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Stephen Maund

Managing Director & CEO of Capacity Marketing For Charities and has been offering legacy marketing ideas, support and services to charities.

Previously the NSPCC’s first legacy marketing manager.

Founder of The Capacity Foundation which is working with a community in Malawi to challenge the country’s dependence on aid.

Toni Andreola

Program Development Director in Canada since January 2016, sharing her 12 years of experience in planned giving acquisition.

Previously Planned Giving Director for the Canadian Cancer Society in BC where she was a client of Capacity Marketing using the full range of our services.

Inside Knowledge presenters

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The world of planned giving in 50 minutes

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Comparing the British and Canadian markets

Institute of Fundraising founded in 1983 by charities to foster best practice among fundraisers

- 6000 fundraisers, 575 charities and 120 associated businesses

In Britain, 530,000 people passed in 2017- about 265,000 had a Will- about 40,000 included a charitable legacy

In Canada, 280,000 people passed in 2018- about 140,000 had a Will- about 20,000 included a charitable legacy

In both countries, about 7% of people leave a charitable legacy – or 14% of people who leave a Will.

CAGP founded in 1993 to foster collaboration between planned giving professionals and financial advisors

- over 1200 members; co-operate in the interests of their donors/clients

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Whistle-stop tour of the CAGP Conference 2019

Divided into broad subject headings

• Financial stuffo insurance gifts, flow-through donations, DAFs, special needs trusts

• Organizational realitieso organizational culture, ‘silo’ thinking, whole-charity strategy, unified messaging, values

alignment, succession, planned giving’s place in priorities, big shop vs small shop –who’s in charge?

• Toolso research, message, communications channels (inc. social media), financial advisors,

lawyers, power of nudging

• The Messageo power of stories, testimonials, integration (prêt-á-porter), music, video, ‘loverizing’o Canadian Cancer Society changed its language away from fighting to coping with cancer

• Audienceso demographics, newcomers, attitudes to money, giving proclivity

• Legal stuffo incapacity, vulnerability, acceptance policies, estate admin procedures, donor behaviour

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Looking a little further

1 – Russell James 2 – LegalWills.ca 3 – Legacy Foresight

• Nudgingo British Cabinet Office’s Behavioural Insights Team trialo Mention of legacy option doubled instance, link to cause tripled ito ‘nudge’ partially replicated in Canada (2)

• Visualo Ken Dungavell, three-times cancer survivor and lawyer writing Wills

• About peopleo Demographics, 80% of legacies are from

people aged 80+(1)

o motivation: fear and hope

• Generosityo Remember A Charity’s survey reckons 50% of people thought about a legacyo Capacity’s experience is 60% in cold market and 70%+ in warmo Boomer generational transfer of wealth – potential to double legacy income by 2050 (3)

APPROXIMATE AGE OF PEOPLE MAKING WILLS

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Preview of Institute of Fundraising Convention

• Storieso Trend toward end-of-life conversations, addressing death D is for Dead

• Organizationo Transferring large charity practices to small charities

• Audienceso Hindu, Jewish, Muslim and Sikh cultures thru clerics, funeral homes and lawyers

• Successeso Donkey Sanctuary – organizational culture, connections with donors … across 50 yearso Marie Curie, Save The Children – development of strategy

• Blended givingo Lifetime gifts and legacies compared (‘postponed major gift’)

• Willwriting serviceso Online, donation-driven, incentivized

It’s here too!

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Strategy – ‘plan of action to achieve an overall aim’

• Recognize key factorso Build a long-term relationshipo Occasional donation – monthly donation – mid/high level giving – legacy o Direct mail donors more likely to leave a legacy

… also more likely to have a Willo Boomers prefer direct mail compared to millennials

... but digital routes can start a conversation

Acknowledgements to GoodWorks

• Realize it’s personalo Use narrative o A charitable legacy doesn’t come out of nowhere

– you just don’t always know where and only 20% of legacies come from lifetime relationships

o Who is the donor pledging to?o Length of relationship

Can you see some common features?

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Motivating legacy prospects

• Driverso Widowhood, family change, personal diagnosis, illness of

contact, increase in assets, difficult estate handling, travel … Changes to family, wealth or health (1)

o Last Will at 77, dead by 84 (2)

o Age – target people over 60 (3)

o One-in-eight people under 35 have a Will (4)

o Two-thirds of pledgers pass within 7 years of last Willo Family and friends firsto Narrative – personal, emotive

1 – Legacy Voice 2 – Smee & Ford 3 – Sargeant/Hilton 4 – Law Society England & Wales 5 – Sargeant & Warwick, Wilberforce

• Barrierso Fear of legal terms, perceived cost, time requiredo Financial insecurityo Perception that assets don’t enable a significant gifto Lack of solicitation – “don’t ask, don’t get” (5)

Barbara’s footprint

Toni’s signoff

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Tips on tactics

• Segmentationo How were your donors recruited?o Engagement level and preferred mode of communication

- direct mail, email, phone, text, WhatsApp, in person

o Interests – giving, volunteering, eventso RFV – recency, frequency, valueo Use KPIs – move enquirers to intenders and intenders to pledgers

• Insightso Make your legacy message ambient – organizationally and donor-wise – and alignedo Know your charity’s story, be clear what a legacy can achieveo Make it easy to leave a legacyo Cherish donors and remember your own successiono Find the right language, starting with ‘legacy’ vs ‘gift in Will’o Measure everything

One-sentence tag line:“No other organization enables and empowers what the Canadian Cancer Society does; we are the voice for Canadians who care about cancer.”

Boat or Brian?

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Why legacies matter

• Most charities depend on legacies for a significant portion of incomeo Legacies account for 13% of UK charitable income on average – but with wild variations

• Neglect of long-term legacy income is short-sightedo Smaller charities are increasingly featuring in Wills, eating into larger charities’ shareo A Last Will & Testament will on average be 7 years old when it ‘matures’o Resources placed a decade ago are producing today’s legacy income

• Donors don’t see legacies as separate from lifetime givingo Nor should we, as charity fundraiserso NSPCC example

• Legacies resonateo Without a sense of legacy, life has less meaningo Automatic appeal to high-mindednesso The effects of oxytocin, twice over

Acknowledgements to Professor Russel James

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Case Study: how the Free Wills concept produced a billion dollars

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The origins of Free Wills

• The boys and girls with guitars - Live Aid in 1985 awakened a generation

• Comic Relief (also 1985) widened involvement to entertainment …

• … and Sport Relief came along in 2002

• Scottish solicitor Graeme Pagan started Will Aid in 1988o consortium of 7 international aid charitieso Wills written free by solicitors in exchange

for cash donation; legacies seen as spin-off

• Cancer Research Campaign pioneered Free Wills c. 1992o solicitors wrote Wills for nominal feeo clients asked to include a legacy

• Free Wills Month launched in 2005

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Free Wills Month

• Solus and consortium campaigns to the cold marketo first Free Wills Fortnight in Britain was for Leeds Teaching Hospitals in 2001o first consortium of 10 charities campaign was in 2005o 8 consortium campaigns in England and Wales in 2019 (7 x 12 & 1 x 8)o 59 charities have taken part to dateo $425 million future income generatedo results:

o first Canadian Free Wills Month was in 2010o 12 FWM consortium campaigns so far, in Ontario and BCo 13 solus campaigns for the Canadian Cancer Societyo 19 charities have taken part to dateo results:

• Proves legacies could be up to 10x normo people self-identify as pledgerso highest conversion in Canada = 60%; Britain = 71%

Wills

62,221

Beq

32,645

Res

4,060

% Res

11%

Legacies

36,929

Conv’n

59%

Wills

5,444

Beq

2,245

Res

228

% Res

9%

Legacies

2,484

Conv’n

46%

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Free Wills Network

• Launched in Britain 2008 to serve the warm market (known donors)o 20 charities joined in the first year, 2008o niche and regional charities have fuelled growtho pledges secured by the Network are underwritten by the completion

of Confidential Declaration Formso 65% of people using the Network include a legacy to the referring charityo 76% of donors include the referring charityo 20 charities joined in the first year, 2008o over 130 charities using the Network in 2019o future income generated is about $370 million in the UK o results:

o 18 charities have enrolled in Canada (21 including provincial chapters)o future income generated is about $2 million o results:

Wills

27,679

Beq

14,798

Res

3,140

% Res

18%

Legacies

17,938

Conv’n

65%

Wills

257

Beq

96

Res

37

% Res

27%

Legacies

137

Conv’n

53%

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The Network targets the most promising prospects

• Most successful marketing channel is direct mail• Segmentation used widely

o age, affluence, RFV, dormant/lapsed

• Websites and articles & inserts in house magazines• Experimentation with social media under way• Support materials circulate best practice

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Workshop: how to unite your organization around planned giving

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Unity of people, purpose and outcomes: co-operation

• Motivation is more than performance review or a pay cheque

• Helping to shape the organization leads to greater job satisfaction

• The role of leadership: understanding your CEO and finance officero what is their perspective; what are their priorities?

• Be clear on the organization’s vision and put planned giving in that context

• Agree key performance indicatorso is planned giving performance linked to income or activity?o enquirers, intenders and pledgers

• Reversing an ocean-going tanker: what if legacy income starts to slide?o concerns in mid-90s led to creation of Remember A Charityo like circulation of blood – you can skip a beat but you can’t stopo Like playing a piano – lifetime giving and planned giving have different rhythms

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Discussion questions

1. How did you feel when someone held a piece and did not see the solution?

2. What was you reaction when someone finished a square and then sat back without seeing whether his/her solution prevented others from solving the prpblem?

3. What were your feelings if you finished a square and then began to realize that you would have to break it up and give away a piece?

4. How did you feel about a person who was slower to see the solution? If you wrere a slower person, how did you feel?

5. How did you feel when someone gave you a part you needed?

6. Was there a climate of helping or hindering?

7. What is the value of this exercise?

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Secrets of the lawyer’s interview room

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acy A non-exclusive list of possible questions

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Pledger self-identification: new cold-market pointers to pledging

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acy Analysis of Free Wills Month pledgers

• Segmentation system classifies all Canadian postal codes into one of 68 segments• Each segment contains an average of 1.5% of the adult population• Captures current demographics, lifestyles and consumer behaviour in Canada• Social Values data used to create and describe segments• Highlights key demographic trends:

Growing population Aging

population

Increasing ethnic

diversity

Increasingly urban population

New baby boom

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acy Society divided into

68 segments

• Classified by age and affluence

• Reflects cultural and social attitudes

• Customer survey data added

• Business intelligence - habits

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acy Society divided into 68 segments

Middle aged and older family donors

69% HH maintainers

>44 y.o.

76% Family

households

44% Have children of all ages at home

70% 2-4 persons households

84% Home

owners

88% Live in houses

72% No university

diploma

11% Visible

minorities

89% English – Home

language

• 13 of donor households

• Middle-aged and older families and couples with children of all ages at home

• Less ethnically diverse, they typically hold college or trades certificates with some university and earn average and above average incomes

• Occupations: trades, transport, law, social, sales, business

• Average household income $107,000

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acy Attitudes and values

• Middle income and homeowners

• Take great pride in being Canadian

• Value the country’s diversity

• Feel an obligation to leave a legacy

• Organized in their own lives

• Recognize that change and complexity are a part of life

• Less likely to believe violence and sexism are acceptable

STRONG SOCIAL VALUES

WEAK SOCIAL VALUES

NATIONAL PRIDE

LEGACY

RACIAL FUSION

FLEXIBLE FAMILIES

INTROSPECTION & EMPATHY

IMPORTANCE OF BRAND

ADAPTABILITY TO COMPLEXITY

PERSONAL CONTROL

SOCIAL LEARNING

SPIRITUAL QUESTACCEPTANCE OF VIOLENCE

SEXISMPURSUIT OF INTENSITY

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acy Lifetime donations by Free Wills Month pledgers

• 86% made donations in the past year

• Most likely to donate by mail

• Sponsorship and place of worship come close behind

• More likely to donate because they are affected by the cause

• Some also swayed by tax advantages

Incidence (%): Avg Amount Donated ($):

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Big Announcement: Free Wills going national

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acy Free Wills Month to be coast to coast from 2021?

• 8 charities from different cause areas• 800 Wills from several 7 - 8 locations• 32 law firms spread across the locations• 400 gifts• Total budget $144,000

Cause areasAnimalsCancerChildrenCommunityDisabilityDiseaseEnvironmentVeterans

British Columbia May 2019

• 8 different cause areas• 3000 Wills from 35 locations• Approx. 150 law firms• 1500 gifts• Total budget $650,000

o cost per charity: $3,000 to $18,000 according to province

Canada 2021

A charity could fill all 10 provinces for a cause, or there could be different charities in separate provinces