Home >Documents >1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

Date post:11-Jan-2016
Category:
View:219 times
Download:2 times
Share this document with a friend
Transcript:
  • * 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*How to MarketCharitable Bequests

    A special presentation for organizations with endowments at the Rhode Island Foundation

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Where are we now?(urgent ~ start today)

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*It is in the fourth quarter now. Birth rates dropped 25% in the U.S. between 1925 and 1935. This segment of the population is now age 68 to 78. In other words, the population who will be leaving bequests is about to start a DOWNWARD trend that will not reverse until 2017. -- Robert SharpeSource: quoted by Mal Warwick, March 2004

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Translation...Times running out on some of your best prospects.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*But theres a rub...It wont just happen.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Source: Russell N. James III, University of Georgia, March 2009For those who think the generational transfer will automatically flood their organizations with resources, its time to think again. Without putting in the hard work of generating these planned gifts, 90% of donor mortality will simply result in lost current giving.* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Translation...Its totally up to you.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Repeat after me...If I do nothing now, my organization loses forever a once-in-a-generation opportunity.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*UK: Good at bequest marketing. USA: Stinky.In the U.K., legacy gifts account for 29% of total annual giving vs. below 10 % in the U.S.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Planned giving.Insider talk.

    Bequests.Everyday talk.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Caution...Industry jargon is self-defeating and a MAJOR barrier to understanding.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Some say bequests constitute at least 80% of so-called planned gifts; others say 90% or more Source: Mal Warwick, March 2004

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Planned giving?

    Bequests.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Key tip from Richard RadcliffeWrite like youre writing to your mum

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Relax.Its easy money.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Most U.S. donors (more than 90%) are happy to consider putting a charitable gift in their wills ... yet few (under 10%) have done so.Source book: Iceberg Philanthropy (2007)

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Who gives?

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Facts from researcher Richard RadcliffeWomen leave 78% of the legaciesMost are NOT wealthyLegacy makers have a history of giving

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • You already know the people most likely to make a bequest. Theyre your loyal donors, the ones who give year after year.* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • There is a core group of mostly retired donors who although cash poor (and thus they belong to the lowest income category) are actually asset rich. They are an important market for bequests. Source: James and Sharpe, via Adrian Sargeant, 2009* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • The millionaires next doorHelene Whitlock Alley, the $100 donor who bequeathed $7.3 million to a diabetes groupHomeless man leaves $4 million estate -- Richard Leroy Walters, did his stock trades over phone at a senior centerJean Preston, librarian, amassed an $8 million estateSource: Marc A. Pitman, Fundraising Coach* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Source: Adrian Sargeant - Jen Shang; ID, Death & Bequest Giving, Sept. 2008What psychologists refer to as self-grieving or grieving for the loss of oneself is common with the elderly as they begin to experience a number of physical difficulties and limitations. (Shaffer 1970). It is interesting to note that individuals attempt to compensate for these losses by searching for new sources of self-esteem, an ego need that could clearly be borne in mind by charities soliciting gifts from this age group.* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 4 major vectors:(1) loyal donors(2) childless(3) no grandkids(4) not rich* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Of current donors over age 50...

    50% of those WITHOUT offspring left a charitable bequest.When grandchildren appear, grandparents drop charities from their wills.Only 9.8 % of those with grandchildren left a charitable bequest.Source: Russell N. James III, University of Georgia, March 2009* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • During bad economic times, bequests can be especially attractive to avid supporters on reduced incomes* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Cant afford a gift to your favorite charity this year?Make a charitable bequest.* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Ground Zero:Board commitment

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Rationale:If your board wont support your organization, why should anyone else?* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*~ Step One ~Start a legacy society

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*You cant thank them when theyre dead.Thank them abundantly now.And make them feel special.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*~ Step Two ~Write a 1-page letter to donors who have given for 5 or more years

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Strangers are not going to leave you their money, mostly.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Letter says, in essence...Thank you. You can support us in many ways. And when the time is right, please consider a gift in your will. (Include contact information and sample language.)* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*The Rich Fox opt-out letter part 1:

    Thanks donors for their lifetime support and explains the organizations need for bequests and charitable remainder trusts. The letter reminds prospects that many people dont like to think about writing a will and thus, despite their best intentions, dont adequately ensure that their wishes are carried out.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*The Rich Fox opt-out letter part 2:

    Stresses that it is not a request for another contribution and then introduces the concept of the legacy program. The letter explains that donors neednt indicate the amount of money they intend to leave the organization, merely that they should indicate that they intend to participate in the program. An enclosed enrollment form also includes an opt-out box for prospects to declare theyre not interested.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*The Rich Fox opt-out letter part 3:

    Explains that as soon as the organization receives a donors enrollment form, his or her name will be inscribed immediately in a place of honor at the institution and will be published prominently among the organizations donors, to help motivate others to follow the example.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*The Rich Fox opt-out letter part 4:

    Points out, finally, that the legacy program is so important to the organizations future that a representative will call to explain the program and answer questions but only if donors do not return the enrollment form to indicate whether or not theyll participate.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Wise words from P.T. Barnum, Connecticut native son, philanthropist, political reformer

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • #1 reason people dont make a charitable bequest?It never occurred to me.* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Calendar for bequest mktg. to donorsJan-Dec

    1st Quarter

    2nd Quarter

    3rd Quarter

    4th QuarterMonthly e-mailed news w/ bequest reminder

    Annual bequest reminder letterItem in print donor newsletterAnnual legacy society meetingSpring solicitation w/ bequest reminderItem in print donor newsletterFall solicitation w/ bequest reminderItem in print donor newsletterYear-end solicitation w/ bequest reminderItem in print donor newsletter

    * 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*~ Step Three ~Never say die.Inform. Remind. Repeat.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Please remember ___ in your will.At the bottom of every letter.Print it on your stationery.* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • * 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Leave a legacy that will help others for years to come. A gift to the Canadian Cancer Society in your Will is a simple and powerful way to join the fight against cancer.For more information about how your gift can be arranged and how it will be used, please call 1-888-939-3333 or visit us at www.cancer.ca.

    Appears as a footer on every email.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • * 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Good tip from Richard RadcliffeEvery year send an annual review to every legacy pledger, summarizing your organizations accomplishments and accounts.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Good tip from Richard RadcliffeOn page 1 explain key accomplishments. On page 2 have a story illustrating a key accomplishment. On page 3 talk about cost efficiency.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Good tip from Richard RadcliffeMake it easy to get in touch via the website. DONT have a click button labeled "legacies." DO have a button labeled, "Do you want to protect our future?" Change the message every three months.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Good tips from Richard RadcliffeHave a legacy page in your newsletter -- just don't call it that.ALSO: Every newsletter should have a lawyer column with answers to questions.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Results vary.Patience is a virtue.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*It takes an average of seven years for a gift planning program to mature to the point where planned gifts are materializing, and it takes three to five qualified prospects to secure one planned gift.

    Larry Stelters new book

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*How to talk about death.(Just dont.)

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Key tip from Richard RadcliffeBe joyful about bequests. They are life driven, death activated.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Talk about the importance of bequests to the organization.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Source: Royal National Lifeboat InstitutionDear Supporter,I'd like to share some thoughts with you. I am sure you are aware that the RNLI is funded totally by voluntary contributions and that legacies are our largest source of income. We are concerned about future legacy income and it seems sensible to talk about our concerns with our regular RNLI supporters as early, and with as much candour, as possible.* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Talk about the lasting name recognition.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*What are you selling?

    Immortality, a bit.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • * 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Talk about how big the gift will become over time, if endowed.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Over 50 years,a $20,000 bequest will growto $368,000+ in principaland make $300,000+ in grants.

    Rhode Island Foundation calculation

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Over 50 years,a $100,000 bequest will growto $1,488,000+ in principaland make $518,000+ in grants.

    New York Community Trust calculation

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Mention ease: All it takes is a quick phone call to your lawyer, to add a charitable gift to your will.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Inertiais your enemy.Repetitionis your friend.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Good tip from Richard RadcliffeHold an annual general meeting for your organization as a way of meeting prospects. Hold it at 11 AM. Provide a light lunch. Have someone stand up and say the vision statement, then give the annual review.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*How do prospects identify themselves? They respond tooffers.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • * 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • * 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Successful campaign in the New Yorker and the New York Times.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Just for you...Lots of freetips and samples:www.aherncomm.com

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    *****************************************************

Popular Tags:
of 75/75
1 © 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing
Embed Size (px)
Recommended