Integrated gift planning the walmart way
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A workshop presented by Boyd McBride and Jose Van Herpt at the 2013 CAGP National Conference. SOS Children’s Villages Canada is a medium-sized Canadian charity with a not-so- big brand in the marketplace. SOS began its work in Canada from scratch less than twenty years ago. Over the years, it has built a modest donor base, and has slowly integrated different strategies and tactics to create a diversified mix of revenues and donors. SOS knows the value of planned giving – yet it lacks the resources to assign big money or full-time staff to the effort. But that hasn’t stopped them from doing some very important work! Legacy marketing has been strategically integrated into the SOS direct marketing program SOS website has been re-designed to incorporate storytelling and to motivate donors to make bequests SOS senior staff and volunteers synergize planned giving with major gift work in a seamless and effective way Stewardship program at SOS has been carefully designed to make donors feel appreciated – AND to plant the seeds of legacy giving SOS Children’s Villages is a case study that’s applicable to thousands of gift planners who aspire to more ambitious programs but who don’t have unlimited time and budget to dedicate to the effort. The SOS gift planning program is lean, strategic and synergistic. It makes use of just about every available donor touch point to cultivate donor loyalty and commitment – and to leverage that loyalty into higher order giving. And the best thing is – NONE of this is rocket science! Once participants see how SOS has done it, they’ll realize that they can do it too.
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Integrated gift planning the walmart way
- 1. Integrated Gift Planning the Wal-Mart Way how to use multi-media to promote bequests without breaking the budget Boyd McBride, CFRE Jose Van Herpt, CFRE CAGP 2013 National Conference
- 2. Your Presenters Boyd McBride, CFRE, AFP Ottawa Outstanding Fundraising Executive, launched Canadian Red Cross’ legacy giving program 1990, worked on SOS Canada’s for last 12 years Jose Van Herpt, CFRE, Good Works Principal & Chief Counsel, AFP, CAGP, advisor to numerous charities on legacy giving / marketing
- 3. Our Theme Today … Legacy Promotion Works • This is worth doing. • You can do it. • You can do it without big expense. • You can start next week. • You will see results soon. • The money will follow.
- 4. This is worth doing
- 5. This is worth doing 0 20 40 60 80 100 120 140 $0 $100 $200 $300 $400 $500 $600 $700 $800 $900 $1,000 Thousands Legacies # of Expectants
- 6. Eight Things You Can Do That Won’t Cost a Dollar
- 8. 1. Use Your Website (cont.)Leave a Legacy Planned Giving: an Overview The Wilms continue their gift of love to the children of Africa A personal story from a long time volunteer (Maria Virjee) Legacy Giving – the Pain and the Gain (My personal story of the death of a legacy giver) Wills & Bequests (Headline: Your ultimate gift: a bequest to orphaned children ) Why you should consider giving through your Will Life Insurance - present and after life Questions and Answers about Life Insurance The two basic options Remainder Trusts
- 9. #2: Use Your Direct Mail
- 10. #3: Use Your Annual Report
- 11. #4: Managing Inquiries Letters you’ll need: – ‘Thank you for your inquiry – can we talk?’ – ‘Thank you for letting us know you’ve already made a planned gift – can we talk?’ – ‘Thank you for your interest and your specific question(s) – can we talk?’ Maria Virjee – The face of legacy giving for SOS Canada
- 12. #5: Frequently Asked Questions Make sure staff know who to connect inquiries to. Equip all staff and key volunteers with a fact sheet and answers to FAQs.
- 14. #7: Create a Club
- 15. #8: Talk about it
- 16. So what are you doing? That is not costing you money That you have a sense is working well
- 17. It pays to be talking about this
- 18. Things You Can Do with Money
- 19. Mail Package
- 20. SOS Love Story “If you love children as I do, I sincerely hope you will give careful consideration to making a legacy gift to SOS … Even a small portion of your estate can give children a home, warmth, happiness, a good education and medical care – and most importantly, an SOS mother who will raise them until adulthood.”
- 22. Cultivation / Stewardship Tools Promotional Brochure
- 24. Toolkit of Copy • Donor testimonials • Donor profiles • Stories of success • Newsletter articles • How gifts help • Vision • Ad copy • Long / short versions
- 25. So what are you doing? That costs you time AND money That you have a sense is working well
- 26. Barriers to Moving Forward
- 28. Resources to Check Out • Canadian Association of Gift Planners (www.cagp-acpdp.org) • Websites of large charities promoting legacy giving (WWF; UNICEF; Red Cross; United Church; World Vision...) • AFP’s and Charity Village’s consultant directories • Frank Minton and Lorna Somers’ Planned Giving for Canadians – the definitive book. • www.neurosciencemarketing.com • www.theagitator.net • www.sofii.org • www.goodworksco.ca • There are others…collect them, find a new one each week, get outside of your zone.
- 29. Thank You & Good Luck! Jose Van Herpt, Good Works Boyd McBride, SOS Children’s Villages
Notas do Editor
- This slide should be up as the room fills. Call to order by CAGP person – likely introducing us – we take over...NEXT SLIDE
- NOTE – if CAGP facilitator has said a lot about us, we can simply say a few words each about our work together over the years and our mutual respect for each other.Boyd to introduce JoseJose to introduce BoydJose to explore who is in the room – what kinds of charities – large/small; local only/local affiliates of national or international; charities that have been around more than 20/less than 20 yearsFull time at this / part time?Boyd to go over ‘rules of engagement’ We are presenting, but we are also facilitating so chime inObservations of your own – from your experience on either side of this – as a fundraiser or as a legacy giverQuestions – surely you’ll have some. Don’t save them till the end. Others will wish you had asked earlier.Challenge – maybe we’re just not making sense. Maybe your own experience has been quite different. Legacy giving is an art, not a science. Bring your palette to the studio.Jose – so where are we going to take you today?
- BOYD & JOSE share – a few words on each bullet – some stats – an anecdote or storyJose: This is worth doing.Why? Because you can reap huge rewards for very little investment. I’ll come back to this in more detail in our next slide.Boyd: You can do it.This was a mystery to me when I got started. I discovered, however, that it is not nuclear physics. It won’t blow up in your face if you do something wrong. Jose: You can do it without big expense.You can also do it with big expense, but the point of our workshop today is that you can market legacies without spending a fortune. And some stuff you can do for free!Boyd: You can start next week.Several of the free things you can do, you can do with a few strokes of the pen. You can do them when you get back to the office on Monday. I wish the money would flow as quickly, but I’ll come back to that...Jose: You will see results soon.Boyd can close about money, but I can tell you there are measurable results you will start to see in the first months of your marketing efforts. Measureable inputs; new promotion material; trained staff and volunteers; Expectancies...Boyd: The money will follow.And the money will follow. You may even benefit from work done by your predecessors as a legacy arrives that you were unaware of... But Jose said “This is worth doing” Let’s listen to more about that.
- JOSEBased on our research, Good Works estimates the value of legacy giving in Canada to be $42 billion, at minimum. This is based on a combination of both quantitative and qualitative research conducted with over 30 high profile Canadian non-profits over the last ten years. Our focus for this research was looking specifically at direct mail donors and the idea that ordinary donors can and do make extraordinary gifts. For bequests alone, which represent 95% of legacy giving in Canada…56% of Canadians have wills; 7% of those with wills have already made charitable bequestsCombined with StatsCan data on number of Canadian adults we conclude that just over 1 million Canadians have already made charitable bequestsAssuming 2 bequests per donor and with an average bequest amount of $20,000 ($40,000 for hospitals) we come to $42 billionWe believe potential for growth beyond $42 billion is significant given that for every donor who has already made a bequest, there is at least 1 more that is ‘very likely’ or ‘somewhat likely’ to make such a gift in the futureBoyd – Sound interesting in terms of the Canadian marketplace? Let me show you my own numbers from a ten year exercise at SOS Canada
- BOYDJust over 10 years ago we concluded there was potential to secure legacy gifts for SOS Canada. We started with some very basic promotion. Jose and I will talk about 8 things you can do that cost nothing. SOS Canada started with some of those. We then began to spend a few hundred and then a few thousand dollars – less than 1% of our total budget – on it. And look at what started to happen.$ started to arrive. And Expectants joined us, or identified themselves as having already made the commitment. $ results are a bit lumpy but the trend is from less than $100K annually to several hundred thousand dollars annually. And from zero to 120 expectancies. Average gift $20K x 120 people = $2.5 million waiting for us.JOSE – Still sound interesting? There is a compelling rationale for doing something in your own organization. So let’s look at what you can do…
- BOYD – The only place I have ever worked where we were able to persuade the organization to invest heavily in legacy giving promotion was at the Red Cross. And that was truly a no brainer. With no promotion they were receiving about $5 million per year. We said “What do you think might happen if we actually talked to people about it??But everywhere else I’ve had to get by with no money or very little money. Jose and I thought most of those who come to this workshop are probably going to be in that spaceSo we had a look at what we’re doing at SOS, and Jose had some thoughts from other clients they’ve worked with and we’ve come up with a variation on David Letterman’s Top Ten things – The Top Eight things you can do that will only take some time; not money.8 free but effective ideas
- BOYDFreebie #1. Promote bequests on your website. What could be cheaper – the site is already there; you don’t need anything more than a few visuals; some simple advice; a few stories or testimonials; and, of course, a ‘back end’ capable of dealing with any inquiries that are generated.This is our Planned Giving page – it is the starting point for anyone who clicks into legacy giving as an option on our donations page. Click on You Can Help and our main choices are highly visible: Sponsor a Child Today Donate Become a Committed Donor!But there is also a ‘legacy giving’ button that takes you to this page.It is one of about 12 pages devoted to explaining and promoting planned giving – the next slide gives you the headlinesJOSE – some homework for you all as you head back to your offices – surf around, check out your competition to see what they’re doing on their website vis a vis legacy marketing, check out the sites of charities that inspire you – get out there and look around.
- BOYD – Here are the page headlines. JOSE – It is interesting that 3 of the four elements of the Overview page are personal stories – a couple who made the commitment and subsequently died, a volunteer who has made a commitment and helps promote legacy giving and Boyd’s very personal and touching story of a legacy giver he got to know and who left an endowed gift of $360,000 just two years after their first conversation. Stories have great power to inspire and persuade. Your donors typically know HOW to leave a bequest …most want to know WHY they should leave it to you. BOYD (Time permitting)Elaborate on Mr. Popow’s situation – multiple telephone contacts; field contact; assistance getting counsel; anonymous notification because he was alone in the world...
- BOYD Freebie #2. Direct Mail coupon. This is the back of a direct mail coupon. It is a survey that touches on other matters too, but it pitches legacy giving. (READ: One of the best ways to ensure that orphaned and abandoned children are cared for long into the future is by making a legacy gift... You can leave a legacy of love and hope!)Every direct mail package can do two things: encourage people to get in touch with you about making a legacy gift Or encourage those who have already written you into their will to self-identify so you can properly steward them.JOSETickbox requests for info can go on DM reply coupons, in donor preference surveys (with a DM package or not), in newsletters and other collateral, on your website, in a buckslip/insert that might go out with your receipts – these are typically items you’re producing anyways and the ideal is to create a proactive, constant reminder.While we don’t recommend doing this on EVERY reply coupon in every package, we do suggest you include it at least a few times a year and in as many different places as you can.
- BOYD Freebie #3. Promotion in Annual Report – This is page 11 of a 16 page AR SOS Canada produced in 2011. It tells two compelling stories and allowed us to celebrate a special legacy gift received that year. JOSE – plant the seed of the idea EVERYWHERE that legacy gifts are wanted, needed, put to good use …and possible for most of us in some way
- BOYDFreebie #4. Managing Inquiries – You must set up a ‘back end’ that can respond to inquiries, launch and carry forward the stewardship that is so important to locking in, and keeping legacy givers engaged.We’re very lucky to have a volunteer – Maria Virjee – who responds to all tick boxes and moves people into our ‘back end’ system of special stewardship. We have 3 basic letters all of which we follow up if they go unanswered. More mail; telephone or email if we have that contact information.JOSE – SOS has Maria. I work with other clients who have similar volunteers – one in particular who has a volunteer who calls all of their donors at least once each year …just to say thank you. And while that doesn’t have anything DIRECTLY to do with legacy marketing, it has an indirect impact in that it works to build loyalty and a great relationship. Talk about CCPA and their news of a $40K bequest just this week – encouraged them to capture the story and share it to inspire others to do the same.
- BOYDFreebie #5. FAQ for staff and volunteers If you are launching, or simply raising the profile of legacy giving within your organization assume most of your key people – Board, staff, office and program staff – don’t know much, if anything, about legacy giving and your interest in encouraging it. A one page fact sheet will help We want and can accept and manage legacy gifts They are a good thing and donors who make a commitment are special people We promote this option whenever we can Inquiries are handled by ____________ You can help – make sure you mention it to others. Consider it for yourself. Literature is kept ________(where)____________ Here are some FAQs you’ll want to review:JOSEDon’t assume everyone knows -- talk about it and write it downDon’t assume that everyone will read what they’re given – talk about it more than onceEncourage anyone who has been asked a question that was new to them to share for everyone’s learning experience (and to validate that these sorts of things do get asked)
- BOYDFreebie #6. Line up Allied Professionals – lawyer who does estate work and a financial planner who has done charitable annuities and other gift planning with clientsYou need a few men and women who can help with the specific questions that people will raise. “Can I leave you my cottage in the USA?” “Is it better to leave you some of my stock portfolio or some other part of my estate?” “I trust you. Will you act as my executor?” “Can I designate my legacy gift to support a particular program I like?”ASK PARTICIPANTS: Any questions you’ve been asked that people should get ready for - helpful examples?JOSEIf you don’t have room for these folks on your Board, you might consider creating an Advisory Council or Honorary Committee to put them on – to give them an official affiliation and something they can put on their own CV and LinkedIn profile
- BOYDFreebie #7. Create an Affiliation Program / Friends of ClubThis will welcome new legacy givers and should make them feel specialDefine a few sensible, sustainable benefits (SOS offers a lapel pin and a newsletter)DeliverKeep delivering for 20 yearsJOSERationale for creating this group/club:To reinforce the wisdom of their decisionTo help them see themselves in good companyTo make them ‘insiders’ or ‘investors’ rather than just casual donors – these people have moved themselves into your inner circle – still outside Board and staff but inside monthly givers, casual donors, friends, web site visitors, casual inquirers and the general publicKeep in mind that belonging to the club is not typically a motivator for giving, it’s a great stewardship tactic, but not a benefit that you would use to market legaciesWe have one last freebie to offer
- JOSEFreebie #8. Talk it up inside, outside, regularly.Make it part of regular conversations – with staff, with Board, with donors esp. those who are long time givers. Make a point of sharing legacy stories …about the donor who called looking for information, about the bequest that came in last week that was a big surprise or the one that came from a donor who’d been giving small amounts every year for many years …share and celebrate the successes and outcomesBOYDExamples of how SOS does this – who, how often, venues, etc At budget time we talk to the Finance Cttee and the Board about estates in process and what we can budget for At staff meetings, or the day a big legacy gift arrives, we tell the staff; email the Board Our Major Gifts staff mention it in conversations with major donors in their homes
- JOSEBoyd and I have shared a variety of samples, stories and strategies for low-cost legacy marketing. What are you doing in your shops? Have you tried these ideas …did they work or no?What else that we didn’t touch on? What has worked particularly well? Lessons to share?
- BOYDTell story of million dollar death-bed donor: close friend of Board member with death approaching realized he had not settled estate matters broached subject with Board member, a known philanthropist, asking if he could leave it all to him Board member responded saying it would be better to decide on a charity or cause and gift to them than to gift to a friend with instructions to give it away – to avoid potential disputes with family members Response was – tell me about a charity that would do good things with it. $ 1 million as the residue of his estate after a couple of smaller specific gifts for family members JOSEYou / your organization very likely has stories just like this one – the key is to talk about it, share it …amongst yourselves and with your constituents
- JOSEWe’ve talked about 8 different ‘freebies’ – things you can do with almost no additional expenditure of money. Time, of course, but no money. Now let’s talk about options for those of you with a few hundred or a few thousand dollars to invest each year.
- JOSE – idea #1Send a direct mail package to selected donors on your fileWho to send to – long term loyal donors, monthly donors, high end donorsWhat it should look like – highly personal …100% openable: nice stock, live stamp, hand addressed, no teaser or exterior marketing …inside simple components – letter, legacy newsletter, reply envelope, reply deviceType of message / storytelling – WHY not HOW – inspire, persuade, share a storyExpected response – does not behave like your direct marketing program – don’t expect a % response. You will get some back but not a lot – that’s ok.
- BOYD – more idea #1Tell the story of how SOS uses mail to promote bequests, tell Maria’s story, talk about the kind of responses you’ve received and how this has grown yourknown bequest / expectancy poolJOSEWorking with a broad variety of clients, we hear these kinds of stories all the time. Yet surprisingly, work with some folks who have such a difficult time sourcing this information – not because it’s not there, but rather because the organization doesn’t have a culture / system / process for capturing the stories and getting them out. Talk about Dan Clapin’s Book of Roses
- BOYD – idea #2Using both general and specific newsletters to promote / market legacy giving. What SOS does (general newsletter with some legacy articles)JOSE Develop & share a legacy newsletterThe legacy newsletter is simply a place to share legacy information, stories, announcements, celebrations, contact info, how-to info (if you must) and anything else legacy related. Strategically you can choose to share this type of collateral with expectancies, donors you’re targeting, all donors, everyone – you determine who …but be strategic. The fundamental nature of a newsletter is to share information and inspire …it’s not intended to create ‘action’ so choose content based on that.
- BOYD– more idea #3SOS promo brochures – include with any mailing promoting legacy giving specifically. Any time anybody gets in touch about legacy giving, have them available at events, general multi-purpose.JOSE – examples of other client brochures (bring examples)Speak to content
- BOYD – idea #3 cont’dFlip side of legacy brochure – FAQ’s JOSE
- JOSE – idea #4Be ready with a toolkit of multi-purpose copy so that you can pop in a testimonial or donor profile on your website, provide a newsletter article to the communications department …or whatever the need may be. Be prepared with a suite / assortment of copy that can either be used as is or easily re-purposed to fill a need. There is no reason to be caught without!Have done for SOS – used in a variety of ways.
- BOYD & JOSEDraw them out on what they are doing of the kind of things we’ve talked about. What else that we didn’t touch on? What has worked particularly well? Lessons to share?
- JOSE – the ideas we’ve presented here today are simple ones, yet when I talk to development professionals, look at websites and marketing collateral I rarely find a full or appropriate complement. Why do you think that is? Is this your experience?BOYD – to do the flipchart write-upFlipchart a list No time No money nobody assigned No support from Management or the Board Too young an organization to give donors confidence
- JOSE talk & BOYD write on the flip chartWe’ve run through a bunch of ideas and examples, some that cost and others that don’t. We’ve talked about the barriers to getting this stuff done. Now, let’s take a few minutes to chew on WHAT’S NEXT? What are the one or two things you’re going to do when you get back to your office next week? Capture as many ideas as possible on the flip chart. JOSE & BOYD to add some if neededPick one or two things you can do and just do itAdd legacy marketing to your staff / team meeting agenda’sFind a way to tell / share stories in your office and with your peersTroll the net and get inspired (steal stuff)BOYD – Before we close we wanted to offer a few resources for you to consider as you get to work on thisNEXT SLIDE
- JOSE – to animateHere are a few places we know you can go. Help us list a few others that you are aware of.BOYD – to flip chart additional resources