ࡱ> UWT|5@ 5bjbj22 1XXg,-bbbbbbbv&&&8V&L&v|EZ''(''''''DDDDDDD$GR(J E-b+''++ Ebb''6E...+:b'b'D.+D.j..3>bbA'' t5&+3@ALLE0|EK@JU,J0AvvbbbbJbA'(.B)|)''' E EvvZ$.vvZ$ The top ten legacy tips AFP Canada December 2004  Dear Delegate I hope you enjoy the legacy session. To ensure that each campaign is given the best opportunity to succeed, all campaigns should first assess risks which affect each nation, culture, religion and traditions concerning inheritance. You will have to: Include an intensive and representative market research programme which enables the campaign to match the expectations, attitudes and motivations of each potential legator Match the culture and traditions of prospects to ensure that the campaign does not upset them. The issues affecting legacy campaigns in the UK are: To make campaigns (-led. An aggressive campaign will annoy people. To ask for a legacy gently. To integrate lifetime and deathtime giving In the UK we are lucky to have hard facts (overleaf) about legacy giving which Smee & Ford collect daily. But statistics can be misleading. Increasingly it is prospects attitudes which are more crucial. If you ever need further information, or are in the UK, please contact me: email  HYPERLINK "mailto:Richard@smeeandford.co.uk" Richard@smeeandford.co.uk or 44 +20 7928 4050. Our website address is smeeandford.co.uk I hope you enjoy every second of your work I do! With best wishes Richard Radcliffe The options for the ten top tips 1 Use direct mail for an initial ask for legacies 2 Meet prospects at a legacy event 3 Meet prospects at an AGM 4 Meet prospects in their home 5 Provide an email facility on your website 6 Send prospects a legacy brochure 7 Phone them at home to ask for a legacy 8 Phone prospects once a year to check they are alive 9 Send an annual review every year to every pledger 10 Advertise in legal magazines 11 Advertise on radio/TV 12 Join a national campaign to promote will making 13 Offer an investment opportunity/planned gift 14 Offer a free Will 15 Offer a thank you gift when they pledge 16 When writing messages pretend you are writing to your Mum 17 When writing messages pretend you are writing to your Dad 18 Use a trustee/board member to give messages 19 Use a legacy pledger to give messages 20 Use a fundraiser to give messages 21 Use a lawyer to give Will making messages 22 Use CEO to give messages 23 Use charity expert to give messages 24 Use past legacies as messages 25 Segment database by age 26 Meet both husband and wife/partners 27 Meet only the female in the partnership 28 Ask yourself how would you like to be asked for a legacy?. 29 Ask supporters why they support the charity 30 Ask prospects to get in touch with you if they have no family 31 Dont believe a word Richard Radcliffe says 32 The older they are the louder you should speak 33 Offer to pay for their funeral Richards top 10 legacy fundraising hints (((((((((( Ask supporters why they support the charity Ask yourself how would you like to be asked for a legacy? When writing messages pretend you are writing to your Mum Use charity expert to give messages Use past legacies as messages Use direct mail for an initial ask for legacies Provide an email facility on your website Send an annual review every year to every pledger Meet prospects at an AGM Meet both husband and wife/partners Donor attitudes to legacy fundraising They do not want: Will writing advice to pledge or to be asked to respond to be asked for legacies to be given legacy brochures one-to-one meetings They are increasingly likely to: Take legacies out of their Wills Change their minds concerning the beneficiary charities Change their minds when they grow older Donor attitudes to legacy fundraising They want To have freedom of choice To meet charities to give them that freedom of choice Proof of prudence Less communication Summary outcomes new research from the UK Who are legators? 68% are female likely to be educated to degree level less likely to have families (single or widowed) than a donor likely to be aged 68 when they put a legacy in their will likely to be slightly LESS wealthy than your typical donor (in UK a typical legator is worth $US 250,000 or 240,000 at death) but likely to be as generous as your typical donor likely to be committed donors or lapsed donors due to poor liquid wealth but OK assets likely to have had personal experience of the charity in their Will OR Be campaigners who feel real passion for change They focus on the efficiency of your charity rather than just outcomes They feel strongly that they must get the information they want rather than having the information you want to give them They want to be made aware of the need for legacies by mail (so they can throw it away if it unsuitable) They like the idea of receptions and parties so that they can meet you in a non threatening environment Most will make their OWN minds up rather than be influenced by any one form of charity communication Can you manage risk? Yes, but the risks will be different in every country. The key questions to ask in your research will help measure risk. Once you have done your research with donors, volunteers and others you should ask yourself and your fundraising team (if you have one!) the following questions: What action do you think will result from each method of communication? And what is the desired action? Each method of communication MUST have a clear objective and action point. But what are they? Think for one moment of a typical donor and ask: What will a legacy prospect DO after receiving a legacy letter? Throw it away? Attach it to their Will? Give it to their notary? In the UK a legacy letter to committed donors will get a 1% or 2% response rate but can you trust those responses and what is the best way of building a relationship with each person? Would a legacy prospect therefore like a legacy brochure with the letter or a codicil or nothing? Would anyone want to read a legacy brochure? Why are you putting legacy messages in your newsletters? Hoe can you get people to remember those messages and take action? Who will tell the best messages so that legacy prospects take action? Do you have messages which prove the need for legacies? If you are to succeed and minimize risk: You need a perfect legacy vision The vision must be told by the best person Your strategy should be to meet every possible legacy prospect. Do not treat the prospect as a pledger or potential pledger they know you want them to die! Vehicles for communication VEHICLEADVANTAGESDISADVANTAGESDirect MailGood to use as a test and to identify relationship if in small numbers. Handwritten letters can be excellent for older generations. Good as part of on-going programme to update supporters on latest news and new testimonialsImpersonal approach if mass mailed. Often a disliked approach by older age groups, envisaged as a waste of paper for legacy fundraisingTelemarketingUseful as a direct mail follow-up to test reactions and develop personal relationship. Good as internal or external hotlineInfringes privacy, unit cost can be high and can been seen to be unsubtle sell like double glazing. Increasingly hated IF done insensitivelyAdvertisingNiche market place of charity can be used. Elderly female press can be useful.Often untrackable and difficult to evaluate. Legal press is usually only a prompter. Often a waste of money. Unit cost can be high. NewslettersNo cost, easy to develop structured string of messages on trigger points, seasonal messages and charity anniversariesNone unless you forget to include a response mechanism!Small postersCheap way of getting messages into local community. Easy to update messages and make them pertinent to each community organisation Impossible to evaluate. Does not build a relationship but is a good pointer to an event such a Make a Will WeekArticlesSeen as genuine; responses must be evaluated wherever possible. Good for publicising recent stories of legacies (with next of kin permission) and can give reason to contact potential legators who might have seen articleGetting someone to write something worth publishing! Bad writing might kill it!Annual reports and accountsCan encourage others, keeps pledger informed.Next of Kin must be asked which can be an advantage - but might not be. VEHICLEADVANTAGESDISADVANTAGESBrochure (emotive)Easy to use as extended business card.. Good to give out at talks/community events.Often high wastage - especially if sent with direct mail campaign. Difficult to evaluate. Does not necessarily build relationships. Exhibitions (in local community)Meet people face to face. Capture information and assess relationship potential.VideoCan be useful visual support if it focuses on the work of the charity.Expensive, difficult to target on every occasion. Can become out of date quicklyRadio/TV (local)Good as PR opportunity, in home/car therefore can seem to build relationshipNeeds lots of practice and good spokesperson if it is to succeed.Audio cassetteCheap to produce. Many elderly people have a tape recorderSuitable only for auditory people, can lack emotion unless backed up with picture bookWebsiteUnproven yet. If you have a site, include legacy stories. Unproven yet but likely to be excellent as the donor remains in controlTalks to groups (local community or current supporters)Builds face to face relationship, easy to progress relationship. Opportunity to gain views on your charity and to correct any negative thoughtsNone unless the presentation is bad!Face to FaceThe best way to build an effective and constantly closer and more valued relationship IF WANTEDIn-depth training needed to enhance the maximum opportunity to succeed. Some people see face to face as intrusive Find out motivations The main motivations are as follows: Type of legatorMotivationCommunity lovers.Desire to help community. Often give lots of small legaciesDevoutWritings recommend a tithe or giving as form of salvation/good thing to do due to religious beliefsInvestors (savers)Looking to the future, security of the causeSocialitesMaking decisions based on social environment. Might want recognition.Repayers/users and their familiesSense of repaying the charity they have benefited fromPhilanthropistsDedicated charity givers who feel it is the right thing to doRevengers/feudersUnhappy families. Legacy might be taken out laterTraditionalistsGiving is function of family history/tradition These motivations should be taken into account both at group/community presentations and face to face meetings. Generational differences should also be considered when making an ask. Finally remember that each generation has different communication needs, or a different emphasis, on which they need information. This might include reassurance on administration and fundraising costs or the level of financial reserves you have. An overview of the usual attitudes and needs of two generations are given overleaf Copyright Smee & Ford 2004 St. George's House Tel: +44 (0)20 7928 4050 195 Waterloo Road Fax:+44 (0)20 7928 5837 London SE1 8UX. E-Mail: richard@smeeandford.co.uk Mobile phone: +44 (0)777 189 6680 Written by Smee & Ford Ltd. 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