Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
6/15/2015
1
Charlotte Meyer, Ocean Conservancy
Planned Giving and
Membership:
Competitors or
BFFs?
What we will cover today • Benefits of an alliance
• Sharing best practices
• Success stories
• Your personal Mini Clinic
#Bridge15
What’s your culture?
6/15/2015
2
#Bridge15
#Bridge15
Back in the day…
#Bridge15
Vice President,
Resource
Development
Managing
Director,
Operations
Director, Data
Management
Senior Manager,
Member
Programs
Coordinator, Member Services
Manager, Membership
Data
Director,
Planned Giving
Coordinator,
Planned Giving
Director,
Foundations
Manager, Foundations
Director, Corporate Relations
Coordinator,
6/15/2015
3
#Bridge15
Managing Director,
Development
Operations
Director, Planned Giving
PG Officer
PG Officer
Director, Database
Management
Senior Manager, Member
Programs
Coordinator, Member Services
Manager, Development Operations
Coordinator, Resource Development
#Bridge15
Priority #3: Provides guidance and support for the planned giving team in order to meet FY15 budget goals.
Key Metrics: 1. Add 180 new Ocean Legacy Society members and raise $6.5 million in bequest revenue.
2. Fully integrate planned giving marketing activities within the membership program.
#Bridge15
Benefit to PG: Team
6/15/2015
4
#Bridge15
Benefit to PG: Access
#Bridge15
#Bridge15
6/15/2015
5
#Bridge15
---------Make a sea change part of your legacy—please remember Ocean Conservancy in your will--------
#Bridge15
Benefit to PG: Calendar
Integration
#Bridge15
Member or Donor?
Major Donor 4 x $10,000 = $40,000
Regular Member 15 x $25 = $375
PLUS
Bequest Intention of $40,000 = $40,375
6/15/2015
6
#Bridge15
#Bridge15
#Bridge15
6/15/2015
7
#Bridge15
Benefit to Membership:
Planned giving provides face-to-face stewardship opportunities
Stewardship
#Bridge15
Benefit to Membership:
Cultivation Touches
#Bridge15
Benefit to Membership:
Resources
6/15/2015
8
#Bridge15
Best practice
“The donor development life cycle begins when
individuals are added to our database with a
proactive program that erases the misconception
that planned giving marketing should be separated
from other donor cultivation.”
~Lawrence Henze, Target Analytics
#Bridge15
Best practice
Use every channel available (direct mail, online, telemarketing, social media, etc.)
#Bridge15
Test, test,
test
6/15/2015
9
#Bridge15
#Bridge15
#Bridge15
6/15/2015
10
#Bridge15
#Bridge15
Test, test, test! Response Summary
Test #1 Qty Intends Will
Consider
More
Info
New
OLS Known Unknown
Total
Pipeline
Letter 30,255 1 7 17 22 $528,000 $1,584,000 $2,112,000
Test #2 Qty Intends Will
Consider
More
Info
New
OLS Known Unknown
Total
Pipeline
Postcard 30,255 0 0 4 3 $72,000 $216,000 $288,000
#Bridge15
Take advantage of your publications
6/15/2015
11
#Bridge15
Show ‘em you know ‘em
#Bridge15
Thank you!
#Bridge15
Loyal donors deserve special treatment
6/15/2015
12
#Bridge15
Don’t forget about stewardship
#Bridge15
Show ‘em you care…
#Bridge15
Keep in mind
Leads
Revenue
vs.
6/15/2015
13
#Bridge15
Response Summary
Test #1 Qty Intends Will
Consider
More
Info
New
OLS Known Unknown
Total
Pipeline
Letter 30,255 1 7 17 22 $528,000 $1,584,000 $2,112,000
Test #2 Qty Intends Will
Consider
More
Info
New
OLS Known Unknown
Total
Pipeline
Postcard 30,255 0 0 4 3 $72,000 $216,000 $288,000
#Bridge15
Engagement vs. passivity
#Bridge15
SUCCESS STORY
6/15/2015
14
#Bridge15
SUCCESS STORY
#Bridge15
SUCCESS STORY
#Bridge15
SHARED SUCCESS
STORY
6/15/2015
15
#Bridge15
Mini clinic
The doctor is in!
#Bridge15
Three Takeaways
Thank you for attending!
Charlotte Meyer