Planned giving isn’t a topic you would want to address in a long email. But a carefully crafted email can be an effective way to get potential legacy donors thinking about it and draw them in to want to learn more.

Here are some tips on creating that email.

Use a compelling subject line

With donors receiving many emails each day, it is critical to have a subject line that entices them to open and read the email.  

The subject line should encourage action and urgency: “Create Your Legacy Now.”  

Consider using numbers or statistics in highlighting the impact of their gift: “Help teach 100 children to swim to reduce drownings this summer.”

Entice the reader to seek additional information

People just don’t read long emails. Therefore, keep them concise and drive readers to your website for more information. 

An email subject line like “Six myths of planned giving” or “Debunking the 6 biggest myths about planned giving” with the body of the email covering one myth and a link to the additional five myths is an effective way to move a person to seek additional insights into planned giving.

Another option would be to list the myths in a bullet list with the link pointing the reader to your website for more detailed information.

Make it personal

Let the donor know you are talking to him or her directly. Always address the donor by name. Include specific reference to his or her support over X years. 

Based on your knowledge of the donor’s interests and values, tailor your message accordingly. A specific appeal based on his or her interests will be more effective than a general appeal.

Illustrate how he or she can be a hero

With storytelling, share the impact that another donor’s planned gift has had on those you serve – and how the reader can be a hero as well. 

Use a photo of the featured donor, a quote from that donor, the type of planned gift he or she left and the way it benefits those you serve. Then share how the reader can have similar impact and that you are available to assist in creating his or her legacy.

By combining these general best practices for donor emails with personal and compelling messages specific to planned giving, you can help pave the way for deeper conversations.