PLANNING YOUR
FUNDRAISING FUTURE
The Next Generation of UK Giving
LEGACY CASE STUDY
3
ONLINE SURVEY CASE STUDY
• Sent to 5,000 donors
• Six donor segments - Buyers ,Older women, Loyal
donors, Lapsed loyal d...
OLDER AGE GROUPS RESPONDED
ONLINE RESULTS
• 128 self-identified pledgers – 21 left telephone
number for thank you call
• 86.3% consider NGO in their ...
TELE MARKETING SURVEY RESULTS
• 663 completed surveys
• 18 (2.7%) self-identified pledges
• 82 high legacy potential indiv...
DIRECT MAIL SURVEY RESULTS
• 2,688 direct mail surveys sent
• 404 completed surveys returned
• 19 (4.7%)self- identified p...
THE ‘NUDGE’ THAT COULD GENERATE
£4BN ANNUAL BEQUEST TO CHARITIES
DO YOUR DONORS GET NUDGES?
• http://www.independent.co.uk/news/uk/politics/th
e-nudge-that-could-generate-4bn-annual-
bequ...
WE HAVE FOUND NUDGING IS
EFFECTIVE
• The organization now has 370 high scoring
legacy prospects
• Cultivation plan becomes...
THE BEAUTY OF SURVEYING
• Major gift potential
• Levels of satisfaction
• Areas of interest
• Motivation
• Other ways to p...
KEEP IN MIND….
• Not every survey will give good results – surveys need to
be carefully crafted and tested
• Internal capa...
FOR FUTHER INFORMATION
• Please contact
• Lindsay Sievewright
• lindsays@xtraordinaryfundraising.co.uk
• THANK YOU!
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Next gen glasgow legacy ppt

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UK Legacy Case Study Next Gen Glasgow 2013

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Next gen glasgow legacy ppt

  1. 1. PLANNING YOUR FUNDRAISING FUTURE The Next Generation of UK Giving
  2. 2. LEGACY CASE STUDY
  3. 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. 4. OLDER AGE GROUPS RESPONDED
  5. 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. 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. 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. 8. THE ‘NUDGE’ THAT COULD GENERATE £4BN ANNUAL BEQUEST TO CHARITIES
  9. 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. 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. 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. 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. 13. FOR FUTHER INFORMATION • Please contact • Lindsay Sievewright • lindsays@xtraordinaryfundraising.co.uk • THANK YOU!

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