The Coming Gift Boom and the art of Symphonic Marketing Andy - PDF document

The Coming Gift Boom …and the art of Symphonic Marketing Andy Ragone Crescendo Interactive 1 Life at 12,633’ 2

Life at 12,633’ 3 Life at 12,633’ 4

Planned Giving From 12,633’ ������� ������� Engage Educate Em power 5 Annual Planned & Giving Giving $7,381 Average Annual Gift Size – 8 Years After making a bequest commitment $4,210 Average Annual Gift Size – 8 Years P Prior to making bequest commitment * Russell James, JD, PhD, CFP, Charitable Bequest Decision -Making 6

78 Million Baby Boomers Born 1946 – 1964 7 Age 65 Birthdays 1995 2017 QUIET GENERATION BABY BOOMERS (Born 1930– 1945) ( ) (Born 1946– 1964) ( ) 2,800/day 1 0,000/day 8

Graduation Day 2010– 2027 2028 – 2054 QUIET GENERATION N BABY BOOMERS 2,600/day * 8,500/day * * Age 82– 90. Russell J am es 2009 9 Wealth in America Real Cash and Estate e Equivalent $92,000,000,000,000 * Equities Retirement Plans * Federal Reserve Data 2017 10

Transfer Wealth Beginning 2028 Real Cash and Estate e Equivalent $54,000,000,000,000+ * Retirement Equities Plans * Deloitte Center For Financial Services 2016 11 With $1 Trillion coming… …How do we Capture a Share? 12

Capture Your Share Symphonic Marketing Plan 1 2 Focused Campaigns 3 Move Curious to Donor Pipeline Annual, Blended and 4 Planned Gift Solutions 13 Symphonic Marketing Strategy Donor Connections Donor Connections Outreach Websites Analytics 14

Symphonic Marketing Email Video ������������������� ����������� ������ Print Donor Connections Mobile -Friendly Websites Social Media 15 From… Marketing To … Donor Efforts Connections ������������� � �������� 16

I Important Communications * Website 80% Facebook/Twitter 70% Email & Eblasts 65% In-Person Events 45% Print Marketing 40% * Kivi Leroux Miller, 2016 Nonprofit Communications Video 14% Trends 17 Outreach Campaigns ������������ Donor Connections Connections Analytics Websites Outreach 18

Annual Fund Solution • SymphonicMarke ting - Hold Your Base - Emphasize giving towards vision, not tax savings • New Annual Fund - Segment Age 70½ IRA Owners - Campaign for 3 -to-5 years - IRA Rollover Marketing Plan 19 State University Annual Fund Annual Fund ANNUAL FUND $2.47M INCREASED New Annual ANNUAL GIVING Fund $500,000 20% in 2017 25% in 2018 3 Year Campaign 20

IRA Rollover Campaign January 15 Eblast “New Opportunity” April 15 Eblast “Reduce your taxable income” July 15 Eblast “Summer jumpstart” to fall planning ning September 15 Three Week Campaign: • Enewsletter header offers New • Eblasts Annual • Postcard Fund • Social m edia • Website IRA rollover donor story • Website banner IRA ad 21 Email ����������� 22

eNewsletters • Good content drives interest • Consistent outreach • Drives traffic to website • Build relationships • Stewardship Goal: to drive traffic to your website 23 eBlast • Time Sensitive Info • Targeted Message • Segmented • Announcements • Invitations • Events Goal: to drive traffic to your website 24

Email List Development Strategies • Events • Phone Calls • Free Offer • Personal Contact • Social Media • Survey • Website Sign -up • Response Card Goal: an ever -growing list of interested prospects 25 Print ������������������ �� 26

What’s the Purpose? W Direct Mail Literature ����������������������������� • Mass mailings • Face-to-face • Segmented mailings • Lobbies • Campaign • Leave behinds Supplement • Follow -up pieces • Website downloads • Events Goal: increased positive presence 27 Wills Guide 28

Extended Postcards 29 Social �������������������� ���� Media 30

Social Media • Facebook posts • Facebook advertisements • Twitter • LinkedIn • Instagram Goal: to drive SM traffic to website 31 Social Media Case Study Lutheran Church Extension Fund • Facebook Ad Campaign • Total time: 3 months • Target Audience: Age 50+ • Offer: Free Legacy Guide • Offer: Enewsletter sign up 32

Social Media Case Study Lutheran Church Extension Fund – Results • Reach: 60,732 • Website visits: 13,850 • Enewsletter sign ups: 1,058 • 54 Literature downloads 33 Social Media Case Study Lutheran Church Extension Fund – Results • Wills Guide Requests: 5,000 • 50/50 electronic v. print • 46 bequest intentions • 21 requests for bequest language 34

Social Media Case Study Lutheran Church Extension Fund “In summary, we boosted engagement, discovered new gifts, created a pipeline of estate planning cases and have served our customer base with a product they love.” 35 Why Websites? ���������� ��� Donor Connections Connections Analytics Websites Outreach 36

What is the purpose? • Provides fresh content to draw the curious • Creates well educated prospects Engage • Establishes you as the expert • Creates donor leads for relational next Educate steps (helpful Analytics) • Constant and reliable presence Empower • Outreach efforts to land here Goal: To analyze interest and convert to donor connections 37 From the eyes of a… F Donor Custom Designs Donor Leads How to Give What to Give Donor Stories Contact Us 38

Website Tips • Motivating Donor Stories • Images and videos that Illustrate Your Mission • What to give; how to give • Calls to Action throughout • Timely, updated Information • Interactive and downloadable • Tools for advisors 39 Images 40

Donor Stories 41 Motivating Donor Stories How to write strong stories ��������� Strong Weak ��������������������������� • Too Long • Short -Share Gift Result • How Great Your • Why Donor Cares About Organization Is Your Charitable CAUSE • Your Donor is a Nice, • How His or Her Donor Gift Gracious, Generous and Advances Your Charitable Qualified Person Purpose • Events 42

Donor Analytics ������������� ������ Donor Connections Connections Analytics Websites Outreach 43 From… Marketing To … Donor Efforts Connections ������������� � �������� 44

Donor Connections • Seminars • Events • Person to Person ��� �� ������������� ��� ��� ��� ��� �� ��� � �� ���� � �� �� ��� �� ��� �� � �� �� �� �� �� ��� �� ��� ��� ��� � �� � � �� � � � � ��� ��� ��� ��� ��� ��� ��� ��� ��� ��� ��� � �� �� �� �� �� � � � �� ���� �� �� �� ��� ��� �� �� ��� �� �� �� �� ��� �� �� �� �� �� � �� � � � � • Relational Connectivity • Pipeline Movement Goal: to create an ever-growing pipeline of donors who wish to make a difference 45 Seminars • Seminars for donors • Seminars for professional advisors 46

Organization Events ��������������������������� • Enewsletter sign -up • Legacy Society sheet Dinner • Estate Planning Guide • Reunion Weekend offer • Miscellaneous and • Planned Giving Creative Events brochure 47 Donor Proposal 1. Custom Donor Data 2. Donor -Centered Photos 3. Edited Text For Donor 4. Print Individually or Professionally 48

Symphonic Marketing Strategy Outreach Websites Analytics Donor Connections Donor Connections 49 The Coming Gift Boom …and the art of Symphonic Marketing Andy Ragone Crescendo Interactive 50