NPR reports that penetration of social media among those 50 and over nearly doubled in just the past year. It’s still only at 42%, but it’s rising very steeply. That has implications for Planned Giving.
To be sure, you need to know your constituency. If it does not reflect the national trend, you don’t want to allocate time to an initiative that can be very time consuming. Your Facebook page and Twitter stream need constant attention–if you’re going to do them right–and proper social media practice goes well beyond those best-known sites. I leave the details of inaugurating a nonprofit social media presence to more august thinkers.
If social media has deeply penetrated your 50-and-over constituents, your Planned Giving program can ride that wave. There’s potential for sharing testimonials that will engage others; hosting webinars on financial and estate planning; reconnecting classmates at all education levels; virtual donor recognition; coordinating direct mail with web content; and lots of other creativity. Much of your pre-existing online presence may be appropriate for your PG constituency, and you can make them aware of what you offer in ways you might not have in the past.
I’m really interested in ideas you have, or things you’re already doing, with social media for your Planned Giving prospects.