PLANNING YOUR

FUNDRAISING FUTURE

The Next Generation of UK Giving

LEGACY CASE STUDY

3

ONLINE SURVEY CASE STUDY

• Sent to 5,000 donors

• Six donor segments - Buyers ,Older women, Loyal

donors, Lapsed loyal donors, Multiple Donors,

Substantial donors, Monthly active donors

• 1,368 (27.4%) completed survey

OLDER AGE GROUPS RESPONDED

ONLINE RESULTS

• 128 self-identified pledgers – 21 left telephone number for thank you call

• 86.3% consider NGO in their top 3 charities

• 156 showed good legacy potential

• Follow up - calls, emails, an event and cultivation strategy (crafted to fit internal capacity)

5

TELE MARKETING SURVEY RESULTS

• 663 completed surveys

• 18 (2.7%) self-identified pledges

• 82 high legacy potential individuals

• 8 individuals requested thank you call

6

DIRECT MAIL SURVEY RESULTS

• 2,688 direct mail surveys sent

• 404 completed surveys returned

• 19 (4.7%)self- identified pledges found

• 132 high legacy potential individuals identified

• 3 left details for a follow-up thank you call

7

THE ‘NUDGE’ THAT COULD GENERATE

£4BN ANNUAL BEQUEST TO CHARITIES

DO YOUR DONORS GET NUDGES?

• http://www.independent.co.uk/news/uk/politics/th

e-nudge-that-could-generate-4bn-annual-

bequest-to-charities-8633586.html

WE HAVE FOUND NUDGING IS

EFFECTIVE

• The organization now has 370 high scoring

legacy prospects

• Cultivation plan becomes the nudge for these

donors

• Testing has shown donors 3 times more likely to

leave legacy gift if carefully cultivated

THE BEAUTY OF SURVEYING

• Major gift potential

• Levels of satisfaction

• Areas of interest

• Motivation

• Other ways to participate

• Geographical clusters

• Social media use

• Personal comment

• Demographics

• Opinion

• Experiences

• And more……

KEEP IN MIND….

• Not every survey will give good results – surveys need to be carefully crafted and tested

• Internal capacity – can you process the responses adequately? Better to survey in smaller batches and process fully

• Timing – must fit in the general communications schedule

• Import of data (and database) – is your database agile? Can you easily import and update data? Consider an automatic import tool

FOR FUTHER INFORMATION

• Please contact

• Lindsay Sievewright

• lindsays@xtraordinaryfundraising.co.uk

• THANK YOU!