engagement fundraising presentation march 2015

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 !!

Wacky “marketing”? Charitable Gift Annuity Letter!



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!



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 !


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


Reinvest in more engagement fundraising

STEWARDSHIP

$

AWARENESS INTEREST DESIRE ACTION

Legacy gift marketing basics ! $ $ $ $ $

$

LISTOFFERTIMINGCREATIVE !


START WITH A LIST!


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


Non-donors!Donors!Frequent, longtime donors!PG leads and inquiries!

Legacy society members!

5 target audiences for legacy gifts!


Board members (past/present)!

Past giving and affinity

history

Wealth & demographic

screening

Who is most likely to act


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


PROVIDE AN OFFER !



Marketing needs to offer value to the prospect


CONVENIENT


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


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!


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?


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?


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


Valuable offers can !help you draw out a

donor’s level of interestso you can reach out!

when the time is right

985


CREATIVE !


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


3 2 1

Examples of creative that works!

Marketing automation-

follow-up with timely, relevant

messages


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!


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 !


Drip marketing


Automate cultivation with personalized, relevant messages instead of hiring more people!

250 375 125 525 985 150 200 425

2015 2017 2016 2014 Stewardship


LOW-COSTIDEAS!

LOW-COST IDEAS


PIZZA PARTY PLANNED GIVING

LOW-COST IDEAS


INSERTS IN DONATION RECEIPT LETTERS

LOW-COST IDEAS


SOCIAL MEDIA ANNOUNCEMENTS

LOW-COST IDEAS


LARGE VISUAL DISPLAYS

LOW-COST IDEAS


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


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


ASK YOUR BOARD, STAFF AND VOLUNTEERS

LOW-COST IDEAS


ADS IN PERIODICALS WITH A REPLY DEVICE


LOW-COST IDEAS

BANNER ADS


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!

engagement fundraising presentation march 2015

Government & Nonprofit

actlegacy gift marketing

prospectlegacy gift

nowlegacy gift marketing

wacky marketing

legacy gifts

legacy society members

charitable gift annuity

longtime donors