Legacy Marketing at Bible Society
John Ranford
Fundraising Officer: Strategy and Innovation
Incorporating contributions from Claire Routley
Head of Legacy Giving
1999 2000 2001 2002 2003 2004 2005-6 2006-7 2007-8
0
1000
2000
3000
4000
5000
6000
Legacies 1999 - 2007-8
Our starting point
• Static around £2.1m – or growing?» This excludes inflation.
We did some research
Christians and Legacies
• 644,000 Churchgoers are over 70
• 60,000 Churchgoers die every year
• Their estates are valued at £9.6 billion pa
Sector Legacy investment(as a percentage of total expenditure)
• 1994: 0.50%
• 2003: 1.90%
• Cancer Research 2007-8:– £8m = 3.1%
• 2011: ????
Income declines. Ratios worsen
20% allows little for investment – eg donor recruitment
The '20%' shrinks
Cannot justify investment
Lack of investment slows growth
Must spend only 20% on non-missional costs
Can we afford to invest?
Supporter recruitment justified at lower 1-yr ROI
20% increases and allows more supporter recruitment and legacy marketing
Income increases
More donorsMore legacies
Life-time value of new supporter is higher
Y 3+
Yr 1-2 – less for recruitment
Invest in LegacyMarketing
Legacies: the key
Bible Society Legacy analysis
• 188 legacies
• Women: 138 (73%)
• Average: £12,000
• Average 'Miss': £17,000k (87% lift)
• Legacy Foresight say:– Total faith-based legacy income
=£228.3 million each year”
How much potential?
Choosing a strategy
• Direct Marketing?
• Awareness?
Touchpoints
• The value of a Brand is the sum of all its touchpoints (Guy Smith 2004)
• A Legacy must have resulted from a touchpoint with Bible Society
• Each touchpoint has a legacy value.
• Suppose that we knew the value!
… Its all about touchpoints
• The more personal, the more effective
• Use Direct marketing
• 'secondary' marketing - piggybacking
• 'secondary' (soft) products – in memoriam
How many touchpoints are there?
Channel
F2F 10,000
Supporter Services 30,000
National events 10,000
Regional events 56,000
540,000
700,000
Other / Viral/ Products 2,000,000
PR 1,000,000
4,346,000
Touchpoints /opportunities
(Pre 2005)
Warm comms
Cold comms
Life-stages time-line
travel/holidays
marriage
Buying property
birth of children
divorce
Fear of accident
Bible Society
Produces Bibles
House is big asset
Guardians
Disinherit spouse
Bible Society
Needs funds
Bible Society Bible a Month
Will-making prompts
Typical Bible Society messages (current)
'Defensive will-making in early life
Bible Society needs your legacy
Bible Society needs your legacy
New messaging… New messaging… New messaging… New messaging…
Life-stage
Bible Society needs your legacy
disasters
inheritance
change in legislation
death of parent
retirement
Death of relatives/friends
illness
death of spousedeath
Cancer research asks for Legacy
Bible Society
Needs cash
Bible Society Needs
legacies
Bible Society
Needs cash
New wealth
Re-write will
Esperience value of will
'Pro-active' will-making in later life
Will-making prompts
Typical Bible Society messages
Bible Society needs your legacy
Bible Society needs your legacy
Bible Society needs your legacy
New messaging… Life-stage
Our strategy process
• Understand where we are
• Set objectives
• Set out strategy
• Work out tactics
• Put together an action plan
• Monitor and evaluate
Our Audience
Profile
- Women – live longer – leave almost 70% of legacy income
- Well off – in asset terms
- Single – as a proxy for childless
Who to talk to?• Warm donors
• Lapsed donors
• Customers
• Volunteers
• Staff
• Trustees
• Service users
• Influencers
• cold audiences
Warm Audience Objectives
• XX legacy enquirers in year one
• XX legacy considerers
• XX legacy intenders
• XX legacy pledgers
• To follow up all previous legacy enquiries
• To convert X% of considerers to intenders, pledgers or nos
Cold Audience objectives2011-12
• Recruit new donors with legacy potential
• Improve web pages on website
• Search engine optimisation 'Bible Society'+'legacy
• New media promotion - review
• Cold legacy recruitment
Promotion examples
Legacy brochure
Integrated legacy message across communications
‘Bible Society relies on the prayers, donations and legacies of supporters’
• Legacies are at the top
Write your own legacy mailing
Talk about…
• Abstract v concrete
• Visionary
• Big PictureSargeant and Shang 2009
Telephone
• 1: Call – ‘look out for our letter’
• 2: Mail – Legacy ask
• 3: Call – enquiring about the reaction
Customer service
More than a third of the charities did not respond to requests made by researchers posing as potential legacy givers
We Don’t…
• We Don’t say leave us a legacy because x% of our income comes from legacies
• We don’t use will-making puns
• We don’t cut pledgers out of the fundraising programme
• We don’t spend money on advertising in solicitors’ directories
What are the big challenges?
• Consistency over the long term
• Investment levels (v. DM)
• ‘Legacy income is down – so we’ll have to cut… legacy marketing’
• Legacy Marketing needs to be championed at the highest level
• It’s not something ‘anyone can do’.
Now let’s dream…
Legacy KPIs in Bible Society
Embedding legacy marketing
What about the other 50%?
• 30% of Bible Society’s legacies come ‘out of the blue’
• Many charities report up to 50%
Choosing a strategy
• Direct Marketing
• Awareness
Can awareness produce legacies?
There are 3.5 million church-goers. How many are we reaching through our mailings?
30,000 churches…?
300 staff visiting 100 churches each
● Bible Society ● Care for the Family ● CMS ● The Leprosy Mission ● Livability ● Tearfund ● Scripture Union ● Stewardship
Only 18% of churchgoers said their church teaches
about legacy giving
Christian Legacy Vision
Together we want to create a Christian Legacy for future generations
Christian Legacy
• Objective:
• Think Legacy = Think Christian
Phase 1 advertising
Phase 2 advertising
Phase 3 advertising
Phase 4 advertising
Interim results
biblesociety.org.uk01793 418100
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