C:\Fakepath\Legacy Lessons From Abroad V1 Jg

Presented by: Presented by:

Jonathon GrapsasJonathon Grapsas

Legacy lessons Legacy lessons from abroad: from abroad: Quest for the Quest for the

elusive bequestelusive bequest

It’s all about the 80/20 rule!It’s all about the 80/20 rule!

What we’ll cover today

1. Setting the scene

2. Prospecting and converting – the most effective approach

3. Take away messages

• Bequests, more so than other types of planned gifts

• Changing the way you talk to donors about leaving a bequest

• Residuary bequests • Real case studies

I’ll talk a lot about...

You will leave with a one page plan

Setting the sceneSetting the scene

The Big Picture

Individual giving is currently the ONLY long term solution for growth

Individuals – Individuals – Long term Long term

growthgrowth

Mail appealsAcquisition

Donor care

BequestsBequests Major Major DonorsDonors

Monthly Monthly GivingGiving

* We are always

looking for the next!

• Growth for members is driven by three main groups of Individual income; Cash, Monthly Giving and Bequests. Bequest income is the most variable though.

$10,000,000

$20,000,000

$30,000,000

$40,000,000

$50,000,000

$60,000,000

$70,000,000

$80,000,000

$90,000,000

1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08

Cash Regular Gift Bequest Other Event

Emergency In Memoriam Gift In Kind Grants/Trusts Capital Campaign

Merchandise Community Doorknock Collection Membership Corporate

Payroll In Celebration Schools

The role of bequests

“We normally send a planned giving mailing in April, but this year we are scrapping it because we need to save $30,000…”

Not the time for short term thinking

Now have over 1,500

confirmed bequestors

You must be prepared to invest

1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08

Cash Regular Gift Bequest Merchandise Unsolicited In Memoriam Membership Event

BUT, only now

reaping the rewards

You must be prepared to invest

Remember, bequests change lives

Prospecting and Prospecting and converting – the converting – the most most

effective approacheffective approach

1 Targeting

2 Knowing how to talk about bequests

3 Prospect identification

4 Conversion

5 Brilliant donor care

6 Evaluating and benchmarking

6 step plan

Step 1: Targeting

Look at those who have left a bequest

DemographicDate of birthPostcode analysisSurvey responsesContact details providedGenderTitleAddress type

DemographicDate of birthPostcode analysisSurvey responsesContact details providedGenderTitleAddress type Behavioural

Length of involvementSupporter type

Recruitment sourceMonthly giverMembership

Type of service used

BehaviouralLength of involvement

Supporter typeRecruitment source

Monthly giverMembership

Type of service used

Criteria for most likely

Most important: your supporters

Age Bands of Bequestor Types

15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85-89 90+

Confirmed Bequestor Intender 0-48 mths Mailable Only

NB: The graph above represents only those who have been classified with an age (80% of bequestors and 20% of mailable 0-48 mths).

Age is key

Demographics Behavior Other Info

• Aged 50 to 64 yrs• Ms or Mrs• Frankston area• Pet names on

database

• PAW’s and Cash

donor (with high rate

of cash donation)• Purchase

merchandise• High value• Possible to start

recruiting bequestors

within 2 years of

support

• Have acquired

pets as strays

Criteria for most likely

Re-cap and

Key learningsRe-cap and

Key learnings

Quick recap

Step 2: know how to talk about bequests

I would like totalk to youabout bequests

I am not a lawyer, I am a fundraiser!

Remember who you are

Focus on the why

Focus on the why, not how

Focus on the why

Don’t ignore donors

Thanked for offer of bequest just 66% of the time

No response received to letter/email in 24% of

instances

Only 2 of 39 charities

subsequently followed

Promoted residuary

bequests in only 2% of

occasions

Our research in Canada showed

Re-cap and

Key learnings

Quick recap

Step 3: Prospect identification

Warm SurveyWarm SurveyWarm SurveyWarm Survey Bequest Bequest Direct MailDirect MailBequest Bequest

Direct MailDirect MailCold Cold

SurveySurveyCold Cold

SurveySurveyOtherOtherWarmWarmOtherOtherWarmWarm

OtherOtherColdColdOtherOtherColdCold

Prospect identification

SurveySurvey

Confirmed Confirmed BequestorsBequestorsConfirmed Confirmed BequestorsBequestors

Intenders &Intenders &ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers

OtherOtherWarmWarmOtherOtherWarmWarm

Bequests in your communications cycle

JanuaryJanuaryFebruaryFebruary

MarchMarchMayMayMayMay JuneJune

JulyJuly AugustAugust SeptemberSeptember October October November

November

December

Cash and

Non-F2F MG

Donor Care Survey

E survey follow up

Monthly Conversion & Upgrade

May Appeal May Appeal follow up

Bequest follow ups

F2F Donor Care Survey Non ask version

Upgrade Non ask version

Non ask version

AprilApril

Cash and Non-F2F MG

Survey feedback & Donor Care

Monthly Conversion & Upgrade

Appeal Bequest conversion ‘mop up’

Christmas Appeal

F2F Survey feedback & donor care

Upgrade Non Ask Version

Non Ask Version

Surveys

ACF: Warm/house survey

ROB: ACF WARM SURVEY ROB: ACF WARM SURVEY LETTER PLEASELETTER PLEASE• Not for a confirmed beqeustor, just for

an ordinary donor

THE question

Number Mailed 25,573

Gross Income $121,025

Net Income $49,786

Surveys Returned 6,155

Survey Response Rate 24%*

Cash Response Rate 12%

Average Gift $39

*Target was an 8% response rate to the survey

ACF: Survey results

TARGET ACTUAL

Confirmed Survey ResponseConversion Rate:Converted BequestsPotential Income:

12590%108$5,400,000

496 (340 new)90%446$22,320,000 ($17m new)

Intenders Survey ResponseConversion Rate:Converted BequestsPotential Income:

25030%83$4,150,000

47330%142$7,095,000

Considerers Survey ResponseConversion Rate:Converted BequestsPotential Income:

37510%37$1,850,000

43710%44$2,185,000

*Uncovered $26,280,000 in potential bequest income for ACF! Estimated average bequest $50k

Bequest results

Charity A Charity B Charity C Charity D

Number mailed Number mailed 18,50018,500 10,55210,552 16,03216,032 4,9154,915

‘‘Instant’ cost Instant’ cost recovery recovery

>100% >100% ~ 75% ~ 75% >100% >100% 2% (no ask) 2% (no ask)

Overall response Overall response rate % rate %

14.60%14.60% 6.30%6.30% 28%28% 91%91%

Confirmed bequests Confirmed bequests 347347 3535 484484 3737

Bequest intenders Bequest intenders 330330 2727 561561 5656

Bequest considerers Bequest considerers 923923 8080 523523 n/a n/a

Some more survey results

2004200420042004 2007200720072007

And year after year..

WARM SURVEY RESULTS

2004 2005 2006 2007 2008

Quantity Mailed 15,888 16,357 18,835 24,883 21,563

Total Response 2,769 3,947 4,874 6,746 5,509

Response Rate % 17% 24% 26% 27% 26%

Immediate Gross Income $104,178 $130,926 $111,890 $215,189 $178,381

Immediate Net Income $55,011 $64,494 $92,326 $148,860 $114,999

Confirmed Bequest 373 191 86 81 120

Intend to Bequest n/a 560 232 522 115

Consider Bequest 1056 647 614 335 156

… it still works

Survey health warning

Using the mail

Remember the envelope..

• What the Lost Dogs’ Home did:– selected best prospects – it’s all about good donor care – not survey responders – age was a selection criteria– proposition: ‘We would really like it if you would

include us in your Will, or perhaps you already have. It is important for us to know.’

How to do it

Mailed 3,943 donors Number RR

Respond 227 5.76%

Confirmed 21 0.53%

Considerers 99 2.51%

No Bequest 107 8.00%

Original status Year 1Conversion

rate*Confirmed after 3 yrs

Confirmed 21 90% 18Considerers 99 25% 24

42Confirmed

The Lost Dogs’ Home

• Your experience?

Other warm

SurveySurveyOtherOtherWarmWarmOtherOtherWarmWarm

Warm surveysWarm surveys

Cold surveys

COLD SURVERY RESPONSE

CHARITY A

CHARITY B

CHARITY C

# mailed 70,672 18,894 92,644

Instant' cost recovery ~75% ~60% ~80%

Overall response rate % 4.2% 3.8% 13.5%

Confirmed Bequests 22 1 93

Bequest Intenders 86 2 229

Bequest Considerers 163 3 n/a

Cold surveys

Cold wills days

Cold advertising

Re-cap and

Key learnings

Quick recap

Step 4: Conversion

SurveySurvey

Confirmed Confirmed BequestorsBequestorsConfirmed Confirmed BequestorsBequestors Phone & ThankPhone & ThankIntenders &Intenders &

ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers

Now that we have our prospects..

SurveySurvey

Intenders &Intenders &ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers

It’s all about conversion

Phone & Thank

Phone and say thank you

November

December

Cash and

Non-F2F RG

Donor Care Survey

E survey follow up

RG Conversion & Upgrade

Bequest follow ups

Non ask version

AprilApril

Cash and Non-F2F RG

Christmas Appeal

Bequest follow ups

Christmas Appeal

F2F Survey feedback & Donor Care

Non Ask Version

SurveySurvey

Send info packSend info pack

Phone & ThankPhone & ThankIntenders &Intenders &ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers

Send conversion pack

The perfect conversion pack

ROB: Mission Australia bq ROB: Mission Australia bq pack photopack photo

The right imagery

The case

The story

The testimonial

The ask

The impact

The details

Rob: ACF bequest conversion Rob: ACF bequest conversion letter pleaseletter please

BreakBreak

MUST haves:

• Long letter, which is personal, tells a story and asks

• Bequest brochure – focuses on the ‘why’

• Demonstrates the need

• Shows some evidence

• Promotes residual bequests

• Response form making it easy to respond

Your conversion pack essentials

Critique some packs

SurveySurvey

Phone Follow-UpPhone Follow-Up

Phone follow up

1st conversion call

4- 6 weeks after the conversion pack has been sent

When to call

• Know as much as you can about your bequest intender/considerer

• But not at the expense of not making the call!• Bequest conversations are not the same as asking

for a monthly gift/upgrade • They are making a significant commitment and

expect you to know about their relationship with the charity

Pre call information

• When/how did they make their bequest intention• How much have they given to the organization• Date and amount of last/largest donation • How long have they been supporting your• Do they volunteer• Are they/were they a board member• Do they know a board member/ED• Have they been to events etc

What information do you have access to?

You are calling Mrs Jane Jones who has a bequest status of inquired about leaving a bequest to The Lost Dogs’ Home in their Will.

The supporter is a PAWS (regular giving) supporter of The Lost Dogs’ Home. They recently gave a cash gift of $150 to the Christmas appeal mailing.

The Lost Dogs’ Home last found out about this supporter’s bequest inquiry on 5 December 2007 through the Warm Supporter Survey

WHAT ELSE DO WE KNOW?

They were born on 25 December 1937.

They have participated in the following events: none

Supporter summary

• Thank the supporter for their commitment to your organization and intending/considering a bequest

• Update them on what that bequest will achieve for your beneficiaries during and after their lifetime

• Help the relationship to move forward• The call must have an outcome

Purpose of the call

• Confirmed Pecuniary• Confirmed Residuary• Confirmed Undefined• Intender Pecuniary• Intender Residuary• Intender Undefined• Moved to Intender Undefined• Considerer • No Longer A Bequest Prospect• No Longer A Bequest Prospect, Donated Cash• No Longer A Bequest Prospect, Became a monthly giver• No Longer A Bequest Prospect, Upgraded• No Change, Client Follow-Up Required• No Change in Prospect Status, No Client Follow-Up Required

Possible call outcomes

• Are you still considering a bequest?• Have you been to the solicitor?• Would you like help finding a solicitor?• What kind of bequest are you considering?• Are you intending to leave a percentage of your

estate or a specific amount?

The questions to ask

Don’t forget to say..

• Leave it open so you can call them again• This is the only way to keep moving things forward• Let me give you a call in 6 months time when you’ve

been to the solicitor, I would love to speak with you again

Setting up your next call

• Our team at Pareto Phone make at least six attempts on each available number to get to the right person

• With campaigns with wide calling windows (ie plenty of time) we often go up to 20 attempts

• At different times of day and different days of the week, including Saturdays

Are you trying hard enough?

Outcome of bequest call: No. % Confirmed Pecuniary 5 0.84%

Confirmed Residuary 4 0.68%

Confirmed Undefined 48 8.11%

Total Confirmed 57 9.63%

Intending to Bequest 255 43.07%

Considering Bequest 106 17.91%

No, Not Now 56 9.46%

No Longer a Bequest Prospect 116 19.59%

Deceased 2 0.34%

Total Contacts 592 100%

What to expect

SURVEY CONVERSION CALLS Results %

# contacted 1,204 100%

Confirmed Bequests - pecuniary 38 3.2%

Confirmed Bequests – residuary 10 0.8%

Confirmed Bequests – undefined 39 3.2%

Bequest Intending 305 25.3%

Bequest Considerers 424 35.2%

Other outcomes 388 32.3%

SurveySurvey

Phone & ThankPhone & Thank

Send Thank youPack

Donor Care & Comms CycleDonor Care & Comms Cycle

Service visits &Tours

Focus GroupsFocus Groups

Continuous cycle

There is a role for tea and scones

Continue mailing surveys and appeals

What about focus groups?

Re-cap and

Key learnings

Quick recap

Step 5: Donor Care

Yes, I have included a gift to the Australian Conservation Foundation in my Will.

SurveySurvey

Send Thank youPack

Send Thank youPack Send info packSend info pack

Saying ‘thank you’

ACF thank you

ACF thank youACF thank you

SurveySurvey

Send Thank youPack

Continuing to care

November

December

Cash and

Non-F2F RG

Donor Care Survey

E survey follow up

Bequest follow ups

Non ask version

AprilApril

Cash and Non-F2F RG

Christmas Appeal

Bequest follow ups

Christmas Appeal

F2F Survey feedback & Donor Care

Non Ask Version

Insert sample Donor Care Insert sample Donor Care letterletter

Keep sending appeals

Bequestors rock

Mailed RR% Gross income Net

income Ave Gift ROI

Conf Bequestors

1,217 29.7 $42,747 $38,364 $118 9.75

All donors 109,460 18.1 $924,045 $753,937 $47 5.43

Keep sending surveys

2006200620062006

2007200720072007

And year after year..

Find out who they are

Make it personal

Give feedback

Solicit feedback

SurveySurvey

Send Thank youPack

Your one page bequest plan

Re-cap and

Key learnings

Quick recap

Step 6: Evaluation and benchmarks

What to measure?

20042004 20052005 20062006

Thinking

Intend

ConfirmedNumber of supporters

Average value of bequests realized

$13,923

$18,209

$22,238

$28,238

$20,322

$29,094

$41,044

$26,845

$32,082 $32,271

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

$45,000

1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08

Average value of bequests realized

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

1997/98 1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08

Australia $65kV

Canada $32k

0.23% 0.23%

0.00% 0.00% 0.00%0.00%

CBM Canada Amnesty Canada MSF Canada Care Canada BC CancerFund WWF Canada Street Kids David Suzuki

% of active cash confirmed

% of all monthly donors confirmed

0.0% 0.0%0.0%

CBM Canada WWF Canada Care Canada BC Cancer MSF Canada Amnesty Canada Street Kids David Suzuki

Lost Dogs

Bush Heritage Fund

Benevolent Soc

TCCNSW ACF

Jewish Care

Wesley

Heart Foundation NZ CMRI

Stroke Foundation

The Alfred Hospital

MS Research Australia

% of active cash confirmed

20042004 20052005 20062006

Thinking

Intend

Confirmed

Over CAD $25,000,000

Future income

“Norm” <1%“Norm” <1%

Best 5.5% of current donorsBest 5.5% of current donors

Should aim for 2% of donors5% monthly givers (non-F2F)Should aim for 2% of donors5% monthly givers (non-F2F)

Bequest penetration

Confirmed

Conversion targets

• Donor’s past giving history• Donor’s relationship with your charity

– Volunteer– Board member

• Donor’s date of birth• Where did they live• How many children do they have• Title (Miss, Dr, Rev)

Information you must know

Re-cap and

Key learnings

Quick recap

Some take away Some take away messages messages

• Focus on warm before worrying with cold

Take away messages

• Focus on warm before worrying with cold• Take your blinkers off – look at others

Take away messages

• Focus on warm before worrying with cold• Take your blinkers off – look at others • Don’t obsess with the mechanics, get the ‘why’

Take away messages

right• Don’t tippy toe around the subject of bequests

Take away messages

right• Don’t tippy toe around the subject of bequests• Always promote residuary bequests

Take away messages

right• Don’t tippy toe around the subject of bequests• Always promote residuary bequests

Take away messages

• Continue to ask, care and feedback

Take away messages

The donor comms cycle

• Continue to ask, care and feedback• Don’t allow tradition to become destructive

Take away messages

• Continue to ask, care and feedback• Don’t allow tradition to become destructive• And NEVER forget…

Take away messages

The Universality of human generosity

Any Questions?Any Questions?

Anup Tiwari, Anup Tiwari, UNICEF India UNICEF India

“Preetam (one of our telefacers) received a lead to visit a particular address on a busy road in Mumbai, India.

When he got there, he looked around for an office or a house bearing the address but could not spot one.

All his repeated hunts often ended ata kiosk that housed a barber’s shop.

It was not a fancy salon by any slightest of hint. It was in-fact more close to a street cart, somehow permanently anchored on the street. A common sight on some Mumbai roads…..

Very hesitantly, Preetam stood on the road (because there was no space inside) and mumbled very feebly “Are you Mr. Ram?”

“Yes,” said Ram. He motioned Preetam to sit on the sparethree and half legged barber’s chair, as he snipped the last bits of his client’s hair.

“I am from UNICEF,” Preetam said, still very hesitant almost sure someone had played a prank on him.

Meanwhile Ram motioned Preetam to hold on, indicating that he would be free soon.

Preetam had just got a hair cut the day before and feared at the thought of losing more hair and money from his dual depleting resources…

Finally the hair-cut was done.

Ram very affectionately told Preetam that he was waiting for him and wanted to donate.

A quiver of relief went through Preetam. A quiver of relief went through Preetam.

He had forgotten everything but was absolutely charmed by the thought his vanishing manes were safe.

Once inside Ram asked his wife to make tea for them. He was served tea and a good helping of biscuits, ina scrubbed clean cup-plate set.

Ram took him to the back of the kiosk, where there was a hut - his home. “How much will he give?” thought Preetam.

“10-20 rupees, 50-100 maximum…”(20¢-40¢ $1-$2)

No further words were exchanged. He could barely thank him as he left.”

Preetam was totally overwhelmed by his hospitality, he had tears in his eyes.

Then he took out his cheque book and wrote a cheque of Rs 1000 ($25).

That looked like the poor man’s entire week’s income.

Helen McEachern, Helen McEachern, ActionAid, UK ActionAid, UK

Mary has been a child sponsor since 1973. She has been sponsoring Daisy in Kenya for over ten years now.

She said…….

She has seen Daisy progress through the child feedback from drawings in the beginning, to handwritten letters in English.

“Sponsoring a child is amazing – it isn’t just giving money. I get such a lot of satisfaction from the experience because it’s so much more personal.

You really get to see the difference that you make.

And I have become emotionally attached to the children I’ve sponsored over the years. And I have become emotionally attached to the children I’ve sponsored over the years.

I really do enjoy getting Daisy’s letters. I consider her a member of the family and look forward to hearing from her.

I love that I’m helping children get an educationso they’re equipped for life” I love that I’m helping children get an educationso they’re equipped for life”

Graham McKern, Mackillop Family Services, Australia

“Bev lives in a council flat in a Sydney beachside suburb. She lives from week to week on her pension and is a God-fearing Catholic woman.

She gives to MacKillop Family Services, Melbourne, Australia because she believes that Mother Mary MacKillop wants her to.

She has been giving for many years now but the true relationship with Bev began in 1999 when Bev made her usual $5 donation in response to our Autumn Appeal.

With it, she wrote a note saying she was a bit down, and asked if the Sisters of St Joseph could pray for her.

The fundraiser contacted one of the Sisters who indeed prayed for her.

A note was sent back to Bev by the fundraiser assuring her that prayers had been said.

In response, Bev sent another $5.

This pattern has continued for eight years. In that time Bev has made 129 gifts, mainly $5 but occasionally $10.

As new staff come, they understand the importance of relationship building and continue to show an interest in Bev.

To date Bev has given $850.

There have been some interesting moments in the relationship.

In fact, she had done some shoplifting at the local supermarket to get by.

Last year, for example, Bev sent a note to say she couldn’t send $5 that week as she was a bit short.

The gift voucher was paid for by our fundraising team – we all put in a few dollars. She was so appreciative and has promised never to shoplift again.

So we sent Bev a $40 gift voucher for the supermarket and suggested she not do that again.

you guessed

it... $5.”

Let’s not forget amidst a recession and the worst Australian peacetime disaster ...

Aussies have rallied...

…people are good

Thank you!Thank you!

The Pareto Group exists to make the world a better place, by expanding the not-for-profit

sector's capacity worldwide to ensure as many beneficiaries are helped as possible.

jonathon.grapsas@paretofundraising.com

www.jonathongrapsas.blogspot.com

www.paretofundraising.com

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