Legacy fundraising – the final donationThe Handouts have MORE information than this
IntrosBequests: why they are so importantWho are the best prospects? Three types of data:Personal informationTransactionalDemographic
Plan A (visitation) and Plan B (direct marketing)Top level overviewWe won’t have time for the last twoThe ‘best practice’ communication trailPlan Z – non donors
A bit about me
I am a writer – I wrote a short story set in HokkaidoI do stand up comedy and I rescueAus wildlife including deadly snakes.Both of which are good practice for many meetings
Best legacy strafgey everWhy bother
Who here invests in legacy marketing?
I got a brief from a charity for the best legacy strategy everI don’t know if I got it – but I don’t know any better, anywhere else in the world
Here is one option
Maybe another option
Do nothingVisitation / relationshipsDirect mail / phone – one page legacy plan
But I think this is the best option – an actual real planAnd it is quite simple
Who are likely bequestors?
Look at dataBig picture – like size of marketAnalysis – like how many older donors do you havePersonal – like why do people support youNOT anecdote – many people tell me legacies wont work here. Tell this to Ashinaga or some of the other charities I met this week
Hang in there, more data to come…
So who are likely bequestors?
Firstly – the averages are BIG
Donors who have been with you a long time
Donors who gave recently
Donors who have made many gifts
Donors who have donated larger amounts – very significant
The most valuable gifts
Age - 60+Giving historyLoyalty - how long have they been givingFrequency - how often Recency - how long agoValue - how much (can indicate value)
Who do you have you can go to?
Who are your future bequestors? Are you acquiring the right donors?DM mail/telephone donor acquisitionNon face-to-face regular giversBuild donor loyalty Amazing customer serviceRelaying the impact of the donor’s support
Building a culture of bequestsIncluding bequests in more of what you doGetting people ‘used’ to the idea“Touchpoints”NewslettersPSs on receipt letters/ bequest insertsTalking about bq at functions & events
Ask who has a willAsk these people to please go and add a charity
Then market to your target audience
If all charities constantly talk about bequests, we will gradually make them more popularThe Australian example is great – but took years to build
Work togetherBe prepared to wait a long time!
Questions in Japanese:
Guide Dogs VIC
Red Cross AU
Make a Wish
of loyal (5+ gifts), $50+ Active cash donors (by Charity)
>¥300m every year now, BUT
= ¥25bn committed in next 20 years!
Confirmed BQ %
In 2003 total income ~¥50m
In 2013 ~ ¥800m: 50% legacies