1) The document summarizes research on the mind of planned giving donors conducted by Dr. Russell James using fMRI neuroimaging. The research found that different parts of the brain are activated when considering bequests compared to other forms of giving.
2) The research revealed that people initially avoid thinking about their mortality but may be inspired to consider bequests if their sense of "autobiographical heroism" is engaged. Messaging should focus on symbolic immortality and how donors can be remembered.
3) The document provides recommendations for non-profits to close the "legacy giving gap", including building awareness of planned giving, generating leads, educating donors, cultivating relationships, and asking for legacy gifts.
MarketSmart Words That Work: The Phrases That Encourage Planned GivingMarketSmart
What if you knew exactly which words would inspire your donors to carry out more planned giving?
Here's what you'll learn;
->Which types of donor stories will elicit the most favorable response from your planned giving prospects
->Which donor demographic is more responsive to bequest giving marketing
->Which words you should avoid to maximize legacy gift disclosures
->The right way to talk about the benefits of planned giving
->The motivational effects of tax benefits on charitable interest
Natural philanthropy: How the natural origins of donor motivations drive powe...Russell James
Charitable giving is not a modern invention of the industrialized world. It is a natural behavior as old as humankind. In this presentation, Professor James reviews scientific research from a range of disciplines to uncover the natural origins of philanthropy and translates these scientific concepts into effective fundraising strategies. Be prepared to see how theory and science can produce powerful, practical, real-world fundraising success.
According to research of giving patterns since 1966 compiled by the Giving USA Foundation, only bequests averaged an increase during recessionary periods. All
other types of giving either remained static or reported declines.
But is your planned giving program getting its fair share of the marketing budget?
We scoured the internet to find the following awesome information. And, although we can’t take credit for the research, we can take credit for the pretty charts!
So feel free to share this report with colleagues and friends (including your board). And when you’re ready to engage in serious marketing to find hidden gifts, generate
leads and cultivate relationships, we hope you’ll reach out to us: http://imarketsmart.com/contact-us
After all, our mission is to help further your mission.
ENJOY THE REPORT!
MarketSmart Words That Work: The Phrases That Encourage Planned GivingMarketSmart
What if you knew exactly which words would inspire your donors to carry out more planned giving?
Here's what you'll learn;
->Which types of donor stories will elicit the most favorable response from your planned giving prospects
->Which donor demographic is more responsive to bequest giving marketing
->Which words you should avoid to maximize legacy gift disclosures
->The right way to talk about the benefits of planned giving
->The motivational effects of tax benefits on charitable interest
Natural philanthropy: How the natural origins of donor motivations drive powe...Russell James
Charitable giving is not a modern invention of the industrialized world. It is a natural behavior as old as humankind. In this presentation, Professor James reviews scientific research from a range of disciplines to uncover the natural origins of philanthropy and translates these scientific concepts into effective fundraising strategies. Be prepared to see how theory and science can produce powerful, practical, real-world fundraising success.
According to research of giving patterns since 1966 compiled by the Giving USA Foundation, only bequests averaged an increase during recessionary periods. All
other types of giving either remained static or reported declines.
But is your planned giving program getting its fair share of the marketing budget?
We scoured the internet to find the following awesome information. And, although we can’t take credit for the research, we can take credit for the pretty charts!
So feel free to share this report with colleagues and friends (including your board). And when you’re ready to engage in serious marketing to find hidden gifts, generate
leads and cultivate relationships, we hope you’ll reach out to us: http://imarketsmart.com/contact-us
After all, our mission is to help further your mission.
ENJOY THE REPORT!
For most nonprofits, planning for their future isn't the first thing on their minds. That's why the California Community Foundation in Los Angeles developed the Planned Giving Toolkit to assist nonprofits expand their fundraising horizons and better prepare for their future.
This is the presentation that accompanied a series of free workshops CCF held across the county to help nonprofits implement planned giving programs. This presentation can be used by any nonprofit to present to their boardmembers, donors, and others who would be interested in being leaving planned gifts.
Dan Harris of Wells Fargo Charitable Services presents his ideas on simplifying planned giving in this Minnesota Community Foundation and Saint Paul Foundation webinar.
How to Avoid Fundraising’s Quiet Killer: Donor AttritionAggregage
It doesn't take an industry professional to know that nonprofits highly depend on donations. The marketing emails, events, and website design are meant to attract new donors, when what we should be doing is trying to keep the donors we have. Teach a man donor acquisition and he'll get donations for the day--teach a man donor retention and he'll get donations for a lifetime. John Jay Wilkinson, CEO and founder of Firespring, and learn how to get donations for a lifetime. In this session, Jay will help us learn how to step off of the donor acquisition treadmill and rev up donor retention. Six out of ten donors give only once, but this doesn’t have to be your reality. Jay will help us understand how a 10% increase in donor retention will more than double the lifetime value of a donor and minimize our reliance on producing constant appeals for new donors.
One of the fastest ways to grow your fundraising efforts is through peer-to-peer fundraising. Let your donors fundraise for you! Provide your donors with the tools they need to share your cause and how they can relate with their personal network.
14 Things Your Website Needs for Effective Fundraising in 2014Abila
Rich Dietz, Founder of Nonprofit R+D – Technology training for Nonprofit Professionals and Jamy Squillace, Director of Product Management, Abila, discuss the importance of the content on your website and increasing fundraising efforts.
This presentation is intended to aid you in getting the most out of your fundraising efforts in 2014. Our fundraising experts, Rich and Jamy, 14 things you can do this year to drive fundraising success. Topics include donor engagement, social media usage, and online fundraising.
Presenters
Rich Dietz, Founder of Nonprofit R+D – Technology training for Nonprofit Professionals
Jamy Squillace, Director of Product Management, Abila
Learning Outcomes
-Making a case for donor relations in the quest to renew first-time supporters
-Introducing key terms you need to know
-Defining the value of relationship building
-Identifying steps to a strong donor relations program
-Providing names and sources for more information
Offer the Sizzle and the Steak, But Make It All About Them: Making ‘Virtual’ ...Charity Dynamics
For nonprofits, one of many pressing concerns arising out of the coronavirus pandemic is how to handle peer-to-peer fundraising events. In-person events are, of course, a no go for the foreseeable future. So, many organizations are looking to virtualize their events.
But how can you create a P2P event experience in the virtual world that will fully engage your fundraisers? And how do you then convince constituents to not only participate, but to fundraise as well? It’s a tricky ask and we really can’t afford to screw it up. Avoid being tone deaf by fully embracing a “you-centric” method of communication that acknowledges where constituents are emotionally and provides an exciting path to meaningful action.
Join Meghan Dankovich from Charity Dynamics and Turnkey’s Otis Fulton and Ryan Grosenick, as they discuss these important questions to help pivot your now virtual P2P programs to maximize fundraising during these uncertain time.
For most nonprofits, planning for their future isn't the first thing on their minds. That's why the California Community Foundation in Los Angeles developed the Planned Giving Toolkit to assist nonprofits expand their fundraising horizons and better prepare for their future.
This is the presentation that accompanied a series of free workshops CCF held across the county to help nonprofits implement planned giving programs. This presentation can be used by any nonprofit to present to their boardmembers, donors, and others who would be interested in being leaving planned gifts.
Dan Harris of Wells Fargo Charitable Services presents his ideas on simplifying planned giving in this Minnesota Community Foundation and Saint Paul Foundation webinar.
How to Avoid Fundraising’s Quiet Killer: Donor AttritionAggregage
It doesn't take an industry professional to know that nonprofits highly depend on donations. The marketing emails, events, and website design are meant to attract new donors, when what we should be doing is trying to keep the donors we have. Teach a man donor acquisition and he'll get donations for the day--teach a man donor retention and he'll get donations for a lifetime. John Jay Wilkinson, CEO and founder of Firespring, and learn how to get donations for a lifetime. In this session, Jay will help us learn how to step off of the donor acquisition treadmill and rev up donor retention. Six out of ten donors give only once, but this doesn’t have to be your reality. Jay will help us understand how a 10% increase in donor retention will more than double the lifetime value of a donor and minimize our reliance on producing constant appeals for new donors.
One of the fastest ways to grow your fundraising efforts is through peer-to-peer fundraising. Let your donors fundraise for you! Provide your donors with the tools they need to share your cause and how they can relate with their personal network.
14 Things Your Website Needs for Effective Fundraising in 2014Abila
Rich Dietz, Founder of Nonprofit R+D – Technology training for Nonprofit Professionals and Jamy Squillace, Director of Product Management, Abila, discuss the importance of the content on your website and increasing fundraising efforts.
This presentation is intended to aid you in getting the most out of your fundraising efforts in 2014. Our fundraising experts, Rich and Jamy, 14 things you can do this year to drive fundraising success. Topics include donor engagement, social media usage, and online fundraising.
Presenters
Rich Dietz, Founder of Nonprofit R+D – Technology training for Nonprofit Professionals
Jamy Squillace, Director of Product Management, Abila
Learning Outcomes
-Making a case for donor relations in the quest to renew first-time supporters
-Introducing key terms you need to know
-Defining the value of relationship building
-Identifying steps to a strong donor relations program
-Providing names and sources for more information
Offer the Sizzle and the Steak, But Make It All About Them: Making ‘Virtual’ ...Charity Dynamics
For nonprofits, one of many pressing concerns arising out of the coronavirus pandemic is how to handle peer-to-peer fundraising events. In-person events are, of course, a no go for the foreseeable future. So, many organizations are looking to virtualize their events.
But how can you create a P2P event experience in the virtual world that will fully engage your fundraisers? And how do you then convince constituents to not only participate, but to fundraise as well? It’s a tricky ask and we really can’t afford to screw it up. Avoid being tone deaf by fully embracing a “you-centric” method of communication that acknowledges where constituents are emotionally and provides an exciting path to meaningful action.
Join Meghan Dankovich from Charity Dynamics and Turnkey’s Otis Fulton and Ryan Grosenick, as they discuss these important questions to help pivot your now virtual P2P programs to maximize fundraising during these uncertain time.
Greg Warner from MarketSmart joins to share more about engagement fundraising and how you can use it to raise more funds from major donors and legacy gifts.
“CLA USA, Inc. is a financial services company with a safe and conservative approach to planning...an asset preservation philosophy. From IRA’s to surviving spouse needs...CLA USA focuses on the areas that concern you the most.”
Learn The Art of Marketing Success by Studying The Rich and Famous!Uzzal Hossain
Popularity may be momentary, but it may likewise be a magic experience as the individual in the foreground. Whether walking the red carpet, issuing in respected and important magazines or getting in the records, getting noted calls for forbearance and strategy.
Celebrities use all sorts of methods to one extent or another to stay on top of their game… You can use them too.
What if I can offer you a solution that will help you to attain greatness, to become a success and learn about the best ways to get noticed?
Resonate's Chief Revenue Officer, Jason Schneider, and Michael Horn, Chief Data Officer from Huge presented at Adweek's Brandweek Challenger Brand event on Wednesday, February 6th. If you missed it, check out the slides to learn about the 3 Keys to Thriving in a Challenger Market. They discussed data-driven stories of building brand love with deep consumer insights, featuring the Zelle success story.
Account Planning Portfolio (Draft) - Jason PotteigerJason Potteiger
My name is Jason Potteiger and I am an account planner seeking an agency. This is a first draft of my planning portfolio. More updates and revisions to follow. Feedback, notes and criticism are always welcome. Thanks, @JPotteiger.
Customer Segmentation: Not Just for Marketers! Intelligent_ly
Learn how to conduct market research and create customer segments in order to better target your product and increase revenues. This deck includes how to define target markets, create buyer personas, and integrate these customer segments across the company. Slides from a Customer Cegmentation class taught at Intelligent.ly by Jill Cartwright. Learn more from the experts by visiting http://intelligent.ly/learn
The Huge Power of Small: Create a Customer Service Experience - Triple Play 2021Antoine Dupont
Slides from my presentation at TriplePlay 2021 in Atlantic City, NJ on December 8, 2021. This was the 1:30 pm session. Enjoy!
Discover the insights & strategies used by more than 226,000 companies worldwide: how to accelerate growth of your business, how to increase customer acquisition and retention by creating a deep connection with them and how to attract and retain employees by giving them an added level of purpose in their day to day responsibilities. These ideas cost nothing to implement (because they’re so small), yet their impact is profound. And best of all, you can put them into action immediately.
The ultimate guide to data storytelling | MaterclassGramener
Gramener collaborated with Nasscom to conduct an online masterclass session on "Storytelling With Data." Gramener's CEO, S Anand, led the masterclass and shared some important slides on how to make data stories and how to drive storytelling.
The slides talk about the structure of data stories and how to find meaning full insights from data. There are real-time examples of data analysis and visualizations we created a Gramener to communicate insights as stories.
This is an ultimate guide on data storytelling that offers tips to create data stories, things to keep in mind while making storylines, and choosing designs to make a design-led data story.
Know more about Gramener's data storytelling workshop for analysts and data scientists at https://gramener.com/data-storytelling-workshop
2. GregWARNERPresident
We are especially pleased to present the results of Dr. Russell James’
exciting research on the mind of the planned giving donor.
Combining new fMRI neuroimaging results from his lab at Texas
Tech University with experimental psychology, psychological theory,
and survey research, Dr. James has uncovered the conscious and
subconscious processes engaged by bequest decision-making.
Although many fundraisers think that legacy giving is just like any
other form of fundraising, these new studies using fMRI (functional
magnetic resonance imaging) show just how differently the brain
reacts to legacy decisions.
This white paper will give you a very brief synopsis of Dr. James’
findings. Enjoy!
Greg Warner
CEO
MarketSmart
The following has been produced with the permission of Dr. Russell James and is not
to be reproduced without his consent.
Available on Amazon.com
Inside the mind of the
bequest donor: A visual
presentation of the neuroscience
and psychology of effective
planned giving communication.
by Dr. Russell James III
(Author)
Paperback
April 27, 2013
www.imarketsmart.com
3. Yet nonprofits tend to SPEND MUCH
LESS THAN 8% of their fundraising
budgets promoting them.
BEFORE WE GET TO THE RESEARCH…
WHY DO WE CARE?
If your organization has not already promoted bequests to everyone who cares about
your mission, you are really missing out. You should target non-donors as well as hi-value
prospects. Also, build awareness for legacy gifts among your staff, board members,
volunteers and any other constituents that share your mission.
2011 2012
$24.41
billion
$23.41
billion
8.2%
of total inflation
adjusted dollars
7.4%
of total inflation
adjusted dollars
tend to account for about
from American individuals, corporations and foundations.
OF TOTAL CHARITABLE CONTRIBUTIONS
8%BEQUESTS
www.imarketsmart.com
4. WHY DO WE CARE?
EXCELLENT RETURN
ON INVESTMENT
or less
While AFP says that it costs 25 cents to raise $1 of
planned gifts, we have found that it really only costs
about one penny to raise a buck.
25¢
LEGACY GIFT MARKETING DELIVERS AN
but requires tremendous PATIENCE
www.imarketsmart.com
5. 1991-2011
MORE THAN DOUBLED
IN THE PAST 20 YEARS
CHARITABLE BEQUESTS
Giving USA 2011
in REAL DOLLARS
www.imarketsmart.com
2X
6. RESEARCH SUGGESTS
FUTURE GROWTH IN
THANKS TO:
✓✓ AGING
✓✓ POPULATION GROWTH
✓✓ MORE EDUCATED POPULACE
✓✓ INCREASE IN CHILDLESSNESS
[James, Lauderdale, Robb - 2009]
LEGACY GIVING
www.imarketsmart.com
7. TREMENDOUS POTENTIAL EXISTS
FOR NONPROFITS IF THEY CAN CLOSE THE
“LEGACY GIVING GAP”
The gap between people’s willingness to give money
now and their willingness to leave a bequest
70%-80%AMERICANS DONATE
But only about
HAVE A CHARITABLE
ESTATE PLAN
[Giving USA 2011]
[James 2009]
5%
LEGACY GIVING GAP
www.imarketsmart.com
9. REASONS WHY
LEGACY GIFT MARKETING
IS SO CHALLENGING
Difficult to measure effectiveness because
response rates are so low
Very long consideration timeline among donors
(as long as 40 years)
Donor decision-making process is difficult to track
Activating cognitive processes that inspire
donor engagement requires sophisticated
marketing techniques
1
2
3
4
4TOP
www.imarketsmart.com
10. RESEARCH CAN HELP!
RECENT EXPERIMENTS USING MRI TECHNOLOGY
PROVIDES NEW INSIGHTS FOR MARKETERS
EXPERIMENTS FOUND WHICH PARTS OF THE BRAIN ARE ACTIVATED
WHEN DONORS ARE ASKED QUESTIONS ABOUT THE FOLLOWING:
GENERAL DONATION
Decision Making
VOLUNTEER
Decision Making
BEQUEST
Decision Making
? ? ?
www.imarketsmart.com
11. FINDINGS:
BEQUEST GIVING IS JUST
DIFFERENT (REQUIRING A
SPECIAL SET OF MESSAGES)
TWO PARTS of the BRAIN are activated
when considering a charitable bequest
LINGUAL GYRUS
Part of the visual system and
also contributes to dreaming
PRECUNEUS
Helps with visual imagery,
memories, and looking at
oneself from a 3rd person
perspective
RESEARCH REVEALED
www.imarketsmart.com
12. AVOIDANCE
ALIGNMENT &
ACTIVATION
BUT WHEN LEGACY GIFT PROMOTIONS ARE RECEIVED BY PROSPECTS,
THINGS HAPPEN
People don’t like to think
about their own mortality
so, rationally, they push
those thoughts out of
their consciousness
People think about the
alignment of their lives
and your organization’s
mission
THEIR OWN MORTALITY
IS RECOGNIZED
RESEARCH REVEALED
2
www.imarketsmart.com
13. I don’t want
to think
about that.
Not right
now.
Maybe
later.
AVOIDANCE LOOK LIKE
WHAT DOES
RESEARCH REVEALED
?
www.imarketsmart.com
14. AVOIDANCE DEFENSE
WHAT CAUSES PEOPLE TO BREAK THROUGH THE
?
1
2
LIFE CIRCUMSTANCE CHANGES
✓✓ Getting older
✓✓ Going on a cruise
✓✓ New member of the family born
✓✓ Loss of a friend or family member
✓✓ Sickness or disease diagnosed
✓✓ Etc.
A PERSON’S FEELINGS ABOUT THEIR
OWN AUTOBIOGRAPHICAL HEROISM
GETS IGNITED
RESEARCH REVEALED
www.imarketsmart.com
15. WHAT DOES
What’s my
autobiography?
How does
your mission
align with
mine?
How do I
want to be
remembered?
RESEARCH REVEALED
AUTOBIOGRAPHICAL
HEROISM LOOK LIKE?
www.imarketsmart.com
16. IMPROVING LEGACY GIFT MARKETING?
must inspire donors to THINK about their:
COMMUNICATIONS
SYMBOLIC IMMORTALITY
The donor’s desire to have part of one’s self continue to live after death
AUTOBIOGRAPHICAL HEROISM
The donor’s desire to be perceived favorably after death
VISUALIZED AUTOBIOGRAPHY
The donor must see their life from a third person perspective
HOW DO WE APPLY THIS RESEARCH FOR
RESEARCH REVEALED
www.imarketsmart.com
17. BECOMES MORE
CHARITABLE
AIM TO CREATE THE
“SCROOGE EFFECT”
Even worse than simple
AVOIDANCE
VISUALIZED
AUTOBIOGRAPHY
is forced upon him
INCREASED DESIRE FOR
SYMBOLIC IMMORTALITY
& HEROIC AUTOBIOGRAPHY
www.imarketsmart.com
18. GOING FORWARD:
LEGACY GIFT MAKING
1
2
PROVIDE THE PROPER MESSAGES
✓✓ Remind donors that they can memorialize living or deceased friends
or family members
MIX MESSAGES
✓✓ Mix donor stories with the proper messages about tribute opportunities
✓✓ Mix proper tribute opportunity messages with mission-related messages
✓✓ And try mixing tribute opportunities with other messages,
such as thank yous, event invitations and newsletters
22IDEAS TO IMPROVE YOUR
www.imarketsmart.com
19. SAMPLE QUESTIONS:
✓✓ Tell us about your life story and how it relates
to our organization.
✓✓ How are your friends and family associated
with your story?
✓✓ What parts of our mission do you care
about most?
Trigger the parts of the brain that will accept
death-related messages
CONSIDER
USING A SURVEY
www.imarketsmart.com
20. • DONOR WALLS
• NAMING RIGHTS
• ENDOWMENTS
• PLAQUES
• TREE PLANTINGS
• BENCHES IN GARDENS
• ETC.
FOR PERMANENCE
PROVIDE OPPORTUNITIES
www.imarketsmart.com
21. TACTICAL MARKETING
RECOMMENDATIONS
MarketSmart’s
5STEPS TO CLOSE THE “LEGACY GAP”
LEGACY GIVING GAP
BUILD AWARENESS
GENERATE LEADS AND UNEARTH DISCLOSURES
INFORM, EDUCATE AND INSPIRE
CULTIVATE THE RELATIONSHIP
ASK FOR THE LEGACY GIFT
1
3
2
4
5
www.imarketsmart.com
22. LEGACY GIVING GAP
BUILD AWARENESS1
Step
Put these words everywhere you possibly can:
Please consider leaving {your organization} in your will and estate plans.
on emails; business cards; letterhead; mailers; reply forms; booklets; magazines; articles;
photos; banners; invitations; research reports; website pages, etc.
TACTICAL MARKETING
RECOMMENDATIONS
MarketSmart’s
www.imarketsmart.com
23. LEGACY GIVING GAP
GENERATE LEADS AND
UNEARTH DISCLOSURES2
Step
• Remind donors of their mortality while rousing them to
overcome their avoidance of the subject
• Create deadlines
• Offer opportunities for lasting gifts such as endowments,
named buildings, scholarship funds, etc
TACTICAL MARKETING
RECOMMENDATIONS
MarketSmart’s
www.imarketsmart.com
24. LEGACY GIVING GAP
INFORM, EDUCATE AND INSPIRE
Bulletins Newsletters Videos Emails Invite to
Webinars
Education
Messages
Link up with
Financial Planner
Send:
3
Step
TACTICAL MARKETING
RECOMMENDATIONS
MarketSmart’s
www.imarketsmart.com
25. LEGACY GIVING GAP
CULTIVATE THE RELATIONSHIP
Uncover the autobiographical connections between your
donors and your charity.
Encourage your donors to tell you about their life narratives.
• Use marketing automation email tools
• Invite to events
• Connect on social media
• Update donors on organization’s progress
• Ask for feedback with surveys, requests for donor stories
4
Step
TACTICAL MARKETING
RECOMMENDATIONS
MarketSmart’s
www.imarketsmart.com
26. LEGACY GIVING GAP
ASK FOR THE GIFT5
Step
Etc.
Pop the
question
Ask face-
to-face Checkboxes
on replies
TACTICAL MARKETING
RECOMMENDATIONS
MarketSmart’s
www.imarketsmart.com
27. We’re a donor-centric strategic marketing firm with digital innovation at our core. We understand that 80% of an organization’s
revenue comes from less than 20% of its donors or clients, so we fish where the big fish are. Our unique, trail-blazing
technologies and marketing services help you raise more money from the crucial 20%, efficiently—delivering unparalleled
results. Get more major gifts for today and more planned gifts for tomorrow.
STRATEGY + CREATIVE + TECHNOLOGY = RESULTS
Generate more leads, cultivate more donors and find
more legacy gifts. Individual tracking reports show
who is interested in your organization and why, so
you can engage and build effective relationships with
potential donors.
Take the guesswork out of marketing by using proven
technology to rank, score, and automatically nurture
leads with relevant, timely, personalized messages. You’ll
maximize your gift disclosures by spending your time with
the most qualified and interested donor prospects, and
letting Legacy Giftmaker+ take care of the rest.
Find passionate donors in real time, and close more
major gifts – faster. Major Giftmaker gives you a 360°
view of individual donors’ interests, demographics,
and preferences.
Donors want to give where they live. With Giftmaker
Connect, you can tap into the power of smarter fundraising
by connecting the disconnected and empowering your
chapters or affiliates.
www.imarketsmart.com
U.S. patent applied for MajorGiftmaker®
, GiftmakerConnect®
,
LegacyGiftmaker®
and LegacyGiftmaker Plus®
.