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![LOW-COST IDEAS
Legacy gift marketing!
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]](https://image.slidesharecdn.com/engagementfundraisingpresentation3-150313115922-conversion-gate01/85/Engagement-fundraising-presentation-March-2015-MarketSmart-49-320.jpg)
Uploaded byGreg Warner
Engagement fundraising presentation March 2015 MarketSmart
The document introduces engagement fundraising and strategies for generating planned gifts with minimal resources through effective marketing practices. It emphasizes the importance of building trust and relationships, utilizing technology for personalized communication, and creating valuable offers that resonate with potential donors. Additionally, it suggests unconventional approaches to legacy gift marketing, focusing on donor engagement and appealing to their interests and emotional connections.
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Engagement fundraising presentation March 2015 MarketSmart
- 1. AN INTRODUCTION TO! ENGAGEMENT FUNDRAISING HOW TO GENERATE PLANNED GIFTSWITH LESS MONEY REDUCED RESOURCES MORE AND
- 2. 1- WHO ISTHIS GUY? 2- ENGAGMENT FUNDRAISING: ! ! ü “MAVERICK” “ICONOCLAST” “DISRUPTOR”! ü CHALLENGE ORTHODOXIES! ü YOU MAY FEEL DEFENSIVE! TODAY’S AGENDA!
- 3. WHO IS THISGUY? AND WHY SHOULD WE LISTEN TO HIM?! greg warner ! ! CEO & FOUNDER ! !
- 5. WHO IS THISGUY? AND WHY SHOULD WE LISTEN TO HIM?! greg warner ! ! CEO & FOUNDER ! !
- 6. Wacky “marketing”? CharitableGift Annuity Letter! WHO IS THIS GUY? AND WHY SHOULD WE LISTEN TO HIM?! greg warner ! ! CEO & FOUNDER ! !
- 7. 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? AND WHY SHOULD WE LISTEN TO HIM?! greg warner ! ! CEO & FOUNDER ! !
- 8. Lack of time Qualifyingprospects 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
- 9.
- 10. 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!
- 11. Legacy gift marketingbasics! Mark Knapp’s Relationship Model! Mark Knapp literally wrote the book on interpersonal communication theories! Stages of a relationship
- 12. AWARENESS INTEREST DESIRE ACTION Legacy gift marketingbasics! Marketing funnel
- 13.
- 14. Reinvest in more engagement fundraising STEWARDSHIP $ AWARENESSINTEREST DESIRE ACTION Legacy gift marketing basics! $ $ $ $ $ $
- 15.
- 16.
- 17. CONVENTIONAL WISDOM ü Frequencyof 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?!
- 18. First, recognize thatthere 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 Legacy gift marketing!
- 19. Non-donors! Donors! Frequent, longtime donors! PGleads and inquiries! Legacy society members! 5 target audiences for legacy gifts! Legacy gift marketing! Board members (past/present)!
- 20. Past giving and affinity history Wealth& demographic screening Who is most likely to act Legacy gift marketing!
- 21. Childless? Engagement and passion scoring 360º donorprofile Real-time online engagement tracking and survey data Past giving and affinity history Wealth & demographic screening Who is most likely to act now Legacy gift marketing!
- 22.
- 23. Legacy gift marketing! Marketingneeds to offer value to the prospect
- 24.
- 25. Legacy gift marketing! CONVENTIONALWISDOM 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!
- 26. 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 Legacy gift marketing! 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
- 27.
- 28. 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 Legacy gift marketing! Timing
- 29. Use valuable offersto 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? Legacy gift marketing! 2016 201820172015 Stewardship
- 30. Use valuable offersto 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? Legacy gift marketing! Who is ready for more engagement and when? What is the best offer for each person? 2016 201820172015 Stewardship
- 31. Interested. Engaged. Educated. Passionateabout your mission. ! Wants to help. Ready to be asked. 985 Timing can be determined with tracking and scoring Legacy gift marketing ! NEW CONCEPT!
- 32. Monitor online engagementhistory: 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 Legacy gift marketing!
- 33. Valuable offers can! help you draw out a donor’s level of interest so you can reach out! when the time is right 985 Legacy gift marketing!
- 34.
- 35. Legacy gift marketing! Getthem 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!
- 36. Legacy gift marketing! Helpthem get past their avoidance of the subject Give them the “medicine” with a spoonful of sugar
- 37. Legacy gift marketing! 321 Examplesof creative that works!
- 38. Legacy gift marketing! Examplesof 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
- 39. Supporter marketing channels Online or direct mailsurvey Variable supporter thank you pages, emails and letters A B C Legacy gift marketing! 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!
- 40.
- 41. The consideration continuum • Lastfew 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! Legacy gift marketing! NEW CONCEPT! 2016 201820172015 2019
- 42. Technology and yourreach 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 ! Legacy gift marketing! NEW CONCEPT!
- 43. Drip marketing Legacy giftmarketing! NEW CONCEPT! Automate cultivation with personalized, relevant messages instead of hiring more people! 250 375 125 525 985 150 200 425 2015 201720162014 Stewardship
- 44.
- 45. LOW-COST IDEAS Legacy giftmarketing! PIZZA PARTY PLANNED GIVING
- 46. LOW-COST IDEAS Legacy giftmarketing! INSERTS IN DONATION RECEIPT LETTERS
- 47. LOW-COST IDEAS Legacy giftmarketing! SOCIAL MEDIA ANNOUNCEMENTS
- 48. LOW-COST IDEAS Legacy giftmarketing! LARGE VISUAL DISPLAYS
- 49. LOW-COST IDEAS Legacy giftmarketing! 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]
- 50. LOW-COST IDEAS Legacy giftmarketing! 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
- 51. LOW-COST IDEAS Legacy giftmarketing! ASK YOUR BOARD, STAFF AND VOLUNTEERS
- 52. LOW-COST IDEAS Legacy giftmarketing! ADS IN PERIODICALS WITH A REPLY DEVICE
- 53. Legacy gift marketing! LOW-COSTIDEAS BANNER ADS
- 54. 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!
- 55. greg warner! CEO &FOUNDER ! THANK YOU! MORE FREE RESOURCES AVAILABLE AT: www.imarketsmart.com!