Plan Big: Emory's Office of Gift Planning
Marketing > Marketing Improvement
Institution: Emory University
Title of entry: Plan Big: Emory's Office of Gift Planning
About this entry: The Plan Big marketing initiative for Emory's Office of Gift Planning aims to redirect the marketing messaging around gift planning by shifting the focus from showcasing the stories of donors who have made a planned gift--and asking the question, what's your legacy--and shifts the focus to appeal to potential donors directly, inviting them to make a difference by making a planned gift. Rather than considering the stories of others who have made a gift, which potentially can leave a prospective donor with the sense that they've already taken care of things, this campaign includes the viewer, and actively invites them to use their imagination, to see themselves making a difference. Many younger prospects, who might not consider themselves the target audience for a gift planning message, suddenly can see themselves in the ad, whereas the previous campaign looked and felt like it was designed for their parents, or grandparents.