Sometimes we don't want to look at the results of our marketing efforts.

Facing them isn't easy. Especially if they stink. But I hope you will because you can't improve upon that which you do not measure.

If you're up to the task, here are 9 questions you should ask yourself to determine if your planned gift marketing results are good or not:

1. How many people visited your planned giving website last month? _______
2. Do you know WHO visited your website? You should! And, you can! With the right technology. _______
3. How many clicked on your emails? Stop looking at how many people opened them. Opens don't matter. Clicks do! _______
4. Do you know WHO clicked on your emails? You should! With the right technology. _______
5. Do you know how many people are actively considering a legacy gift right now? You should! And, you can! With the right technology. _______
6. Do you know how many of your supporters have NO CHILDREN? You should! And, you can! With the right technology. _______
7. Do you know how many leads you generated last month? _______
8. How many hidden planned gifts did you uncover? _______
9. How many new gifts did you facilitate (close)? _______

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