Planned Giving Marketing & Promotion. Reaching Multiple Generations with Strategies Tried, True, and Trending

Transcription

1 Planned Giving Marketing & Promotion Reaching Multiple Generations with Strategies Tried, True, and Trending

2 Objectives! Generational Review Understanding Donor Values and Communication Preferences Social Patterns! Bequest Boom is Here! Positioning the non-profit

3 Overview! Marketing Strategies o Tried and True o Cost effective Too! Electronic Based Promotion o Why you should o Who s on the web! Personal Calls In a Digital World

4 Continent of Immigrants USA Million Immigrants

5 Values: Family, Faith, & Industry

6 Values: Community & Education

7 Older Seniors Called to duty Promising Future

8 Building Families: 50s 60s

9 Boomers 60 s Generation Vietnam Era Veterans

10 Stuff You Should Know Mature Seniors!Born 1945 & Earlier!Age Range 70 Plus (2015)!27.1 Million donors!represent 26% Total Giving USA!Support Averages 6.2 Charities!8% Include Bequest to Charity! Defining moments: Depression, WWII, Cold War

11 Stuff You Should Know Baby Boomers!Born !Age Range 69-51(2015!51.0 Million donors!represent 43% Total Giving USA!Support Averages 4.5 Charities!5% Include Bequest to Charity!Defining Moments: Viet Nam, JFK, MLK, RFK

12 Stuff You Should Know Generation X!Born !Age Range 50-35!39.5 Million donors!represent 20% Total Giving USA!Support Averages 3.3 Charities!2% Include Bequest to Charity!Defining Moments: Gulf War, 911, Recession

13 Communication Practices! Face to Face! Letters & Post Cards! Telephone! Computer/Fax! Car Phone! Cell phone! Smart Phones/Super Computer! ! Texting! Skype/FaceTime! Instagram/Pinterest

14 Tried and True A. Mailings Donor Base Focus Group Recent-Within last 36 months Frequency-Three or more gifts Monetary-Cumulative gifts of $1,000 or more Age (65 +)

15 Tried and True B. Other Groups Focus 1. Retired/Soon to be retired employees 2. Support Groups & Clubs 3. Current and Former Board Members 4. Children of Residents 5. Promote Selected Topics Supplemental Retirement Income Estate Planning Leaving a Legacy

16 Tried and True C. Seminars 1. Defined Groups: Donors & Residents 2. Topic selection is very important 3. Address donor interests 4. Collaborate with other non profits 5. Know the speakers 6. Be in charge of seminar 7. Resource to Professional Advisors

17 Tried and True D. Legacy Society Promotion and Recognition 1. Promoting Legacy Society promotes planned gifts 2. How to join articles/ brochure 3. Benefits of Membership 4. Annual Recognition Luncheon

18 Electronic Based Marketing 1. Planned Giving component linked to website A. Donor Centric B. Interactive C. Easy to understand D. Brief articles E. Non-technical approach F. Contact person information

19 Electronic Based Marketing 2. Attracting Donor Attention A. Post cards: B. Query the donor and reference PG web page C. Print articles: Reference to PG web page D. Direct Mail reference PG web page E. E-communications reference PG web page F. Must promote the page to drive viewer

20 Who s on the Internet?! 77% of American adults use the Internet! 95% Users age 20-53! 76% Users age 54-68! 46% Users age 66+! 92% Internet User Incomes: $50,000-$74.999! 93% Users with College/University Education! 78% Users from Urban Community

21 What users do:! 92% Send or read ! 87% Search for Information! 83% Health Reports & Communication! 32% Spiritual/Religious Searches! 66% Watch YouTube or Videos! 52% Read News

22 What users do:! 58% Banking & Payments! 37% Financial Information Searches! 43% Search & Book Travel! 61% Social Networking! 25% Instant Messaging! 24% Twitter! 22% Online Donations

23 What users do: Website Engagement Importance Y-ers X-ers B mrs Mat!Visits to Website 71% 39% 28% 18%! & E-News 62% 29% 26% 26%!View Online Videos 99% 46% 28% 22%!Follow Social Media 99% 9% 5% 2%!Receive Texts 95% 2% 1% 4%!Online Giving 35% 40% 42% 27%

24 Bequest Boom Coming! Million USA boomers turn age 65! Million USA boomers turn age 65! 7,000 Per day turn age 65 in USA!!

25 Bequest Opportunity! Average age of first will: 44! Average age of first bequest: 49! Average age Bequest Donor: 58! 79% Bequest donors have Relationships with Charity! 21% referred by Attorney, CPA or read about charity

26 Stuff You Should Know Where do donations come from? Total Giving 2012 $143.6 Billion!Mature Seniors!Boomers!Generation X!Generation Y $ 35.9 Billion $ 61.9 Billion $ 28.7 Billion Potential

27 Application for non-profits: Need to be where the donors are!!!mature Seniors (Courtesy Calls) Mail (Personal Letters) Phone Contact Personal Visits Personal asks from friend or trusted staff with links to website (Give Later)

28 Application for non-profits:! Boomers: They re everywhere! Eclectic communication and solicitation preferences Personal asks (Peer to peer) Thank you letters (Timely) Recognition for on-going relationships Online Donations (Give Later)

29 Application for non-profits:! Boomers: They re everywhere (con t) E-Newsletters Web based searches (Post a video!!) Smart phone applications Facebook-charity tracking & posting LinkedIn-Groups

30 Application for non-profits:! Generation X and Y: Electronic Generation Smart Phones Applications Facebook-Messaging, Tracking, Support Posts Texting Tweet Marketing Messages Online Solicitations Website Blogs/Instagram/Pinterest/Vimeo You Tube-Make a video!!

31 Application for non-profits: Make Personal Calls First seek outright major gifts Include Planned Gifts in MGO portfolio Planned Gifts means toward making major gifts PG prospects often identified here Ask prospects what interests them Listen Build Relationships

32 A Word About Relationships What to talk about! Seniors: Their life story; career, family, grandchildren! Boomers: Their life story; How donations specifically making a difference! X-ers: Their career patterns, family, why their involved with agency

33 The Times they are a Changing Women s Impact on Philanthropy!Women donate where they volunteer!women s charitable donations are on the rise!women now filling the purse and holding the strings!women prefer face-to-face communication

34 Conclusion! Visit your donors! (Get out of the office!!)! Listen to your donors/track interests! How do they like to communicate?! Communicate in their style! Market to ages 45-80! Boomers have greatest potential to give! Match donor interest and value with charity needs

35 CONTACT INFORMATION Vincent J. Fraumeni Fundraising Consultants Office