The Coming Gift Boom and the art of Symphonic Marketing Andy - - PDF document

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The Coming Gift Boom and the art of Symphonic Marketing Andy - - PDF document

Nov 24, 2023 271 likes •527 views

The Coming Gift Boom and the art of Symphonic Marketing Andy Ragone Crescendo Interactive 1 Life at 12,633 2 Life at 12,633 3 Life at 12,633 4 Planned Giving From 12,633

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SLIDE 1

1

The Coming Gift Boom

Andy Ragone Crescendo Interactive

…and the art of Symphonic Marketing

2

Life at 12,633’

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SLIDE 2

3

Life at 12,633’

4

Life at 12,633’

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SLIDE 3

5

From 12,633’

Planned Giving

  • Engage

Educate Em power

  • 6

Annual Giving Planned Giving

&

* Russell James, JD, PhD, CFP, Charitable Bequest Decision

  • Making

$4,210

Average Annual Gift Size – 8 Years P Prior to making bequest commitment

$7,381

Average Annual Gift Size – 8 Years After making a bequest commitment

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SLIDE 4

7

Born 1946 – 1964

78 Million Baby Boomers

8

1995

QUIET GENERATION

(Born 1930– 1945)

2017

BABY BOOMERS

(Born 1946– 1964) ( )

2,800/day 1

) (

0,000/day

Age 65 Birthdays

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SLIDE 5

9

2010– 2027

QUIET GENERATION

2,600/day

*

8,500/day*

2028 – 2054

BABY BOOMERS

* Age 82– 90. Russell J am es 2009

Graduation Day

N

10

Wealth in America

Real Estate

$92,000,000,000,000 *

Cash and Equivalent Equities Retirement Plans e

* Federal Reserve Data 2017

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SLIDE 6

11

Transfer Wealth Beginning 2028

Real Estate

$54,000,000,000,000+ *

Cash and Equivalent Equities Retirement Plans e

* Deloitte Center For Financial Services 2016

12

Capture

a Share?

With $1 Trillion coming…

…How do we

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SLIDE 7

13

Symphonic Marketing Plan Focused Campaigns Move Curious to Donor Pipeline Annual, Blended and Planned Gift Solutions

1 2 3

Capture Your Share

4

14

Symphonic Marketing Strategy

Outreach Websites Analytics Donor Connections Donor Connections

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SLIDE 8

15

Symphonic Marketing

  • Mobile -Friendly Websites

Social Media Email

  • Print

Video

  • Donor Connections

16

From…

Marketing Efforts

  • To…

Donor Connections

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SLIDE 9

17

Website 80% Facebook/Twitter 70% Email & Eblasts 65% In-Person Events 45% Print Marketing 40% Video 14%

* Kivi Leroux Miller, 2016 Nonprofit Communications Trends

I Important Communications *

18

Campaigns

  • Outreach

Outreach Websites Analytics Donor Connections Connections

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SLIDE 10

19

Annual Fund Solution

  • SymphonicMarke 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

20

State University Annual Fund

New Annual Fund $500,000 Annual Fund $2.47M

INCREASED

ANNUAL GIVING

20% in 2017 25% in 2018

ANNUAL FUND

3 Year Campaign

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SLIDE 11

21

January 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

New Annual Fund

  • Enewsletter header offers
  • Eblasts
  • Postcard
  • Social m edia
  • Website IRA rollover donor story
  • Website banner IRA ad

22

Email

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SLIDE 12

23

eNewsletters

  • Good content drives

interest

  • Consistent outreach
  • Drives traffic to

website

  • Build relationships
  • Stewardship

Goal: to drive traffic to your website

24

  • Time Sensitive Info
  • Targeted Message
  • Segmented
  • Announcements
  • Invitations
  • Events

eBlast

Goal: to drive traffic to your website

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SLIDE 13

25

Email 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

26

Print

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SLIDE 14

27

Direct Mail

  • Mass mailings
  • Segmented mailings
  • Campaign

Supplement

Literature

  • Face-to-face
  • Lobbies
  • Leave behinds
  • Follow -up pieces
  • Website downloads
  • Events

W What’s the Purpose?

  • Goal: increased positive presence

28

Wills Guide

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SLIDE 15

29

Extended Postcards

30

Social

  • Media
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SLIDE 16

31

Social Media

  • Facebook posts
  • Facebook advertisements
  • Twitter
  • LinkedIn
  • Instagram

Goal: to drive SM traffic to website

32

Social Media Case Study

Lutheran 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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SLIDE 17

33

Social Media Case Study

Lutheran Church Extension Fund – Results

  • Reach: 60,732
  • Website visits: 13,850
  • Enewsletter sign ups: 1,058
  • 54 Literature downloads

34

Social Media Case Study

Lutheran 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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SLIDE 18

35

Social Media Case Study

Lutheran 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.”

36

Websites?

  • Why

Outreach Websites Analytics Donor Connections Connections

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SLIDE 19

37

What 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 Empower Educate

Goal: To analyze interest and convert to donor connections

38

Custom Designs Donor Leads How to Give What to Give Donor Stories Contact Us

F From the eyes of a…

Donor

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SLIDE 20

39

Website 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

40

Images

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SLIDE 21

41

Donor Stories

42

Motivating Donor 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 strong stories
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SLIDE 22

43

Analytics

  • Donor

Outreach Websites Analytics Donor Connections Connections

44

From…

Marketing Efforts

  • To…

Donor Connections

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SLIDE 23

45

  • Donor
  • Seminars
  • Events
  • Person to Person
  • Relational

Connectivity

  • Pipeline Movement

Connections

Goal: to create an ever-growing pipeline of donors who wish to make a difference

46

Seminars

  • Seminars for

donors

  • Seminars for

professional advisors

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SLIDE 24

47

Organization Events

  • Legacy Society

Dinner

  • Reunion Weekend
  • Miscellaneous and

Creative Events

  • Enewsletter sign -up

sheet

  • Estate Planning Guide
  • ffer
  • Planned Giving

brochure

  • 48
  • 1. Custom Donor Data
  • 2. Donor
  • Centered Photos
  • 3. Edited Text For Donor
  • 4. Print Individually or

Professionally

Donor Proposal

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SLIDE 25

49

Symphonic Marketing Strategy

Outreach Websites Analytics Donor Connections Donor Connections

50

The Coming Gift Boom

Andy Ragone Crescendo Interactive

…and the art of Symphonic Marketing