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

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

Page 2: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 2

How to MarketCharitable Bequests

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

Page 3: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 3

Where are we now?(urgent ~ start today)

Page 4: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 4

“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 Sharpe

Source: quoted by Mal Warwick, March 2004

Page 5: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 5

Translation...Time’s running out on some of

your best prospects.

Page 6: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 6

But there’s a rub...

It won’t “just happen.”

Page 7: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

Source: Russell N. James III, University of Georgia, March 2009

“For those who think the generational transfer will automatically flood their organizations with resources, it’s 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.”

7© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

Page 8: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 8

Translation...It’s totally up to you.

Page 9: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 9

Repeat after me...“If I do nothing now, my

organization loses forever a once-in-a-generation

opportunity.”

Page 10: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 10

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.

Page 11: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 11

“Planned giving.”Insider talk.

“Bequests.”Everyday talk.

Page 12: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

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Caution...Industry jargon is self-

defeating and a MAJOR barrier to understanding.

Page 13: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

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“Some say bequests constitute at least 80% of so-called planned gifts; others say 90% or more…”

Source: Mal Warwick, March 2004

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© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 14

Planned giving?

Bequests.

Page 15: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 15

Key tip from Richard Radcliffe

Write like you’re writing to your mum

Page 16: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 16

Relax.It’s easy money.

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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)

Page 18: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 18

Who gives?

Page 19: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

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Facts from researcher Richard Radcliffe

• Women leave 78% of the legacies

• Most are NOT wealthy

• Legacy makers have a history of giving

Page 20: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

You already know the people most likely to make a bequest. They’re your loyal donors, the ones who give year after year.

20© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

Page 21: 1© 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

21© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

Page 22: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

The millionaires next door

• Helene Whitlock Alley, the $100 donor who bequeathed $7.3 million to a diabetes group

• “Homeless man leaves $4 million estate” -- Richard Leroy Walters, did his stock trades over phone at a senior center

• Jean Preston, librarian, amassed an $8 million estate

Source: Marc A. Pitman, Fundraising Coach

22© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

Page 23: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

Source: Adrian Sargeant - Jen Shang; ID, Death & Bequest Giving, Sept. 2008

“What 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.”

23© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

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4 major vectors:(1) loyal donors(2) childless(3) no grandkids(4) not rich

24© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

Page 25: 1© 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

25© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

Page 26: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

During bad economic times, bequests can be especially attractive to avid supporters on reduced incomes…

26© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

Page 27: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

Can’t afford a gift to your favorite charity this year?

Make a charitable bequest.

27© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

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Ground Zero:Board commitment

Page 29: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

Rationale:If your board won’t support your organization, why should anyone

else?

29© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

Page 30: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

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~ Step One ~Start a legacy society

Page 31: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 31

You can’t thank them when they’re dead.

Thank them abundantly now.

And make them feel special.

Page 32: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 32

~ Step Two ~Write a 1-page letter to donors who have given

for 5 or more years

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© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 33

Strangers are not going to leave you their money, mostly.

Page 34: 1© 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.)

34© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

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© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 35

The Rich Fox opt-out letter – part 1:

Thanks donors for their lifetime support and explains the organization’s need for bequests and charitable remainder trusts. The letter reminds prospects that many people don’t like to think about writing a will and thus, despite their best intentions, don’t adequately ensure that their wishes are carried out.

Page 36: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 36

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 needn’t 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 they’re not interested.

Page 37: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 37

The Rich Fox opt-out letter – part 3:

Explains that as soon as the organization receives a donor’s 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 organization’s donors, to help motivate others to follow the example.

Page 38: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 38

The Rich Fox opt-out letter – part 4:

Points out, finally, that the legacy program is so important to the organization’s 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 they’ll participate.

Page 39: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 39

Wise words from P.T. Barnum, Connecticut native son,

philanthropist, political reformer

Page 40: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 40

Page 41: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

#1 reason people don’t make a charitable bequest?

“It never occurred to me.”

41© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

Page 42: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

Calendar for bequest mktg. to donors

Jan-Dec

1st Quarter

2nd Quarter

3rd Quarter

4th Quarter

Monthly 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

42© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

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© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 43

~ Step Three ~Never say die.

Inform. Remind. Repeat.

Page 44: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

Please remember ___ in your will.

At the bottom of every letter.

Print it on your stationery.

44© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

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45© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

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© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 46

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.

Page 47: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

47© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

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Good tip from Richard Radcliffe

Every year send an annual review to every legacy pledger, summarizing your organization’s accomplishments and accounts.

Page 49: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 49

Good tip from Richard Radcliffe

On page 1 explain key accomplishments. On page 2 have a story illustrating a key accomplishment. On page 3 talk about cost efficiency.

Page 50: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 50

Good tip from Richard Radcliffe

Make it easy to get in touch via the website. DON’T have a click button labeled "legacies." DO have a button labeled, "Do you want to protect our future?" Change the message every three months.

Page 51: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 51

Good tips from Richard Radcliffe

Have a legacy page in your newsletter -- just don't call it that.

ALSO: Every newsletter should have a lawyer column with answers to questions.

Page 52: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 52

Results vary.

Patience is a virtue.

Page 53: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 53

“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 Stelter’s new book

Page 54: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 54

How to talk about death.(Just don’t.)

Page 55: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 55

Key tip from Richard Radcliffe

Be joyful about bequests. They are “life driven,

death activated.”

Page 56: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 56

Talk about the importance of bequests

to the organization.

Page 57: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 57

Page 58: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

Source: Royal National Lifeboat Institution

Dear 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.

58© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

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Talk about the lasting name recognition.

Page 60: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

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What are you selling?

Immortality, a bit.

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61© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

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Talk about how big the gift will become over

time, if endowed.

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© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 63

Over 50 years,

a $20,000 bequest will grow

to $368,000+ in principal

and make $300,000+ in grants.Rhode Island Foundation calculation

Page 64: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 64

Over 50 years,

a $100,000 bequest will grow

to $1,488,000+ in principal

and make $518,000+ in grants.New York Community Trust calculation

Page 65: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 65

Mention ease: “All it takes is a quick phone call to your lawyer, to add a charitable

gift to your will.”

Page 66: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 66

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Inertiais your enemy.

Repetitionis your friend.

Page 68: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 68

Good tip from Richard Radcliffe

Hold 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.

Page 69: 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing.

© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 69

How do prospects identify themselves? They respond to

offers.

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70© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

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71© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

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Successful campaign in the New Yorker and the New York Times.

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© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing 74

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Just for you...Lots of free

tips and samples:www.aherncomm.com


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