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Many donors are interested in making a gift in their will to charity. This presentation outlines the characteristics of those donors and approaches used by charities as part of fundraising. I worked hard on this presentation, please don\’t copy it, or parts of it, without recognizing authorship.
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Proactive Planned GivingGetting to the AskAnn Rosenfield, CFRE
Proactive Planned Giving Similar to major gift fundraising,
effective data mining and proactive relationship building is an efficient way to raise funds for your organization’s future needs. In this session, you will learn how to turn your reactive Gift Planning program into a proactive program where you initiate relationships and consistently “make the ask.”
Agenda Family First Why your direct response person is your new
best friend Volunteer Case Study You be the expert! Proactive Relationship Building (Marketing) Cool ideas Marketing Case Study You be the expert! Questions welcome
Family first“When a person leaves you in their will, they are elevating your charity to the status of family” – Malcolm Burrows
Family firstFamily status
All Current donors
All with a will or trust
Current donors with a will or trust
No offspring
19.1% 32.7% 36.4% 50.0%
Kids only 7.3% 10.9% 13.0% 17.1%
Grandkids 4.1% 6.8% 7.2% 9.8%
Family first Salutation “Miss” is relevant due to
marital status and lack of kids, not gender
Family first – charity family Board Past Board Volunteers Monthly donors Clients/service users
Not relevant data Gender Income Education Race
Why your DM person is your best friend
Strong Data >= $100 single donation < $5,000 single donation 3 or more gifts Multi-affiliated
Weak Data Event participants In memory/In celebration donors Lottery/raffle ticket purchasers Auction donor/buyer Gift in kind donor
All Rules Have Exceptions DUC
Volunteer Case Study
You be the expert!
Proactive Relationship Building (Marketing)“Bequests are the life gift that is death activated” - XX
Talk so people will listen “Helping others” “Religious beliefs” “Giving back to society”
Sweet spot Ages 40 – 50 (Sargeant) Ages 45-54 (Kou, et al.)
Approaches Who’s your market? How do you talk to them now?
Effectiveness Preferred does not = effective “Effective” is not the same as “like”
What to do Mail Phone Newspaper ads – in a consortium Focus groups Seminars Newsletters Online
Cool ideas
Cool ideas London Health Sciences
Cool ideas Lifetime legacies
Cool ideas Royal Lifeboat Letter - confirmation
Consortium news ads
Soffi
Not just for bequests … Direct solicit
Life insurance – especially for charities like PLAN
Annuities
Marketing Case Study
You be the expert!
Recap Family First Why your Direct Response person is
your new best friend Proactive Relationship Building
(Marketing) Cool ideas
Thank you!