C:\Fakepath\Legacy Lessons From Abroad V1 Jg
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Transcript of C:\Fakepath\Legacy Lessons From Abroad V1 Jg
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© Pareto Fundraising 2009
Presented by: Presented by:
Jonathon GrapsasJonathon Grapsas
Legacy lessons Legacy lessons from abroad: from abroad: Quest for the Quest for the
elusive bequestelusive bequest
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© Pareto Fundraising 2009
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© Pareto Fundraising 2009
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© Pareto Fundraising Sep 2006
It’s all about the 80/20 rule!It’s all about the 80/20 rule!
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What we’ll cover today
1. Setting the scene
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What we’ll cover today
1. Setting the scene
2. Prospecting and converting – the most effective approach
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© Pareto Fundraising 2009
What we’ll cover today
1. Setting the scene
2. Prospecting and converting – the most effective approach
3. Take away messages
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• Bequests, more so than other types of planned gifts
• Changing the way you talk to donors about leaving a bequest
• Residuary bequests • Real case studies
I’ll talk a lot about...
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You will leave with a one page plan
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© Pareto Fundraising 2009
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Setting the sceneSetting the scene
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The Big Picture
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© Pareto Fundraising 2009
Individual giving is currently the ONLY long term solution for growth
Individuals – Individuals – Long term Long term
growthgrowth
Mail appealsAcquisition
Donor care
BequestsBequests Major Major DonorsDonors
Monthly Monthly GivingGiving
* We are always
* We are always
looking for the next!
looking for the next!
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• Growth for members is driven by three main groups of Individual income; Cash, Monthly Giving and Bequests. Bequest income is the most variable though.
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
$80,000,000
$90,000,000
1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08
Cash Regular Gift Bequest Other Event
Emergency In Memoriam Gift In Kind Grants/Trusts Capital Campaign
Merchandise Community Doorknock Collection Membership Corporate
Payroll In Celebration Schools
The role of bequests
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“We normally send a planned giving mailing in April, but this year we are scrapping it because we need to save $30,000…”
Not the time for short term thinking
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Now have over 1,500
confirmed bequestors
You must be prepared to invest
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$m
$1m
$2m
$3m
$4m
$5m
$6m
$7m
1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08
Cash Regular Gift Bequest Merchandise Unsolicited In Memoriam Membership Event
BUT, only now
reaping the rewards
You must be prepared to invest
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© Pareto Fundraising 2009
Remember, bequests change lives
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Prospecting and Prospecting and converting – the converting – the most most
effective approacheffective approach
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Step
1 Targeting
2 Knowing how to talk about bequests
3 Prospect identification
4 Conversion
5 Brilliant donor care
6 Evaluating and benchmarking
6 step plan
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Step 1: Targeting
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Look at those who have left a bequest
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DemographicDate of birthPostcode analysisSurvey responsesContact details providedGenderTitleAddress type
DemographicDate of birthPostcode analysisSurvey responsesContact details providedGenderTitleAddress type Behavioural
Length of involvementSupporter type
Recruitment sourceMonthly giverMembership
Type of service used
BehaviouralLength of involvement
Supporter typeRecruitment source
Monthly giverMembership
Type of service used
Criteria for most likely
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Most important: your supporters
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© Pareto Fundraising 2009
Age Bands of Bequestor Types
0%
2%
4%
6%
8%
10%
12%
14%
16%
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85-89 90+
Confirmed Bequestor Intender 0-48 mths Mailable Only
NB: The graph above represents only those who have been classified with an age (80% of bequestors and 20% of mailable 0-48 mths).
Age is key
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Demographics Behavior Other Info
• Aged 50 to 64 yrs• Ms or Mrs• Frankston area• Pet names on
database
• PAW’s and Cash
donor (with high rate
of cash donation)• Purchase
merchandise• High value• Possible to start
recruiting bequestors
within 2 years of
support
• Have acquired
pets as strays
Criteria for most likely
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Re-cap and
Key learningsRe-cap and
Key learnings
Quick recap
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Step 2: know how to talk about bequests
I would like totalk to youabout bequests
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I am not a lawyer, I am a fundraiser!
Remember who you are
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Focus on the why
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Focus on the why, not how
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Focus on the why, not how
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Focus on the why
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Don’t ignore donors
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Thanked for offer of bequest just 66% of the time
No response received to letter/email in 24% of
instances
Only 2 of 39 charities
subsequently followed
us up
Promoted residuary
bequests in only 2% of
occasions
Our research in Canada showed
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Re-cap and
Key learningsRe-cap and
Key learnings
Quick recap
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Step 3: Prospect identification
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Warm SurveyWarm SurveyWarm SurveyWarm Survey Bequest Bequest Direct MailDirect MailBequest Bequest
Direct MailDirect MailCold Cold
SurveySurveyCold Cold
SurveySurveyOtherOtherWarmWarmOtherOtherWarmWarm
OtherOtherColdColdOtherOtherColdCold
Prospect identification
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Warm SurveyWarm SurveyWarm SurveyWarm Survey Bequest Bequest Direct MailDirect MailBequest Bequest
Direct MailDirect MailCold Cold
SurveySurveyCold Cold
SurveySurvey
Confirmed Confirmed BequestorsBequestorsConfirmed Confirmed BequestorsBequestors
Intenders &Intenders &ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers
OtherOtherWarmWarmOtherOtherWarmWarm
OtherOtherColdColdOtherOtherColdCold
Prospect identification
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Bequests in your communications cycle
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JanuaryJanuaryFebruaryFebruary
MarchMarchMayMayMayMay JuneJune
JulyJuly AugustAugust SeptemberSeptember October October November
November
December
December
Cash and
Non-F2F MG
Donor Care Survey
E survey follow up
Monthly Conversion & Upgrade
May Appeal May Appeal follow up
Bequest follow ups
Bequest follow ups
F2F Donor Care Survey Non ask version
Upgrade Non ask version
Non ask version
AprilApril
Cash and Non-F2F MG
Survey feedback & Donor Care
Monthly Conversion & Upgrade
Appeal Bequest conversion ‘mop up’
Christmas Appeal
Christmas Appeal
F2F Survey feedback & donor care
Upgrade Non Ask Version
Non Ask Version
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Surveys
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ACF: Warm/house survey
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ROB: ACF WARM SURVEY ROB: ACF WARM SURVEY LETTER PLEASELETTER PLEASE• Not for a confirmed beqeustor, just for
an ordinary donor
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© Pareto Fundraising 2009
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THE question
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Number Mailed 25,573
Gross Income $121,025
Net Income $49,786
Surveys Returned 6,155
Survey Response Rate 24%*
Cash Response Rate 12%
Average Gift $39
*Target was an 8% response rate to the survey
ACF: Survey results
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TARGET ACTUAL
Confirmed Survey ResponseConversion Rate:Converted BequestsPotential Income:
12590%108$5,400,000
496 (340 new)90%446$22,320,000 ($17m new)
Intenders Survey ResponseConversion Rate:Converted BequestsPotential Income:
25030%83$4,150,000
47330%142$7,095,000
Considerers Survey ResponseConversion Rate:Converted BequestsPotential Income:
37510%37$1,850,000
43710%44$2,185,000
*Uncovered $26,280,000 in potential bequest income for ACF! Estimated average bequest $50k
Bequest results
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Charity A Charity B Charity C Charity D
Number mailed Number mailed 18,50018,500 10,55210,552 16,03216,032 4,9154,915
‘‘Instant’ cost Instant’ cost recovery recovery
>100% >100% ~ 75% ~ 75% >100% >100% 2% (no ask) 2% (no ask)
Overall response Overall response rate % rate %
14.60%14.60% 6.30%6.30% 28%28% 91%91%
Confirmed bequests Confirmed bequests 347347 3535 484484 3737
Bequest intenders Bequest intenders 330330 2727 561561 5656
Bequest considerers Bequest considerers 923923 8080 523523 n/a n/a
Some more survey results
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2004200420042004 2007200720072007
And year after year..
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WARM SURVEY RESULTS
2004 2005 2006 2007 2008
Quantity Mailed 15,888 16,357 18,835 24,883 21,563
Total Response 2,769 3,947 4,874 6,746 5,509
Response Rate % 17% 24% 26% 27% 26%
Immediate Gross Income $104,178 $130,926 $111,890 $215,189 $178,381
Immediate Net Income $55,011 $64,494 $92,326 $148,860 $114,999
Confirmed Bequest 373 191 86 81 120
Intend to Bequest n/a 560 232 522 115
Consider Bequest 1056 647 614 335 156
… it still works
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Survey health warning
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Using the mail
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Remember the envelope..
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• What the Lost Dogs’ Home did:– selected best prospects – it’s all about good donor care – not survey responders – age was a selection criteria– proposition: ‘We would really like it if you would
include us in your Will, or perhaps you already have. It is important for us to know.’
How to do it
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Mailed 3,943 donors Number RR
Respond 227 5.76%
Confirmed 21 0.53%
Considerers 99 2.51%
No Bequest 107 8.00%
Original status Year 1Conversion
rate*Confirmed after 3 yrs
Confirmed 21 90% 18Considerers 99 25% 24
42Confirmed
The Lost Dogs’ Home
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© Pareto Fundraising 2009
• Your experience?
Other warm
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© Pareto Fundraising 2009
Warm SurveyWarm SurveyWarm SurveyWarm Survey Bequest Bequest Direct MailDirect MailBequest Bequest
Direct MailDirect MailCold Cold
SurveySurveyCold Cold
SurveySurveyOtherOtherWarmWarmOtherOtherWarmWarm
OtherOtherColdColdOtherOtherColdCold
Prospect identification
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© Pareto Fundraising 2009
Warm surveysWarm surveys
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© Pareto Fundraising 2009
Cold surveys
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© Pareto Fundraising 2009
Cold surveys
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© Pareto Fundraising 2009
COLD SURVERY RESPONSE
CHARITY A
CHARITY B
CHARITY C
# mailed 70,672 18,894 92,644
Instant' cost recovery ~75% ~60% ~80%
Overall response rate % 4.2% 3.8% 13.5%
Confirmed Bequests 22 1 93
Bequest Intenders 86 2 229
Bequest Considerers 163 3 n/a
Cold surveys
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© Pareto Fundraising 2009
Cold wills days
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© Pareto Fundraising 2009
Cold advertising
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Re-cap and
Key learningsRe-cap and
Key learnings
Quick recap
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© Pareto Fundraising 2009
Step 4: Conversion
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© Pareto Fundraising 2009
Warm SurveyWarm SurveyWarm SurveyWarm Survey Bequest Bequest Direct MailDirect MailBequest Bequest
Direct MailDirect MailCold Cold
SurveySurveyCold Cold
SurveySurvey
Confirmed Confirmed BequestorsBequestorsConfirmed Confirmed BequestorsBequestors Phone & ThankPhone & ThankIntenders &Intenders &
ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers
OtherOtherWarmWarmOtherOtherWarmWarm
OtherOtherColdColdOtherOtherColdCold
Now that we have our prospects..
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© Pareto Fundraising 2009
Warm SurveyWarm SurveyWarm SurveyWarm Survey Bequest Bequest Direct MailDirect MailBequest Bequest
Direct MailDirect MailCold Cold
SurveySurveyCold Cold
SurveySurvey
Confirmed Confirmed BequestorsBequestorsConfirmed Confirmed BequestorsBequestors
Intenders &Intenders &ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers
OtherOtherWarmWarmOtherOtherWarmWarm
OtherOtherColdColdOtherOtherColdCold
It’s all about conversion
Phone & Thank
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© Pareto Fundraising 2009
Phone and say thank you
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© Pareto Fundraising 2009
JanuaryJanuaryFebruaryFebruary
MarchMarchMayMayMayMay JuneJune
JulyJuly AugustAugust SeptemberSeptember October October November
November
December
December
Cash and
Non-F2F RG
Donor Care Survey
E survey follow up
RG Conversion & Upgrade
May Appeal May Appeal follow up
Bequest follow ups
Bequest follow ups
F2F Donor Care Survey Non ask version
Upgrade Non ask version
Non ask version
AprilApril
Cash and Non-F2F RG
Survey feedback & Donor Care
RG Conversion & Upgrade
Appeal Bequest conversion ‘mop up’
Christmas Appeal
Bequest follow ups
Christmas Appeal
F2F Survey feedback & Donor Care
Upgrade Non Ask Version
Non Ask Version
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© Pareto Fundraising 2009
Warm SurveyWarm SurveyWarm SurveyWarm Survey Bequest Bequest Direct MailDirect MailBequest Bequest
Direct MailDirect MailCold Cold
SurveySurveyCold Cold
SurveySurvey
Confirmed Confirmed BequestorsBequestorsConfirmed Confirmed BequestorsBequestors
Send info packSend info pack
Phone & ThankPhone & ThankIntenders &Intenders &ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers
OtherOtherWarmWarmOtherOtherWarmWarm
OtherOtherColdColdOtherOtherColdCold
Send conversion pack
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© Pareto Fundraising 2009
The perfect conversion pack
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© Pareto Fundraising 2009
ROB: Mission Australia bq ROB: Mission Australia bq pack photopack photo
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© Pareto Fundraising 2009
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© Pareto Fundraising 2009
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© Pareto Fundraising 2009
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© Pareto Fundraising 2009
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© Pareto Fundraising 2009
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© Pareto Fundraising 2009
![Page 90: C:\Fakepath\Legacy Lessons From Abroad V1 Jg](https://reader038.fdocuments.in/reader038/viewer/2022102814/54c6f6584a79596e7b8b45ac/html5/thumbnails/90.jpg)
© Pareto Fundraising 2009
![Page 91: C:\Fakepath\Legacy Lessons From Abroad V1 Jg](https://reader038.fdocuments.in/reader038/viewer/2022102814/54c6f6584a79596e7b8b45ac/html5/thumbnails/91.jpg)
© Pareto Fundraising 2009
The right imagery
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© Pareto Fundraising 2009
The case
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© Pareto Fundraising 2009
The story
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© Pareto Fundraising 2009
The testimonial
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© Pareto Fundraising 2009
The ask
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© Pareto Fundraising 2009
The ask
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© Pareto Fundraising 2009
The impact
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© Pareto Fundraising 2009
The details
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© Pareto Fundraising 2009
Rob: ACF bequest conversion Rob: ACF bequest conversion letter pleaseletter please
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© Pareto Fundraising 2009
Rob: ACF bequest conversion Rob: ACF bequest conversion letter pleaseletter please
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© Pareto Fundraising 2009
Rob: ACF bequest conversion Rob: ACF bequest conversion letter pleaseletter please
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© Pareto Fundraising 2009
BreakBreak
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© Pareto Fundraising 2009
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© Pareto Fundraising 2009
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© Pareto Fundraising 2009
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© Pareto Fundraising 2009
MUST haves:
• Long letter, which is personal, tells a story and asks
• Bequest brochure – focuses on the ‘why’
• Demonstrates the need
• Shows some evidence
• Promotes residual bequests
• Response form making it easy to respond
Your conversion pack essentials
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© Pareto Fundraising 2009
Critique some packs
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© Pareto Fundraising 2009
Warm SurveyWarm SurveyWarm SurveyWarm Survey Bequest Bequest Direct MailDirect MailBequest Bequest
Direct MailDirect MailCold Cold
SurveySurveyCold Cold
SurveySurvey
Confirmed Confirmed BequestorsBequestorsConfirmed Confirmed BequestorsBequestors
Send info packSend info pack
Phone & ThankPhone & ThankIntenders &Intenders &ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers
Phone Follow-UpPhone Follow-Up
OtherOtherWarmWarmOtherOtherWarmWarm
OtherOtherColdColdOtherOtherColdCold
Phone follow up
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© Pareto Fundraising 2009
1st conversion call
4- 6 weeks after the conversion pack has been sent
When to call
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© Pareto Fundraising 2009
• Know as much as you can about your bequest intender/considerer
• But not at the expense of not making the call!• Bequest conversations are not the same as asking
for a monthly gift/upgrade • They are making a significant commitment and
expect you to know about their relationship with the charity
Pre call information
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© Pareto Fundraising 2009
• When/how did they make their bequest intention• How much have they given to the organization• Date and amount of last/largest donation • How long have they been supporting your• Do they volunteer• Are they/were they a board member• Do they know a board member/ED• Have they been to events etc
What information do you have access to?
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© Pareto Fundraising 2009
You are calling Mrs Jane Jones who has a bequest status of inquired about leaving a bequest to The Lost Dogs’ Home in their Will.
The supporter is a PAWS (regular giving) supporter of The Lost Dogs’ Home. They recently gave a cash gift of $150 to the Christmas appeal mailing.
The Lost Dogs’ Home last found out about this supporter’s bequest inquiry on 5 December 2007 through the Warm Supporter Survey
WHAT ELSE DO WE KNOW?
They were born on 25 December 1937.
They have participated in the following events: none
Supporter summary
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© Pareto Fundraising 2009
• Thank the supporter for their commitment to your organization and intending/considering a bequest
• Update them on what that bequest will achieve for your beneficiaries during and after their lifetime
• Help the relationship to move forward• The call must have an outcome
Purpose of the call
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© Pareto Fundraising 2009
• Confirmed Pecuniary• Confirmed Residuary• Confirmed Undefined• Intender Pecuniary• Intender Residuary• Intender Undefined• Moved to Intender Undefined• Considerer • No Longer A Bequest Prospect• No Longer A Bequest Prospect, Donated Cash• No Longer A Bequest Prospect, Became a monthly giver• No Longer A Bequest Prospect, Upgraded• No Change, Client Follow-Up Required• No Change in Prospect Status, No Client Follow-Up Required
Possible call outcomes
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© Pareto Fundraising 2009
• Are you still considering a bequest?• Have you been to the solicitor?• Would you like help finding a solicitor?• What kind of bequest are you considering?• Are you intending to leave a percentage of your
estate or a specific amount?
The questions to ask
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© Pareto Fundraising 2009
Don’t forget to say..
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© Pareto Fundraising 2009
• Leave it open so you can call them again• This is the only way to keep moving things forward• Let me give you a call in 6 months time when you’ve
been to the solicitor, I would love to speak with you again
Setting up your next call
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© Pareto Fundraising 2009
• Our team at Pareto Phone make at least six attempts on each available number to get to the right person
• With campaigns with wide calling windows (ie plenty of time) we often go up to 20 attempts
• At different times of day and different days of the week, including Saturdays
Are you trying hard enough?
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© Pareto Fundraising 2009
Outcome of bequest call: No. % Confirmed Pecuniary 5 0.84%
Confirmed Residuary 4 0.68%
Confirmed Undefined 48 8.11%
Total Confirmed 57 9.63%
Intending to Bequest 255 43.07%
Considering Bequest 106 17.91%
No, Not Now 56 9.46%
No Longer a Bequest Prospect 116 19.59%
Deceased 2 0.34%
Total Contacts 592 100%
What to expect
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© Pareto Fundraising 2009
What to expect
SURVEY CONVERSION CALLS Results %
# contacted 1,204 100%
Confirmed Bequests - pecuniary 38 3.2%
Confirmed Bequests – residuary 10 0.8%
Confirmed Bequests – undefined 39 3.2%
Bequest Intending 305 25.3%
Bequest Considerers 424 35.2%
Other outcomes 388 32.3%
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© Pareto Fundraising 2009
Warm SurveyWarm SurveyWarm SurveyWarm Survey Bequest Bequest Direct MailDirect MailBequest Bequest
Direct MailDirect MailCold Cold
SurveySurveyCold Cold
SurveySurvey
Confirmed Confirmed BequestorsBequestorsConfirmed Confirmed BequestorsBequestors
Phone & ThankPhone & Thank
Send Thank youPack
Send Thank youPack
Donor Care & Comms CycleDonor Care & Comms Cycle
Send info packSend info pack
Service visits &Tours
Service visits &Tours
Phone & ThankPhone & ThankIntenders &Intenders &ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers
Phone Follow-UpPhone Follow-Up
Focus GroupsFocus Groups
Donor Care & Comms CycleDonor Care & Comms Cycle
OtherOtherWarmWarmOtherOtherWarmWarm
OtherOtherColdColdOtherOtherColdCold
Continuous cycle
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© Pareto Fundraising 2009
There is a role for tea and scones
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© Pareto Fundraising 2009
Continue mailing surveys and appeals
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© Pareto Fundraising 2009
What about focus groups?
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© Pareto Fundraising 2009
Re-cap and
Key learningsRe-cap and
Key learnings
Quick recap
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© Pareto Fundraising 2009
Step 5: Donor Care
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© Pareto Fundraising 2009
Yes, I have included a gift to the Australian Conservation Foundation in my Will.
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© Pareto Fundraising 2009
Warm SurveyWarm SurveyWarm SurveyWarm Survey Bequest Bequest Direct MailDirect MailBequest Bequest
Direct MailDirect MailCold Cold
SurveySurveyCold Cold
SurveySurvey
Confirmed Confirmed BequestorsBequestorsConfirmed Confirmed BequestorsBequestors
Phone & ThankPhone & Thank
Send Thank youPack
Send Thank youPack Send info packSend info pack
Service visits &Tours
Service visits &Tours
Phone & ThankPhone & ThankIntenders &Intenders &ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers
Phone Follow-UpPhone Follow-Up
Focus GroupsFocus Groups
Donor Care & Comms CycleDonor Care & Comms Cycle
OtherOtherWarmWarmOtherOtherWarmWarm
OtherOtherColdColdOtherOtherColdCold
Saying ‘thank you’
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© Pareto Fundraising 2009
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© Pareto Fundraising 2009
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ACF thank you
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ACF thank you
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ACF thank you
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© Pareto Fundraising 2009
ACF thank youACF thank you
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© Pareto Fundraising 2009
Warm SurveyWarm SurveyWarm SurveyWarm Survey Bequest Bequest Direct MailDirect MailBequest Bequest
Direct MailDirect MailCold Cold
SurveySurveyCold Cold
SurveySurvey
Confirmed Confirmed BequestorsBequestorsConfirmed Confirmed BequestorsBequestors
Phone & ThankPhone & Thank
Send Thank youPack
Send Thank youPack
Donor Care & Comms CycleDonor Care & Comms Cycle
Send info packSend info pack
Service visits &Tours
Service visits &Tours
Phone & ThankPhone & ThankIntenders &Intenders &ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers
Phone Follow-UpPhone Follow-Up
Focus GroupsFocus Groups
Donor Care & Comms CycleDonor Care & Comms Cycle
OtherOtherWarmWarmOtherOtherWarmWarm
OtherOtherColdColdOtherOtherColdCold
Continuing to care
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© Pareto Fundraising 2009
JanuaryJanuaryFebruaryFebruary
MarchMarchMayMayMayMay JuneJune
JulyJuly AugustAugust SeptemberSeptember October October November
November
December
December
Cash and
Non-F2F RG
Donor Care Survey
E survey follow up
RG Conversion & Upgrade
May Appeal May Appeal follow up
Bequest follow ups
Bequest follow ups
F2F Donor Care Survey Non ask version
Upgrade Non ask version
Non ask version
AprilApril
Cash and Non-F2F RG
Survey feedback & Donor Care
RG Conversion & Upgrade
Appeal Bequest conversion ‘mop up’
Christmas Appeal
Bequest follow ups
Christmas Appeal
F2F Survey feedback & Donor Care
Upgrade Non Ask Version
Non Ask Version
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© Pareto Fundraising 2009
Insert sample Donor Care Insert sample Donor Care letterletter
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© Pareto Fundraising 2009
Keep sending appeals
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© Pareto Fundraising 2009
Bequestors rock
Mailed RR% Gross income Net
income Ave Gift ROI
Conf Bequestors
1,217 29.7 $42,747 $38,364 $118 9.75
All donors 109,460 18.1 $924,045 $753,937 $47 5.43
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© Pareto Fundraising 2009
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© Pareto Fundraising 2009
Keep sending surveys
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© Pareto Fundraising 2009
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2006200620062006
2007200720072007
And year after year..
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© Pareto Fundraising 2009
Find out who they are
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© Pareto Fundraising 2009
Make it personal
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© Pareto Fundraising 2009
Make it personal
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© Pareto Fundraising 2009
Make it personal
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Give feedback
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Solicit feedback
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© Pareto Fundraising 2009
Warm SurveyWarm SurveyWarm SurveyWarm Survey Bequest Bequest Direct MailDirect MailBequest Bequest
Direct MailDirect MailCold Cold
SurveySurveyCold Cold
SurveySurvey
Confirmed Confirmed BequestorsBequestorsConfirmed Confirmed BequestorsBequestors
Phone & ThankPhone & Thank
Send Thank youPack
Send Thank youPack
Donor Care & Comms CycleDonor Care & Comms Cycle
Send info packSend info pack
Service visits &Tours
Service visits &Tours
Phone & ThankPhone & ThankIntenders &Intenders &ConsiderersConsiderersIntenders &Intenders &ConsiderersConsiderers
Phone Follow-UpPhone Follow-Up
Focus GroupsFocus Groups
Donor Care & Comms CycleDonor Care & Comms Cycle
OtherOtherWarmWarmOtherOtherWarmWarm
OtherOtherColdColdOtherOtherColdCold
Your one page bequest plan
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© Pareto Fundraising 2009
Re-cap and
Key learningsRe-cap and
Key learnings
Quick recap
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© Pareto Fundraising 2009
Step 6: Evaluation and benchmarks
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What to measure?
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© Pareto Fundraising 2009
2500
2000
1500
1000
500
20042004 20052005 20062006
Thinking
Intend
ConfirmedNumber of supporters
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© Pareto Fundraising 2009
Average value of bequests realized
$13,923
$18,209
$22,238
$28,238
$20,322
$29,094
$41,044
$26,845
$32,082 $32,271
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08
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© Pareto Fundraising 2009
Average value of bequests realized
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
1997/98 1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08
Australia $65kV
Canada $32k
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© Pareto Fundraising 2009© Pareto Fundraising November 2008
0.60%
0.23% 0.23%
0.18%
0.09%
0.00% 0.00% 0.00%0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
CBM Canada Amnesty Canada MSF Canada Care Canada BC CancerFund WWF Canada Street Kids David Suzuki
% of active cash confirmed
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© Pareto Fundraising 2009
% of all monthly donors confirmed
1.2%
1.1%
0.6%
0.6%
0.3%
0.1%
0.0% 0.0%0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
CBM Canada WWF Canada Care Canada BC Cancer MSF Canada Amnesty Canada Street Kids David Suzuki
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0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
Lost Dogs
Bush Heritage Fund
Benevolent Soc
TCCNSW ACF
Heart
Jewish Care
Wesley
CCIA
CHW
WWF
SLS
Heart Foundation NZ CMRI
Stroke Foundation
The Alfred Hospital
MS Research Australia
% of active cash confirmed
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© Pareto Fundraising 2009
2500
2000
1500
1000
500
20042004 20052005 20062006
Thinking
Intend
Confirmed
Over CAD $25,000,000
Over CAD $25,000,000
Future income
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© Pareto Fundraising 2009
“Norm” <1%“Norm” <1%
Best 5.5% of current donorsBest 5.5% of current donors
Should aim for 2% of donors5% monthly givers (non-F2F)Should aim for 2% of donors5% monthly givers (non-F2F)
Bequest penetration
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© Pareto Fundraising 2009
Confirmed
Confirmed
Conversion targets
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© Pareto Fundraising 2009
• Donor’s past giving history• Donor’s relationship with your charity
– Volunteer– Board member
• Donor’s date of birth• Where did they live• How many children do they have• Title (Miss, Dr, Rev)
Information you must know
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© Pareto Fundraising 2009
Re-cap and
Key learningsRe-cap and
Key learnings
Quick recap
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© Pareto Fundraising 2009
Some take away Some take away messages messages
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© Pareto Fundraising 2009
• Focus on warm before worrying with cold
Take away messages
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© Pareto Fundraising 2009
• Focus on warm before worrying with cold• Take your blinkers off – look at others
Take away messages
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© Pareto Fundraising 2009
• Focus on warm before worrying with cold• Take your blinkers off – look at others • Don’t obsess with the mechanics, get the ‘why’
right
Take away messages
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© Pareto Fundraising 2009
• Focus on warm before worrying with cold• Take your blinkers off – look at others • Don’t obsess with the mechanics, get the ‘why’
right• Don’t tippy toe around the subject of bequests
Take away messages
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© Pareto Fundraising 2009
• Focus on warm before worrying with cold• Take your blinkers off – look at others • Don’t obsess with the mechanics, get the ‘why’
right• Don’t tippy toe around the subject of bequests• Always promote residuary bequests
Take away messages
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© Pareto Fundraising 2009
• Focus on warm before worrying with cold• Take your blinkers off – look at others • Don’t obsess with the mechanics, get the ‘why’
right• Don’t tippy toe around the subject of bequests• Always promote residuary bequests
Take away messages
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© Pareto Fundraising 2009
• Continue to ask, care and feedback
Take away messages
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© Pareto Fundraising May 2008
The donor comms cycle
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© Pareto Fundraising 2009
• Continue to ask, care and feedback• Don’t allow tradition to become destructive
Take away messages
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© Pareto Fundraising 2009
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• Continue to ask, care and feedback• Don’t allow tradition to become destructive• And NEVER forget…
Take away messages
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© Pareto Fundraising 2009
The Universality of human generosity
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Any Questions?Any Questions?
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Anup Tiwari, Anup Tiwari, UNICEF India UNICEF India
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“Preetam (one of our telefacers) received a lead to visit a particular address on a busy road in Mumbai, India.
When he got there, he looked around for an office or a house bearing the address but could not spot one.
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All his repeated hunts often ended ata kiosk that housed a barber’s shop.
It was not a fancy salon by any slightest of hint. It was in-fact more close to a street cart, somehow permanently anchored on the street. A common sight on some Mumbai roads…..
Very hesitantly, Preetam stood on the road (because there was no space inside) and mumbled very feebly “Are you Mr. Ram?”
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“Yes,” said Ram. He motioned Preetam to sit on the sparethree and half legged barber’s chair, as he snipped the last bits of his client’s hair.
“I am from UNICEF,” Preetam said, still very hesitant almost sure someone had played a prank on him.
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Meanwhile Ram motioned Preetam to hold on, indicating that he would be free soon.
Preetam had just got a hair cut the day before and feared at the thought of losing more hair and money from his dual depleting resources…
Finally the hair-cut was done.
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Ram very affectionately told Preetam that he was waiting for him and wanted to donate.
A quiver of relief went through Preetam. A quiver of relief went through Preetam.
He had forgotten everything but was absolutely charmed by the thought his vanishing manes were safe.
He had forgotten everything but was absolutely charmed by the thought his vanishing manes were safe.
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Once inside Ram asked his wife to make tea for them. He was served tea and a good helping of biscuits, ina scrubbed clean cup-plate set.
Ram took him to the back of the kiosk, where there was a hut - his home. “How much will he give?” thought Preetam.
“10-20 rupees, 50-100 maximum…”(20¢-40¢ $1-$2)
“10-20 rupees, 50-100 maximum…”(20¢-40¢ $1-$2)
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No further words were exchanged. He could barely thank him as he left.”
Preetam was totally overwhelmed by his hospitality, he had tears in his eyes.
Then he took out his cheque book and wrote a cheque of Rs 1000 ($25).
That looked like the poor man’s entire week’s income.
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Any Questions?Any Questions?
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Helen McEachern, Helen McEachern, ActionAid, UK ActionAid, UK
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Mary has been a child sponsor since 1973. She has been sponsoring Daisy in Kenya for over ten years now.
She said…….
She has seen Daisy progress through the child feedback from drawings in the beginning, to handwritten letters in English.
She has seen Daisy progress through the child feedback from drawings in the beginning, to handwritten letters in English.
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“Sponsoring a child is amazing – it isn’t just giving money. I get such a lot of satisfaction from the experience because it’s so much more personal.
You really get to see the difference that you make.
And I have become emotionally attached to the children I’ve sponsored over the years. And I have become emotionally attached to the children I’ve sponsored over the years.
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I really do enjoy getting Daisy’s letters. I consider her a member of the family and look forward to hearing from her.
I love that I’m helping children get an educationso they’re equipped for life” I love that I’m helping children get an educationso they’re equipped for life”
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Any Questions?Any Questions?
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Graham McKern, Mackillop Family Services, Australia
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“Bev lives in a council flat in a Sydney beachside suburb. She lives from week to week on her pension and is a God-fearing Catholic woman.
She gives to MacKillop Family Services, Melbourne, Australia because she believes that Mother Mary MacKillop wants her to.
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She has been giving for many years now but the true relationship with Bev began in 1999 when Bev made her usual $5 donation in response to our Autumn Appeal.
With it, she wrote a note saying she was a bit down, and asked if the Sisters of St Joseph could pray for her.
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The fundraiser contacted one of the Sisters who indeed prayed for her.
A note was sent back to Bev by the fundraiser assuring her that prayers had been said.
In response, Bev sent another $5.
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This pattern has continued for eight years. In that time Bev has made 129 gifts, mainly $5 but occasionally $10.
As new staff come, they understand the importance of relationship building and continue to show an interest in Bev.
To date Bev has given $850.
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There have been some interesting moments in the relationship.
In fact, she had done some shoplifting at the local supermarket to get by.
Last year, for example, Bev sent a note to say she couldn’t send $5 that week as she was a bit short.
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© Pareto Fundraising 2009
The gift voucher was paid for by our fundraising team – we all put in a few dollars. She was so appreciative and has promised never to shoplift again.
So we sent Bev a $40 gift voucher for the supermarket and suggested she not do that again.
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you guessed
it... $5.”
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Let’s not forget amidst a recession and the worst Australian peacetime disaster ...
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Aussies have rallied...
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© Pareto Fundraising 2009
…people are good
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Thank you!Thank you!
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The Pareto Group exists to make the world a better place, by expanding the not-for-profit
sector's capacity worldwide to ensure as many beneficiaries are helped as possible.
www.jonathongrapsas.blogspot.com
www.paretofundraising.com