Gift Planning Marketing. Rebecca Scott Director of Gift Planning

Transcription

1 Gift Planning Marketing Rebecca Scott Director of Gift Planning

2 Outline 1. To whom should you market gift planning? Using predictive analytics to find your best prospects. 2. What to say and what to send to create donor-centered gift planning marketing materials. 2

3 Traditional Methods for Targeting Prospects Consistent donors Ranked by number of years giving FLAG (i.e., 10+ years, 8-10 years, 5+ years, etc.) Frequency of giving Longevity of giving to the organization Age Giving history 3

4 Predictive Analytics Wikipedia definition Predictive analytics encompasses a variety of techniques from statistics and data mining that analyze current and historical data to make predictions about future events. Such predictions rarely take the form of absolute statements, and are more likely to be expressed as values that correspond to the odds of a particular event or behavior taking place in the future. 4

5 Who Predictive analytics a.k.a. Predictive Models or Data Models It is not the exclusive domain of fundraising. 5

6 Predictive Analytics - Tufts data model To whom should we send materials to and whom we should visit? 6

7 Predictive Analytics - Tufts data model Tufts uses three look alike data models to determine who is more likely to 1) include Tufts in their will, 2) create a CGA, 3) create a CRT. We analyze donors who have done each behavior to find the donors who resemble them, from a data perspective. It can be just as useful to figure out who doesn t look like a gift planning prospect as who does. 7

8 Predictive Analytics Common sense assumptions still apply Gift planning donors are older and are consistent donors Patterns that are unique to your organization may emerge Event attendance, multiple connections to the institution, for example. 8

9 Tufts Bequest Model Variable categories by impact Contact 12% Demographics 12% Academic 4% Giving 10% Engagement 45% Capacity 17% Engagement Capacity Demographics Contact Giving Academic 9

10 Tufts Bequest Model Variable categories by impact 10 Category Variable Coefficient Capacity Income 14 plus Capacity 0.56 Giving First 0.13 Length of Giving 0.28 Age 0.67 Marital: D 1.92 Marital: M 0.95 Marital: W 1.76 Bin Linked Records 0.29 Demographics Bin Relation: Alumni 0.73 Alum 0.44 Parent Children Homes 1.22 State: CA 0.53 State: FL 1.36 Engagement Event attend: 2 plus 2.21 Address 1.30 Contact No Contact: Phone 1.81 No Contact: Direct Mail Academic Division: Vet Med -2.18

11 Predictive Analytics - Tufts bequest data model Planned Giving Rank Label Planned Giving Donor Not Planned Giving Donor 0 Lower 50% ,841 1 Top 50% ,834 2 Top 25% ,445 3 Top 10% ,049 4 Top 5% ,472 5 Top 2.5% 141 6,215 6 Top 1% 90 2,024 7 Top 0.5% 60 1,003 8 Top 0.25% % of planned giving donors rank in the top 25% of the model; 60% rank in the top 5% of the model. Opportunity: 3,979 individuals who are not planned giving donors scoring in top 1% (box) 9 Top 0.1% Total ,835 11

12 Predictive Analytics - The application Mass communication (one-to-many) To top 5% or 21,186 donors , postcard, newsletter Donor visits (one-to-one) To top 0.5% or 2,123 donors 12

13 Predictive Analytics - Who does it? Consulting Companies Bentz Whaley Flessner Joshua Birkholz, Principal and Founder of DonorCast Blackbaud Analytics Marts & Lundy 13

14 Predictive Analytics - Who does it? Your friendly, neighborhood statistician A student/professor at your college or university Someone on your Board or another volunteer Someone who can use statistical software like SPSS 14

15 15 Questions about predictive analytics?

16 16 What to say and what to send

17 Need a will to have a bequest 55% of all adult Americans do not have a will. 32% of African American adults have a will 26% of Hispanic American adults have a will 52% of white American adults have a will Harris Interactive for Martindale-Hubbell, 2007 People usually make or amend their wills and trusts when they have a life event such as a marriage, birth, death, divorce, or move to another state. They rarely do it to simply include a charitable gift. 17

18 Make a will and put us in it 18

19 - Why do people give? Donor-centered gift planning marketing 19

20 - Why do people give? Altruism Appreciation Competition Devotion Guilt Self interests Tradition Kim H. Erskine, Philanthropic Advisor, Univ. of Oxford s North American Offices - from the website 20

21 Your constant hum of gift planning marketing should circle through all the possible motivations to try to push everyone s buttons. 21

22 - Planned gifts have an impact 22

23 - Planned gifts have an impact 23

24 - Planned gifts have an impact If your organization is new, then you may have to make the case that you will need gifts years in the future. 24

25 - Planned gifts have an impact 25

26 - Planned gifts have an impact 26

27 - Connect your name in perpetuity 27

28 - Make a tax efficient gift 28

29 - Planned giving isn t just for rich, old people 29

30 - Planned giving isn t just for rich, old people 30

31 - Planned giving isn t just for single people without children 31

32 - If we are family, include us in your plans 32

33 - If we are family, include us in your plans 33

34 You can break out of your constant hum of gift planning marketing with an immediate call to action by using deadlines and triggers. 34

35 - Use deadlines and triggers When a leader needs to make a campaign gift When an alumnus/a needs to make a reunion gift When tax laws or other regulations change or will expire, making expedient action financially worthwhile (change in CGA rates, charitable lead trusts, IRA charitable rollover) When you receive permission to issue gift annuities in a particular state 35

36 - Use deadlines and triggers 36

37 What is each format best for? Postcards Newsletter Magazine articles, ads or profiles Website Facebook/Social Media Use existing publications when possible 37

38 38 Questions about what to say and what to send?

39 Rebecca Scott Senior Director of Development Tufts University School of Medicine