Clair First of all – I’m Clair Lucy, and I worked as Mencap’s legacy marketing manager for seven years but more recently have gone freelance specialising in legacy marketing – and I’m Oshrit Cowan, current Legacy marketing manager however moving to Norwood next week!
Clair We aren't claiming to be experts but thought that maybe sharing our experience may help you to consider how a telephone campaign may work for you – not everything went perfectly and we learnt a lot for future campaigns. Today we wanted to talk to you about our 2011 telephone campaign, how we came to choose telephones as our method of communication, our different messaging, our results, and finally, our lessons learned for future campaigns!!
Obviously telephone don’t always work for everyone!!
And not everyone saw the role they might play!
But look how far they’ve come! In 1983 this retrobrick would have set you back a tidy £4k!!! The new iphone seems a bargain!!!
Osh Apologises for those that are already aware of our service for parents and families – but I am going to briefly explain what we do, as this provides a setting to our presentation – and where our telephone campaign comes in! We take enquiries from over 3000 parents and families of people with a learning disability every year. The wills and trusts service has become a popular facility for people to understand more about making the best provision for a loved one with a learning disability. It is often a more complex challenge that needs more involved and detailed solutions. But these are the various options parents have in order to access more information… Guides and Booklets – we have a variety of booklets, all of which have been written by our in house wills and trusts solicitor, each providing the reader with a different element of information about how best to provide for their loved one. Presentations – we run over 60 events across the year, where parents and families can come and hear from a legal professions for free! If family members aren’t able to make it to an event, or they have slightly more complicated needs, we also offer a free home visiting service. Alongside all of this, parents can also speak to our in house wills and trusts solicitor for further free wills and trusts advice.
As an example…. These lovely ladies are called Sally and Michelle – they have actually become great friends on mine! Sally is typical of most parents we meet – she knew that a straightforward will wasn’t ideal, but didn’t know where to start, and always put the subject off for another day. We first met Sally through one of our seminars in Poole – she saw a flyer at Michelle’s day centre. After the seminar, Sally spoke to our in-house wills and trusts solicitor Aarti who was able to give Sally more bespoke advice tailored to her specific circumstances. Sally ordered our free booklets including our directory of legal professionals - and went on the write her will and set up a trust with a solicitor from our list. We also found out at a later date that Sally had included a gift to say thank you!
However, not everyone is like Sally…. For most of our supporters, we found that their journey with us ended about 6 months after they first requested information from us….We would send a follow up letter, asking if they needed any more info from us, and that was that….we received very little response from these mailings! These mailings included the traditional ‘pledge ask’, which I’m sure you can relate to. We needed to think of other ways that we could build and maintain supporter journeys, and telehones provided us with another opportunity with immediate response, but we knew that we needed to look at the other pros and cons of such a communications method.
Personal contact – this is about the 1 to 1 conversation Dual purpose – We were able to gather feedback on the service, and check that supporters were happy with it, and gather different elements of information Supportive soft communication – ‘gentle reminder that Mencap was there, and that more importantly, we were there for them! Completely flexible – can alter script accordingly to each individual conversation Strengthen relationship – we care – do you need any more help/support
Encourages conversation of wills, trusts and legacies Instant notification of action – we were able to find out immediately if people had actioned this advice Accurate feedback – not ‘shoe horning’ people into categories Also, we knew that we would be able to amend the communications depending on individuals’ reactions to the campaign to ensure that we didn’t offend, and also, that we weren’t treading TOO softly so as not to actually get anything out of the campaign!
Apart from the effects that a conversation like this might have…..and as cringey as such a conversation is….we knew that there were other risks which we had to think about and take into consideration! Over saturation – loss of impact with other organisation using the phone Bad press – while we were extremely careful to be appropriate and sensitive to our supporter’s needs, there are companies (outside of charity sector) using the phone in a more aggressive and intrusive way. How many conservatories can one person need in a second floor flat!! Insincere – calls being made on our behalf, so don’t really care about me, additional costs to the charity – only want my money – is my money going to be wasted? Obviously reading from a script. Skill gap – depending on the nature of the campaign – and for us we needed to provide accurate information and to know the limit and refer accordingly
follow up with those individuals who had used our free wills and trusts service 3-9 months previously. ensure that they had received all the information that they needed to go ahead with writing their wills, their thoughts on the service, and whether they had gone on to write their wills and set up a trust. We hoped that these calls would give us the opportunity to monitor the service and find our whether people were going ahead and writing their wills, or did they need more support/advice/information…. For those that had written their wills, we wanted to find out if they had pledged a gift to us, and for those that hadn’t written their wills, were they intending to leave us a gift?? This campaign contained no financial asks. We were asking supporters whether they had acted on the information sent to them and, if appropriate, trying to establish their legacy status.
Presentation & visiting agency – onsite training Getting to know about segments and existing supporter journeys – building a script that is appropriate Limitations of agency – how and when referrals were made and service level standards Working together, call listening
Interestingly for us, we found that those who had told us previously that they didn’t want information about a gift in a will, were actually the ones who had the highest proportion of supporters who had written/updated their wills since receiving the information! Intenders – encouraging that intenders (those really warm to leaving a legacy) were wanting more help, welcoming us to communicate with them further. (drip, drip, drip!!) Created another reminder – 42% of those that hadnt yet updated felt we’d given them enough information Encouraging from a service point of view! Refusals – with this being a new campaign, and nothing to compare it to, we thought there would be quite a high proportion of individuals who would rather not talk about the service or their legacy intentions so we were pleased to see that it was quite the opposite of this, and there being a low proportion….
Stats that we found useful and interesting… To find 21 extra pledgers was great…as a charity we still track this (because as of yet, as a sector, we don’t know if there is anything stronger to base it on!) Our numbers for intenders were quite low, however, from a development point of view, it will enable us to do more research into how we can build on that supporter journey. Yet again we found it interesting that only a small number of supporters would rather not have discussed legacies with us over the phone.
Targets were set to monitor rather than push results – wanted to gauge action We found out that a large number were considering leaving a gift….and this has influenced how we track considerers….previously we haven’t tracked this, Solicitors – enabled us to get feedback on our list of recommended solicitors…something which we didn’t get…enabled us to get more feedback on 1 st hand experiences of using our directory and instructing people on our list
Contact those supporters who just attended the event rather than those who only requested the pack – they’re likely to be just as interested Follow up on those who said they have actioned it and will consider leaving a legacy in a years time
We wanted to end with an example of the perfect call – but felt that everyone’s perfect call would be different. We realised that there’s no such thing as the perfect call….it’s about having happy, valued supporters, who feel that they are appreciated by the charities they support, and treated as individuals.
Can a telephone campaign be an integral element of your legacy marketing strategy mencap
Can a telephonecampaign be an integral element of your legacy marketing strategy? Clair Lucy Oshrit Cowan
Our presentation• The background• The campaign• The outcomes• Lessons learnt
“Mr. Murdoch, you’re wife has a very good left hook,” Mr. Watson said.
“An amazing invention - but who would ever want to use one?” Rutherford B Hayes
The wills and trustsinformation service• Guides and booklets• Presentations• Home visiting service (no will drafting)• Free legal advice• Directory of legal professionals
Thanks for that – I’m off!How do you know that after receiving information and apromise of doing something about it – they actually do?
Key benefits to using thephone• Personal contact• Dual purpose – information gathering and service quality check• Supportive soft communication (drip, drip, drip)• Completely flexible to the caller - personalised• Strengthen relationship with Mencap regardless of outcome
• Encourages conversation• Instant notification of action• Accurate feedback on what supporters think• Communications can be amended during the campaign
Risks of the phonePossible….• Over saturation• Bad press• Forced answers• Lost loyalty• Skill gap
What was theconversation?Service follow-upLegacy consideration
Who was theconversation with?Segment Segment Description No of individuals contacted A Service Requestor + Pledger 29 B Service Requestor + Intender 147 C Service Requestor + Requestor 196 D Service Requestor Only 599 E Service Requestor (No Leg Ask) 89
Working with the agency• Understanding Mencap and our service• Creating the appropriate script & conversation journey• Managing supporter expectations and customer service• Partnership and working as a team
Performance commentary• Those that had already told us that they did not wish to receive information about legacies, had the highest proportion of supporters who have acted upon the wills and trusts advice received• Those supporters who had already indicated they intended to leave a legacy were more likely to require a follow up of some kind• 42% of those we spoke to who hadn’t yet updated/made their wills didn’t feel they need any further follow up on this• A very low proportion refused to discuss the service or talk about their reasons/intentions for requesting the pack
Performance commentary• We uncovered 21 extra pledgers during this campaign• Only 2% indicated a firm intention to leave a gift in their will in future• 56 people asked for more information• A very small number were unwilling to discuss legacy giving over the phone• Not a single complaint about being contacted by phone
Conclusions• Though we didn’t meet all the anticipated targets, some areas exceeded expectations• Large proportion of supporters were willing to consider leaving a gift in their will to Mencap• Many of the supporters had some detailed feedback about the solicitors they spoke to
Things we’d do differently• Include event attendees• Not include pledgers or “no legacy asks” in this campaign• Create a way of measuring intention• Ask how they like being communicated to in the future• Speak to non service users
Questions you need toask yourself• Why are you doing it and what are you hoping to achieve?• Why will the phone be most effective?• Can you tailor it to your charity?• How does it fit within your supporter journey?