planned giving marketing your planned giving program what...
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4/23/2015
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Getting Results for Planned Gifts
Planned Giving Marketing–
What really works?
Jacob Norlock
@CrescendoTweet
Facebook.com/CrescendoInteractive
Plannedgivingblog.com
Your Planned Giving Program
© 2014 Crescendo Interactive, Inc.
“If you had to describe your planned giving program
in one word, what would it be?”
STALE
NEGLECTED
NONEXISTENT
FICTIONAL
IGNORED
REACTIVE
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
• Most organizations are at 7%-8%
• You could be producing 25% from planned gifts!
• Are you missing out on 17%-18%?
Planned Giving
Annual Revenue Projection
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
Service Beyond Solicitation Why will donors return to your planned giving website?
• Give them meaningful information that impacts the
quality of their life.
• Lifestyle articles
• Financial updates
• Economy updates
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
Multichannel
Marketing
Web • Email • Print • Video • Social Media • Mobile
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
• Highlight Your Mission
• Common Story
• Consistent Branding
• Optimize Each Channel
• One Call to Action
• Inspirational Focus
• Connected Channels
Effective Multichannel Marketing
Farra Trompeter, Big Duck
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2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
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10
20
30
40
50
60
Web/eMail Special Events Direct Mail
How To Stay in Touch?
Boomers Preference
Blackbaud, The Next Generation of American Giving, August 2013 2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
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5
10
15
20
25
30
35
40
45
50
Web/eMail Special Events Direct Mail
How To Stay in Touch?
Seniors Preference
Blackbaud, The Next Generation of American Giving, August 2013
An analysis of email, web, mobile and social media analytics
for planned gifts
© 2014 Crescendo Interactive, Inc. 2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
DATA OVERVIEW
Periods Studied. The study compared data from July 1, 2013 to
June 30, 2014.
Sample Set. Analytics from 1,165 charities’ websites and 39.4
million emails sent.
Data Helps Understand:
• Non-Profits’ Email Utilization to Reach Donors
• Donor Response
• Donor and Advisor Website Traffic, Interests and Utilization
• Emerging Trends in Website and Social Media Activity
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
OPEN AND SEND RATES
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
OVERALL E-MAILS SENT
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2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
OPEN RATES
Special
18.8%
Advisor
19%
Donor
16%
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
EBLASTS
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
OPT-OUT RATES
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
• Service beyond solicitation
• Increase your reach
• Creates donor leads
• Expand your network
• Credibility
• Constant presence
• Keeps you competitive
• Fresh content
What is the purpose?
Engage
Educate
Empower
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2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
Images
Timely
Information
Educational
Content
Donor
Stories
Call to
Action
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
WEBSITE ORIGINS
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
QUALITY VISITS
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
MOST POPULAR PLANNED GIVING WEB PAGES
PAGE TITLE
1. Planned Giving Home
2. Savvy Living
3. Personal Planner
4. Article of The Month
5. Donor Stories
Website
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
MOST POPULAR GIFTS BY PAGE VIEWS
PAGE TITLE GIFT MODEL
1. How to Give Gift Annuity
2. How to Give Wills and Bequests
3. How to Give Charitable Remainder Unitrust
4. How to Give IRA Rollover
5. What to Give Stocks and Bonds
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2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc. 2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
MOST POPULAR GIFT ILLUSTRATIONS
GIFT ILLUSTRATION
1. Charitable Gift Annuity
2. Charitable Remainder Unitrust
3. Charitable Remainder Annuity Trust
4. Deferred Gift Annuity
5. Sale and Unitrust
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc. 2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
MOST POPULAR DONOR STORIES
DONOR STORY
1. Deferred Gift Annuity
2. Tax-Free Sale
3. Fixed Income for Retirement
4. Bequests
5. Capital Gains Tax Bypassed
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc. 2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
MOST POPULAR LITERATURE DOWNLOADS
GIFT MODEL BROCHURE TITLE
1. CGA Need Security?
2. CRT Tax-Free Sale
3. Wills and Bequests Large Wills Guide
4. Wills and Bequests Will Your Will Be Known
5. Wills and Bequests The Future is What You Make of It
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2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
Wills Campaign
• Wills Kit Offer
• eBlast – 94,000
• Postcard • Millennials 25-45
• Boomers 45-65
• Seniors 65+
• Married – Children
• Married – No Children
• Single
Donor Leads
• Offer of Wills Kit
• Requests – 2,000+!
• Millions in bequest intentions discovered!
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
• Annual Mailing
• Postcards
• Inserts
• Ads
• Seminar Materials
• Brochures
Print Marketing
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
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Wills Kit
• Personal Letter
• Letter of Intent
• Insert
• Brochure
• Bequest Language
• Wills Guide
• Business Card
• Legacy Society
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
Wills Guide Brochure
eBlast Postcard
Insert
Bequest Campaign
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
MOBILE DEVICE USE GROWS
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
GROWTH OF MOBILE
18.7% of Planned Giving Websites were accessed by mobile devices
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
SMART Objectives
Specific
Attainable
Timebound
Measureable
Relevant
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2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
WEB VISITS FROM SOCIAL MEDIA LINK TO VIDEOS
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
PROMOTE YOUR ENEWSLETTER
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
LINK TO NEW WEB CONTENT
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
POST DONOR STORIES
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
LINK TO PLANNED GIFTS CALCULATOR
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2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
ADVERTISE DONOR EVENTS
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
Case Study: Chapman University
• www.chapmanlegacy.org
• Never going to close a planned gift from Facebook
• Plant a seed to engage people, build relationships and identify unknown prospects
• https://www.facebook.com/HeritageSociety
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
What type of Facebook page?
• Chapman University
• Chapman University Alumni
• Charles C. Chapman Heritage Society
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
What to post about?
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
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2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
Facebook Insights
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
Schedule of Posts
• Monday – Words of a Student
• Tuesday – Words of a Student
• Wednesday – Retirement / 401k
• Thursday – Finance News
• Friday – Wedding Present
• *Every post between 7:30am and 11:00am PT
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
What’s next?
• Advertisement of Wills Guide
– Age 30 and above
– Ran eNewsletter list through Facebook
and found 3500 accounts
– Target everyone on that list
– $250 budget
• January Ad
– New Years Resolution to
get Will updated
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
Daily Contacts
• Brandraising by Sarah Durham
• All Media
• 3,000 contacts per day
Optimum # of Contacts w/ Donors?
• Historically 4-7 Optimum
• 4/2 Plan
- 4x the contacts, 2x the gifts
Do You Have a Marketing Plan?
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
• How many times per year are you in front of your
planned giving prospects?
– Face to face, eMails, Print, Social Media, etc…
• What types of media are you using to connect?
• Are you generating responses from your marketing
efforts?
Questions to Review
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2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
Identify Your Best Prospects
• Target Age: 65+? 45?
• Categories:
- Greatest Generation
- Baby Boomers
- Repeat Givers
- Surviving Spouses
- Young Donors
Segment Your Donor List
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
What to include in
your marketing plan
•Annual planned giving
marketing budget
•Marketing Plan Calendar
•Gifts you would like to promote
•Campaigns
•Special Events/Seminars
•Print Literature
2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.
Download the report at:
www.crescendointeractive.com
Questions?
Email:
THANK YOU