Planned Giving Marketing What really works?

Transcription

1 Planned Giving Marketing What really works? Getting Results for Planned Gifts Your Planned Giving Program If you had to describe your planned giving program in one word, what would it be? REACTIVE Jacob Norlock Facebook.com/CrescendoInteractive NEGLECTED STALE NONEXISTENT FICTIONAL IGNORED 2014 Crescendo Interactive, Inc. Planned Giving Annual Revenue Projection Service Beyond Solicitation Why will donors return to your planned giving website? Most organizations are at 7%-8% You could be producing 25% from planned gifts! Are you missing out on 17%-18%? Give them meaningful information that impacts the quality of their life. Lifestyle articles Financial updates Economy updates Web Print Video Social Media Mobile Effective Multichannel Marketing Highlight Your Mission Common Story Consistent Branding Multichannel Marketing Optimize Each Channel One Call to Action Inspirational Focus Connected Channels Farra Trompeter, Big Duck 1

2 Boomers Preference How To Stay in Touch? Web/ Special Events Direct Mail Blackbaud, The Next Generation of American Giving, August 2013 Seniors Preference How To Stay in Touch? Web/ Special Events Direct Mail Blackbaud, The Next Generation of American Giving, August 2013 DATA OVERVIEW Periods Studied. The study compared data from July 1, 2013 to June 30, Sample Set. Analytics from 1,165 charities websites and 39.4 million s sent. An analysis of , web, mobile and social media analytics for planned gifts Data Helps Understand: Non-Profits Utilization to Reach Donors Donor Response Donor and Advisor Website Traffic, Interests and Utilization Emerging Trends in Website and Social Media Activity 2014 Crescendo Interactive, Inc. OPEN AND SEND RATES OVERALL S SENT 2

3 OPEN RATES Special 18.8% Advisor 19% Donor 16% EBLASTS OPT-OUT RATES What is the purpose? Service beyond solicitation Increase your reach Creates donor leads Expand your network Credibility Constant presence Keeps you competitive Fresh content Engage Educate Empower 3

4 Images WEBSITE ORIGINS Donor Stories Educational Content Call to Action Timely Information QUALITY VISITS MOST POPULAR PLANNED GIVING WEB PAGES PAGE TITLE 1. Planned Giving Home 2. Savvy Living 3. Personal Planner 4. Article of The Month 5. Donor Stories Website MOST POPULAR GIFTS BY PAGE VIEWS PAGE TITLE GIFT MODEL 1. How to Give Gift Annuity 2. How to Give Wills and Bequests 3. How to Give Charitable Remainder Unitrust 4. How to Give IRA Rollover 5. What to Give Stocks and Bonds 4

5 MOST POPULAR GIFT ILLUSTRATIONS GIFT ILLUSTRATION 1. Charitable Gift Annuity 2. Charitable Remainder Unitrust 3. Charitable Remainder Annuity Trust 4. Deferred Gift Annuity 5. Sale and Unitrust MOST POPULAR DONOR STORIES DONOR STORY 1. Deferred Gift Annuity 2. Tax-Free Sale 3. Fixed Income for Retirement 4. Bequests 5. Capital Gains Tax Bypassed MOST POPULAR LITERATURE DOWNLOADS GIFT MODEL BROCHURE TITLE 1. CGA Need Security? 2. CRT Tax-Free Sale 3. Wills and Bequests Large Wills Guide 4. Wills and Bequests Will Your Will Be Known 5. Wills and Bequests The Future is What You Make of It 5

6 Wills Kit Offer eblast 94,000 Postcard Millennials Boomers Seniors 65+ Married Children Married No Children Single Wills Campaign Offer of Wills Kit Requests 2,000+! Donor Leads Millions in bequest intentions discovered! Print Marketing Annual Mailing Postcards Inserts Ads Seminar Materials Brochures 6

7 Wills Kit Bequest Campaign Personal Letter Letter of Intent Insert Brochure Bequest Language Wills Guide Business Card Legacy Society eblast Brochure Wills Guide Postcard Insert MOBILE DEVICE USE GROWS GROWTH OF MOBILE 18.7% of Planned Giving Websites were accessed by mobile devices SMART Objectives FACEBOOK Specific Measureable Attainable Relevant Timebound 7

8 WEB VISITS FROM SOCIAL MEDIA LINK TO VIDEOS PROMOTE YOUR ENEWSLETTER LINK TO NEW WEB CONTENT POST DONOR STORIES LINK TO PLANNED GIFTS CALCULATOR 8

9 ADVERTISE DONOR EVENTS Case Study: Chapman University Never going to close a planned gift from Facebook Plant a seed to engage people, build relationships and identify unknown prospects What type of Facebook page? Chapman University Chapman University Alumni Charles C. Chapman Heritage Society What to post about? 9

10 Facebook Insights Schedule of Posts Monday Words of a Student Tuesday Words of a Student Wednesday Retirement / 401k Thursday Finance News Friday Wedding Present *Every post between 7:30am and 11:00am PT What s next? Advertisement of Wills Guide Age 30 and above Ran enewsletter list through Facebook and found 3500 accounts Target everyone on that list $250 budget January Ad New Years Resolution to get Will updated Do You Have a Marketing Plan? Daily Contacts Brandraising by Sarah Durham All Media 3,000 contacts per day Optimum # of Contacts w/ Donors? Historically 4-7 Optimum 4/2 Plan - 4x the contacts, 2x the gifts Questions to Review How many times per year are you in front of your planned giving prospects? Face to face, s, Print, Social Media, etc What types of media are you using to connect? Are you generating responses from your marketing efforts? 10

11 Identify Your Best Prospects Segment Your Donor List What to include in your marketing plan Target Age: 65+? 45? Categories: - Greatest Generation - Baby Boomers - Repeat Givers - Surviving Spouses - Young Donors Annual planned giving marketing budget Marketing Plan Calendar Gifts you would like to promote Campaigns Special Events/Seminars Print Literature THANK YOU Download the report at: Questions? Jacob@cresmail.com 11