Viken Mikaelian

Are You a "Binge Marketer"?

Viken Mikaelian  

The classic cry of the binge marketer is “Oops… business is slow. I guess I’d better do some marketing and send out a mailing.” If you find yourself in the middle of a quiet spell, thinking that a few actions, a couple of phone calls and a mailing here and there will get things moving again, you need to rethink your strategy. Continue reading

Viken Mikaelian

Giant Lies on Planned Giving Marketing

Viken Mikaelian  

There are so many lies, half-truths, and misguided misinformation out there about online fundraising that it’s driving me crazy.

Planned Giving Marketing Tools do not Close Planned Gifts.

I shop at Wal-Mart sometimes – there’s one around the corner. It’s not my hangout, but when I need some ordinary stuff, that’s where I go.

More often than not, my fellow shoppers have carts overflowing with gadgets. I wonder if all that stuff will ever get used, or will end up gathering dust in basements. Once you’re inside a superstore like Wal-Mart, it’s tempting to buy as many things as possible, whether you need them or not, because everything seems so cheap. Continue reading

Viken Mikaelian

Overkill Marketing

Viken Mikaelian  

Is your marketing level set to overkill?

Or, how to get your prospects tune you out without trying. [Unabridged version as published in The Journal of Gift Planning.]

Today, the Internet is offering planned giving officers new and exciting opportunities to increase the marketing of their programs. At the same time, boards, vice presidents and development directors are imposing ever more stringent requirements on planned giving officers for efficiency and accountability. It’s a good time to think about this: sometimes working harder means that we’re working against ourselves. Continue reading