planned giving marketing & promotion f.pdf · baby boomers!born 1946-19!age range...
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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
!51.0 Million donors
!Represent 43% Total Giving USA
!Support Averages 4.5 Charities
!5% Include Bequest to Charity
!Defining Moments: Viet Nam, JFK, MLK, RFK
Stuff You Should KnowGeneration X!Born 1965-1980
!Age Range 50-35
!39.5 Million donors
!Represent 20% Total Giving USA
!Support Averages 3.3 Charities
!2% Include Bequest to Charity
!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
