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Where there's not a will: legacy marketing from scratch
This document discusses strategies for legacy marketing and fundraising from wills and estates. It notes that donor needs, not charity needs, should be the focus. Effective strategies include using data to identify the best legacy prospects, conducting targeted outreach, expressing gratitude, and following up with donors who express an intention to leave a gift. Testing different approaches can provide feedback to improve future legacy fundraising efforts.
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Where there's not a will: legacy marketing from scratch
- 1. Where There’s Nota WillLegacy Marketing From Scratch
- 5. “People give becauseit meets their needs, not because it meets the charity’s needs”Kay Sprinkle-GraceIFC, Amsterdam 2008
- 6. You know thesort of thing…
- 7. “not very inspiring,dear, is it?”“no dear”
- 8. more emotionalmore rationalmoreemotionalmore rationalEngage meHelp me growI want to helpOvercome my helplessness Entertain
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- 14. Guilt isgone
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- 19. Better worldDonorneedsSOURCE: Donor Need States. Bluefrog / Leslie Hallam, 2007
- 21. It’s tough outthere% annual change in UK house pricesFewer single, childless women
- 22. Legacies being splitmore ways
- 23. Unstable economy e.g.house prices shaky…and income started being hit last yearSOURCE: Rightmore & CLG Index
- 24. The impact ofthe economy…Percentage of estate by valueSOURCE: Office of National Statistics
- 26. Competition is increasinglyintense…
- 27. “CRUK’s target audiencefor legacies can be defined as ‘everyonein the UK population who has not yet got CRUK in their Will’.”
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- 29. The best legacyprospects are [still]…WEALTHIEROLDERREGULAR GIVINGCHILDLESSWOMEN
- 30. Why did Merlindo it? ££££’s
- 31. What did wedo?
- 33. What did wedo next?
- 34. How we diditData Data Data Research data Existing legators (if you have any) Demographics (Miss, Ms) Engaged donors
- 35. How we diditData Data Data Support from Chief Executive Get personal Detailed briefing of call centre Then have faith And listen to your donors
- 36. What did wewant Pledgers: 1.02% 102 (75%)Intenders: 0.69% 69 (30%)Enquirers: 0.77% 77 (3%)Call me 0.11% 11Income £1.414mROI59.6
- 37. What did weget Pledgers: 0.83% 83 (75%)Intenders: 0.96% 96 (30%)Enquirers: 0.65% 66 (18%)Call me 0.11% 11Income £1.462mROI57.6
Editor's Notes
- #2 Introduction to session and personal creds here
- #3 Respond to emergencies – natural disasters, conflict, disease, So before we start I just wanted to do a quick introduction to Merlin. We are a medical aid charity that provides health care in times of emergency, be it natural disaster, conflict or an outbreak of disease – and this is us providing emergency first aid in Haiti back in January.
- #4 Long term work – train local people, rebuild health systems We also work to beyond emergencies, making sure we are building up health care systems to provide health care provisions for the longer term, in particular working to train and support local health workers . And this is a picture of some students who are training to be midwives at a Merlin run midwife school in Liberia. We are a fairly small charity and our legacy income in particular is small. We didn’t have our first legacy until 2006 and until recently we only had about 30 legacy pledgers or intenders.
- #5 Where on earth do we start?Well, a good place to begin would be by looking at some relevant research.
- #19 So how did we do it. 3 stages 10,000 people in total; Best prospects were called – will talk about selections later 800 in total called Quick and easy phone call People given opt out and warmed up for call
- #20 At the same time mailed 10,000 4 pages from chief exec Response form pledged intends codicil Hugh Comments – including no more legacy talk
- #21 Follow up call 600 people Longer more detailed callVery conversational No targets for f/r’sChance to call hughSensitive call – direct ask No complaints
- #22 Data Really important – need to ask right people Research data is first thing to do Look at existing legators – who are they? Patterns? Merlin only 30 ish so no use Demographics – Hugh’s research Ms, Miss, date of birth etc Standing orders Engaged donors – length and frequency of support – but also volunteering? CampaingingMerlin – support outside emergencies – longer term work
- #23 Asides from data We also had to get out ceo on board. Need support for appeal Big investment for merlin - no initial return on investment But also support to write very personal letter first day at merlin own legacy Also personalised for donor – references support Big ask – needs to be a very personal letter EXAMPLE OF LETTER Brief of call centre – very important2 briefings Familiarise themselves with Merlin’s work Calling most loyal supporters – needs to know what to say. Sensitive subject Call listening – live calls – listened to all callers on the campaign Then have faith Nervous when we started – Worked so well Best thing we did And NO COMPLAINTS Listen to donors – change script , brief call centre. But also listen for longer term – non legacy comms.
- #24 Read out target
- #26 This is leading to the £1 million slide
- #30 Recording them all on database, thanked them, made sure we had noted down everything they said. E.g. Do not contact me about legacies ever again even though i have one is noted.
- #31 Letter highlights that even if people do not wish to be asked about it again they were still happy to receive mailing and did not change there mind about supporting us
- #35 Get support internally - our CE spent an hour talking to the agency, she let us write a really personal letter, trustees allowed us to invest money in the process 2. Don’t beat around the bush – you’re asking about legacies so you need to mention them. Don’t be afraid of putting a form in, explaining why you need income for the future, funding challenges etc 3. Get the data right! – mentioned already but data is really important. Make sure you are targeting the right people. People that have supported your online campaign once not necessarily the people to go in with a legacy ask And don’t be scared if you have a small database – ours isn’t that large, so it can be done! And don’t be afraid to invest in data analysis – once you’ve done it you can do it again. And monitor your results and track their responses going forwards4. Get the thank you right – really important that the donors are thanked properly. Sounds obvious but everyone needs to know. Supporter care/administrator may assume that cause there is no cheque there is no need to thank quickly 5. Have faith – said before but don’t panic. Donors don’t mind being asked about legacies. If they don’t/won’t support you in that way doesn’t mean they will run screaming from your organisation. 6. And one extra – talk to other people. Sign up to forums – find out what is out there. People will share!
- #36 Dear Ms Miller, thank you for your letter – I have made a provision for Merlin in my will. I appreciate your regular news letters and am happy to support you in all your efforts. I particularly understand the importance of training local staff in deprived areas to carry on your work once the emergencies are under control. I wish you and Merlin the greatest good future and pray you will continue your good work far into the future