Can a telephone campaign be an integral element of your legacy

marketing strategy?

Clair LucyOshrit Cowan

Our presentation • The background• The campaign• The outcomes• Lessons learnt

“Mr. Murdoch, you’re wife has a very good left hook,” Mr. Watson said.

“An amazing invention - but who would ever want to use one?”Rutherford B Hayes

The background

The wills and trusts information service• Guides and booklets• Presentations• Home visiting service (no will drafting)• Free legal advice• Directory of legal professionals

Thanks for that – I’m off!

How do you know that after receiving information and a

promise of doing something about it – they actually do?

Key benefits to using the phone• Personal contact

• Dual purpose – information gathering and service quality check

• Supportive soft communication (drip, drip, drip)

• Completely flexible to the caller - personalised

• Strengthen relationship with Mencap regardless of outcome

• Encourages conversation

• Instant notification of action

• Accurate feedback on what supporters think

• Communications can be amended during the campaign

Risks of the phonePossible….• Over saturation• Bad press• Forced answers • Lost loyalty• Skill gap

Our campaign

What was the conversation?

Service follow-up

Legacy consideration

Who was the conversation with?

Segment Segment Description No of individuals contacted

A Service Requestor + Pledger 29

B Service Requestor + Intender 147

C Service Requestor + Requestor 196

D Service Requestor Only 599

E Service Requestor (No Leg Ask) 89

Working with the agency• Understanding Mencap and our service• Creating the appropriate script & conversation

journey• Managing supporter expectations and customer

service• Partnership and working as a team

Performance commentary• Those that had already told us that they did not wish

to receive information about legacies, had the highest proportion of supporters who have acted upon the wills and trusts advice received

• Those supporters who had already indicated they intended to leave a legacy were more likely to require a follow up of some kind

• 42% of those we spoke to who hadn’t yet updated/made their wills didn’t feel they need any further follow up on this

• A very low proportion refused to discuss the service or talk about their reasons/intentions for requesting the pack

Performance commentary• We uncovered 21 extra pledgers during this campaign • Only 2% indicated a firm intention to leave a gift in their

will in future• 56 people asked for more information• A very small number were unwilling to discuss legacy

giving over the phone• Not a single complaint about being contacted by phone

• Though we didn’t meet all the anticipated targets, some areas exceeded expectations

• Large proportion of supporters were willing to consider leaving a gift in their will to Mencap

• Many of the supporters had some detailed feedback about the solicitors they spoke to

Conclusions

Lessons learnt

Things we’d do differently• Include event attendees

• Not include pledgers or “no legacy asks” in this campaign

• Create a way of measuring intention

• Ask how they like being communicated to in the future

• Speak to non service users

Questions you need to ask yourself• Why are you doing it and what are you hoping to

achieve?• Why will the phone be most effective?• Can you tailor it to your charity?• How does it fit within your supporter journey?

The perfect call

Thank you

Any questions?