Legacy marketing and Bible Society John Ranford


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John's presentation at the Christian Legacy Fundraising workshop - 14 September 2011

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  • Conclusion: Single childless women - are more likely to leave a legacy - leave larger legacies
  • Now its fantastic that the rate of charitable legacy giving is going up (though its still only 7% so there is huge potential there) But what particularly concerns us as Christian charities is to ensure that we get a fair slice of the cake. And its great that the demise of large numbers of baby boomers will swell the legacy coffers, but The other big picture we need to consider is the shrinking number of Christians
  • Women – live longer – leave almost 70% of legacy income 80-89 – pledgers live longer Well off – in asset terms – pledgers leave larger estates Single – as a proxy for childless
  • This slide is basically saying that you should look outside the warm donor base – some of the wider audiences might be even more appropriate for a legacy message than donors
  • What do people want to know? Your achievements Your direction of travel We talked here about if you couldn’t afford a brochure, your annual report and a legacies insert might be a good place to start, as the annual report – at least in theory – contains much of the info that a potential legacy donor might want to know
  • This is our chief exec. We talked about how an interview with your chief executive is a good way to formulate a legacy mailing. Ask them why they work for you, what motivates them, future plan, people they’ve met who’ve inspired them, where they’d like to see the org in the future etc etc.
  • This is a bit of academic research on how best to talk about legacies. What its basically saying is legacies should eb visionary and big picture and less about the day to day nuts and bolts of what you do. Abstract v concrete – when taking decisions in the future people prefer to think abstract rather than concrete, so talking about reducing suffering rather than £10 buys a meal Superordinate v subordinate – why rather than how – so what successful achievement of mission would mean rather than nuts and bolts Decontextualised v contextualised – rather than helping x no of people in x no of ways, why work is of broader social significance Promotion of primary values – organisational values that appeal to ideal moral identity Strcutured v unstructured – long term plan for the organisation
  • This is referring back to the earlier P in the 7 Ps slide about process. It often gets overlooked, but everything you invest in marketing can be wasted unless you think carefully around customer service – making sure you get back to people who enquire for example
  • Can we influence these? Should we try? You bet we should!
  • But its important to note that we are not purely altruistic and only interested in growing the market. It is built in to our objectives that we want to promote the individual member charities wherever possible, And achieve higher visibility through the consortium than we could on our own.
  • We have a vision of a world transformed by the generous giving of Christians in their wills. we want to challenge Christians to a kind of giving that could help leave a 'Christian legacy' to future generations.
  • Phase one featured comments from well known Christian speakers writers and personalities.
  • Phase 2 featured the CEOs of all member companies – we are just showing a sample of 3 here
  • Phase 3 featured testimonials about why different supporters were going to leave a legacy to their charity of choice
  • And finally phase 4 featured stories about how relatives had left legacies and why
  • Responses are still coming in, and we haven’t had time to analyse them properly yet, but there look to be some interesting results. There seems to be a small increase in those saying legacy giving is taught in their church – though it is still very low. And a drop in those who have never thought of leaving sa legacy to a Christian charity
  • Legacy marketing and Bible Society John Ranford

    1. 1. Legacy Marketing at Bible Society John Ranford Fundraising Officer: Strategy and Innovation Incorporating contributions from Claire Routley Head of Legacy Giving
    2. 2. Our starting point <ul><li>Static around £2.1m – or growing? </li></ul><ul><ul><ul><ul><ul><li>This excludes inflation. </li></ul></ul></ul></ul></ul>
    3. 3. We did some research
    4. 4. Christians and Legacies <ul><li>644,000 Churchgoers are over 70 </li></ul><ul><li>60,000 Churchgoers die every year </li></ul><ul><li>Their estates are valued at £9.6 billion pa </li></ul>
    5. 5. Sector Legacy investment (as a percentage of total expenditure) ‏ <ul><li>1994: 0.50% </li></ul><ul><li>2003: 1.90% </li></ul><ul><li>Cancer Research 2007-8: </li></ul><ul><ul><li>£8m = 3.1% </li></ul></ul><ul><li>2011: ???? </li></ul>
    6. 6. Can we afford to invest?
    7. 7. Legacies: the key
    8. 8. Bible Society Legacy analysis <ul><li>188 legacies </li></ul><ul><li>Women: 138 (73%) ‏ </li></ul><ul><li>Average: £12,000 </li></ul><ul><li>Average 'Miss': £17,000k (87% lift) ‏ </li></ul>
    9. 9. <ul><li>Legacy Foresight say: </li></ul><ul><ul><li>Total faith-based legacy income =£228.3 million each year” </li></ul></ul>How much potential?
    10. 10. Choosing a strategy <ul><li>Direct Marketing? </li></ul><ul><li>Awareness? </li></ul>
    11. 11. Touchpoints <ul><li>The value of a Brand is the sum of all its touchpoints (Guy Smith 2004) </li></ul><ul><li>A Legacy must have resulted from a touchpoint with Bible Society </li></ul><ul><li>Each touchpoint has a legacy value. </li></ul><ul><li>Suppose that we knew the value! </li></ul>
    12. 12. … Its all about touchpoints <ul><li>The more personal, the more effective </li></ul><ul><li>Use Direct marketing </li></ul><ul><li>'secondary' marketing - piggybacking </li></ul><ul><li>'secondary' (soft) products – in memoriam </li></ul>
    13. 13. <ul><li>How many touchpoints are there? </li></ul>
    14. 14. Life-stages time-line Will-making prompts Typical Bible Society messages (current) 'Defensive will-making in early life Bible Society needs your legacy Bible Society needs your legacy New messaging … New messaging … New messaging … New messaging … Life-stage Bible Society needs your legacy
    15. 15. 'Pro-active' will-making in later life Will-making prompts Typical Bible Society messages Bible Society needs your legacy Bible Society needs your legacy Bible Society needs your legacy New messaging … Life-stage
    16. 16. Our strategy process <ul><li>Understand where we are </li></ul><ul><li>Set objectives </li></ul><ul><li>Set out strategy </li></ul><ul><li>Work out tactics </li></ul><ul><li>Put together an action plan </li></ul><ul><li>Monitor and evaluate </li></ul>
    17. 17. Our Audience
    18. 18. Profile <ul><li>Women – live longer – leave almost 70% of legacy income </li></ul><ul><li>Well off – in asset terms </li></ul><ul><li>Single – as a proxy for childless </li></ul>
    19. 19. Who to talk to? <ul><li>Warm donors </li></ul><ul><li>Lapsed donors </li></ul><ul><li>Customers </li></ul><ul><li>Volunteers </li></ul><ul><li>Staff </li></ul><ul><li>Trustees </li></ul><ul><li>Service users </li></ul><ul><li>Influencers </li></ul><ul><li>cold audiences </li></ul>
    20. 20. Warm Audience Objectives <ul><li>XX legacy enquirers in year one </li></ul><ul><li>XX legacy considerers </li></ul><ul><li>XX legacy intenders </li></ul><ul><li>XX legacy pledgers </li></ul><ul><li>To follow up all previous legacy enquiries </li></ul><ul><li>To convert X% of considerers to intenders, pledgers or nos </li></ul>
    21. 21. Cold Audience objectives 2011-12 <ul><li>Recruit new donors with legacy potential </li></ul><ul><li>Improve web pages on website </li></ul><ul><li>Search engine optimisation 'Bible Society'+'legacy </li></ul><ul><li>New media promotion - review </li></ul><ul><li>Cold legacy recruitment </li></ul>
    22. 22. Promotion examples
    23. 23. Legacy brochure
    24. 24. Integrated legacy message across communications ‘ Bible Society relies on the prayers, donations and legacies of supporters’
    25. 25. <ul><li>Legacies are at the top </li></ul>
    26. 26. Write your own legacy mailing
    27. 27. Talk about… <ul><li>Abstract v concrete </li></ul><ul><li>Visionary </li></ul><ul><li>Big Picture </li></ul><ul><li>Sargeant and Shang 2009 </li></ul>
    28. 30. Telephone <ul><li>1: Call – ‘look out for our letter’ </li></ul><ul><li>2: Mail – Legacy ask </li></ul><ul><li>3: Call – enquiring about the reaction </li></ul>
    29. 31. Customer service More than a third of the charities did not respond to requests made by researchers posing as potential legacy givers
    30. 32. We Don’t… <ul><li>We Don’t say leave us a legacy because x% of our income comes from legacies </li></ul><ul><li>We don’t use will-making puns </li></ul><ul><li>We don’t cut pledgers out of the fundraising programme </li></ul><ul><li>We don’t spend money on advertising in solicitors’ directories </li></ul>
    31. 33. What are the big challenges? <ul><li>Consistency over the long term </li></ul><ul><li>Investment levels (v. DM) </li></ul><ul><li>‘Legacy income is down – so we’ll have to cut… legacy marketing’ </li></ul><ul><li>Legacy Marketing needs to be championed at the highest level </li></ul><ul><li>It’s not something ‘anyone can do’. </li></ul>
    32. 34. Now let’s dream…
    33. 35. Legacy KPIs in Bible Society
    34. 36. Embedding legacy marketing
    35. 37. What about the other 50%? <ul><li>30% of Bible Society’s legacies come ‘out of the blue’ </li></ul><ul><li>Many charities report up to 50% </li></ul>
    36. 38. Choosing a strategy <ul><li>Direct Marketing </li></ul><ul><li>Awareness </li></ul>
    37. 39. Can awareness produce legacies? <ul><li>There are 3.5 million church-goers. How many are we reaching through our mailings? </li></ul><ul><li>30,000 churches…? </li></ul><ul><li>300 staff visiting 100 churches each </li></ul>
    38. 40. ● Bible Society ● Care for the Family ● CMS ● The Leprosy Mission   ● Livability ● Tearfund ● Scripture Union ● Stewardship
    39. 41. Only 18% of churchgoers said their church teaches about legacy giving
    40. 42. Christian Legacy Vision <ul><li>Together we want to create a Christian Legacy for future generations </li></ul>
    41. 43. Christian Legacy <ul><li>Objective: </li></ul><ul><li>Think Legacy = Think Christian </li></ul>
    42. 44. Phase 1 advertising
    43. 45. Phase 2 advertising
    44. 46. Phase 3 advertising
    45. 47. Phase 4 advertising
    46. 48. Interim results
    47. 49. biblesociety.org.uk 01793 418100