A programme for today
9.00 - 10.30 Stewardship
11.00 - 12.00 Getting the message right
1.00 - 2.15 Fundraising in tough times
2.45 - 4.00 Finding gifts in wills
Stephen Pidgeon
What we’re going to look at….
• Delivering great stewardship
– by making the supporter FEEL good
– understanding the different groups of supporters
• Finding the ‘big’ money
– Great stewardship leads to legacies
Why do people give?
They want to make a difference
They think - ‘this is not right’
It makes them feel good
They can change the world
They can afford it
They have a connection
They feel guilty
Goo
d ex
perie
nce
Bad
expe
rienc
e
A definition of branding….
‘I would say that customer experience is the
reality of the brand’
Beverley Hodson MD of WH Smith Retail
Since 2003, TNT:
Customer Experience Main Board Director
….and a Customer Experience Statement!
‘Customer emotions’….a new language!
‘Sameday’ delivery accounts are up 50%, and losing
less
Revenue - 2002 £80m, 2007 £160m
Staff attrition down from 33% to 20%
And in the non-profit world…
NSPCC has said it wants to give its supporters the
best supporter experience available
Customer satisfaction surveys
• Problems with surveys
– Depends on a rational response
– Everything is averaged
• Better….the Net Promoter Score
• Key question - ‘How likely are you to recommend this
(company, product, charity) to a friend?’
What we’re going to look at….
• Delivering great stewardship
– by making the supporter FEEL good
– understanding the different groups of supporters
• Finding the ‘big’ money
– Great stewardship leads to legacies
A new thought for fundraisers….
‘I would say that the supporter experience is the
reality of the charity’s brand’
Making the supporter FEEL good
• Providing emotional moments
– and some charities are doing it VERY well
After an event
Positive….
• Huge camaraderie
• Successful completion
• Done your ‘bit’
• Dragged the money out
of (most) of your friends
And the opposite….
• Chased for the sponsorship money
• Asked next year, but now feeling
guilty
• ‘And now I get damned mailshots’
Responding to a mailshot
Positive….
• Pleasure at doing the right
thing
• A warm ‘glow’
• Confirmed by a thank-you letter
• Maybe a newsletter or two to
show money being spent
And the opposite….
• Bombarded with begging letters
• Requests for a piece of your will
• Evidence of waste and inefficiency
• Patronised and abused
Making your supporters FEEL good
Supporters are more committed with:
Information - email/off-line
Campaigning
Telephone calls
Research
Adrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005
More ways to make them FEEL good…
• Always thank them for their gift!
• Let them chose how often they hear from you!
• Let them choose WHAT they support
• Offer ‘money-back guarantees’
• Invite them to join the Chief Executives’ Fellowship– ‘The Chief Executive has suggested I write to you to ask if you would
like to join….’
So, nine ways to make them FEEL good!
Give them information - email/off-line
Ask them to campaign
Telephone them
Ask them for their views
Always thank them for their gift!
Let them chose how often they hear from you!
Let them choose WHAT they support
Offer ‘money-back guarantees’
Invite them to join the Chief Executives’ fellowship
What we’re going to look at….
• Delivering great stewardship
– by making the supporter FEEL good
– understanding the different groups of supporters
• Finding the ‘big’ money
– Great stewardship leads to legacies
What we’re going to look at….
• Delivering great stewardship
– by making the supporter FEEL good
– understanding the different groups of supporters
• Finding the ‘big’ money….but that’s about legacies!
This session…
• The important things you need to know about
brands in charities
• How to find your Fundraising Proposition
Non-profit v commercial brands
Commercial brands fight to be different
Non-profit brands gain from being the same!
Commercial brands sell tangible benefit and emotional
engagement
Non-profit brands sell private, emotional satisfaction
Commercial brands reduce consumer risk
All non-profit brands are assumed to be SOLID
Commercial brands connect purchase with benefit
With non-profit brands, there is little or no connection
Brands in non-profits
Values of the charity sector
Compassionate, Effective,Independent,Benevolent,Honest, Fair
Sargeant and Ford 2007
Brands in non-profits
Values of the charity sector
Compassionate, Effective,Independent,Benevolent,Honest, Fair
Values of the cause
Third world development - access to water, AIDS support, education for all, business development etc
Brands in non-profits
Values of the charity sector
Compassionate, Effective,Independent,Benevolent,Honest, Fair
Values of the cause
The charity’s values
Third world development - access to water, AIDS support, education for all, business development etc
Brands in non-profits
Values of the charity sector
Compassionate, Effective,Independent,Benevolent,Honest, Fair
Values of the cause
The charity’s values
Third world development - access to water, AIDS support, education for all, business development etc
Four key differentiators
Four key differentiators
• What emotions they can create
• Their tone of voice in the media
• The nature of their service
• Their ties to tradition
Sargeant and Ford 2007
What is the function of your brand?
Fundraising - just in the market to raise money
Service - related - looking for clients
Campaigning - looking for a change of behaviour
Governmental - large funds from Government
….or a combination of some or all of these
So, in the fight to stand out…
Your message must be:
Clear
Consistent
…and expressed in terms that will interest the supporters
All charities have to raise money…
…all charities therefore have to have a fundraising proposition
A fundraising proposition answers the question,
‘Why should I give you £100 now?’
‘What you ACHIEVE (by doing it) can motivate even the stoniest of hearts’
‘What you DO is of no interest to anyone…
…except you!’
Remember, in the non-profit world…
The fundraising proposition
is a simple idea
it describes
who you work with
what you achieve
and why
it can be brought to life creatively
and will persuade people to support you
Ask yourself three things….
You are at a party and someone says “Why should I
support your charity?” What do you say?
Would ALL your colleagues say the same thing?
Does all your charity’s printed material say the
same?
Example 1: RNLI
VISION ENEMY HERO RECIPIENT
No deaths at sea
The cruel sea That tough, bearded, volunteer crewman
Stupid, rich
day-sailor who
fell off his boat
Example 2: Sue Ryder Care
Their mission: To be the first choice in both
neurological and palliative care
Their vision: Care that liberates lives
Example 2: Sue Ryder Care
VISION ENEMY HERO RECIPIENT
to help every seriously ill
person to have the best
quality of life
limited availability of
the best quality care
our passionate and expert
carers
someone I love
SRC’s fundraising proposition
When someone you love is seriously ill, our
passionate, expert carers will help them enjoy the
best life they can, in the time they have.
Example 3: Action for Blind People
VISION ENEMY HERO RECIPIENT
Every blind and partially
sighted person given support when needed
Red tape and lack of money
for simple, practical support
Passionate people fighting bureaucracy
and indifference to
provide
Thousands of people (every 15 minutes) losing their sight and picking up
shattered lives
Fundraising proposition
Every 15 minutes someone in the UK begins to lose
their sight. Today, with your help, we can give
them the practical support needed to rebuild their
shattered lives.
Must-havesEvery good proposition should have:
NeedSolutionNow
And ideally, it should be unique
‘Every 15 minutes someone in the UK begins
to lose their sight. Today, with your help, we
can give them the practical support needed
to rebuild their shattered lives’.
Example 4: Elizabeth Finn Care
VISION ENEMY HERO RECIPIENT
Returning a measure of
financial independence
The hand that life deals
Understanding that
professional people
sometimes need help too
People, like you, now
forced to live on life’s
financial edge
Elizabeth Finn Care proposition
‘A gift in your will means…
‘…we can give professionals, just like you, who have fallen on
hard times, a degree of financial independence and the special
help they need.’
The time is not right…
49
…to think only of ‘new’ techniques
So today…Stephen’s four English ‘E s’
Enterprise
Engagement
Emotion
Energy
1. Enterprise…
• New ways to give
• New audiences to find
• Websites that engage
• Social networking coming good
• An interesting new technique
• Good old-fashioned ‘need’ shown properly
• A newly successful response device
3. Emotion
‘The essential difference between emotion and
reason is that emotion leads to action and reason
leads to conclusions’
Donald Calne, a neurologist
6 simple things to do…
• Concentrate on your best activities, plus those
with potential…cut the rest
• Analyse your supporter file by net VALUE
• Look elsewhere for support
• Share your problems
• Go on recruiting
• BE ENERGETIC!!!
Top Ten UK Charities 2008
Source: CAF Charity Trends 2006
Charity Name Rank Total Vol Income (£m) Legacy Inc (£m) PercentageCancer Research UK 1 345.500 137.900 39.90%Oxfam 2 202.600 12.300 6.10%NSPCC 3 132.800 19.800 14.90%RNLI 4 126.800 83.500 65.80%British Red Cross 5 101.200 17.800 17.60%Macmillan Cancer Support 6 96.400 38.300 39.70%RSPCA 7 95.200 58.600 61.60%Salvation Army 8 89.700 36.400 40.60%Save the Children 9 85.600 13.500 15.80%British Heart Foundation 10 82.700 47.300 57.20%
E s t i m a t e d n u m b e r o f p e o p l e a t e a c h a g e i n t h e i n i t i a l p o p u l a t i o n o f 1 0 0 0
-
1 0
2 0
3 0
4 0
5 0
6 0
60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98100
A g e
Number of people
Mortality Rate based on Starting age of 60-100
0
5
10
15
20
25
30
35
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40
Year
Deaths per 1000
Average values in UK…
• Specific legacy (pecuniary legacy) - £3,500
• Residuary legacy (the rest of my money!) -
£38,000
• Average c £18,000
Today…
• Why people make a gift in their will
• Getting started
• What to say and what not to say!!
• When and how to ask
• Caring for them, they are VERY valuable
• Getting the charity on board
• Dealing with lawyers
Why?
• Their ‘values’ can live on
• They trust the charity
• They have been hurt
• Their loved-one, who has died, supported the
charity
• ‘Personal reasons’
• Their grand-children will benefit
Why they might not…
• Family and friends come first
• A ‘legacy’ should be a LARGE sum
• Concern they will have no money after care in
their retirement
• They think changing a Will is expensive
So, how do you get started…
• Look at what others are doing
• Talk to your CEO and your Board
• Find a Board ‘champion’
• Look for an opportunity to put supporters who have said they will,
together with the Board members
Today…
• Why people make a gift in their will
• Getting started
• What to say and what not to say!!
• When and how to ask
• Caring for them, they are VERY valuable
• Getting the charity on board
• Dealing with lawyers
It’s a simple craft
• Use simple words, simple stories
• Use them with passion (true to the brand)
• …and get others to say them!
• …and get your English right
• Remember, they’re old!
• Make them famous
• It talks about the work of the charity
• … not about making a Will
• But some charities just get it wrong
• Money achieving great things
• And the supporter REALLY involved
The best stuff is beautifully written!
Today…
• Why people make a gift in their will
• Getting started
• What to say and what not to say!!
• When and how to ask
• Caring for them, they are VERY valuable
• Getting the charity on board
• Dealing with lawyers
Today…
• Why people make a gift in their will
• Getting started
• What to say and what not to say!!
• When and how to ask
• Caring for them, they are VERY valuable
• Getting the charity on board
• Dealing with lawyers
When to ask
• Best age is 60 - 75
• 75+, ask but it may be too late
• Avoid asking below age 50
• You can build a propensity model
– Multiple contacts is best
How to ask
• BY LETTER!
• Through the supporter magazine
• Website
• Inserts and ads.
• …and even on TV
• Telephone…NO!
Today…
• Why people make a gift in their will
• Getting started
• What to say and what not to say!!
• When and how to ask
• Caring for them, they are VERY valuable
• Getting the charity on board
• Dealing with lawyers
Today…
• Why people make a gift in their will
• Getting started
• What to say and what not to say!!
• When and how to ask
• Caring for them, they are VERY valuable
• Getting the charity on board
• Dealing with lawyers
Today…
• Why people make a gift in their will
• Getting started
• What to say and what not to say!!
• When and how to ask
• Caring for them, they are VERY valuable
• Getting the charity on board
• Dealing with lawyers
Lawyers…
• Record their details
• Get to know them
• Make them your friend
• Advertise in their Journals