Direct Marketing & Planned Giving: The Reese s Peanut Butter Cup of Fundraising Meg Roberts, CFRE, Impact Communications Mohammad Zaidi, ACLU Foundation Bruce Makous, ChFC, CAP, CFRE, ACLU of Pennsylvania
Learning Objectives ì ì ì ì Why is investing in planned giving important for direct marketing? How to maximize your marketing dollars by combining direct marketing and planned giving production schedules. How to segment your file to more effectively target your planned giving messaging. Case Studies from ACLU showing partnerships of national and local planned giving programs and direct marketing. 2
Direct Mail Response Decreasing Source: Target Analy3cs 3
Boomers Change Everything ì An estimated 59 TRILLION DOLLARS will be transferred from American estates by the year 2061. Boston College Center on Wealth & Philanthropy ì Giving by bequest increased 15.5 percent in 2014. ì Bequests made up 8% of total giving in 2014. Giving USA 2015 Giving USA 2015 4
Bequests: King-Sized Gifts $35,000 Life3me Giving Total: $25 Annually for 30 Years Average Bequest Size in U.S $750 Source: Donor Centered Planned Gi/ Marke2ng, Michael Rosen 5
ACLU Planned GiMs Pyramid Top 10% of Donors = 70% of GiM Dollars Gi* Amount Count $5 mil - $10 mil 7 $3 mil - $4.9 mil 8 $1 mil $2.9 mil 90 $500k- $999k 97 $100k- $499k 629 $1- $99,999 1,717 6
ACLU Projected Bequest Cash Flow $70,000,000 $60,000,000 $50,000,000 Actual (line A) Pre-LFF Campaign (line B) Current state (line C) Projected fundraising capacity (line D) $40,000,000 D $30,000,000 $20,000,000 A C B $10,000,000 $0 7
8 Improving the DM Bottom Line
Age of Bequest Donors 70+ 29% 40-54 32% 55-69 39% Source: The Stelter Company 9
Frequent Determinants of Planned Gi*s Gender EducaEon Marital Status Presence of Children 10
Select Donors with Demonstrated Passion Consistent giving over years Affinity (alumni, paeent/family, parecipant) Presence of donor supplied email MulE- channel responders Recruiters Evidence of engagement (surveys, events volunteer/giver) Source: Chuck Longfield Passion Index 11
SegmenEng: Chocolate and Peanut BuZer Legacy Society Qualified Leads Mass Audience Targeted Audiences 12
Collaborative Marketing and Stewardship: An ACLU Case Study 13
ACLU Bequest Likelihood Scores Descrip3on Exis3ng Records Bequest Likelihood Tier 1 (Excellent) Score: 901-1000 70,076 Bequest Likelihood Tier 2 (Very Good) Score: 801-900 60,990 Bequest Likelihood Tier 3 (Good) Score: 701-800 35,351 Bequest Likelihood Tier 4 (Average) Score: 501-700 Bequest Likelihood Tier 5 (Below Average) Score: 0-500 1,500,000+ 14
TargeEng Personal Solicita3ons High Bequest Likelihood, $10k+ capacity Telemarke3ng High Bequest Likelihood Direct Mail High- Medium Bequest Likelihood Magazine Ads, Website Most Members & Donors 15
An Opportunity to Speak to our Donors on a Different Level In 2mes like these, we re driven to act in the moment to ask ourselves what we can do right now to defend civil liber2es and protect freedom. And, as a devoted supporter of the ACLU in a 2me of sustained and serious challenges, you have more than done your part. But, despite all that s going on around us right now, I am wri2ng to ask you to take a longer view. I want to remind you that being a civil liber2es advocate is the work of a life2me and beyond. 16
An Opportunity to Speak to our Donors on a Different Level #2 What will our world look like in 20, 30 or 40 years? If either of us tried to predict, we d no doubt get many of the details wrong. But here s a safe bet. There will be government officials and powerful social and cultural forces pusng our most fundamental freedoms in jeopardy. There will be poli2cians who claim to support civil liber2es, yet equivocate at the most cri2cal 2mes. And there will be the ACLU proud, principled, unflinching and effec2ve. Today, I am wri2ng to urge you to look decades ahead and make sure that your deep personal commitment to the ACLU will be at work well into the heart of the 21 st century. 17
When you invest in planned giving, you re investing in your best donors. 18
Lessons on Collaboration It s everyone s responsibility to make collaboration work. We draw a bright line between the annual fund and gift planning, but our donors don t. To them, it s all the same organization. 19
ì Make it a point to learn how the direct response program works ì Be savvy about what methods are effective ì Ask for advice ì Share credit Rules for Gift Planners ì A rising tide lifts all boats 20
21 Taking It to the Next Level
ACLU-PA s Solicitation Program ì Local fundraisers are the boots on the ground for planned giving fundraising ì Builds upon ACLU s national direct marketing efforts through face-to-face solicitation ì We select the best prospects based on wealth and engagement levels 22
23 In-Person Solicitation
Key Measures of Engagement ì Giving History: Recent annual giving trend Lifetime cumulative giving Years of giving ì Mission link ì Program participation 24
Making the Ask ì The greatest portion of the conversation is about issues they care about ì The ask is usually a double ask, for a major gift and a planned gift ì The planned gift part is easy, since they have received the direct response materials 25
26 In-Person Solicitation
Planned Giving Solicitation Case Study A Legacy Protecting the Rights of Women Background A couple, age 76 and 67, in Central PA have been members and supporters for 10 years. They regularly receive ACLU planned giving marketing materials. 2012 PA s ED visits Central PA to speak at a chapter dinner, meets the couple. They increase their annual giving from $275 to $1,200. 2014 They express an interest in leaving a legacy through a planned gift. 2015 PA development officer visits them and closes the bequest. Also closes a $50,000 pledge for increased annual giving in the amount of $10,000 per year for 5 years. 27
Planned Giving Solicitation Case Study A Legacy Protecting the Rights of Women $160,000 $150,000 $140,000 $130,000 $120,000 $110,000 $100,000 $90,000 $80,000 $70,000 $60,000 $50,000 $40,000 $30,000 $20,000 $10,000 $0 Makes bequest commitment 2012 2013 2014 2015 2016 2017 2018 2019 Years later at Death 28
Planned Giving Solicitation Case Study A Legacy for Liberty! (and even more for the Arts!) Background A single man, age 83, has been a member and supporter for 54 years. He regularly receives ACLU planned giving marketing materials. 2010 He expresses an interest in leaving a legacy through a planned gift. 2011 PA development officer visits him and, based on his profile, solicits a $1 million bequest. He agrees that he will give something in that range, and feels that he will probably give the same amount to an arts organization that he particularly loves. 2013 We are notified that we are officially included in his will in the amount of $500,000, with a named fund. He passes away later that year. We see a public notice that the arts organization he names received a $1 million bequest from him for a named fund. 29
Direct Marketing & Planned Giving: The Reese s Peanut Butter Cup of Fundraising Meg Roberts, CFRE Senior Director of Gift Planning Impact Communications, Inc. 202-543-7671 mroberts@impactdc.com @ImpactMeg Meg Roberts, CFRE 30
Direct Marketing & Planned Giving: The Reese s Peanut Butter Cup of Fundraising Mohammad Zaidi Director of Gift Planning & Special Campaigns ACLU Foundation 877-867-1025 MZaidi@aclu.org Mohammad Zaidi 31
Direct Marketing & Planned Giving: The Reese s Peanut Butter Cup of Fundraising Bruce Makous, ChFC, CAP, CFRE Director of Development/CDO ACLU of Pennsylvania 215-592-1513 x118 bmakous@aclupa.org 32