planned giving marketing & promotion - ajas f.pdfplanned giving marketing & promotion ......

Planned GivingMarketing & Promotion

Reaching Multiple Generations with Strategies Tried, True, and Trending

Objectives! Generational Review

Understanding Donor Values and

Communication Preferences

Social Patterns

! Bequest Boom is Here

! Positioning the non-profit

Overview! Marketing Strategies

o Tried and True o Cost effective Too

! Electronic Based Promotiono Why you shouldo Who’s on the web

! Personal Calls In a Digital World

Continent of Immigrants

USA 1900-1917 13 Million Immigrants

Values: Family, Faith, & Industry

Values:

Community &

Education

Older Seniors

Called to duty

Promising Future

Building Families: 50s – 60s

Boomers

60’s Generation

Vietnam Era Veterans

Stuff You Should KnowMature Seniors!Born 1945 & Earlier

!Age Range 70 Plus (2015)

!27.1 Million donors

!Represent 26% Total Giving USA

!Support Averages 6.2 Charities

!8% Include Bequest to Charity

! Defining moments: Depression, WWII, Cold War

Stuff You Should KnowBaby Boomers

!Born 1946-19

!Age Range 69-51(2015





!Defining Moments: Viet Nam, JFK, MLK, RFK

Stuff You Should KnowGeneration X!Born 1965-1980

!Age Range 50-35





!Defining Moments: Gulf War, 911, Recession

Communication Practices! Face to Face

! Letters & Post Cards

! Telephone

! Computer/Fax

! Car Phone

! Cell phone

! Smart Phones/Super Computer! Email! Texting ! Skype/FaceTime! Instagram/Pinterest

Tried and True

A. Mailings Donor Base Focus Group• Recent-Within last 36 months• Frequency-Three or more gifts• Monetary-Cumulative gifts of $1,000 or more• Age (65 +)

B. Other Groups Focus1. Retired/Soon to be retired employees2. Support Groups & Clubs3. Current and Former Board Members4. Children of Residents5. Promote Selected Topics• Supplemental Retirement Income• Estate Planning• Leaving a Legacy

Tried and True

C. Seminars1. Defined Groups: Donors &

Residents2. Topic selection is very important3. Address donor interests4. Collaborate with other non profits5. Know the speakers6. Be in charge of seminar7. Resource to Professional Advisors

Tried and True

D. Legacy Society Promotion and Recognition1. Promoting Legacy Society promotes planned gifts2. How to join articles/ brochure3. Benefits of Membership4. Annual Recognition Luncheon

Tried and True

Electronic Based Marketing

1. Planned Giving component linked to websiteA. Donor CentricB. InteractiveC. Easy to understandD. Brief articlesE. Non-technical approachF. Contact person information

2. Attracting Donor AttentionA. Post cards: B. Query the donor and reference PG web pageC. Print articles: Reference to PG web pageD. Direct Mail reference PG web pageE. E-communications reference PG web pageF. Must promote the page to drive viewer

Electronic Based Marketing

Who’s on the Internet?! 77% of American adults use the Internet

! 95% Users age 20-53

! 76% Users age 54-68

! 46% Users age 66+

! 92% Internet User Incomes: $50,000-$74.999

! 93% Users with College/University Education

! 78% Users from Urban Community

What users do:

! 92% Send or read e-mail

! 87% Search for Information

! 83% Health Reports & Communication

! 32% Spiritual/Religious Searches

! 66% Watch YouTube or Videos

! 52% Read News

What users do:! 58% Banking & Payments

! 37% Financial Information Searches

! 43% Search & Book Travel

! 61% Social Networking

! 25% Instant Messaging

! 24% Twitter

! 22% Online Donations

What users do:Website Engagement Importance

Y-ers X-ers B’mrs Mat

!Visits to Website 71% 39% 28% 18%

!Email & E-News 62% 29% 26% 26%

!View Online Videos 99% 46% 28% 22%

!Follow Social Media 99% 9% 5% 2%

!Receive Texts 95% 2% 1% 4%

!Online Giving 35% 40% 42% 27%

Bequest Boom Coming! 2011-2020

36 Million USA boomers turn age 65

! 2021-2030

38 Million USA boomers turn age 65

! 7,000 Per day turn age 65 in USA!!

Bequest Opportunity ! Average age of first will: 44

! Average age of first bequest: 49

! Average age Bequest Donor: 58

! 79% Bequest donors have Relationships with Charity

! 21% referred by Attorney, CPA or read about charity

Stuff You Should KnowWhere do donations come from?

Total Giving 2012 $143.6 Billion

!Mature Seniors $ 35.9 Billion

!Boomers $ 61.9 Billion

!Generation X $ 28.7 Billion

!Generation Y Potential

Application for non-profits: Need to be where the donors are!!

!Mature Seniors (Courtesy Calls)

Mail (Personal Letters)

Phone Contact

Personal Visits

Personal asks from friend or trusted staff

Email with links to website (Give Later)

Application for non-profits: ! Boomers: They’re everywhere

! Eclectic communication and solicitation preferences

Personal asks (Peer to peer)

Thank you letters (Timely)

Recognition

Email for on-going relationships

Online Donations (Give Later)

Application for non-profits: ! Boomers: They’re everywhere (con’t)

E-Newsletters

Web based searches (Post a video!!)

Smart phone applications

Facebook-charity tracking & posting

LinkedIn-Groups

Application for non-profits: ! Generation X and Y: Electronic Generation

Smart Phones Applications

Facebook-Messaging, Tracking, Support Posts

Texting

Tweet Marketing Messages

Online Solicitations

Website

Blogs/Instagram/Pinterest/Vimeo

You Tube-Make a video!!

• First seek outright major gifts• Include Planned Gifts in MGO portfolio• Planned Gifts means toward making major gifts • PG prospects often identified here• Ask prospects what interests them• Listen• Build Relationships

Make Personal Calls

Application for non-profits:

A Word About Relationships What to talk about

! Seniors: Their life story; career, family, grandchildren

! Boomers: Their life story; How donations specifically making a difference

! X-ers: Their career patterns, family, why their involved with agency

The Times they are a Changing

!Women donate where they volunteer

!Women’s charitable donations are on the rise

!Women now filling the purse…and holding the strings

!Women prefer face-to-face communication

Women’s Impact on Philanthropy

Conclusion! Visit your donors! (Get out of the office!!)

! Listen to your donors/Track interests

! How do they like to communicate?

! Communicate in their style

! Market to ages 45-80

! Boomers have greatest potential to give

! Match donor interest and value with charity needs

Vincent J. FraumeniFundraising [email protected]

CONTACT INFORMATION

626-369-1969 Office

planned giving marketing & promotion - ajas f.pdfplanned giving marketing & promotion ......

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