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UK Legacy Case Study Next Gen Glasgow 2013

UK Legacy Case Study Next Gen Glasgow 2013

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  • 1. PLANNING YOUR FUNDRAISING FUTURE The Next Generation of UK Giving
  • 2. LEGACY CASE STUDY
  • 3. 3 ONLINE SURVEY CASE STUDY • Sent to 5,000 donors • Six donor segments - Buyers ,Older women, Loyal donors, Lapsed loyal donors, Multiple Donors, Substantial donors, Monthly active donors • 1,368 (27.4%) completed survey
  • 4. OLDER AGE GROUPS RESPONDED
  • 5. ONLINE RESULTS • 128 self-identified pledgers – 21 left telephone number for thank you call • 86.3% consider NGO in their top 3 charities • 156 showed good legacy potential • Follow up - calls, emails, an event and cultivation strategy (crafted to fit internal capacity) 5
  • 6. TELE MARKETING SURVEY RESULTS • 663 completed surveys • 18 (2.7%) self-identified pledges • 82 high legacy potential individuals • 8 individuals requested thank you call 6
  • 7. DIRECT MAIL SURVEY RESULTS • 2,688 direct mail surveys sent • 404 completed surveys returned • 19 (4.7%)self- identified pledges found • 132 high legacy potential individuals identified • 3 left details for a follow-up thank you call 7
  • 8. THE ‘NUDGE’ THAT COULD GENERATE £4BN ANNUAL BEQUEST TO CHARITIES
  • 9. DO YOUR DONORS GET NUDGES? • http://www.independent.co.uk/news/uk/politics/th e-nudge-that-could-generate-4bn-annual- bequest-to-charities-8633586.html
  • 10. WE HAVE FOUND NUDGING IS EFFECTIVE • The organization now has 370 high scoring legacy prospects • Cultivation plan becomes the nudge for these donors • Testing has shown donors 3 times more likely to leave legacy gift if carefully cultivated
  • 11. THE BEAUTY OF SURVEYING • Major gift potential • Levels of satisfaction • Areas of interest • Motivation • Other ways to participate • Geographical clusters • Social media use • Personal comment • Demographics • Opinion • Experiences • And more……
  • 12. KEEP IN MIND…. • Not every survey will give good results – surveys need to be carefully crafted and tested • Internal capacity – can you process the responses adequately? Better to survey in smaller batches and process fully • Timing – must fit in the general communications schedule • Import of data (and database) – is your database agile? Can you easily import and update data? Consider an automatic import tool
  • 13. FOR FUTHER INFORMATION • Please contact • Lindsay Sievewright • lindsays@xtraordinaryfundraising.co.uk • THANK YOU!