MARKETING CHARITABLE

GIFT ANNUITIES

1. Overview / Getting Started

2. Best Practices3. What Works

SECTION #1

Overview / Getting Started

OVERVIEW – GETTING STARTED The Basics – before you begin

marketing…Follow American Council on Gift Annuities

(ACGA) Guidelines and Best Practices www.acga-web.org/

OVERVIEW State registrations Set minimum ages & gift amounts

Consider maximums if you are JUST starting Have an updated Gift Acceptance Policy Make sure Legal, Finance and the

Organization are all on board and aware of the liabilities

INTRO TO CGA MARKETING CGAs are NOT bequests

More transactionalCommon to have more than oneMany establish CGAs as an alternative to

CDsCGAs are a “gateway gift”

WHERE TO MARKET Specific mailings Ads in newsletters/magazine/e-

newsletter Articles in newsletters (donor profiles,

tips, etc.) Flyers/buck slips with

acknowledgements or other mailings Emails Social media

WHEN TO MARKET When is the best time to market CGAs?

Year-round – consistency and frequency is important, never know when a CD might mature

April & November – tax time In a good economy – depending on your

budget, consider mailing or increasing quantities during strengthening stock and real estate market

When tax laws change, or when donors are thinking about money and taxes

When rates change

ADS AND CAMPAIGNS Keep it simple

Would you like to increase income?Receive a tax donation?AND support your favorite charity?

ADS AND CAMPAIGNS Having any ad is better than no ad

ADS AND CAMPAIGNS Having a donor-featured ad is better

than a text-only ad (postcard, etc.)

ADS AND CAMPAIGNS Have a donor-featured ad with a reply/return is best

Privacy is key

FLYERS AND LEAVE-BEHINDS Create a basic flyer to send in response

to requests

Visits – leave behind, or Send as a follow-up

FLYERS AND LEAVE BEHINDS Basic outline flyer

FLYERS AND LEAVE BEHINDS Application form

Feels “official” Cuts down on age “mistakes” Ready to go when the donor is ready

SECTION #2

Best Practices

KNOW YOUR AUDIENCE Step 1: Know Your Audience

Look at all these features of CGA donors in several slices: Nationally, For Similar Institutions, For Your Institution Specifically

(Use ACGA’s Survey of Charitable Gift Annuities)

KNOW YOUR AUDIENCE Demographics of CGA donors (age

range, sex, couples, families, DGA/FDGA)VolunteersConsider targeting by age – starting no

earlier than 60

KNOW YOUR AUDIENCE Giving History

Loyal donors (have been giving for several years)

Current bequest donorsPeople who’ve already inquired about any

type of planned gift

Motivation for making a gift

KNOW YOUR GOAL Step 2: Know your Goal – match your

marketing efforts to your goal

e.g. New program needs volume/Older program needs younger donors/gift sizes depending on your existing pool

Hint: Smaller budgets will need to focus on the highest chance for success

TARGET YOUR EFFORTS Step 3: Use Your Audience Demographics

and Goals to Target Your Efforts Feature an existing donor who is similar to

your audience Wide-reach: magazine/newsletter ads More Targeted: specific postcards or

e-mail/direct mail to appropriate age range/giving history Most Targeted: Individual letters to prospects and existing annuitants

TARGET YOUR EFFORTS

TARGET YOUR EFFORTS

TARGET YOUR EFFORTS

MANAGE EXPECTATIONS Step 4: Manage Expectations

CGAs just don’t appeal to as wide a range of people as annual fund gifts or even bequests. Recognize that your response rate will reflect this.

MANAGE EXPECTATIONSGoal of marketing is to start the

conversation, not close the gift – each lead is valuable. These are all major gift prospects.

SECTION #3

What Works

WHAT TO SAY What do I say in my marketing

materials?

It’s about bringing in the inquiries, not the gifts. Keep it simple!

WHAT TO SAY?Share your mission – it is important to

approach this as a gift, not an investment. Why do donors choose your mission?

Share the benefits and the mission: Create income for today and a legacy for tomorrow.

WHAT TO SAYThank you messages work!Working with major gifts: “Enhance Your

Impact” Repeat, repeat – Over time and through

different vehicles

RESPONSES How do I want them to respond?

Include a reply device (avoid postcard responses)

Prominently provide other ways to contact you

Send them online (back to privacy)Track your success

ONLINE MARKETING Marketing CGAs Online (email, e-newsletter, social media):

Call to action: Contact Us! Have an updated rate chartEmail: time with mailings

Consider leading with a donor story Try including rate chart

Could personalize based on their age range.

ONLINE MARKETINGOrganization e-newsletter: donor story or

advertisementSocial media: depends on the organization Video

WHAT NOT TO DO… What Doesn’t Work:

Oversharing - Too much copy (emphasize mission through photos)

Small font Bad photos (hazy, bad lighting, unflattering) Promoting legacy club/society as motivatorPromises of “guaranteed” incomeSounding like a financial institution

HOW DID THIS DO?

HOW DID THIS DO?

HOW DID THIS DO?

HOW DID THIS DO?

QUESTIONS

THANK YOU! Nicole Engdahl

Special Olympics Nengdahl@Specialolympics.org

Meg RobertsThe George Washington University

Mroberts@Gwu.edu

Stacy RaineThe Nature Conservancy

Sraine@Tnc.org