UK Legacy Case Study Next Gen Glasgow 2013

1. PLANNING YOUR
FUNDRAISING FUTURE
The Next Generation of UK Giving

2. LEGACY CASE STUDY

3. 3
ONLINE SURVEY CASE STUDY
• Sent to 5,000 donors
• Six donor segments - Buyers ,Older women, Loyal
donors, Lapsed loyal donors, Multiple Donors,
Substantial donors, Monthly active donors
• 1,368 (27.4%) completed survey

4. OLDER AGE GROUPS RESPONDED

5. ONLINE RESULTS
• 128 self-identified pledgers – 21 left telephone
number for thank you call
• 86.3% consider NGO in their top 3 charities
• 156 showed good legacy potential
• Follow up - calls, emails, an event and
cultivation strategy (crafted to fit internal
capacity)
5

6. TELE MARKETING SURVEY RESULTS
• 663 completed surveys
• 18 (2.7%) self-identified pledges
• 82 high legacy potential individuals
• 8 individuals requested thank you call
6

7. DIRECT MAIL SURVEY RESULTS
• 2,688 direct mail surveys sent
• 404 completed surveys returned
• 19 (4.7%)self- identified pledges found
• 132 high legacy potential individuals identified
• 3 left details for a follow-up thank you call
7

8. THE ‘NUDGE’ THAT COULD GENERATE
£4BN ANNUAL BEQUEST TO CHARITIES

9. DO YOUR DONORS GET NUDGES?
• http://www.independent.co.uk/news/uk/politics/th
e-nudge-that-could-generate-4bn-annual-
bequest-to-charities-8633586.html

10. WE HAVE FOUND NUDGING IS
EFFECTIVE
• The organization now has 370 high scoring
legacy prospects
• Cultivation plan becomes the nudge for these
donors
• Testing has shown donors 3 times more likely to
leave legacy gift if carefully cultivated

11. THE BEAUTY OF SURVEYING
• Major gift potential
• Levels of satisfaction
• Areas of interest
• Motivation
• Other ways to participate
• Geographical clusters
• Social media use
• Personal comment
• Demographics
• Opinion
• Experiences
• And more……

12. KEEP IN MIND….
• Not every survey will give good results – surveys need to
be carefully crafted and tested
• Internal capacity – can you process the responses
adequately? Better to survey in smaller batches and
process fully
• Timing – must fit in the general communications
schedule
• Import of data (and database) – is your database agile?
Can you easily import and update data? Consider an
automatic import tool

13. FOR FUTHER INFORMATION
• Please contact
• Lindsay Sievewright
• lindsays@xtraordinaryfundraising.co.uk
• THANK YOU!