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
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
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
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
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
77. Now that we have our prospects.. Warm Survey Bequest Direct Mail Cold Survey Confirmed Bequestors Phone & Thank Intenders & Considerers Other Warm Other Cold
78. It’s all about conversion Warm Survey Bequest Direct Mail Cold Survey Confirmed Bequestors Intenders & Considerers Other Warm Other Cold Phone & Thank
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
81. Send conversion pack Warm Survey Bequest Direct Mail Cold Survey Confirmed Bequestors Send info pack Phone & Thank Intenders & Considerers Other Warm Other Cold
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
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%
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
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
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
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
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
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.
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?”
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.
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.
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.
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)
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.
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.
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.
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”
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.
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.
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.
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.
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.
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.
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
Editor's Notes
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.
