Need for Virtual Visits
As the COVID-19 pandemic continues and we consider virtual donor visits, let me be clear that in-person visits will never completely be replaced by virtual visits. For this article, I define a virtual visit as any time you communicate or connect with a donor and are not personally or physically present. You may be verbally, visually, and certainly mentally present but are unable to physically touch the donor. In other words, you cannot shake his/her hand.
At Planned Giving & Trust Services, donors must personally know who they are trusting with their very personal and sensitive information and responsibilities. Can this be accomplished through a virtual meeting? One thing we have learned during this pandemic is previously established relationships can be maintained through virtual means. The question that remains to be answered is, “Can new relationships be formed via virtual visits?”
Access to Virtual Visits
In the 21st century we know a majority of the 5 billion people alive have access to a computer, or at least own a smartphone that is essentially a handheld computer. As a result, many have grown comfortable with everything digital. Social media is a good example of how comfortable society is with virtual relationships. At the end of 2019, 2.77 billion people were using social media, with 2.6 billion on Facebook alone. It is estimated that by the end of 2021 there will be over 3 billion users. This will be about one-third of the world population. If the majority of society is comfortable with virtual relationships, and as gift planners our focus is on building relationships with our donors, then why not use these new tools to leverage our time and build virtual relationships with our members to seek to bring them to our organization as donors? In my experience, if our organization was a donor’s fiduciary, the most frequently I would visit them was perhaps once a month. The donor may have wanted to visit with me more, but due to the amount of time it takes to physically go visit them and the time constraints we all struggle with in doing our jobs, I couldn’t physically visit with them more often. With the virtual tools we now have, we can meet more frequently with our donors when they decide they would like us to contact them.
How can these virtual contacts be made?
During the long period in which many were working from home during the pandemic, there was plenty of time to make virtual visits and keep in touch with donors. All you needed was a smartphone and/or a computer and you had the tools necessary to make unlimited virtual visits with your donors. Now, many of you may be back in your offices and find time to make virtual visits is limited.
There are dozens of social media apps available, but many do not have experience with most of them. So, I will focus on five types of virtual communication platforms. You certainly may use whichever apps work best for you. Some of these methods are old and some are new:
- Zoom
- Website
- Telephone
- Email or text
- Handwritten or printed letters
Zoom
Zoom may not generally be used by as many donors as are using some of the other virtual methods, but those who are using Zoom are prime candidates for a virtual visit. Most of your donors who are still working will know how to use Zoom because of the pandemic, and even retired folks are getting used to this new technology because of virtual Sabbath Schools and other church meetings. Using Zoom for estate planning intakes may also be a possibility with your younger donors.
Website
Your website must be kept up to date since it is working for you twenty-four hours a day, seven days a week. It has never been easier to have a high quality planned giving website. Letting people know how to reach your website is very important and all your organization’s publications should contain your web address. Your website can also inform donors of options on how they can create a will for their families. If you are not sure how to host one, you can link from your website to any page on this website https://www.willplan.us/, or contact the GC/NAD PGTS office for other low-cost options.
Telephone
Giving a donor a call will brighten their day and endear them to your organization. You may use the conversation to let them know about the exciting things happening in your organization. You may also keep up with what is happening in their lives. Having a schedule of when to call helps make these telephone conversations happen. For larger organizations robocalling with a short message could be an option, I receive some informational robocalls. The cost of these applications is quite affordable. Most include mass text messaging as well.
Email or Text
For those who have computers and smartphones, you can send emails or short text messages with a Bible verse and an encouraging thought. If you need help with content, there are many sources on the web that provide daily scriptures and Ellen White messages. One General Conference website that has many inspirational resources is https://www.revivalandreformation.org/ This site has daily and annual scripture readings, Ellen White daily devotionals, prayer resources and much more. If you are a Twitter user, you can also do this on that platform and then encourage those donors who are interested to follow you.
Handwritten or printed letters
The old-fashioned letter and snail mail can still be used for those donors who do not have virtual access and/or do not have computers and smartphones. You can still write donors a letter on your computer and mass-produce them with mail merge. Letters are the original way that virtual visits were done.
Communication
As each one of the above virtual visit methods indicates, the key component is personal communication to build relationships with your donors. The COVID-19 pandemic has forced many to be isolated at home resulting in people being more open to new ways to communicate. The time is now for seeking to use a virtual visit to keep your donors connected to your organization.
If you are willing to write and share your experience with a virtual visit please use the following email to send it to our office [email protected]. Use the subject line VIRTUAL VISIT.