Multichannel Marketing

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2 Multichannel Marketing

3 Campaigns in % General Gifts 30% Planned Gifts 60% Major Gifts Birthdays Age 65 2,800 Per Day 10,000 Per Day

4 Proactive Begin End in Sight Marketing Success 2015 Plan to Succeed Technology changes affect the way in which we market 85% of Baby Boomers are online Seniors = fastest growing Facebook demographic Age % Age % Age % Growth 65+ 5% per year

5 Effective Multichannel Marketing Highlight Your Mission Common Story Consistent Branding Optimize Each Channel One Call to Action Inspirational Focus Connected Channels Farra Trompeter, Big Duck Branding Messaging Pictures Colors Logo

6 Your Planned Giving Program If you had to describe your planned giving program in one word, what would it be? REACTIVE NEGLECTED STALE FICTIONAL IGNORED NONEXISTENT

7 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 Website Tips Images that illustrate your mission Motivating donor stories and testimonials Bequest Language & Tax ID Call to action Timely Information Let us know your plans Print Integration

8 Images Donor Stories

9 Example 1 Call to Action News

10 Bequest Language & Legacy Society Example 5 Print Integration

11 Growth of Mobile 18.7% of Planned Giving Websites were accessed by mobile devices 1 out of 5.5 of your donors use a mobile device to access your website

12 Donor Illustrations Website Origins E-newsletters 34.9% Links 28.2% Search 8.8% Direct 27.7%

13 What is the purpose? E-newsletter Service Consistent outreach Drives traffic to website Build relationships Stewardship E-blast Time Sensitive Info Targeted Message Segmented Announcements Invitations Events

14 Messaging Messages that resonate most with donors often includes you or your and focus on how their support makes a difference

15 You Matter 47% Open Rate Service Over Solicitation 54% Open Rate 12,294 Recipients

16 Charitable Bequest Messaging 37% Open Rate 2 $1M+ Gifts 1,555 Recipients 7 Donor Visits Women Supporters 29% Open Rate 5,902 Recipients

17 Legacy Society Members 56% Open Rate Age 69+ Previous CGA, DAF or Scholarship Donors Branding 20% Open Rate 31% Open Rate

18 Branding 40% Open Rate 31,201 Recipients Breaking News: IRA Rollover 39% Open Rate 1,485 Recipients 13 Gifts Received

19 Bequest Marketing Subject Lines 1. A charitable bequest is an easy way to help CHARITY NAME 2. Endowing your gift with a charitable bequest is an easy way to help CHARITY NAME forever 3. Have you thought about the future? 4. Do you have a plan for the future? 5. Have you made these important decisions yet? Top Performing Gift Annuity Marketing Subject Lines 1. Create a CHARITY NAME charitable gift annuity today! 2. What does security look like? 3. Your charitable gift annuity can support CHARITY NAME 4. Discover lifetime security with a CHARITY NAME gift annuity 5. Gift annuities: understanding your many benefits

20 IRA Rollover Subject Lines 1. Special Announcement: IRA Charitable Rollover Signed! 2. ACT NOW! IRA Rollover Extended Through December The IRA Charitable Rollover Is Back 4. Take Advantage of the IRA Rollover Extension by December Special End-of-Year Bulletin: IRA Rollover Passes 6. IRA Charitable Rollover Passed! Act Now for a Matching Opportunity! 7. IRA Charitable Rollover Legislation Passed 8. The IRA Qualified Distribution Is Back for Special Message IRA Rollover Reinstated 10. The IRA Charitable Rollover Has Passed. Act Now.

21 Seminars/ Webinars Subject Lines 1. What is a trust and what can it do for me 2. Making a will seminar 3. Wills training workshop is this weekend 4. Estate planning with retirement benefits 5. Leaving a legacy, charitable gifts made easy Acquisition Strategies Events Free Offer Social Media Website Sign-up Phone Calls Personal Contact Survey Response Card

22 E-newsletter

23 Print What is the purpose? Some mature seniors not online People hold onto print pieces for longer periods of time Counter Top Reminder Drives people to landing page Response device What s the difference? Direct Mail Mass Mailings Segmented Mailings Increasing your reach Literature Face-to-Face Lobbies Leave behinds Follow-up pieces Website downloads Events

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25 Wills Kit Personal Letter Letter of Intent Brochure Bequest Language Wills Guide Business Card

26 Case Study 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

27 Facebook Goals 1. Keep them interested in Chapman 2. Make it worth their while Interesting, relevant, helpful, resourceful 3. Remind them that we care

28 Most Successful Posts #3 Most Successful Posts #2

29 Most Successful Post #1 Chapman Interest

30 Human Interest Be a Resource

31 Facebook Insights Schedule of Posts Monday Words of a Student Tuesday Finance News Wednesday Retirement/401k (MSN, Yahoo) Thursday Throwback Thursday Friday Interesting Article Wedding Present Event

32 Facebook Advertising Facebook Advertising Advertisement of Legacy Guide Age 30 + Ran enewsletter list through Facebook and found 3500 accounts Target everyone on that list $250 budget January Ad New Years Resolution- update Will

33 Results Reach 10,767 people 449 unique clicks 214 likes of the ad specifically 10 shares, 4 comments and 8 page likes Leads 5 requests for a mailed legacy guide 19 downloads of legacy guide Majority of requests female Your Ultimate Goal? MAKE. IT. PERSONAL.

34 Twitter Announce Invite Highlight Thank o o o o Link to Facebook Link to Blog Link to YouTube Link to Website

35 Gift Planner Time Donors 80% Marketing 12%-15% Administration 5%-8%

36 Time Efficient 12% to 15% of your time Double your planned gifts! * Giving USA Bequests Could Triple in a Decade! ,000 Daily Age 65 Birthdays ,800 Daily Age 65 Birthdays 2015

37 Media Presence OLD GiftLegacy Website E-newsletters Literature Social Media Video Small Media = Small Gifts Big Media = Big Gifts Molly Martin Western Integrated Marketing Specialist molly@cresmail.com