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TThe Coming GGift Boom

Andy RagoneCrescendo Interactive

……and the art of Symphonic Marketing

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LLife at 112,633’

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LLifeaat112,633’

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LLife at 112,633’

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From 12,633’PPlanned Giving

En gage Educate Em power

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AAnnualGiving

PlannedGiving&

* Russell James, JD, PhD, CFP, Charitable Bequest Decision-Making

$$4,210Average Annual Gift Size –8 Years PPrior to making bequestcommitment

$7,381Average Annual Gift Size – 8 Years Aftermaking a bequest commitment

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Born1946 – 11964

78 Million Baby Boomers

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1995QUIET GENERATION

(Born 1930– 1945)

2017BABY BOOMERS

(Born 1946– 1964)( )

2,800/day 1)(

0,000/day

AAge 65 Birthdays

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2010– 2027QUIET GENERATION

2,600/day** 8,500/day*

2028 – 2054BABY BOOMERS

* Age 82– 90. Russell J am es 2009

Graduation Day

N

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WWealth in AmericaRealEstate

$92,000,000,000,000*

Cash andEquivalent

Equities RetirementPlans

e

* Federal Reserve Data 2017

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TTransfer Wealth Beginning 2028RealEstate

$54,000,000,000,000+*

Cash andEquivalent

Equities RetirementPlans

e

* Deloitte Center For Financial Services 2016

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CCaptureaa Share?

With $1 Trillion coming……How do we

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Symphonic Marketing Plan

Focused Campaigns

Move Curious to Donor Pipeline

Annual, Blended andPlanned Gift Solutions

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2

3

Capture Your Share

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SSymphonic MMarketing StrategyOutreach Websites Analytics Donor ConnectionsDonor Connections

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SSymphonic Marketing

Mobile -Friendly WebsitesSocial Media

Email

Print

Video

Donor Connections

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FFrom…

MarketingEEfforts

To…DonorConnections

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Website 80%

Facebook/Twitter 70%

Email & Eblasts 65%

In -Person Events 45%

Print Marketing 40%

Video 14%

* Kivi Leroux Miller, 2016 Nonprofit CommunicationsTrends

IImportant Communications *

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CCampaignsOutreach

OutreachWebsites

Analytics

DonorConnectionsConnections

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AAnnual Fund SSolution• Sym p honicMarke ting

- Hold Your Base- Emphasize giving towards

vision, not tax savings• New Annual Fund

- Segment Age 70½ IRA Owners- Campaign for 3 -to-5 years- IRA Rollover Marketing Plan

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SState University Annual Fund

New Annual Fund $500,000

Annual Fund $2.47M

INCREASEDANNUAL GIVING20% in 201725% in 2018

ANN

UAL

FU

ND

3 Year Campaign

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JJanuary 15 Eblast “New Opportunity”April 15 Eblast “Reduce your taxable income”July 15 Eblast “Summer jumpstart” to fall planning

September 15 Three Week Campaign:

IRA Rollover

ning

Campaign

NewAnnualFund

• En ews letter h eader offers• Eblas ts• Pos tcard• Socia l m edia• Webs ite IRA rollover don or s tory• Webs ite ban n er IRA ad

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EEmail

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eeNewsletters• Good content drives

interest• Consistent outreach• Drives traffic to

website• Build relationships• Stewardship

Goal: to drive traffic to your website

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• Time Sensitive Info• Targeted Message• Segmented• Announcements• Invitations• Events

eeBBlast

Goal: to drive traffic to your website

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EEmail List Development

• Events• Free Offer• Social Media• Website Sign -up

• Phone Calls• Personal Contact• Survey• Response Card

Strategies

Goal: an ever -growing list of interested prospects

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PPrint

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Direct Mail• Mass mailings• Segmented mailings• Campaign

Supplement

Literature• Face-to-face• Lobbies• Leave behinds• Follow -up pieces• Website downloads• Events

WWhat’s the Purpose?

Goal: increased positive presence

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WWills GGuide

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Extended Postcards

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SSocialMedia

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SSocial MMedia• Facebook posts• Facebook advertisements• Twitter• LinkedIn• Instagram

Goal: to drive SM traffic to website

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SSocial Media Case StudyLutheran Church Extension Fund• Facebook Ad Campaign• Total time: 3 months• Target Audience: Age 50+• Offer: Free Legacy Guide • Offer: Enewsletter sign up

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SSocial Media Case StudyLutheran Church Extension Fund – Results• Reach: 60,732• Website visits: 13,850• Enewsletter sign ups: 1,058

• 54 Literature downloads

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SSocial Media Case StudyLutheran Church Extension Fund – Results• Wills Guide Requests: 5,000

• 50/50 electronic v. print• 46 bequest intentions• 21 requests for bequest language

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SSocial Media Case StudyLutheran Church Extension Fund

“In summary, we boosted engagement, discovered new gifts, created a pipeline of estate planning cases and have served our customer base with a product they love.”

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WWebsites?Why

OutreachWebsites

Analytics

DonorConnectionsConnections

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WWhat is the purpose?• Provides fresh content to draw the curious• Creates well educated prospects• Establishes you as the expert • Creates donor leads for relational next

steps (helpful Analytics)• Constant and reliable presence • Outreach efforts to land here

Engage

EmpowerEducate

Goal: To analyze interest and convert to donor connections

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Custom Designs

Donor Leads

How to Give

What to Give

Donor Stories

Contact Us

FFrom the eyes of a…Donor

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WWebsite Tips• Motivating Donor Stories • Images and videos that Illustrate

Your Mission• What to give; how to give• Calls to Action throughout• Timely, updated Information• Interactive and downloadable• Tools for advisors

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IImages

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DDonor Stories

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MMotivating DDonor Stories

Strong• Short -Share Gift Result• Why Donor Cares About

Your Charitable CAUSE• How His or Her Donor Gift

Advances Your Charitable Purpose

Weak• Too Long• How Great Your

Organization Is• Your Donor is a Nice,

Gracious, Generous and Qualified Person

• Events

How to write s tron g s tories

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AAnalyticsDonor

OutreachWebsites

Analytics

DonorConnectionsConnections

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FFrom…

MarketingEEfforts

To…DonorConnections

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DDonor• Seminars• Events• Person to Person• Relational

Connectivity• Pipeline Movement

CConnections

Goal: to create an ever-growingpipeline of donors who wish to make a difference

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SSeminars• Seminars for

donors• Seminars for

professionaladvisors

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OOrganization Events• Legacy Society

Dinner• Reunion Weekend• Miscellaneous and

Creative Events

• Enewsletter sign -upsheet

• Estate Planning Guide offer

• Planned Giving brochure

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1. Custom Donor Data

2. Donor-Centered Photos

3. Edited Text For Donor

4. Print Individually or Professionally

Donor Proposal

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SSymphonic MMarketing StrategyOutreach Websites Analytics Donor ConnectionsDonor Connections

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TThe Coming GGift Boom

Andy RagoneCrescendo Interactive

……and the art of Symphonic Marketing