Presented by:  Jonathon Grapsas Legacy lessons from abroad: Quest for the elusive bequest
 
 
It’s all about the 80/20 rule! © Pareto Fundraising Sep 2006
What we’ll cover today <ul><li>Setting the scene </li></ul>
What we’ll cover today <ul><li>Setting the scene </li></ul><ul><li>Prospecting and converting – the most effective approac...
What we’ll cover today <ul><li>Setting the scene </li></ul><ul><li>Prospecting and converting – the most effective approac...
<ul><li>Bequests, more so than other types of planned gifts </li></ul><ul><li>Changing the way you talk to donors about le...
You will leave with a one page plan
 
Setting the scene
The Big Picture
<ul><li>Individual giving is currently the  ONLY   long term solution for growth </li></ul>Mail appeals Acquisition Donor ...
<ul><li>Growth for members is driven by three main groups of Individual income; Cash, Monthly Giving and Bequests.  Beques...
<ul><li>“ We normally send a planned giving mailing in April, but this year we are scrapping it because we need to save $3...
You must be prepared to invest Now have over 1,500  confirmed bequestors
You must be prepared to invest BUT, only now  reaping the rewards
Remember, bequests change lives
Prospecting and converting – the  most effective approach
6 step plan Step   1 Targeting 2 Knowing how to talk about bequests 3 Prospect identification  4 Conversion 5 Brilliant do...
Step 1:  Targeting
Look at those who have left a bequest
Demographic Date of birth Postcode analysis Survey responses Contact details provided Gender Title Address type Behavioura...
Most important: your supporters
NB: The graph above represents only those who have been classified with an age  (80% of bequestors and 20% of mailable 0-4...
Criteria for most likely Demographics Behavior  Other Info <ul><li>Aged 50 to 64 yrs </li></ul><ul><li>Ms or Mrs </li></ul...
Quick recap Re-cap and  Key learnings
Step 2:  know how to talk about bequests I would like to talk to you about bequests
Remember who you are I am not a lawyer, I am  a fundraiser!
Focus on the  why
Focus on the  why , not  how
Focus on the  why , not  how
Focus on the  why
Don’t ignore donors
<ul><li>Thanked for offer of bequest just 66% of the time </li></ul>Our research in Canada showed  No response received to...
 
 
Quick recap Re-cap and  Key learnings
Step 3:  Prospect  identification
Prospect  identification  Warm Survey Bequest  Direct Mail Cold  Survey Other Warm Other Cold
Prospect identification  Warm Survey Bequest  Direct Mail Cold  Survey Confirmed  Bequestors Intenders & Considerers Other...
Bequests in your communications cycle
March May July August September October November December April January February June Cash and Non-F2F MG Donor Care Surve...
Surveys
ACF: Warm/house survey
ROB: ACF WARM SURVEY LETTER PLEASE <ul><li>Not for a confirmed beqeustor, just for an ordinary donor </li></ul>
 
THE  question
ACF: Survey results *Target was an 8% response rate to the survey  Number Mailed  25,573  Gross Income $121,025  Net Incom...
Bequest results *Uncovered $26,280,000 in potential bequest income for ACF! Estimated average bequest $50k TARGET ACTUAL C...
Some more survey results   Charity A Charity B Charity C Charity D  Number mailed  18,500 10,552 16,032 4,915 ‘ Instant’ c...
And year after year.. 2004 2007
…  it still works WARM SURVEY RESULTS 2004 2005 2006 2007 2008 Quantity Mailed 15,888 16,357 18,835 24,883 21,563 Total Re...
Survey health warning
Using the mail
 
 
 
 
 
 
 
Remember the envelope..
<ul><li>What the Lost Dogs’ Home did: </li></ul><ul><ul><li>selected best prospects  </li></ul></ul><ul><ul><li>it’s all a...
The Lost Dogs’ Home  42 Confirmed Mailed 3,943 donors Number RR Respond 227 5.76% Confirmed 21 0.53% Considerers 99 2.51% ...
<ul><li>Your experience? </li></ul>Other warm
Prospect identification  Warm Survey Bequest  Direct Mail Cold  Survey Other Warm Other Cold
Warm surveys
Cold surveys
Cold surveys
Cold surveys COLD SURVERY RESPONSE CHARITY A CHARITY B CHARITY C # mailed 70,672 18,894 92,644 Instant' cost recovery ~75%...
Cold wills days
Cold advertising
 
Quick recap Re-cap and  Key learnings
Step 4:  Conversion
Now that we have our prospects.. Warm Survey Bequest  Direct Mail Cold  Survey Confirmed  Bequestors Phone & Thank Intende...
It’s all about conversion Warm Survey Bequest  Direct Mail Cold  Survey Confirmed  Bequestors Intenders & Considerers Othe...
Phone and say thank you
March May July August September October November December April January February June Cash and Non-F2F RG Donor Care Surve...
Send conversion pack Warm Survey Bequest  Direct Mail Cold  Survey Confirmed  Bequestors Send info pack Phone & Thank Inte...
The perfect conversion pack
 
ROB: Mission Australia bq pack photo
 
 
 
 
 
 
 
The right imagery
The case
The story
The testimonial
The ask
The ask
The impact
The details
Rob: ACF bequest conversion letter please
Rob: ACF bequest conversion letter please
Rob: ACF bequest conversion letter please
Break
 
 
 
<ul><li>MUST  haves: </li></ul><ul><li>Long letter, which is personal, tells a story and asks </li></ul><ul><li>Bequest br...
Critique some packs
Phone follow up Warm Survey Bequest  Direct Mail Cold  Survey Confirmed  Bequestors Send info pack Phone & Thank Intenders...
<ul><li>1 st  conversion call </li></ul><ul><li>4- 6 weeks after the conversion pack has been sent </li></ul>When to call
<ul><li>Know as much as you can about your bequest intender/considerer </li></ul><ul><li>But not at the expense of not mak...
<ul><li>When/how did they make their bequest intention </li></ul><ul><li>How much have they given to the organization </li...
<ul><li>You are calling  Mrs Jane  Jones  who has a bequest status  of inquired about leaving a bequest  to The Lost Dogs’...
<ul><li>Thank the supporter for their commitment to your organization and intending/considering a bequest </li></ul><ul><l...
<ul><li>Confirmed Pecuniary </li></ul><ul><li>Confirmed Residuary </li></ul><ul><li>Confirmed Undefined </li></ul><ul><li>...
<ul><li>Are you still considering a bequest? </li></ul><ul><li>Have you been to the solicitor? </li></ul><ul><li>Would you...
Don’t forget to say..
<ul><li>Leave it open so you can call them again </li></ul><ul><li>This is the only way to keep moving things forward </li...
<ul><li>Our team at Pareto Phone make at least six attempts on each available number to get to the right person </li></ul>...
What to expect Outcome of bequest call: No. %  Confirmed Pecuniary 5 0.84% Confirmed Residuary 4 0.68% Confirmed Undefined...
What to expect SURVEY CONVERSION CALLS Results  % # contacted  1,204 100% Confirmed Bequests - pecuniary 38 3.2% Confirmed...
Continuous cycle Warm Survey Bequest  Direct Mail Cold  Survey Confirmed  Bequestors Phone & Thank Send Thank you Pack Don...
There is a role for tea and scones
Continue mailing surveys and appeals
What about focus groups?
Quick recap Re-cap and  Key learnings
Step 5:  Donor Care
   Yes, I have included a gift to  the Australian Conservation Foundation in  my Will.
Saying ‘thank you’ Warm Survey Bequest  Direct Mail Cold  Survey Confirmed  Bequestors Phone & Thank Send Thank you Pack S...
 
 
 
ACF thank you
ACF thank you
ACF thank you
ACF thank you
Continuing to care Warm Survey Bequest  Direct Mail Cold  Survey Confirmed  Bequestors Phone & Thank Send Thank you Pack D...
March May July August September October November December April January February June Cash and Non-F2F RG Donor Care Surve...
Insert sample Donor Care letter
Keep sending appeals
Bequestors rock Mailed RR% Gross income  Net income  Ave Gift  ROI Conf  Bequestors 1,217 29.7 $42,747 $38,364 $118 9.75 A...
 
Keep sending surveys
 
And year after year.. 2006 2007
Find out who they are
Make it personal
Make it personal
Make it personal
Give feedback
Solicit feedback
Your one page bequest plan Warm Survey Bequest  Direct Mail Cold  Survey Confirmed  Bequestors Phone & Thank Send Thank yo...
Quick recap Re-cap and  Key learnings
Step 6:  Evaluation and benchmarks
What to measure?
Number of supporters  2004 2005 2006 2500 2000 1500 1000 500 Thinking Intend Confirmed
Average value of bequests realized
Average value of bequests realized  Australia $65k V Canada $32k
© Pareto Fundraising November 2008 % of active cash confirmed
% of all monthly donors confirmed
% of active cash confirmed
Future income 2004 2005 2006 Over CAD  $25,000,000 2500 2000 1500 1000 500 Thinking Intend Confirmed
Bequest penetration “ Norm” <1% Best 5.5% of current donors Should aim for 2% of donors 5% monthly givers (non-F2F)
Conversion targets Confirmed Confirmed
<ul><li>Donor’s past giving history </li></ul><ul><li>Donor’s relationship with your charity </li></ul><ul><ul><li>Volunte...
Quick recap Re-cap and  Key learnings
Some take away messages
<ul><li>Focus on warm before worrying with cold </li></ul>Take away messages
<ul><li>Focus on warm before worrying with cold </li></ul><ul><li>Take your blinkers off – look at others  </li></ul>Take ...
<ul><li>Focus on warm before worrying with cold </li></ul><ul><li>Take your blinkers off – look at others  </li></ul><ul><...
<ul><li>Focus on warm before worrying with cold </li></ul><ul><li>Take your blinkers off – look at others  </li></ul><ul><...
<ul><li>Focus on warm before worrying with cold </li></ul><ul><li>Take your blinkers off – look at others  </li></ul><ul><...
<ul><li>Focus on warm before worrying with cold </li></ul><ul><li>Take your blinkers off – look at others  </li></ul><ul><...
<ul><li>Continue to ask, care and feedback </li></ul>Take away messages
© Pareto Fundraising May 2008 The donor comms cycle
<ul><li>Continue to ask, care and feedback </li></ul><ul><li>Don’t allow tradition to become destructive  </li></ul>Take a...
 
<ul><li>Continue to ask, care and feedback </li></ul><ul><li>Don’t allow tradition to become destructive </li></ul><ul><li...
The Universality of human generosity
 
Any Questions?
Anup Tiwari,  UNICEF India
“ Preetam (one of our telefacers) received a lead to visit a particular address on a busy road in Mumbai, India.  When he ...
All his repeated hunts often ended at a kiosk that housed a barber’s shop.  It was not a fancy salon by any slightest of h...
“ Yes,” said Ram. He motioned Preetam to sit on the spare three and half legged barber’s chair, as he snipped the last bit...
Meanwhile Ram motioned Preetam to hold on, indicating that he would be free soon.  Preetam had just got a hair cut the day...
Ram very affectionately told Preetam that he was waiting for him and wanted to donate.  A quiver of relief went through Pr...
Once inside Ram asked his wife to make tea for them. He was served tea and a good helping of biscuits, in a scrubbed clean...
No further words were exchanged. He could barely thank him as he left.”  Preetam was totally overwhelmed by his hospitalit...
Any Questions?
Helen McEachern,  ActionAid, UK
Mary has been a child sponsor since 1973. She has been sponsoring Daisy in Kenya for over ten years now.  She said…….   Sh...
“ Sponsoring a child is amazing – it isn’t just giving money. I get such a lot of satisfaction from the experience because...
I really do enjoy getting Daisy’s letters. I consider her a member of the family and look forward to hearing from her.  I ...
Any Questions?
Graham McKern,  Mackillop Family Services, Australia
“ Bev   lives in a council flat in a Sydney beachside suburb.  She lives from week to week on her pension and is a God-fea...
She has been giving for many years now but the true relationship with Bev began in 1999 when Bev made her usual $5 donatio...
In response, Bev sent another $5.   The fundraiser contacted one of the Sisters who indeed prayed for her.  A note was sen...
This pattern has continued for  eight years.  In that time Bev has made 129 gifts, mainly $5 but occasionally $10.   As ne...
There have been some interesting moments in the relationship.  In fact, she had done some  shoplifting  at the local super...
The gift voucher was paid for by our fundraising team – we all put in a few dollars. She was so appreciative and has  prom...
you guessed it... $5.”
Let’s not forget amidst a recession and the worst Australian peacetime disaster ...
Aussies have rallied...
 
 
… people are good
Thank you!
The Pareto Group exists to make the world a better place, by expanding the not-for-profit sector's capacity worldwide to e...
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  • Represents the % of active cash donors (given in the last 12 months) who are confirmed bequestors.
  • Represents the % of active cash donors (given in the last 12 months) who are confirmed bequestors.
  • 05:00 On this journey met loads of people. And heard loads of stories. Looked at different types of f/r, ideas new and old. Met donors and beneficiaries, fundraisers and field staff. And amazed at the wonderful loveliness every where.
  • 22:05
  • C:\Fakepath\Legacy Lessons From Abroad V1 Jg

    1. 1. Presented by: Jonathon Grapsas Legacy lessons from abroad: Quest for the elusive bequest
    2. 4. It’s all about the 80/20 rule! © Pareto Fundraising Sep 2006
    3. 5. What we’ll cover today <ul><li>Setting the scene </li></ul>
    4. 6. What we’ll cover today <ul><li>Setting the scene </li></ul><ul><li>Prospecting and converting – the most effective approach </li></ul>
    5. 7. What we’ll cover today <ul><li>Setting the scene </li></ul><ul><li>Prospecting and converting – the most effective approach </li></ul><ul><li>Take away messages </li></ul>
    6. 8. <ul><li>Bequests, more so than other types of planned gifts </li></ul><ul><li>Changing the way you talk to donors about leaving a bequest </li></ul><ul><li>Residuary bequests </li></ul><ul><li>Real case studies </li></ul>I’ll talk a lot about...
    7. 9. You will leave with a one page plan
    8. 11. Setting the scene
    9. 12. The Big Picture
    10. 13. <ul><li>Individual giving is currently the ONLY long term solution for growth </li></ul>Mail appeals Acquisition Donor care * We are always looking for the next! Individuals – Long term growth Bequests Major Donors Monthly Giving
    11. 14. <ul><li>Growth for members is driven by three main groups of Individual income; Cash, Monthly Giving and Bequests. Bequest income is the most variable though. </li></ul>The role of bequests
    12. 15. <ul><li>“ We normally send a planned giving mailing in April, but this year we are scrapping it because we need to save $30,000…” </li></ul>Not the time for short term thinking
    13. 16. You must be prepared to invest Now have over 1,500 confirmed bequestors
    14. 17. You must be prepared to invest BUT, only now reaping the rewards
    15. 18. Remember, bequests change lives
    16. 19. Prospecting and converting – the most effective approach
    17. 20. 6 step plan Step   1 Targeting 2 Knowing how to talk about bequests 3 Prospect identification 4 Conversion 5 Brilliant donor care 6 Evaluating and benchmarking
    18. 21. Step 1: Targeting
    19. 22. Look at those who have left a bequest
    20. 23. Demographic Date of birth Postcode analysis Survey responses Contact details provided Gender Title Address type Behavioural Length of involvement Supporter type Recruitment source Monthly giver Membership Type of service used Criteria for most likely
    21. 24. Most important: your supporters
    22. 25. NB: The graph above represents only those who have been classified with an age (80% of bequestors and 20% of mailable 0-48 mths). Age is key
    23. 26. Criteria for most likely Demographics Behavior Other Info <ul><li>Aged 50 to 64 yrs </li></ul><ul><li>Ms or Mrs </li></ul><ul><li>Frankston area </li></ul><ul><li>Pet names on </li></ul><ul><li>database </li></ul><ul><li>PAW’s and Cash </li></ul><ul><li>donor (with high rate </li></ul><ul><li>of cash donation) </li></ul><ul><li>Purchase </li></ul><ul><li>merchandise </li></ul><ul><li>High value </li></ul><ul><li>Possible to start </li></ul><ul><li>recruiting bequestors </li></ul><ul><li>within 2 years of </li></ul><ul><li>support </li></ul><ul><li>Have acquired </li></ul><ul><li>pets as strays </li></ul>
    24. 27. Quick recap Re-cap and Key learnings
    25. 28. Step 2: know how to talk about bequests I would like to talk to you about bequests
    26. 29. Remember who you are I am not a lawyer, I am a fundraiser!
    27. 30. Focus on the why
    28. 31. Focus on the why , not how
    29. 32. Focus on the why , not how
    30. 33. Focus on the why
    31. 34. Don’t ignore donors
    32. 35. <ul><li>Thanked for offer of bequest just 66% of the time </li></ul>Our research in Canada showed No response received to letter/email in 24% of instances Only 2 of 39 charities subsequently followed us up Promoted residuary bequests in only 2% of occasions
    33. 38. Quick recap Re-cap and Key learnings
    34. 39. Step 3: Prospect identification
    35. 40. Prospect identification Warm Survey Bequest Direct Mail Cold Survey Other Warm Other Cold
    36. 41. Prospect identification Warm Survey Bequest Direct Mail Cold Survey Confirmed Bequestors Intenders & Considerers Other Warm Other Cold
    37. 42. Bequests in your communications cycle
    38. 43. March May July August September October November December April January February June Cash and Non-F2F MG Donor Care Survey E survey follow up Monthly Conversion & Upgrade May Appeal May Appeal follow up Bequest follow ups Bequest follow ups F2F Donor Care Survey Non ask version Upgrade Non ask version Non ask version Cash and Non-F2F MG Survey feedback & Donor Care Monthly Conversion & Upgrade Appeal Bequest conversion ‘mop up’ Christmas Appeal Christmas Appeal F2F Survey feedback & donor care Upgrade     Non Ask Version Non Ask Version
    39. 44. Surveys
    40. 45. ACF: Warm/house survey
    41. 46. ROB: ACF WARM SURVEY LETTER PLEASE <ul><li>Not for a confirmed beqeustor, just for an ordinary donor </li></ul>
    42. 48. THE question
    43. 49. ACF: Survey results *Target was an 8% response rate to the survey Number Mailed 25,573 Gross Income $121,025 Net Income $49,786 Surveys Returned 6,155 Survey Response Rate 24%* Cash Response Rate 12% Average Gift $39
    44. 50. Bequest results *Uncovered $26,280,000 in potential bequest income for ACF! Estimated average bequest $50k TARGET ACTUAL Confirmed Survey Response Conversion Rate: Converted Bequests Potential Income: 125 90% 108 $5,400,000 496 (340 new) 90% 446 $22,320,000 ($17m new) Intenders Survey Response Conversion Rate: Converted Bequests Potential Income: 250 30% 83 $4,150,000 473 30% 142 $7,095,000 Considerers Survey Response Conversion Rate: Converted Bequests Potential Income: 375 10% 37 $1,850,000 437 10% 44 $2,185,000
    45. 51. Some more survey results   Charity A Charity B Charity C Charity D Number mailed 18,500 10,552 16,032 4,915 ‘ Instant’ cost recovery >100% ~ 75% >100% 2% (no ask) Overall response rate % 14.60% 6.30% 28% 91% Confirmed bequests 347 35 484 37 Bequest intenders 330 27 561 56 Bequest considerers 923 80 523 n/a
    46. 52. And year after year.. 2004 2007
    47. 53. … it still works WARM SURVEY RESULTS 2004 2005 2006 2007 2008 Quantity Mailed 15,888 16,357 18,835 24,883 21,563 Total Response 2,769 3,947 4,874 6,746 5,509 Response Rate % 17% 24% 26% 27% 26% Immediate Gross Income $104,178 $130,926 $111,890 $215,189 $178,381 Immediate Net Income $55,011 $64,494 $92,326 $148,860 $114,999 Confirmed Bequest 373 191 86 81 120 Intend to Bequest n/a 560 232 522 115 Consider Bequest 1056 647 614 335 156
    48. 54. Survey health warning
    49. 55. Using the mail
    50. 63. Remember the envelope..
    51. 64. <ul><li>What the Lost Dogs’ Home did: </li></ul><ul><ul><li>selected best prospects </li></ul></ul><ul><ul><li>it’s all about good donor care </li></ul></ul><ul><ul><li>not survey responders </li></ul></ul><ul><ul><li>age was a selection criteria </li></ul></ul><ul><ul><li>proposition: ‘We would really like it if you would include us in your Will, or perhaps you already have. It is important for us to know.’ </li></ul></ul>How to do it
    52. 65. The Lost Dogs’ Home 42 Confirmed Mailed 3,943 donors Number RR Respond 227 5.76% Confirmed 21 0.53% Considerers 99 2.51% No Bequest 107 8.00% Original status Year 1 Conversion rate *Confirmed after 3 yrs Confirmed 21 90% 18 Considerers 99 25% 24
    53. 66. <ul><li>Your experience? </li></ul>Other warm
    54. 67. Prospect identification Warm Survey Bequest Direct Mail Cold Survey Other Warm Other Cold
    55. 68. Warm surveys
    56. 69. Cold surveys
    57. 70. Cold surveys
    58. 71. Cold surveys COLD SURVERY RESPONSE CHARITY A CHARITY B CHARITY C # mailed 70,672 18,894 92,644 Instant' cost recovery ~75% ~60% ~80% Overall response rate % 4.2% 3.8% 13.5% Confirmed Bequests 22 1 93 Bequest Intenders 86 2 229 Bequest Considerers 163 3 n/a
    59. 72. Cold wills days
    60. 73. Cold advertising
    61. 75. Quick recap Re-cap and Key learnings
    62. 76. Step 4: Conversion
    63. 77. Now that we have our prospects.. Warm Survey Bequest Direct Mail Cold Survey Confirmed Bequestors Phone & Thank Intenders & Considerers Other Warm Other Cold
    64. 78. It’s all about conversion Warm Survey Bequest Direct Mail Cold Survey Confirmed Bequestors Intenders & Considerers Other Warm Other Cold Phone & Thank
    65. 79. Phone and say thank you
    66. 80. March May July August September October November December April January February June Cash and Non-F2F RG Donor Care Survey E survey follow up RG Conversion & Upgrade May Appeal May Appeal follow up Bequest follow ups Bequest follow ups F2F Donor Care Survey Non ask version Upgrade Non ask version Non ask version Cash and Non-F2F RG Survey feedback & Donor Care RG Conversion & Upgrade Appeal Bequest conversion ‘mop up’ Christmas Appeal Bequest follow ups Christmas Appeal F2F Survey feedback & Donor Care Upgrade     Non Ask Version Non Ask Version
    67. 81. Send conversion pack Warm Survey Bequest Direct Mail Cold Survey Confirmed Bequestors Send info pack Phone & Thank Intenders & Considerers Other Warm Other Cold
    68. 82. The perfect conversion pack
    69. 84. ROB: Mission Australia bq pack photo
    70. 92. The right imagery
    71. 93. The case
    72. 94. The story
    73. 95. The testimonial
    74. 96. The ask
    75. 97. The ask
    76. 98. The impact
    77. 99. The details
    78. 100. Rob: ACF bequest conversion letter please
    79. 101. Rob: ACF bequest conversion letter please
    80. 102. Rob: ACF bequest conversion letter please
    81. 103. Break
    82. 107. <ul><li>MUST haves: </li></ul><ul><li>Long letter, which is personal, tells a story and asks </li></ul><ul><li>Bequest brochure – focuses on the ‘ why’ </li></ul><ul><li>Demonstrates the need </li></ul><ul><li>Shows some evidence </li></ul><ul><li>Promotes residual bequests </li></ul><ul><li>Response form making it easy to respond </li></ul>Your conversion pack essentials
    83. 108. Critique some packs
    84. 109. Phone follow up Warm Survey Bequest Direct Mail Cold Survey Confirmed Bequestors Send info pack Phone & Thank Intenders & Considerers Phone Follow-Up Other Warm Other Cold
    85. 110. <ul><li>1 st conversion call </li></ul><ul><li>4- 6 weeks after the conversion pack has been sent </li></ul>When to call
    86. 111. <ul><li>Know as much as you can about your bequest intender/considerer </li></ul><ul><li>But not at the expense of not making the call! </li></ul><ul><li>Bequest conversations are not the same as asking for a monthly gift/upgrade </li></ul><ul><li>They are making a significant commitment and expect you to know about their relationship with the charity </li></ul>Pre call information
    87. 112. <ul><li>When/how did they make their bequest intention </li></ul><ul><li>How much have they given to the organization </li></ul><ul><li>Date and amount of last/largest donation </li></ul><ul><li>How long have they been supporting your </li></ul><ul><li>Do they volunteer </li></ul><ul><li>Are they/were they a board member </li></ul><ul><li>Do they know a board member/ED </li></ul><ul><li>Have they been to events etc </li></ul>What information do you have access to?
    88. 113. <ul><li>You are calling Mrs Jane Jones who has a bequest status of inquired about leaving a bequest to The Lost Dogs’ Home in their Will. </li></ul><ul><li>  </li></ul><ul><li>The supporter is a PAWS (regular giving) supporter of The Lost Dogs’ Home. They recently gave a cash gift of $150 to the Christmas appeal mailing . </li></ul><ul><li>  </li></ul><ul><li>The Lost Dogs’ Home last found out about this supporter’s bequest inquiry on 5 December 2007 through the Warm Supporter Survey </li></ul><ul><li>  </li></ul><ul><li>WHAT ELSE DO WE KNOW? </li></ul><ul><li>   </li></ul><ul><li>They were born on 25 December 1937 . </li></ul><ul><li>  </li></ul><ul><li>They have participated in the following events: none </li></ul>Supporter summary
    89. 114. <ul><li>Thank the supporter for their commitment to your organization and intending/considering a bequest </li></ul><ul><li>Update them on what that bequest will achieve for your beneficiaries during and after their lifetime </li></ul><ul><li>Help the relationship to move forward </li></ul><ul><li>The call must have an outcome </li></ul>Purpose of the call
    90. 115. <ul><li>Confirmed Pecuniary </li></ul><ul><li>Confirmed Residuary </li></ul><ul><li>Confirmed Undefined </li></ul><ul><li>Intender Pecuniary </li></ul><ul><li>Intender Residuary </li></ul><ul><li>Intender Undefined </li></ul><ul><li>Moved to Intender Undefined </li></ul><ul><li>Considerer </li></ul><ul><li>No Longer A Bequest Prospect </li></ul><ul><li>No Longer A Bequest Prospect, Donated Cash </li></ul><ul><li>No Longer A Bequest Prospect, Became a monthly giver </li></ul><ul><li>No Longer A Bequest Prospect, Upgraded </li></ul><ul><li>No Change, Client Follow-Up Required </li></ul><ul><li>No Change in Prospect Status, No Client Follow-Up Required </li></ul>Possible call outcomes
    91. 116. <ul><li>Are you still considering a bequest? </li></ul><ul><li>Have you been to the solicitor? </li></ul><ul><li>Would you like help finding a solicitor? </li></ul><ul><li>What kind of bequest are you considering? </li></ul><ul><li>Are you intending to leave a percentage of your estate or a specific amount? </li></ul>The questions to ask
    92. 117. Don’t forget to say..
    93. 118. <ul><li>Leave it open so you can call them again </li></ul><ul><li>This is the only way to keep moving things forward </li></ul><ul><li>Let me give you a call in 6 months time when you’ve been to the solicitor, I would love to speak with you again </li></ul>Setting up your next call
    94. 119. <ul><li>Our team at Pareto Phone make at least six attempts on each available number to get to the right person </li></ul><ul><li>With campaigns with wide calling windows (ie plenty of time) we often go up to 20 attempts </li></ul><ul><li>At different times of day and different days of the week, including Saturdays </li></ul>Are you trying hard enough?
    95. 120. What to expect Outcome of bequest call: No. % Confirmed Pecuniary 5 0.84% Confirmed Residuary 4 0.68% Confirmed Undefined 48 8.11% Total Confirmed 57 9.63% Intending to Bequest 255 43.07% Considering Bequest 106 17.91% No, Not Now 56 9.46% No Longer a Bequest Prospect 116 19.59% Deceased 2 0.34% Total Contacts 592 100%
    96. 121. What to expect SURVEY CONVERSION CALLS Results % # contacted 1,204 100% Confirmed Bequests - pecuniary 38 3.2% Confirmed Bequests – residuary 10 0.8% Confirmed Bequests – undefined 39 3.2% Bequest Intending 305 25.3% Bequest Considerers 424 35.2% Other outcomes 388 32.3%
    97. 122. Continuous cycle Warm Survey Bequest Direct Mail Cold Survey Confirmed Bequestors Phone & Thank Send Thank you Pack Donor Care & Comms Cycle Send info pack Service visits & Tours Phone & Thank Intenders & Considerers Phone Follow-Up Focus Groups Donor Care & Comms Cycle Other Warm Other Cold
    98. 123. There is a role for tea and scones
    99. 124. Continue mailing surveys and appeals
    100. 125. What about focus groups?
    101. 126. Quick recap Re-cap and Key learnings
    102. 127. Step 5: Donor Care
    103. 128.  Yes, I have included a gift to the Australian Conservation Foundation in my Will.
    104. 129. Saying ‘thank you’ Warm Survey Bequest Direct Mail Cold Survey Confirmed Bequestors Phone & Thank Send Thank you Pack Send info pack Service visits & Tours Phone & Thank Intenders & Considerers Phone Follow-Up Focus Groups Donor Care & Comms Cycle Other Warm Other Cold
    105. 133. ACF thank you
    106. 134. ACF thank you
    107. 135. ACF thank you
    108. 136. ACF thank you
    109. 137. Continuing to care Warm Survey Bequest Direct Mail Cold Survey Confirmed Bequestors Phone & Thank Send Thank you Pack Donor Care & Comms Cycle Send info pack Service visits & Tours Phone & Thank Intenders & Considerers Phone Follow-Up Focus Groups Donor Care & Comms Cycle Other Warm Other Cold
    110. 138. March May July August September October November December April January February June Cash and Non-F2F RG Donor Care Survey E survey follow up RG Conversion & Upgrade May Appeal May Appeal follow up Bequest follow ups Bequest follow ups F2F Donor Care Survey Non ask version Upgrade Non ask version Non ask version Cash and Non-F2F RG Survey feedback & Donor Care RG Conversion & Upgrade Appeal Bequest conversion ‘mop up’ Christmas Appeal Bequest follow ups Christmas Appeal F2F Survey feedback & Donor Care Upgrade     Non Ask Version Non Ask Version
    111. 139. Insert sample Donor Care letter
    112. 140. Keep sending appeals
    113. 141. Bequestors rock Mailed RR% Gross income Net income Ave Gift ROI Conf Bequestors 1,217 29.7 $42,747 $38,364 $118 9.75 All donors 109,460 18.1 $924,045 $753,937 $47 5.43
    114. 143. Keep sending surveys
    115. 145. And year after year.. 2006 2007
    116. 146. Find out who they are
    117. 147. Make it personal
    118. 148. Make it personal
    119. 149. Make it personal
    120. 150. Give feedback
    121. 151. Solicit feedback
    122. 152. Your one page bequest plan Warm Survey Bequest Direct Mail Cold Survey Confirmed Bequestors Phone & Thank Send Thank you Pack Donor Care & Comms Cycle Send info pack Service visits & Tours Phone & Thank Intenders & Considerers Phone Follow-Up Focus Groups Donor Care & Comms Cycle Other Warm Other Cold
    123. 153. Quick recap Re-cap and Key learnings
    124. 154. Step 6: Evaluation and benchmarks
    125. 155. What to measure?
    126. 156. Number of supporters 2004 2005 2006 2500 2000 1500 1000 500 Thinking Intend Confirmed
    127. 157. Average value of bequests realized
    128. 158. Average value of bequests realized Australia $65k V Canada $32k
    129. 159. © Pareto Fundraising November 2008 % of active cash confirmed
    130. 160. % of all monthly donors confirmed
    131. 161. % of active cash confirmed
    132. 162. Future income 2004 2005 2006 Over CAD $25,000,000 2500 2000 1500 1000 500 Thinking Intend Confirmed
    133. 163. Bequest penetration “ Norm” <1% Best 5.5% of current donors Should aim for 2% of donors 5% monthly givers (non-F2F)
    134. 164. Conversion targets Confirmed Confirmed
    135. 165. <ul><li>Donor’s past giving history </li></ul><ul><li>Donor’s relationship with your charity </li></ul><ul><ul><li>Volunteer </li></ul></ul><ul><ul><li>Board member </li></ul></ul><ul><li>Donor’s date of birth </li></ul><ul><li>Where did they live </li></ul><ul><li>How many children do they have </li></ul><ul><li>Title (Miss, Dr, Rev) </li></ul>Information you must know
    136. 166. Quick recap Re-cap and Key learnings
    137. 167. Some take away messages
    138. 168. <ul><li>Focus on warm before worrying with cold </li></ul>Take away messages
    139. 169. <ul><li>Focus on warm before worrying with cold </li></ul><ul><li>Take your blinkers off – look at others </li></ul>Take away messages
    140. 170. <ul><li>Focus on warm before worrying with cold </li></ul><ul><li>Take your blinkers off – look at others </li></ul><ul><li>Don’t obsess with the mechanics, get the ‘ why’ right </li></ul>Take away messages
    141. 171. <ul><li>Focus on warm before worrying with cold </li></ul><ul><li>Take your blinkers off – look at others </li></ul><ul><li>Don’t obsess with the mechanics, get the ‘ why’ right </li></ul><ul><li>Don’t tippy toe around the subject of bequests </li></ul>Take away messages
    142. 172. <ul><li>Focus on warm before worrying with cold </li></ul><ul><li>Take your blinkers off – look at others </li></ul><ul><li>Don’t obsess with the mechanics, get the ‘ why’ right </li></ul><ul><li>Don’t tippy toe around the subject of bequests </li></ul><ul><li>Always promote residuary bequests </li></ul>Take away messages
    143. 173. <ul><li>Focus on warm before worrying with cold </li></ul><ul><li>Take your blinkers off – look at others </li></ul><ul><li>Don’t obsess with the mechanics, get the ‘ why’ right </li></ul><ul><li>Don’t tippy toe around the subject of bequests </li></ul><ul><li>Always promote residuary bequests </li></ul>Take away messages
    144. 174. <ul><li>Continue to ask, care and feedback </li></ul>Take away messages
    145. 175. © Pareto Fundraising May 2008 The donor comms cycle
    146. 176. <ul><li>Continue to ask, care and feedback </li></ul><ul><li>Don’t allow tradition to become destructive </li></ul>Take away messages
    147. 178. <ul><li>Continue to ask, care and feedback </li></ul><ul><li>Don’t allow tradition to become destructive </li></ul><ul><li>And NEVER forget… </li></ul>Take away messages
    148. 179. The Universality of human generosity
    149. 181. Any Questions?
    150. 182. Anup Tiwari, UNICEF India
    151. 183. “ Preetam (one of our telefacers) received a lead to visit a particular address on a busy road in Mumbai, India. When he got there, he looked around for an office or a house bearing the address but could not spot one.
    152. 184. All his repeated hunts often ended at a kiosk that housed a barber’s shop. It was not a fancy salon by any slightest of hint. It was in-fact more close to a street cart, somehow permanently anchored on the street. A common sight on some Mumbai roads….. Very hesitantly, Preetam stood on the road (because there was no space inside) and mumbled very feebly “Are you Mr. Ram?”
    153. 185. “ Yes,” said Ram. He motioned Preetam to sit on the spare three and half legged barber’s chair, as he snipped the last bits of his client’s hair. “ I am from UNICEF,” Preetam said, still very hesitant almost sure someone had played a prank on him.
    154. 186. Meanwhile Ram motioned Preetam to hold on, indicating that he would be free soon. Preetam had just got a hair cut the day before and feared at the thought of losing more hair and money from his dual depleting resources… Finally the hair-cut was done.
    155. 187. Ram very affectionately told Preetam that he was waiting for him and wanted to donate. A quiver of relief went through Preetam. He had forgotten everything but was absolutely charmed by the thought his vanishing manes were safe.
    156. 188. Once inside Ram asked his wife to make tea for them. He was served tea and a good helping of biscuits, in a scrubbed clean cup-plate set. Ram took him to the back of the kiosk, where there was a hut - his home. “ How much will he give?” thought Preetam. “ 10-20 rupees, 50-100 maximum…” (20¢-40¢ $1-$2)
    157. 189. No further words were exchanged. He could barely thank him as he left.” Preetam was totally overwhelmed by his hospitality, he had tears in his eyes. Then he took out his cheque book and wrote a cheque of Rs 1000 ($25). That looked like the poor man’s entire week’s income.
    158. 190. Any Questions?
    159. 191. Helen McEachern, ActionAid, UK
    160. 192. Mary has been a child sponsor since 1973. She has been sponsoring Daisy in Kenya for over ten years now. She said……. She has seen Daisy progress through the child feedback from drawings in the beginning, to handwritten letters in English.
    161. 193. “ Sponsoring a child is amazing – it isn’t just giving money. I get such a lot of satisfaction from the experience because it’s so much more personal. You really get to see the difference that you make. And I have become emotionally attached to the children I’ve sponsored over the years.
    162. 194. I really do enjoy getting Daisy’s letters. I consider her a member of the family and look forward to hearing from her. I love that I’m helping children get an education so they’re equipped for life”
    163. 195. Any Questions?
    164. 196. Graham McKern, Mackillop Family Services, Australia
    165. 197. “ Bev lives in a council flat in a Sydney beachside suburb. She lives from week to week on her pension and is a God-fearing Catholic woman. She gives to MacKillop Family Services, Melbourne, Australia because she believes that Mother Mary MacKillop wants her to.
    166. 198. She has been giving for many years now but the true relationship with Bev began in 1999 when Bev made her usual $5 donation in response to our Autumn Appeal. With it, she wrote a note saying she was a bit down, and asked if the Sisters of St Joseph could pray for her.
    167. 199. In response, Bev sent another $5. The fundraiser contacted one of the Sisters who indeed prayed for her. A note was sent back to Bev by the fundraiser assuring her that prayers had been said.
    168. 200. This pattern has continued for eight years. In that time Bev has made 129 gifts, mainly $5 but occasionally $10. As new staff come, they understand the importance of relationship building and continue to show an interest in Bev. To date Bev has given $850.
    169. 201. There have been some interesting moments in the relationship. In fact, she had done some shoplifting at the local supermarket to get by. Last year, for example, Bev sent a note to say she couldn’t send $5 that week as she was a bit short.
    170. 202. The gift voucher was paid for by our fundraising team – we all put in a few dollars. She was so appreciative and has promised never to shoplift again. So we sent Bev a $40 gift voucher for the supermarket and suggested she not do that again.
    171. 203. you guessed it... $5.”
    172. 204. Let’s not forget amidst a recession and the worst Australian peacetime disaster ...
    173. 205. Aussies have rallied...
    174. 208. … people are good
    175. 209. Thank you!
    176. 210. The Pareto Group exists to make the world a better place, by expanding the not-for-profit sector's capacity worldwide to ensure as many beneficiaries are helped as possible. jonathon.grapsas@paretofundraising.com www.jonathongrapsas.blogspot.com www.paretofundraising.com

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