingGroup.com or 401.886.5001.