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TThe Coming GGift Boom
Andy RagoneCrescendo Interactive
……and the art of Symphonic Marketing
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LLife at 112,633’
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LLifeaat112,633’
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LLife at 112,633’
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From 12,633’PPlanned Giving
En gage Educate Em power
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AAnnualGiving
PlannedGiving&
* Russell James, JD, PhD, CFP, Charitable Bequest Decision-Making
$$4,210Average Annual Gift Size –8 Years PPrior to making bequestcommitment
$7,381Average Annual Gift Size – 8 Years Aftermaking a bequest commitment
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Born1946 – 11964
78 Million Baby Boomers
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1995QUIET GENERATION
(Born 1930– 1945)
2017BABY BOOMERS
(Born 1946– 1964)( )
2,800/day 1)(
0,000/day
AAge 65 Birthdays
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2010– 2027QUIET GENERATION
2,600/day** 8,500/day*
2028 – 2054BABY BOOMERS
* Age 82– 90. Russell J am es 2009
Graduation Day
N
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WWealth in AmericaRealEstate
$92,000,000,000,000*
Cash andEquivalent
Equities RetirementPlans
e
* Federal Reserve Data 2017
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TTransfer Wealth Beginning 2028RealEstate
$54,000,000,000,000+*
Cash andEquivalent
Equities RetirementPlans
e
* Deloitte Center For Financial Services 2016
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CCaptureaa Share?
With $1 Trillion coming……How do we
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Symphonic Marketing Plan
Focused Campaigns
Move Curious to Donor Pipeline
Annual, Blended andPlanned Gift Solutions
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2
3
Capture Your Share
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SSymphonic MMarketing StrategyOutreach Websites Analytics Donor ConnectionsDonor Connections
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SSymphonic Marketing
Mobile -Friendly WebsitesSocial Media
Video
Donor Connections
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FFrom…
MarketingEEfforts
To…DonorConnections
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Website 80%
Facebook/Twitter 70%
Email & Eblasts 65%
In -Person Events 45%
Print Marketing 40%
Video 14%
* Kivi Leroux Miller, 2016 Nonprofit CommunicationsTrends
IImportant Communications *
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CCampaignsOutreach
OutreachWebsites
Analytics
DonorConnectionsConnections
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AAnnual Fund SSolution• Sym p honicMarke ting
- Hold Your Base- Emphasize giving towards
vision, not tax savings• New Annual Fund
- Segment Age 70½ IRA Owners- Campaign for 3 -to-5 years- IRA Rollover Marketing Plan
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SState University Annual Fund
New Annual Fund $500,000
Annual Fund $2.47M
INCREASEDANNUAL GIVING20% in 201725% in 2018
ANN
UAL
FU
ND
3 Year Campaign
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JJanuary 15 Eblast “New Opportunity”April 15 Eblast “Reduce your taxable income”July 15 Eblast “Summer jumpstart” to fall planning
September 15 Three Week Campaign:
IRA Rollover
ning
Campaign
NewAnnualFund
• En ews letter h eader offers• Eblas ts• Pos tcard• Socia l m edia• Webs ite IRA rollover don or s tory• Webs ite ban n er IRA ad
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EEmail
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eeNewsletters• Good content drives
interest• Consistent outreach• Drives traffic to
website• Build relationships• Stewardship
Goal: to drive traffic to your website
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• Time Sensitive Info• Targeted Message• Segmented• Announcements• Invitations• Events
eeBBlast
Goal: to drive traffic to your website
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EEmail List Development
• Events• Free Offer• Social Media• Website Sign -up
• Phone Calls• Personal Contact• Survey• Response Card
Strategies
Goal: an ever -growing list of interested prospects
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PPrint
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Direct Mail• Mass mailings• Segmented mailings• Campaign
Supplement
Literature• Face-to-face• Lobbies• Leave behinds• Follow -up pieces• Website downloads• Events
WWhat’s the Purpose?
Goal: increased positive presence
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WWills GGuide
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Extended Postcards
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SSocialMedia
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SSocial MMedia• Facebook posts• Facebook advertisements• Twitter• LinkedIn• Instagram
Goal: to drive SM traffic to website
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SSocial Media Case StudyLutheran Church Extension Fund• Facebook Ad Campaign• Total time: 3 months• Target Audience: Age 50+• Offer: Free Legacy Guide • Offer: Enewsletter sign up
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SSocial Media Case StudyLutheran Church Extension Fund – Results• Reach: 60,732• Website visits: 13,850• Enewsletter sign ups: 1,058
• 54 Literature downloads
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SSocial Media Case StudyLutheran Church Extension Fund – Results• Wills Guide Requests: 5,000
• 50/50 electronic v. print• 46 bequest intentions• 21 requests for bequest language
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SSocial Media Case StudyLutheran Church Extension Fund
“In summary, we boosted engagement, discovered new gifts, created a pipeline of estate planning cases and have served our customer base with a product they love.”
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WWebsites?Why
OutreachWebsites
Analytics
DonorConnectionsConnections
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WWhat is the purpose?• Provides fresh content to draw the curious• Creates well educated prospects• Establishes you as the expert • Creates donor leads for relational next
steps (helpful Analytics)• Constant and reliable presence • Outreach efforts to land here
Engage
EmpowerEducate
Goal: To analyze interest and convert to donor connections
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Custom Designs
Donor Leads
How to Give
What to Give
Donor Stories
Contact Us
FFrom the eyes of a…Donor
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WWebsite Tips• Motivating Donor Stories • Images and videos that Illustrate
Your Mission• What to give; how to give• Calls to Action throughout• Timely, updated Information• Interactive and downloadable• Tools for advisors
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IImages
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DDonor Stories
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MMotivating DDonor Stories
Strong• Short -Share Gift Result• Why Donor Cares About
Your Charitable CAUSE• How His or Her Donor Gift
Advances Your Charitable Purpose
Weak• Too Long• How Great Your
Organization Is• Your Donor is a Nice,
Gracious, Generous and Qualified Person
• Events
How to write s tron g s tories
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AAnalyticsDonor
OutreachWebsites
Analytics
DonorConnectionsConnections
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FFrom…
MarketingEEfforts
To…DonorConnections
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DDonor• Seminars• Events• Person to Person• Relational
Connectivity• Pipeline Movement
CConnections
Goal: to create an ever-growingpipeline of donors who wish to make a difference
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SSeminars• Seminars for
donors• Seminars for
professionaladvisors
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OOrganization Events• Legacy Society
Dinner• Reunion Weekend• Miscellaneous and
Creative Events
• Enewsletter sign -upsheet
• Estate Planning Guide offer
• Planned Giving brochure
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1. Custom Donor Data
2. Donor-Centered Photos
3. Edited Text For Donor
4. Print Individually or Professionally
Donor Proposal
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SSymphonic MMarketing StrategyOutreach Websites Analytics Donor ConnectionsDonor Connections
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TThe Coming GGift Boom
Andy RagoneCrescendo Interactive
……and the art of Symphonic Marketing