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Bev Cooper & Holly Wagg
Using Donor Stories to Market Your
Planned Giving Program
Holly Wagg, MA, CFRE
Philanthropic Counsel & Chief Digital Architect
www.goodworksco.ca
blog.goodworksco.ca
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Bev Cooper, BA
Associate Director of Development (Planned Giving)
www.usask.ca
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Session Overview
1) Science of Storytelling
2) Overview of Planned Giving at U of S
3) Legacy Mailing Series
4) Creating Buy‐In
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Science of storytelling
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Emotion vs Logic
Artwork courtesy of Mark Phillips www.bluefroglondon.com
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
What Makes a Story?
“I woke up. I ate breakfast. I left for work.”
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
The Breath Before
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Essential Ingredients
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The 50+ Brain
You want to be here…
in the right‐hand brain
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
“Bequest marketing is like visualizing the
final chapter in one’s own biography”
- Dr. Russell James
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Immediate VS Bequest Gift
Donation Today Gift in Will
Core emotional motivators Autobiographical
Repayer, Casual giver, High impact, Faith‐basedSee the difference, Personal tie
Personal legacy
The story is the trigger for the donation
A story that moves people around a death‐related decision to future action
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Common legacy objections
1) I have family to take care of
2) I’m not rich and this is something rich people do
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Bequest stories that work
1) Living bequest donor
2) Visionary/leader
3) Founder
4) Beneficiary of planned gift
5) Family of the deceased
6) Deceased bequest donor
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Program Overview
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Adding Proactive Programming
• Green&White ads (alumni magazine)
• Leave a LegacyTM• Annual giving reply coupon• College specific mailings• Estate planning seminars• Planned giving matrix
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
PG Matrix
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Our earliest stories
to
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More storytelling
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Legacy Mailing Series
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Our goal
I don’t want to think
about it
YES!I’ll do it
I’ll do it
Now
I’ve got it
Done
I’ll do it
Later
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Mail package
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Donor selection
All had to be 65+ years of age
1) Legacy prospects (PG1/PG2 ‐matrix)
2) Loyalty + Affinity
3) Miss
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Our Storytellers
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
#1 Vera Pezer
Leadership + Living Donor
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
# 2 Diana Duncan
Living Donor
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
# 3 Andrea De Roo
Student + Legacy Beneficiary
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Results
Planned Gift Responses
Mailed#
Responded % Inquiry % Expectancy %
Legacy Mail #1 3152 44 1.40% 8 0.25% 21 0.67%
Legacy Mail #2 2317 57 1.99% 11 0.47% 14 0.60%
Legacy Mail #3 2338 52 2.22% 8 0.34% 10 0.43%
With 3 of the 5 mailings complete, we’ve confirmed 45 expectancies with an estimated future value of 4.99M
University of Saskatchewan | [email protected] | Good Works | [email protected] | @hollywagg | #CGAP15
Inquiry Lead Follow up
Brochure
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Expectancy Lead Follow up
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5 tips for Creating Buy-In
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Data
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Know your Audience
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Go out on a limb
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Challenge Leadership
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Good Fit
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That’s A Wrap!
