Prospect identification Clear, repeated message

Transcription

1 Mean Marketing Ideas for Lean Times MU Office of Gift Planning & Endowments benefits of : Prospect identification Clear, repeated message planned giving marketing objective Generating Leads 1

2 SURVEY: What have you done during lean budget times? 1. How has the current recessionary economy affected your planned giving marketing budget? ANSWER: More money (7%) Less money (20%) The same money (73%) 2

3 2. how much did your organization spend on PG marketing in your last budget cycle? ANSWER: Average: $33,000 Source: Kateman and Steenbergen 3

4 3. Does that represent an increase or decrease? Increase (21%) Decrease (21%) Stayed the same (57%) 4. What cost effective efforts have you made to continue marketing in tight budget times? 5. What marketing methods would you advocate in tight budget times and why? 4

5 Mean Marketing Ideas for Lean Times stop promoting, start marketing stop promoting, start marketing non strategic vs. strategic broad stroke vs. targeted passive vs. active 5

6 Who is my target? Develop profile of planned giving prospects Best prospect is single person or married couple, aged 55 and older with no children. Source: Kateman and Steenbergen Who is my Consistent annual giving Other affinity connections volunteer leadership roles, giving to endowment, Jeff Club or related sustaining membership, Data analytics have proven helpful 6

7 increase your e marketing best marketing approach: multi channel multi channel: combine same message into multiple media for maximum impact 7

8 get more out of free media and invest in cheap media do a media audit MEDIA AUDIT: existing print newsletters existing newsletters alumni and other constituent magazines your organization s website bartered advertising social media existing events 8

9 Don t try to sell EVERYTHING!!! Wills and Bequests Charitable Gift Annuities Source: Kateman and Steenbergen Planned Gift Marketing Focus budgeted marketing: bequests charitable gift annuities g free media: charitable trusts insurance real estate 9

10 negotiate a lower price for your advertising Negotiate lower price for advertising Look for ways to share costs Look for pro bono and quid pro quo (barter) opportunities ii send a postcard instead of a newsletter 10

11 create a stir with your next Events Units featured at Legacy Events Resource tables for unique events Give a ways Identify partners to help you market Annual Fund Alumni Association University Affairs Volunteers Other staff 11

12 plug into the power of your annual fund Plug into power of your Annual Fund. Partner on projects. Place a message to a segmented population. Phone prospects to find leads CASE IN POINT: Projects with our annual fund have included an envelope in alumni magazine, messages embedded in annual fund mailings and telemarketing projects. How clear is my message? 12

13 references Planned Giving Marketing Trends of Top Fundraisers presentation to the National Conf. for Partners in Philanthropic Planning, October 15, 2009, by Brendon Steenbergen and Michael Kateman 38 CONTACT INFORMATION: Dr. James O. Preston Senior Director of Development Office of Gift Planning & Endowments University of Missouri 302 Reynolds Alumni Center Columbia, Missouri (573) fax: (573)