1. Generate leads using social norms, family reminders and non-death-related packages

• Social norms = "Many of our supporters have done this too!"
• Family reminders = "You can honor or memorialize a loved one by making a gift in your will."
• Non-death-related packages = Value-based offers that do not scare your supporters by talking about death and taxes

2. Cultivate those leads consistently forever with messages that continue to use social norms, family reminders and non-death-related packages