engagement fundraising presentation march 2015
TRANSCRIPT
AN INTRODUCTION TO !ENGAGEMENT FUNDRAISING
HOW TO GENERATE
PLANNED GIFTS WITH
LESS MONEY REDUCED RESOURCES
MORE AND
1- WHO IS THIS GUY?
2- ENGAGMENT FUNDRAISING:!!
ü “MAVERICK” “ICONOCLAST” “DISRUPTOR”!ü CHALLENGE ORTHODOXIES!ü YOU MAY FEEL DEFENSIVE!
TODAY’S AGENDA!
WHO IS THIS GUY?AND WHY SHOULD WE LISTEN TO HIM?!
greg warner!!CEO & FOUNDER !!
WHO IS THIS GUY?AND WHY SHOULD WE LISTEN TO HIM?!
greg warner!!CEO & FOUNDER !!
Wacky “marketing”? Charitable Gift Annuity Letter!
WHO IS THIS GUY?AND WHY SHOULD WE LISTEN TO HIM?!
greg warner!!CEO & FOUNDER !!
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 !!
Lack of time
Qualifying prospects is very difficult!
What do you want to knowWho 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
BASICS!
LEGACY GIFT MARKETING SOLUTIONS
9 SimilaritiesMarketing 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 !
Legacy gift marketing basics !
Mark Knapp’s Relationship Model!
Mark Knapp literally wrote the book on interpersonal communication theories!
Stages of a relationship
AWARENESS
INTEREST
DESIRE
ACTION
Legacy gift marketing basics !Marketing funnel
AWARENESS
ACTION
Legacy gift marketing basics !
Reinvest in more engagement fundraising
STEWARDSHIP
$
AWARENESS INTEREST DESIRE ACTION
Legacy gift marketing basics ! $ $ $ $ $
$
LISTOFFERTIMINGCREATIVE !
LEGACY GIFT MARKETING SOLUTIONS
START WITH A LIST!
LEGACY GIFT MARKETING SOLUTIONS
CONVENTIONAL WISDOMü Frequency of giving?!ü Recency of giving?!ü Longevity of giving? !ü Total dollars given?!
!
Legacy gift marketing!
UNCONVENTIONAL WISDOMü Age?!ü Childlessness?!ü Engagement?!ü Involvement?!ü Passion?!ü Commitment?!ü Family-oriented connection?!
First, recognize that there 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!
Non-donors!Donors!Frequent, longtime donors!PG leads and inquiries!
Legacy society members!
5 target audiences for legacy gifts!
Legacy gift marketing!
Board members (past/present)!
Past giving and affinity
history
Wealth & demographic
screening
Who is most likely to act
Legacy gift marketing!
Childless?
Engagement and passion
scoring
360º donor profile
Real-time online engagementtracking and survey data
Past giving and affinity
history
Wealth & demographic
screening
Who is most likely to act now
Legacy gift marketing!
PROVIDE AN OFFER !
LEGACY GIFT MARKETING SOLUTIONS
Legacy gift marketing!
Marketing needs to offer value to the prospect
Legacy gift marketing!
CONVENIENT
Legacy gift marketing!
CONVENTIONAL WISDOMü Age!ü Wealth!
• You determine what offer the prospect will receive!• Usually telling supporters to think about their finances,
death and taxes!
UNCONVENTIONAL WISDOMü “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!
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
TIMING!
LEGACY GIFT MARKETING SOLUTIONS
GOOD OFFER + BAD TIMING = POOR RESULTSBAD 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
Use valuable offers to 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 2018 2017 2015 Stewardship
Use valuable offers to 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 2018 2017 2015 Stewardship
Interested. Engaged. Educated. Passionate about your mission. !Wants to help. Ready to be asked.
985
Timing can be determined with tracking and scoring
Legacy gift marketing ! NEW CONCEPT!
Monitor online engagement history: 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!
Valuable offers can !help you draw out a
donor’s level of interestso you can reach out!
when the time is right
985
Legacy gift marketing!
CREATIVE !
LEGACY GIFT MARKETING SOLUTIONS
Legacy gift marketing!Get them 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!
Legacy gift marketing!Help them get past their avoidance of the subject
Give them the “medicine” with a spoonful of sugar
Marketing automation-
follow-up with timely, relevant
messages
Legacy gift marketing!
3 2 1
Examples of creative that works!
Marketing automation-
follow-up with timely, relevant
messages
Legacy gift marketing!
Examples of creative that works!
Survey your donors ü Surveys put donors in the right state of mindü Uncover undisclosed planned giftsü Generate highly qualified leads
ü Determine who is childlessü Get “verbatims”ü Start tracking engagement
Supporter marketing channels
Online or direct mail survey
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 careü Tell you about their interestsü Tell you about their gift intentionsü Tell you when they are considering making a decision!
Build deeper relationships!
LEGACY GIFT MARKETING SOLUTIONS
NEW CONCEPTS!
The consideration continuum
• Last few 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 2018 2017 2015 2019
Technology and your reach
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!
Drip marketing
Legacy gift marketing! NEW CONCEPT!
Automate cultivation with personalized, relevant messages instead of hiring more people!
250 375 125 525 985 150 200 425
2015 2017 2016 2014 Stewardship
LEGACY GIFT MARKETING SOLUTIONS
LOW-COSTIDEAS!
LOW-COST IDEAS
Legacy gift marketing!
PIZZA PARTY PLANNED GIVING
LOW-COST IDEAS
Legacy gift marketing!
INSERTS IN DONATION RECEIPT LETTERS
LOW-COST IDEAS
Legacy gift marketing!
SOCIAL MEDIA ANNOUNCEMENTS
LOW-COST IDEAS
Legacy gift marketing!
LARGE VISUAL DISPLAYS
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]
LOW-COST IDEAS
Legacy gift marketing!
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*Based on rates set forth by the American Council on Gift Annuities.
To learn more please fill out and return the enclosed form today or feel free to contact me at 202-488-6591 or [email protected].
Gratefully,
George E. Hellman, JDDirector of Planned Giving and Endowments
P.S. – You must act by December 31, 2014, in order to take advantage of a possible tax deduction this year.
As neither I nor the Museum may provide you with legal or tax advice, the information in this letter is not intended to be, and should not be relied upon by you as any such advice. We encourage you to discuss all the issues surrounding these options with your legal and/or tax advisor before establishing any such gift.
48621 USHMM Letter.indd 1 10/15/14 3:21 PM
LOW-COST IDEAS
Legacy gift marketing!
ASK YOUR BOARD, STAFF AND VOLUNTEERS
LOW-COST IDEAS
Legacy gift marketing!
ADS IN PERIODICALS WITH A REPLY DEVICE
Legacy gift marketing!
LOW-COST IDEAS
BANNER ADS
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!
greg warner !CEO & FOUNDER !
THANK YOU !MORE FREE RESOURCES AVAILABLE AT:
www.imarketsmart.com!