Engagement fundraising presentation March 2015 MarketSmart

AN INTRODUCTION TO !
ENGAGEMENT
FUNDRAISING
HOW TO GENERATE

PLANNED GIFTSWITH

LESS MONEY

REDUCED
RESOURCES
MORE

AND

1- WHO IS THIS GUY?
2- ENGAGMENT FUNDRAISING:
!
!
ü  “MAVERICK” “ICONOCLAST” “DISRUPTOR”!
ü  CHALLENGE ORTHODOXIES!
ü  YOU MAY FEEL DEFENSIVE!
TODAY’S AGENDA!

WHO IS THIS GUY?
AND WHY SHOULD WE LISTEN TO HIM?!
greg warner
!
!
CEO & FOUNDER !
!

Wacky “marketing”? Charitable Gift Annuity Letter!
WHO IS THIS GUY?
greg warner
!
!
CEO & FOUNDER !
!

Wacky “marketing”? •  Tons of newsletters!
•  Cookie-cutter websites!
•  Cookie-cutter brochures!
•  Spam emails!
•  Hardly any testing!
•  Shhh!! Don’t talk about
results (or lack thereof)!
•  Misdirection & lying!
WHO IS THIS GUY?
greg warner
!
!
CEO & FOUNDER !
!

Lack of time
Qualifying prospects is very difﬁcult!
What do you want to know
Who to call?!
When to call?!
Why they care?!
What to say?!
Not enough staff
Travel is time-consuming and expensive!
Tight budgets
Empathy for your challenges

BASICS!
LEGACY GIFT
MARKETING SOLUTIONS

9 Similarities
Marketing Relationships & Real Relationships
1.  Trust is key (nothing happens without it)!
2.  Relevant (personalized) !
3.  Conversational (human, not formal)!
4.  Two-way (talking and listening)!
5.  Respectful (polite and considerate)!
6.  Valuable and meaningful (beneﬁts)!
7.  Easy and comfortable (convenient)!
8.  Multi-channel (using many communication channels)!
9.  Strategic (bad strategies lead to separations) !
Legacy gift marketing basics!

Mark Knapp’s Relationship Model!
Mark Knapp
literally wrote
the book on
interpersonal
communication
theories!
Stages of a relationship

AWARENESS
INTEREST
DESIRE
ACTION
Marketing funnel

AWARENESS
ACTION

Reinvest in more
engagement
fundraising
STEWARDSHIP
$
AWARENESS INTEREST DESIRE ACTION
$ $ $ $ $
$

LIST
OFFER
TIMING
CREATIVE!
LEGACY GIFT
MARKETING SOLUTIONS

START
WITH A
LIST!
LEGACY GIFT
MARKETING SOLUTIONS

CONVENTIONAL WISDOM
ü  Frequency of giving?!
ü  Recency of giving?!
ü  Longevity of giving? !
ü  Total dollars given?!
!
Legacy gift marketing!
UNCONVENTIONAL WISDOM
ü  Age?!
ü  Childlessness?!
ü  Engagement?!
ü  Involvement?!
ü  Passion?!
ü  Commitment?!
ü  Family-oriented connection?!

First, recognize that there are actually two pyramids:!
Legacy Gifts! Other Legacy Gifts!
•  Staff!
•  Volunteers!
•  Facebook likes!
•  Twitter followers!
•  Infrequent donors!
•  Non-donors
•  Others!
First
'me
donors

Repeat
donors

Major

Donors

Prospects


Non-donors!
Donors!
Frequent, longtime donors!
PG leads and inquiries!
Legacy society members!
5 target audiences for legacy gifts!
Board members (past/present)!

Past giving
and afﬁnity
history
Wealth &
demographic
screening
Who is most likely to act

Childless?
Engagement
and passion
scoring
360º
donor proﬁle
Real-time online
engagement
tracking and
survey data
Past giving
and afﬁnity
history
Wealth &
demographic
screening
Who is most likely to act now

PROVIDE
AN OFFER!
LEGACY GIFT
MARKETING SOLUTIONS

Marketing needs to offer value to the prospect

CONVENIENT

CONVENTIONAL WISDOM
ü  Age!
ü  Wealth!
•  You determine what offer the prospect will receive!
•  Usually telling supporters to think about their ﬁnances,
death and taxes!
UNCONVENTIONAL WISDOM
ü  “Verbatims” !
(Information captured from surveys and discussions)!
ü  Engagement monitoring!
•  Let the prospect dictate the offer(s) they’ll receive!
•  Give ‘em opportunities to think about life and legacy!
•  Allow them to engage in meaningful ways!

STRONG OFFERS vs. WEAK OFFERS
WEAK
OFFERS
Check this box to join
our legacy society
Tell us about your gift so
we can plan ahead
Estate planning seminar
with free dinner
Download this helpful
checklist
Share your story with us
and others like you
See the video about Jeff
and why he left a gift
STRONG
OFFERS
Learn about lead trusts
or pooled income funds
You can select what
information you want
ENGAGEMENT FUNDRAISING

TIMING!
LEGACY GIFT
MARKETING SOLUTIONS

GOOD OFFER + BAD TIMING = POOR RESULTS
BAD OFFER + GOOD TIMING = POOR RESULTS
GOOD OFFER + GOOD TIMING = BEST RESULTS
Match the right offers with each stage of the consideration process
Timing

Use valuable offers to get prospects to !
self-identify their interests and stage of consideration!
Who is ready for more engagement and when?
What is the best offer for each person?
2016 201820172015 Stewardship

Use valuable offers to get “verbatims”:
•  Do they have any money to give?
•  Do they have children?
•  Are they highly educated?
•  What is their age?
•  How passionate are they about your mission? Why?
•  Would they consider a planned gift now? Do they want help right now?
•  Would they deﬁnitely consider it sometime in the future?
•  Would they possibly consider it sometime in the future?
Who is ready for more engagement and when?
What is the best offer for each person?
2016 201820172015 Stewardship

Interested. Engaged. Educated.
Passionate about your mission. !
Wants to help. Ready to be asked.

985

Timing can be determined with tracking and scoring
Legacy gift marketing !
NEW
CONCEPT!

Monitor online engagement history:
11/12/14 25 Referred from Facebook, visited website
25 Clicked on video about mission
75 Spent 3:15 online
1/30/14 25 Downloaded annual report
150 Clicked on bequest language
150 Forwarded bequest language
150 Downloaded report- How to create a will
2/08/15 50 Google searched for “cure” and found your website
125 Spent 6:18 online
2/14/15 150 Visited your website and clicked on Contact Us page

985


Valuable offers can !
help you draw out a
donor’s level of interest
so you can reach out!
when the time is right
985

CREATIVE!
LEGACY GIFT
MARKETING SOLUTIONS

Get them into the legacy giving state of mind:
Bequest giving is just plain different!
Different parts of the brain are activated !
Putting donors in the right state of mind elicits
more of the kinds of responses you want
Symbolic immortality!
Desire to continue to live on after death!
Autobiographical heroism !
Desire to be perceived favorably after death!
Visualized autobiography!
Seeing one’s life from a third person perspective!

Help them get past their
avoidance of the subject
Give them the “medicine”
with a spoonful of sugar

321
Examples of creative that works!

Examples of creative that works!
Survey your donors

ü Surveys put donors in the right state of mind
ü Uncover undisclosed planned gifts
ü Generate highly qualiﬁed leads
ü Determine who is childless
ü Get “verbatims”
ü Start tracking engagement

Supporter
marketing
channels
Online or direct
mail survey
Variable supporter thank you
pages, emails and letters
A

B

C

How to run a donor survey campaign
ü  Engage with you!
ü  Tell you why they care
ü  Tell you about their interests
ü  Tell you about their gift intentions
ü  Tell you when they are considering making a decision!
Build deeper relationships!

LEGACY GIFT
MARKETING SOLUTIONS
NEW
CONCEPTS!

The consideration continuum
• Last few years of life are turbulent!
• Early deciders give 4x more!
• Generating disclosures is essential for stewardship!
• Generating leads is essential for closing more gifts!
• Cultivating leads and disclosures is essential
FOREVER!
NEW
CONCEPT!
2016 201820172015 2019

Technology and your reach
Technology:!
• Makes you more efﬁcient!
• Allows you to reach more people at lower cost!
• Delivers one-to-one, personalized messages!
• Enables you to automate the cultivation process!
• Can do more with less people!
• Improves your return on investment !
NEW
CONCEPT!

Drip marketing
NEW
CONCEPT!
Automate cultivation with personalized, relevant messages
instead of hiring more people!
250 375 125 525 985 150 200 425
2015 201720162014 Stewardship

LEGACY GIFT
MARKETING SOLUTIONS
LOW-COST
IDEAS!

LOW-COST IDEAS
PIZZA PARTY PLANNED GIVING

LOW-COST IDEAS
INSERTS IN DONATION RECEIPT LETTERS

LOW-COST IDEAS
SOCIAL MEDIA ANNOUNCEMENTS

LOW-COST IDEAS
LARGE VISUAL DISPLAYS

LOW-COST IDEAS
UBIQUITOUS MESSAGES
•  on emails;!
•  business cards;!
•  letterhead;!
•  mailers;!
•  reply forms;!
•  booklets;!
•  magazines;!
•  articles;!
•  photos;!
•  banners;!
•  invitations;!
•  research reports;!
•  website pages, etc.!
Many of our supporters have made a gift
to [organization name] in their will or
estate plan.
Would you consider such a gift?
If so, it is important that you use the
following legal language:
[Place language here]
[Tax ID # here]

LOW-COST IDEAS
CHARITABLE GIFT ANNUITIES
<Date>
<Title>
<First Name><Last Name>
<Address>
<City, State & ZIP>
Dear <Salutation>,
Now you can receive fixed income payments for the rest of your life
and create a lasting legacy that really makes an impact.
If you are at least 60 years old, you can receive an attractive income for as long as
you live with a charitable gift annuity. Here’s how it works:
1. You give a charitable donation.
2. You get fixed payments for the rest of your life (and you can include a second
annuitant).
3. Then, what remains after your lifetime will be used to help advance the
Museum’s mission— to ensure that the lessons of the Holocaust inspire future
generations for all time.
Income rates are based on your age and how much you donate. The older you
are, the higher the payout rate. For example, if you were to fund a charitable gift
annuity today with $25,000 in cash, you would receive:
Age 65 70 75 80 85 90+
Rate* 4.7% 5.1% 5.8% 6.8% 7.8% 9.0%
Annual Payment $1,175 $1,275 $1,450 $1,700 $1,950 $2,250
*BasedonratessetforthbytheAmericanCouncilonGiftAnnuities.
To learn more please fill out and return the enclosed form today or feel free to
contact me at 202-488-6591 or planned_giving@ushmm.org.
Gratefully,
George E. Hellman, JD

LOW-COST IDEAS
ASK YOUR BOARD, STAFF AND VOLUNTEERS

LOW-COST IDEAS
ADS IN PERIODICALS WITH A REPLY DEVICE

LOW-COST IDEAS
BANNER ADS

LEGACY GIFT
MARKETING SOLUTIONS
SUMMARY!
ü  Build awareness > Generate interest > Develop desire > Motivate action!
ü  Remember that gifts can come from anyone!
ü  Construct an offer that is NOT a death reminder!
ü  Send the right offer to the right person at the right time!
ü  Develop creative that gets them thinking about life, not death!
ü  Consider new concepts!
ü  Start with low-cost ideas!

greg warner!
CEO & FOUNDER !
THANK YOU!
MORE FREE RESOURCES AVAILABLE AT:
www.imarketsmart.com!

Engagement fundraising presentation March 2015 MarketSmart

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