planned giving and membership: competitors or bffs?€¦ · 6/15/2015 1 charlotte meyer, ocean...

6/15/2015

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Charlotte Meyer, Ocean Conservancy

Planned Giving and

Membership:

Competitors or

BFFs?

What we will cover today • Benefits of an alliance

• Sharing best practices

• Success stories

• Your personal Mini Clinic

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What’s your culture?

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Back in the day…

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Vice President,

Resource

Development

Managing

Director,

Operations

Director, Data

Management

Senior Manager,

Member

Programs

Coordinator, Member Services

Manager, Membership

Data

Director,

Planned Giving

Coordinator,

Planned Giving

Director,

Foundations

Manager, Foundations

Director, Corporate Relations

Coordinator,

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Managing Director,

Development

Operations

Director, Planned Giving

PG Officer

PG Officer

Director, Database

Management

Senior Manager, Member

Programs

Coordinator, Member Services

Manager, Development Operations

Coordinator, Resource Development

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Priority #3: Provides guidance and support for the planned giving team in order to meet FY15 budget goals.

Key Metrics: 1. Add 180 new Ocean Legacy Society members and raise $6.5 million in bequest revenue.

2. Fully integrate planned giving marketing activities within the membership program.

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Benefit to PG: Team

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Benefit to PG: Access

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---------Make a sea change part of your legacy—please remember Ocean Conservancy in your will--------

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Benefit to PG: Calendar

Integration

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Member or Donor?

Major Donor 4 x $10,000 = $40,000

Regular Member 15 x $25 = $375

PLUS

Bequest Intention of $40,000 = $40,375

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Benefit to Membership:

Planned giving provides face-to-face stewardship opportunities

Stewardship

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Benefit to Membership:

Cultivation Touches

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Benefit to Membership:

Resources

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Best practice

“The donor development life cycle begins when

individuals are added to our database with a

proactive program that erases the misconception

that planned giving marketing should be separated

from other donor cultivation.”

~Lawrence Henze, Target Analytics

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Best practice

Use every channel available (direct mail, online, telemarketing, social media, etc.)

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Test, test,

test

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Test, test, test! Response Summary

Test #1 Qty Intends Will

Consider

More

Info

New

OLS Known Unknown

Total

Pipeline

Letter 30,255 1 7 17 22 $528,000 $1,584,000 $2,112,000

Test #2 Qty Intends Will

Consider

More

Info

New

OLS Known Unknown

Total

Pipeline

Postcard 30,255 0 0 4 3 $72,000 $216,000 $288,000

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Take advantage of your publications

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Show ‘em you know ‘em

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Thank you!

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Loyal donors deserve special treatment

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Don’t forget about stewardship

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Show ‘em you care…

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Keep in mind

Leads

Revenue

vs.

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Response Summary

Test #1 Qty Intends Will

Consider

More

Info

New

OLS Known Unknown

Total

Pipeline

Letter 30,255 1 7 17 22 $528,000 $1,584,000 $2,112,000

Test #2 Qty Intends Will

Consider

More

Info

New

OLS Known Unknown

Total

Pipeline

Postcard 30,255 0 0 4 3 $72,000 $216,000 $288,000

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Engagement vs. passivity

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SUCCESS STORY

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SUCCESS STORY

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SUCCESS STORY

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SHARED SUCCESS

STORY

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Mini clinic

The doctor is in!

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Three Takeaways

Thank you for attending!

Charlotte Meyer

cmeyer@oceanconservancy.org