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Legacy MarketingLegacy Marketing
Old Media? New Media?Old Media? New Media?
Social Media?Social Media?
““It It ainain’’tt what you dowhat you do
itit’’s the way that you do it!s the way that you do it!””
Graham RichardsGraham Richards
Freelance FundraiserFreelance Fundraiser
The traditional modelThe traditional model
Traditional v New Media?Traditional v New Media?
� Traditional =
� Printed
� Literature
� Materials (posters, promotional items, etc)
� Newsletters
� Direct mail
� Advertising
Traditional v New Media?Traditional v New Media?
� Traditional =
� Will-writing opportunities e.g. Make a Will Week
� Legacy events
� Talks to local groups
� Focus groups with users, etc
� Use of local media
The New ModelThe New Model
Traditional v New Media? Traditional v New Media?
� New Media =� Internet & new technologies
� Websites
� Social media (Web 2.0)
� Accessible information
� Interactive
� Visual (use of images, still and moving)
� Online services
Traditional v New Media? Traditional v New Media?
Not one model needed, but both:
Complementary
Giving increased donor choice
Appealing to wider audiences
Using New MediaUsing New Media
� Changing demographics – changing users
� In May 2007 the over 55s were close to becoming the biggest group in the UK using the Internet
� The Baby Boomers increasingly look to the Web for information and purchasing
� The new Social Media is no longer the sole domain of the young
Silver Surfing is here to stay?
New MediaNew Media
� Silver Surfing is here to stay!� The Baby Boomers are re-shaping parts of the Web
� When Saga launched a trial run of its Saga Zone website, about 13,000 people signed up within days (it now has 54,000+)
� Banks recently saw a 275% increase in over 65s using online banking
� They’re even into online dating…
Promoting legacies on the Promoting legacies on the ‘‘NetNet
� Evidence shows, we’re pretty poor at this:
� Bluefrog’s recent research revealed:
�87% of charity websites needed 2 or more clicks to access legacy webpages
�32% of charity sites need 3 or more clicks
�82% don’t offer text enlargement
�47% no active email contact link
�80% don’t offer legacy downloads (forms, etc)
So what are the new opportunities So what are the new opportunities
for legacy marketing online?for legacy marketing online?
� No space restrictions� Easy to expand: e.g. human interest stories
� information about your charity & its work and why people should leave you gifts in Wills
� inclusion of forms and other literature to print or download
A legacy microA legacy micro--site?site?
� One way to improve the online promotion of legacies would be to create a legacy micro-site within your existing website
� This has the advantage of keeping your website style and navigation
� The micro-site would be built to meet all the recommended “industry standards”
� Here’s one I created for Perennial
New opportunities for legacy New opportunities for legacy
marketing onlinemarketing online
� Using new technologies available
� How many of you use short video clips on your website?
� These could say a lot to potential legators
� It expands the amount of information conveyed
� And conveys it in a way people are familiar with
Other new approaches:
� Have you looked to see how many In Memoriam sites there are now?
� Sites with different purposes
� Some free, some with subscriptions
� Some with human connections if needed
� Here’s just a small selection:
New approaches to In New approaches to In MemMem
� Some people like to remember as part of their healing or bereavement process
� So could we provide small scale, online opportunities for them to get involved?
� In Memoriam pages where family & friends can leave their memories?
�� PendlesidePendleside HospiceHospice’’s s FacebookFacebook Group Group
PagePage� They launched it in Nov 2008
� They didn’t advertise it
� It’s been growing virally - recently at 100+ a week
� It now stands at 1,125
� The public began posting tributes and memories on the group wall
� They also promote events through it
St. St. GemmaGemma’’ss Hospice: Hospice:
Gardens of HopeGardens of Hope
http://www.st-gemma.co.uk/gardensofhope/main.htm
� Provides another option, another choice
� Ways for the public to engage and interact
Further In Further In MemMem opportunitiesopportunities
� A place where people could upload their favourite photo’s, like on Flickr or the In Memsites
� They could make links to YouTube for videos
� These ideas could engage with potential legators
Further new approachesFurther new approaches
� Legacy administration as a marketing tool
� The difficulty in knowing how to engage with the next of kin
� Don’t want to upset or offend them
� I’m grateful to my colleague Mark Goff of Richmond Affinity for sowing an idea at last summer’s IoF National Convention
New approachesNew approaches
� Mark’s idea was for charities to offer to publish short obituaries in their newsletters� However, that would have space issues for editors
� Might limit to one or two obituaries per issue
� But in cyberspace, there are no space issues
� Any number of obituaries and even photographs
� A letter, asking if the family would tell us a bit more about this special person who left us an amazing gift, so that we could publish a short obituary as a way of thanks…
New approachesNew approaches
� It turns out that obituaries are the second most read web pages of newspapers
� Each charity would have to decide if it could work for them
� For some it might be inappropriate, but for others, it could open a whole new area of donor development
Online WillOnline Will--writing servicewriting service
� Totally Free Wills
� A new service for charities of any size
� Only uses Law Society registered solicitors
� Adheres strictly to the IoF Guidelines
� Avoids ethical issue of using charity’s funds
� Gives 52 weeks a year promotion of legacies
� Means there’s now a level legacy playing field for every charity
What about social media?What about social media?
� These free online applications offer new opportunities to explore� We’ve seen how Facebook, YouTube and Flickr could be used
� What about Twitter, Squidoo, Wordpress, etc?
� Where are your supporters engaging?
� How can you engage with them there?
� How can you dispense information, promote events and ask for help?
Have you blogged lately?Have you blogged lately?
� Blogging offers a way to communicate in depth with your supporters
� It’s open and honest
� It makes people feel included and involved
� It’s more personal (your views from the inside)
� Gives opportunities to feedback & comment (both ways)
� Could be used to tell stories of how you are helping individuals/families, etc e.g. http://www.pwh.org.uk/blog/
FinallyFinally……
� Treat every enquirer as a pledger
� Surely it is our duty to make every supporter or potential supporter feel special?
� Offer them downloads
� Easy contact
� Swift responses to queries
� Helpful online information, real stories, etc
� Links to other helpful sites
� However, you must remember to:
� Make pages accessible to all – offer font enlargement & don’t overlay text on graphics
� Offer them downloads, forms, info’, etc
� Active email contact from every page
� One click access to legacies from home page
� Charity address/registration No. on every page
� Interactive – it’s no longer “one way”
It It ainain’’tt what you dowhat you do
itit’’s the way that you do it!s the way that you do it!
Because?
That’s what gets results!
