Blueprint for Bequest Success: What Strategies Bring Real ... martin- blueprint fo… · Effective...
Transcript of Blueprint for Bequest Success: What Strategies Bring Real ... martin- blueprint fo… · Effective...
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Blueprint for Bequest
Success: What Strategies
Bring Real Results?
Molly Martin
@CrescendoTweet
Facebook.com/CrescendoInteractive
Plannedgivingblog.com
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Your Bequest Marketing
© 2014 Crescendo Interactive, Inc.
“If you had to describe your bequest marketingin one word, what would it be?”
STALE
NEGLECTED
NONEXISTENT
FICTIONAL
IGNORED
REACTIVE
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• Most organizations are at 7%-8%
• You could be producing 25% from planned gifts!
• Are you missing out on 17%-18%?
Planned Giving
Annual Revenue Projection
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Multichannel
Marketing
Web • Email • Print • Video • Social Media • Mobile
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• Highlight Your Mission
• Common Story
• Consistent Branding
• Optimize Each Channel
• One Call to Action
• Inspirational Focus
• Connected Channels
Effective Multichannel Marketing
Farra Trompeter, Big Duck
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0
10
20
30
40
50
60
Web/eMail Special Events Direct Mail
How To Stay in Touch?
Boomers Preference
Blackbaud, The Next Generation of American Giving, August 2013
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0
5
10
15
20
25
30
35
40
45
50
Web/eMail Special Events Direct Mail
How To Stay in Touch?
Seniors Preference
Blackbaud, The Next Generation of American Giving, August 2013
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Launching an Effective Bequest
Campaign
© 2015 Crescendo Interactive, Inc.
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•Trends and Stats
•Understanding Bequest Campaign Basics
•Campaign Strategies
•Case Studies
•Questions
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Trends and Stats
• Age 44 first will
• Age 49 first bequest
• Average age of bequest donors is 58
• 79% of bequest donors have relationship with charity
• 2/3 of bequest donors make annual gifts
• A donors overall giving increases after they make a bequest
• Only 2% bequests revoked
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Russell James III
18-4417%
45-5426%
55-6422%
65-7420%
75+15%
Bequests By Age
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No Children
50%With Children
17.1%
With Grandchildren
9.8%
Russell James III
Bequest Donor
Demographics
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Sargeant Study, Indiana U
Illness
Death of Spouse
Birth of Child/Grandchild
Death of Relative
Increase in Assets
Bequest Life-Points
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Bequest Campaign Basics
– Why should you do a campaign?
•Bequest commonly make up 90% or more of
your planned gifts
•Anyone can do it
•Offers a service beyond solicitation
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Bequest Campaign Basics
– What’s the purpose of my campaign?
•Engage, Educate and Empower
•Growth to Legacy Society Membership
• Increase Leads for Other Gifts
•Who Are Your Secret Admirers?
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Bequest Campaign Basics
– When is the best time do my campaign?
•After tax season but before Summer
•All year long with monthly offers
•4-6 week timeframe
•When you have the time
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– Who is my target audience?
Age
1. Generation X (Age 34-50)
2. Boomers (Age 51-69)
3. Seniors (Age 70-95)
4. Married
5. Single
6. Women
Segmentation
Loyal Donors
1. Five Years
2. Ten Years
3. Fifteen Years
4. Twenty Years
5. Cumulative Giving
6. Bequest Society
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– What are the most common materials?
Wills Guide
Insert
Brochure
E-blast
Postcard
Bequest Marketing tools
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1. Family
2. Contacts and Healthcare
3. Finances
4. Estate Plan Options
Wills Guide Topics
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Wills Kit
• Personal Letter
• Letter of Intent
• Insert
• Brochure
• Bequest Language
• Wills Guide
• Business Card
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Wills Guide Success
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1. E-blast Wills Guide Offer
2. Website
3. Facebook Posts
4. Follow up
Electronic Campaign
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E-blast: What is the purpose?
• Targeted Message
• Segmented
• Invitations
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Email Acquisition Strategies
Events Free
Offer
Social
Media
Website
Sign-up
Phone
CallsPersonal
Contact
Survey Response
Card
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• Images that illustrate your mission
• Motivating donor stories and testimonials
• Bequest Language & Tax ID
• Call to action
• Timely Information
• Let us know your plans
• Print Integration
Preparing Your Website
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Example 4
Images
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Donor Stories
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Example 1
Call to Action
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Let us know
your plans
Bequest
Language &
Legacy Society
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Wills Guide Offer
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eMarketing Success
• 90 bequest commitments
• Monthly e-mails
• Campaign May/June
• 30 requests per month
• Open rates of 18%
• Donor Survey
• 40% donor lead increase
WWW.WETAGIFT.ORG
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1. Postcard or Insert
2. Promotional Ad
3. E-blast Wills Guide Offer
4. Facebook Post
Print & eMarketing
Campaign
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Print & eMarketing
Success
• Wills Kit Offer• eBlast – 94,000• Postcard
• Millennials 25-45
• Boomers 45-65
• Seniors 65+
• Married – Children
• Married – No Children
• Single
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Donor Leads
• Offer of Wills Kit
• Requests – 2,000+!
• Millions in bequest intentions discovered!
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1. Wills Kit
2. Website
3. E-blast
4. Postcard
5. Insert
6. Ads
7. Facebook
8. Seminar
Multichannel Bequest
Campaign
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Seminar
• 5 contacts in 5 weeks to invite attendees
• Send reminder 2 days before seminar
• Joint presentation by Gift Planner and Attorney to review 4 sections of Wills Guide
- Family / Contacts & Healthcare / Finances / Estate Plan
• Sign up sheet for next steps
• 6 week fulfilment from seminar to signed docs
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Seminar Marketing
Success
Beginning of December – eNewsletter
Mid-December – eBlast
Beginning of January – eNewsletter
Beginning of January – printed postcard
Mid-January – eBlast
Week of the seminar - email reminders to rsvp’d guests.
Seminar January 28
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Q & A