Where there's not a will: legacy marketing from scratch
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Where There’s Not a Will Legacy Marketing From Scratch
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Merlin presentation from IoF convention 2010. Where there's not a will - legacy marketing from scratch
Transcript of Where there's not a will: legacy marketing from scratch
Where There’s Not a Will
Legacy Marketing From Scratch
“People give because it meets their needs, not because it meets the
charity’s needs”
Kay Sprinkle-Grace
IFC, Amsterdam 2008
You know the sort of thing…
“not very inspiring, dear, is it?”
“no dear”
SOURCE: Donor Need States. Bluefrog / Leslie Hallam, 2007
Engage me Overcome my helplessness
Help me grow I want to help
• Entertain• Novelty• Enjoyable
• Self-definition• Educate• Status
• Guilt is gone
• Empowering
• Calming
• Do something
• Safer world• Better world
Donor needs
It’s tough out there
• Fewer single, childless women
• Legacies being split more ways
• Unstable economy e.g. house prices shaky
…and income started being hit last year SOURCE: Rightmore & CLG Index
% annual change in UK house prices
The impact of the economy…
SOURCE: Office of National Statistics
Percentage of estate by value
Percentage of Estate
6%
22%
23%
49% OtherSharesCashProperty
Competition is increasingly intense…
“CRUK’s target audience for legacies can be defined as ‘everyone in the UK population who has not yet got CRUK in their Will’.”
Whatabout
Baby Boomers?
The best legacy prospects are [still]…
WEALTHIER
OLDER
REGULAR GIVING
CHILDLESS
WOMEN
Why did Merlin do it?
££££’s
What did we do?
What did we do next?
How we did it• Data Data Data
– Research data – Existing legators (if you have any) – Demographics (Miss, Ms) – Engaged donors
How we did it• Data Data Data • Support from Chief Executive • Get personal • Detailed briefing of call centre • Then have faith • And listen to your donors
What did we want
• Pledgers: 1.02% 102(75%)
• Intenders: 0.69% 69(30%)
• Enquirers: 0.77% 77(3%)
• Call me 0.11% 11
Income £1.414mROI 59.6
What did we get
• Pledgers: 0.83% 83 (75%)• Intenders: 0.96% 96
(30%)• Enquirers: 0.65% 66
(18%)• Call me 0.11%
11
Income £1.462mROI 57.6
However …………….
£1,000,000 !
Ok, so what does it mean?
It means …….• Projected income of £2.462m
• ROI of 103
And finally?
• Recording
• Thanking
• Respecting
Feedback – priceless
“Thank you for your letter. It was the effect of the Tsunami on Sri Lanka that prompted me to start supporting Merlin. As you see, I have remembered Merlin in my Will and would prefer not to be contacted again on this subject”
What next?
• Momentum
• More pledgers and intenders
• Loyalty • Remind intenders
What will be doing?
• Pledgers – Thank you– Recognition– Events
• Intenders – Follow up– Turn intention into action – Events
But we want more
• Drip drip approach
• Direct approach
• Learning more
Top five tips
• Get support internally • Don’t beat around the bush • Get the data right!• Get the thank you right • Have faith – it really works!
Feedback – Priceless
“I wish you and Merlin the greatest good fortune and pray you will continue your good work far into the future”
Thank you !!!
