Stephen Pidgeon Fundraiser Asking your donors to leave a gift when they die 1 Stephen Pidgeon Stephen Pidgeon Fundraiser Some contact details me: gmail.com Website: www stephenpidgeon.co.uk Rarely, I stephenpidge Stephen Pidgeon Fundraiser You have to Love them to death and you have to ask! If the relationship is right, they will see it as a privilege, a joy Knowing they have left you a legacy, will give them DEEP satisfaction If you want a gift in their will Stephen Pidgeon Fundraiser A case study Tenovus in Wales Income 3.33m, legacies 1.4m (42%) The key elements to asking And some fun to end! Today Two key influences Cancer Research UK The Royal British Legion My thanks to: Clare Gallie Tenovus My thanks to: Jack Visser and Pauline Mayer Cancer Research UK How does it work? Local lawyers agree to write wills for free CRUK promote the scheme in a town or area CRUK effectively endorse the lawyers Remember, the relationship with lawyers is crucial Started in 1993 People have to be 55+ Cold recruitment only Stephen Pidgeon Fundraiser A test campaign with lawyers: Control group no reminder Test 1 Would you like to leave any money to a charity in your will? Test 2 Many of our clients like to leave money to a charity in their will. Are there causes you are passionate about? Interesting research Cabinet Office/Charities Aid Foundation 2013 Stephen Pidgeon Fundraiser Has the investment paid off? Cumulative Cost v. Income My thanks to: Jack Visser and Pauline Mayer Cancer Research UK Top line figures Over 91,000 pledgers since 1993 And 426million in pledges Legacy promises do they work? Average 65% inclusion rate Of those who have now died, 10% have failed but 110% of the pledged value has been delivered Of the 5000 notifications received a year 900 of these are from Wills written through the FWS Two key influences Cancer Research UK The Royal British Legion My thanks to: Clare Gallie Tenovus The Tenovus Campaign October 2014 Carmarthenshire, Ceredigion, Pembrokeshire, Gwynedd, Isle of Anglesey, Conwy, Denbighshire and February 2015 Cardiff, Swansea, Newport, Abergavenny Multi-channel to include: Targeted direct mail Free Will month. Mailing to 50+ West and North Wales, gift 10+ Stock donors Multi-channel to include: Targeted direct mail Free Will month. Targeted direct mail for event invitations. Same audience but distinguished by RFV, age (if known), postcodes Multi-channel to include: Targeted direct mail Free Will month. Targeted direct mail for event invitations. Telemarketing campaign to follow up event mailing. Done by Ethical Multi-channel to include: Targeted direct mail Free Will month. Targeted direct mail for event invitations. Telemarketing campaign to follow up event mailing. Print, radio and online advertising Multi-channel to include: Targeted direct mail Free Will month. Targeted direct mail for event invitations. Telemarketing campaign to follow up event mailing. Print, radio and online advertising Briefing Tenovus Cancer Care shop volunteers, staff and Friends Groups Why did we brief volunteers? They are very influential They are perfect target market BUT They will be upset if they are not honoured VERY upset! Why did we brief staff? They have to answer questions like: My children and grandchildren are going to get everything I have Why did we brief staff? They have to answer questions like: My children and grandchildren are going to get everything I have You want a legacy, I cant afford to give you a legacy After Ive had to look after myself in my old age, there wont be anything left A will is such an expensive thing to do Three things to get across Every gift in every will makes a difference, however large or small Of course, wed expect you to remember your family and friends, they will always come first But if ever the time is right for you to remember Tenovus in your will, that would be wonderful borrowing from Richard Radcliffe Clare set staff a challenge The challenge was to pledge to speak to at least one elderly person about the Tenovus Free Will Month Multi-channel to include: Targeted direct marketing Free Will month. Targeted direct marketing for event invitations. Telemarketing campaign to follow up direct marketing & event mailing. Print, radio and online advertising Training Tenovus Cancer Care shop volunteers, staff and Friends of Groups Presentations to Tenovus Cancer Care choirs (clients) Stephen Pidgeon Fundraiser you have to ask! If the relationship is right, they will see it as a privilege A campaign case study Tenovus in Wales You can askwithout a full-blown campaign If you want a gift in their will Stephen Pidgeon Fundraiser Asking for a gift You have to have The right message Delivered to the right people in the right way By the right person and with kindness! Stephen Pidgeon Fundraiser The right message About ME and MY values I must know I am changing lives I must know I am doing the right thing Stephen Pidgeon Fundraiser Who are the right people? Your best supporters Those who are no longer supporting you, but used to Ideal age is 75+, ask but it may be too late Avoid asking below age 55 Stephen Pidgeon Fundraiser BY LETTER! Invitation to a legacy presentation Through the supporter magazine Website How to ask in the right way? Stephen Pidgeon Fundraiser How many times? Stephen Pidgeon Fundraiser BY LETTER! Invitation to a legacy presentation Through the supporter magazine Website How to ask in the right way? Stephen Pidgeon Fundraiser BY LETTER! Invitation to a legacy presentation Through the supporter magazine Website How to ask in the right way? Stephen Pidgeon Fundraiser BY LETTER! Invitation to a legacy presentation Through the supporter magazine Website How to ask in the right way? Stephen Pidgeon Fundraiser Asking for a gift You have to ask The right message Delivered to the right people in the right way By the right person and with kindness! Stephen Pidgeon Fundraiser Who should ask A beneficiary A senior trustee (as long as they can say Ive done it, will you) One or two others a volunteer, a donor, not many! The Chief Executive? Stephen Pidgeon Fundraiser A case study Tenovus in Wales Income 3.33m, legacies 1.4m (42%) The key elements to asking And some fun to end! 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