A programme for today 9.00 - 10.30 Stewardship 11.00 - 12.00 Getting the message right 1.00 - 2.15 Fundraising in tough times 2.45 - 4.00 Finding gifts

A programme for today

9.00 - 10.30 Stewardship

11.00 - 12.00 Getting the message right

1.00 - 2.15 Fundraising in tough times

2.45 - 4.00 Finding gifts in wills

Stephen Pidgeon

Looking after your supporters…

…great Stewardship in action

What we’re going to look at….

• Delivering great stewardship

– by making the supporter FEEL good

– understanding the different groups of supporters

• Finding the ‘big’ money

– Great stewardship leads to legacies

Why do people give?

They want to make a difference

They think - ‘this is not right’

It makes them feel good

They can change the world

They can afford it

They have a connection

They feel guilty

Goo

d ex

perie

nce

Bad

expe

rienc

e

A definition of branding….

‘I would say that customer experience is the

reality of the brand’

Beverley Hodson MD of WH Smith Retail

Since 2003, TNT:

Customer Experience Main Board Director

….and a Customer Experience Statement!

‘Customer emotions’….a new language!

‘Sameday’ delivery accounts are up 50%, and losing

less

Revenue - 2002 £80m, 2007 £160m

Staff attrition down from 33% to 20%

And in the non-profit world…

NSPCC has said it wants to give its supporters the

best supporter experience available

Customer satisfaction surveys

• Problems with surveys

– Depends on a rational response

– Everything is averaged

• Better….the Net Promoter Score

• Key question - ‘How likely are you to recommend this

(company, product, charity) to a friend?’

‘How likely are you to recommend

this charity to a friend?’







A new thought for fundraisers….

‘I would say that the supporter experience is the

reality of the charity’s brand’

Making the supporter FEEL good

• Providing emotional moments

– and some charities are doing it VERY well

Great experiences OFTEN get ruined….

After an event

Positive….

• Huge camaraderie

• Successful completion

• Done your ‘bit’

• Dragged the money out

of (most) of your friends

And the opposite….

• Chased for the sponsorship money

• Asked next year, but now feeling

guilty

• ‘And now I get damned mailshots’

Responding to a mailshot

Positive….

• Pleasure at doing the right

thing

• A warm ‘glow’

• Confirmed by a thank-you letter

• Maybe a newsletter or two to

show money being spent

And the opposite….

• Bombarded with begging letters

• Requests for a piece of your will

• Evidence of waste and inefficiency

• Patronised and abused

Nine great stewardship ideas to

make the supporters FEEL good….

Making your supporters FEEL good

Supporters are more committed with:

Information - email/off-line

Campaigning

Telephone calls

Research

Adrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005

More ways to make them FEEL good…

• Always thank them for their gift!

• Let them chose how often they hear from you!

• Let them choose WHAT they support

• Offer ‘money-back guarantees’

• Invite them to join the Chief Executives’ Fellowship– ‘The Chief Executive has suggested I write to you to ask if you would

like to join….’

So, nine ways to make them FEEL good!

Give them information - email/off-line

Ask them to campaign

Telephone them

Ask them for their views

Always thank them for their gift!

Let them chose how often they hear from you!

Let them choose WHAT they support

Offer ‘money-back guarantees’

Invite them to join the Chief Executives’ fellowship











• Finding the ‘big’ money….but that’s about legacies!

Motivating and consistent messages…

Stephen Pidgeon

This session…

• The important things you need to know about

brands in charities

• How to find your Fundraising Proposition

Non-profit v commercial brands

Commercial brands fight to be different

Non-profit brands gain from being the same!

Commercial brands sell tangible benefit and emotional

engagement

Non-profit brands sell private, emotional satisfaction

Commercial brands reduce consumer risk

All non-profit brands are assumed to be SOLID

Commercial brands connect purchase with benefit

With non-profit brands, there is little or no connection

Brands in non-profits

Values of the charity sector

Compassionate, Effective,Independent,Benevolent,Honest, Fair

Sargeant and Ford 2007




Values of the cause

Third world development - access to water, AIDS support, education for all, business development etc




Values of the cause

The charity’s values





Values of the cause

The charity’s values


Four key differentiators

Four key differentiators

• What emotions they can create

• Their tone of voice in the media

• The nature of their service

• Their ties to tradition

Sargeant and Ford 2007

What is the function of your brand?

Fundraising - just in the market to raise money

Service - related - looking for clients

Campaigning - looking for a change of behaviour

Governmental - large funds from Government

….or a combination of some or all of these

So, in the fight to stand out…

Your message must be:

Clear

Consistent

…and expressed in terms that will interest the supporters

All charities have to raise money…

…all charities therefore have to have a fundraising proposition

A fundraising proposition answers the question,

‘Why should I give you £100 now?’

‘What you ACHIEVE (by doing it) can motivate even the stoniest of hearts’

‘What you DO is of no interest to anyone…

…except you!’

Remember, in the non-profit world…

The fundraising proposition

is a simple idea

it describes

who you work with

what you achieve

and why

it can be brought to life creatively

and will persuade people to support you

Ask yourself three things….

You are at a party and someone says “Why should I

support your charity?” What do you say?

Would ALL your colleagues say the same thing?

Does all your charity’s printed material say the

same?

Must-haves…

A good proposition must have:

Need

Solution

Now

And ideally, it should be unique

A fundraising proposition is…

….a FEELING!!

But how do you find it…?

Example 1: RNLI

VISION ENEMY HERO RECIPIENT

No deaths at sea

The cruel sea That tough, bearded, volunteer crewman

Stupid, rich

day-sailor who

fell off his boat

Example 2: Sue Ryder Care

Their mission: To be the first choice in both

neurological and palliative care

Their vision: Care that liberates lives

Example 2: Sue Ryder Care


to help every seriously ill

person to have the best

quality of life

limited availability of

the best quality care

our passionate and expert

carers

someone I love

SRC’s fundraising proposition

When someone you love is seriously ill, our

passionate, expert carers will help them enjoy the

best life they can, in the time they have.

Example 3: Action for Blind People


Every blind and partially

sighted person given support when needed

Red tape and lack of money

for simple, practical support

Passionate people fighting bureaucracy

and indifference to

provide

Thousands of people (every 15 minutes) losing their sight and picking up

shattered lives

Fundraising proposition

Every 15 minutes someone in the UK begins to lose

their sight. Today, with your help, we can give

them the practical support needed to rebuild their

shattered lives.

Must-havesEvery good proposition should have:

NeedSolutionNow

And ideally, it should be unique

‘Every 15 minutes someone in the UK begins

to lose their sight. Today, with your help, we

can give them the practical support needed

to rebuild their shattered lives’.

Example 4: Elizabeth Finn Care


Returning a measure of

financial independence

The hand that life deals

Understanding that

professional people

sometimes need help too

People, like you, now

forced to live on life’s

financial edge

Elizabeth Finn Care proposition

‘A gift in your will means…

‘…we can give professionals, just like you, who have fallen on

hard times, a degree of financial independence and the special

help they need.’

Finding a clear, and exciting

Fundraising Proposition

The End

New thinking in tough times

Stephen Pidgeon

48

The time is not right…

49

…to think only of ‘new’ techniques

So today…Stephen’s four English ‘E s’

Enterprise

Engagement

Emotion

Energy

1. Enterprise…

• New ways to give

• New audiences to find

• Websites that engage

• Social networking coming good

• An interesting new technique

• Good old-fashioned ‘need’ shown properly

• A newly successful response device

2 Engagement

• Royal British Legion

• Irish Cancer Society

3. Emotion

‘The essential difference between emotion and

reason is that emotion leads to action and reason

leads to conclusions’

Donald Calne, a neurologist

4. Energy

Simple, constructive things to fight the downturn

An amazing case study - Help the Heroes

6 simple things to do…

• Concentrate on your best activities, plus those

with potential…cut the rest

• Analyse your supporter file by net VALUE

• Look elsewhere for support

• Share your problems

• Go on recruiting

• BE ENERGETIC!!!

Asking your supporters for a legacy - from start to finish!

Stephen Pidgeon

55

First, I want a promise…

• NOBODY here will say…

‘It won’t work in Denmark’

Top Ten UK Charities 2008

Source: CAF Charity Trends 2006

Charity Name Rank Total Vol Income (£m) Legacy Inc (£m) PercentageCancer Research UK 1 345.500 137.900 39.90%Oxfam 2 202.600 12.300 6.10%NSPCC 3 132.800 19.800 14.90%RNLI 4 126.800 83.500 65.80%British Red Cross 5 101.200 17.800 17.60%Macmillan Cancer Support 6 96.400 38.300 39.70%RSPCA 7 95.200 58.600 61.60%Salvation Army 8 89.700 36.400 40.60%Save the Children 9 85.600 13.500 15.80%British Heart Foundation 10 82.700 47.300 57.20%

E s t i m a t e d n u m b e r o f p e o p l e a t e a c h a g e i n t h e i n i t i a l p o p u l a t i o n o f 1 0 0 0

-

1 0

2 0

3 0

4 0

5 0

6 0

60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98100

A g e

Number of people

Mortality Rate based on Starting age of 60-100

0

5

10

15

20

25

30

35

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40

Year

Deaths per 1000

Average values in UK…

• Specific legacy (pecuniary legacy) - £3,500

• Residuary legacy (the rest of my money!) -

£38,000

• Average c £18,000

Today…

• Why people make a gift in their will

• Getting started

• What to say and what not to say!!

• When and how to ask

• Caring for them, they are VERY valuable

• Getting the charity on board

• Dealing with lawyers

Why?

• Their ‘values’ can live on

• They trust the charity

• They have been hurt

• Their loved-one, who has died, supported the

charity

• ‘Personal reasons’

• Their grand-children will benefit

Why they might not…

• Family and friends come first

• A ‘legacy’ should be a LARGE sum

• Concern they will have no money after care in

their retirement

• They think changing a Will is expensive

So, how do you get started…

• Look at what others are doing

• Talk to your CEO and your Board

• Find a Board ‘champion’

• Look for an opportunity to put supporters who have said they will,

together with the Board members

Today…


• Getting started






It’s a simple craft

• Use simple words, simple stories

• Use them with passion (true to the brand)

• …and get others to say them!

• …and get your English right

• Remember, they’re old!

• Make them famous

• It talks about the work of the charity

• … not about making a Will

• But some charities just get it wrong

• Money achieving great things

• And the supporter REALLY involved

The best stuff is beautifully written!

Today…


• Getting started






Today…


• Getting started






When to ask

• Best age is 60 - 75

• 75+, ask but it may be too late

• Avoid asking below age 50

• You can build a propensity model

– Multiple contacts is best

How to ask

• BY LETTER!

• Through the supporter magazine

• Website

• Inserts and ads.

• …and even on TV

• Telephone…NO!

Today…


• Getting started






Today…


• Getting started






Today…


• Getting started






Lawyers…

• Record their details

• Get to know them

• Make them your friend

• Advertise in their Journals

Today…


• Getting started





• Dealing with lawyersThank you!

Documents

A programme for today 9.00 - 10.30 Stewardship 11.00 - 12.00 Getting the message right 1.00 - 2.15 Fundraising in tough times 2.45 - 4.00 Finding gifts