Using Donor Stories to Market Your Planned Giving Program
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A workshop at the 2015 Canadian Association of Gift Planners Annual Conference by Holly Wagg and Bev Cooper. Donor stories provide important social proof for marketing a planned giving program. Storytelling for legacy giving is part art and part science – and it’s quite different from what triggers an immediate gift. This session will cover a dynamic case study from the University of Saskatchewan to show how donor stories can be used to grow a planned giving program.
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Using Donor Stories to Market Your Planned Giving Program
- 1. Bev Cooper & Holly Wagg Using Donor Stories to Market Your Planned Giving Program
- 2. Holly Wagg, MA, CFRE Philanthropic Counsel & Chief Digital Architect holly@goodworksco.ca www.goodworksco.ca blog.goodworksco.ca University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
- 3. Bev Cooper, BA Associate Director of Development (Planned Giving) bev.cooper@usask.ca www.usask.ca University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
- 4. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @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
- 5. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Science of storytelling
- 6. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Emotion vs Logic Artwork courtesy of Mark Phillips www.bluefroglondon.com
- 7. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 What Makes a Story? “I woke up. I ate breakfast. I left for work.”
- 8. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 The Breath Before
- 9. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Essential Ingredients
- 10. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 The 50+ Brain You want to be here… in the right‐ hand brain
- 11. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 “Bequest marketing is like visualizing the final chapter in one’s own biography” - Dr. Russell James
- 12. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Immediate VS Bequest Gift Donation Today Gift in Will Core emotional motivators Autobiographical Repayer, Casual giver, High impact, Faith‐based See 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
- 13. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @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
- 14. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @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
- 15. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Program Overview
- 16. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Adding Proactive Programming • Green&White ads (alumni magazine) • Leave a LegacyTM • Annual giving reply coupon • College specific mailings • Estate planning seminars • Planned giving matrix
- 17. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 PG Matrix
- 18. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Our earliest stories to
- 19. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 More storytelling
- 20. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Legacy Mailing Series
- 21. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @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
- 22. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Mail package
- 23. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Donor selection All had to be 65+ years of age 1) Legacy prospects (PG1/PG2 ‐ matrix) 2) Loyalty + Affinity 3) Miss
- 24. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Our Storytellers
- 25. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 #1 Vera Pezer Leadership + Living Donor
- 26. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 # 2 Diana Duncan Living Donor
- 27. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 # 3 Andrea De Roo Student + Legacy Beneficiary
- 28. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @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
- 29. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Inquiry Lead Follow up Brochure
- 30. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Expectancy Lead Follow up
- 31. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 5 tips for Creating Buy-In
- 32. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Data
- 33. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Know your Audience
- 34. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Go out on a limb
- 35. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Challenge Leadership
- 36. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Good Fit
- 37. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 That’s A Wrap!
Hinweis der Redaktion
- Session starts at 9:15am (left a bit of time to start late, but only 5 min for introductions)
- Holly
- Start at 9:25am HOLLY Over the last 50 years or so, we’ve learned more about what goes on inside our brain than all of the 5,000 years of human civilization Now we know that all our actions and decisions, good and bad, are guided primarily by intuition Our conscious brain has a very small part to play in how we think and act What does that mean to fundraising? In simple terms people give when they’re emotions are engaged
- HOLLY Decisions are activated by unconscious part of our brain (called the limbic system) . The rational part, which governs our logical thoughts and the language, only comes into play afterwards to justify our decision. In other words, we make giving decisions emotionally, then justify them logically Here’s an example: The CEO of a company decided not to renew the contract with their telecommunications provider even though they were the cheapest. Puzzled by that the account manager sought out the CEO to find out why It turned out that the reason was because the CEO’s daughter had a very bad experience with the provider on her pre-paid phone The CEO didn’t want to deal with a company that treats its customers that way In other words, his decision was completely driven by an emotional response As Professor Raj Raghunathan from the University of Texas puts it: “We are ruled by our emotions first, and then we build justifications for our response. We want to be considered scientific and rational, so we come up with reasons after the fact to justify our choice” Another interesting finding comes from neuroscientist Antonio Damasio, who studied people who had received brain injuries, in which only the part where emotions are generated was impaired It all started 30 years ago, when Dr. Damasio was visited by a patient named Elliot Elliott had gone through a surgery where part of his brain in the frontal cortex had to be removed because of a small tumour he’d developed Elliot was a successful businessman and had been a model father, husband and citizen After the surgery, something strange started to happen He started taking hours for a simple decisions a normal human being would make in seconds For example, even a decision to shave or not in the morning would take hours as he started analyzing the pros and cons of shaving and the effect it would have on his life This behavior eventually lead his business into bankruptcy and his wife ended up divorcing him Dr. Demasio was able to determine that during the surgery, one important neural connection which connected Elliot’s conscious mind with the part of his brain that controed the emotional faculty (the amigdala) was severed He was left only with his conscious mind to make decisions So, for every decision, his brain went into overdrive… he didn’t have the luxury of consulting his emotional brain to make the intuitive decision In other words, it’s ultimately our emotional brain that makes decisions.. Including decisions to give This is why stories are vital to fundraising
- HOLLY Let’s talk about stories for a bit. Is that a story? After all, it has a protagonist (me) who makes choices that lead to a natural progression of events, it contains three acts and it has a beginning, a middle and an end—and that’s what makes something a story, right? Well, actually, no. It’s not. My description of what I did this morning—while it may meet those commonly accepted criteria—contains no crisis, no struggle, no discovery, no transformation in the life of the main character. It’s a report, but it’s not a story. Simply put, you do not have a story until something goes wrong.
- HOLLY Video from CF Trust www.cysticfibrosis.org.uk
- Holly Ingredient #1: Orientation (Hook) The beginning of a story must grab the reader’s attention, orient her to the setting, mood and tone of the story, and introduce her to a protagonist she will care about, even worry about, and emotionally invest time and attention into. If readers don’t care about your protagonist, they won’t care about your story, either. So, what’s the best way to introduce this all-important character? In essence, you want to set reader expectations and reveal a portrait of the main character by giving readers a glimpse of her normal life. Ingredient #2: Crisis (Rising Action) This crisis that tips your character’s world upside down must, of course, be one that your protagonist cannot immediately solve. It’s an unavoidable, irrevocable challenge that sets the movement of the story into motion. There are two primary ways to introduce a crisis into your story. Either begin the story by letting your character have what he desires most and then ripping it away, or by denying him what he desires most and then dangling it in front of him. So, he’ll either lose something vital and spend the story trying to regain it, or he’ll see something desirable and spend the story trying to obtain it. Ingredient #3: Escalation (Obstacles) There are two types of characters in every story—pebble people and putty people. If you take a pebble and throw it against a wall, it’ll bounce off the wall unchanged. But if you throw a ball of putty against a wall hard enough, it will change shape. Always in a story, your main character needs to be a putty person. When you throw him into the crisis of the story, he is forever changed, and he will take whatever steps he can to try and solve his struggle—that is, to get back to his original shape (life before the crisis). But he will fail. Because he’ll always be a different shape at the end of the story than he was at the beginning. If he’s not, readers won’t be satisfied. Putty people are altered. Pebble people remain the same. They’re like set pieces. They appear onstage in the story, but they don’t change in essential ways as the story progresses. They’re the same at the ending as they were at the beginning. And they are not very interesting. So, exactly what kind of wall are we throwing our putty person against? Ingredient #4: Discovery (Climax) At the climax of the story, the protagonist will make a discovery that changes his life. Typically, this discovery will be made through wit (as the character cleverly pieces together clues from earlier in the story) or grit (as the character shows extraordinary perseverance or tenacity) to overcome the crisis event (or meet the calling) he’s been given. The internal discovery and the external resolution help reshape our putty person’s life and circumstances forever. Ingredient #5: Change (Denouement) Think of a caterpillar entering a cocoon. Once he does so, one of two things will happen: He will either transform into a butterfly, or he will die. But no matter what else happens, he will never climb out of the cocoon as a caterpillar. So it is with your protagonist. As you frame your story and develop your character, ask yourself, “What is my caterpillar doing?” Your character will either be transformed into someone more mature, insightful or at peace, or will plunge into death or despair.
- HOLLY We’ve already talked about why stories are essential to fundraising, and the key ingredients for a good story, now let’s look at where the science of storytelling and your donor’s brain intersect. As people age, their cognitive patterns become less abstract and more concrete … in other words, they become more right brained The left brain is mechanistic, it uses analytic reasoning, wants facts and prefers them in clear, unambiguous terms. The emotional, intuitive right brain is less interested in details than in the total picture. The left brain sees things in terms of categories; the right brain in terms of relationships. Today, all of the Baby Boomers are now over the age of 51 and have a stronger right brain orientation than younger markets of the past. Generating emotionally strong responses is more critical in Baby Boomer markets than in younger ones because older minds depend more on emotions (gut feelings, a.k.a. intuition) in forming perceptions, thoughts and decisions than younger minds do. The right hemisphere perceives reality in images — in sensory images to be more precise. So how does one convey non-visual sensory information in a print ad? By creating multi-sensory word pictures. Even though the right brain has only rudimentary word-processing skills, it draws on image-associated words to key the formation of sensory images. The left hemisphere sizes things up in words. It’s the brain’s word processor. The right brain also likes metaphors — images of one thing that remind one of something else. It helps the right brain’s comprehension of a matter or brings the matter home more vividly. This overcomes the right brain’s very limited language abilities. You’ve heard, I’m sure, that a picture is worth a thousand words. To the right brain, that’s a maxim. It’s also important to know, however, that the left brain, endowed with powerful language skills, is unable to decipher metaphors. Standing as abstract representations of reality, words generally are less evocative of emotions than images are. Sensory images are far more effective in this regard. And of course, the stronger the emotional responses generated by a message, the greater attention the message is likely to get. Finally, stories, stories, stories. The right brain loves stories. The stronger right brain bias of Baby Boomers also increases their responsiveness to messages conveyed through stories as opposed to expository or neutral statements. Stories generally do a better job of emotionally engaging Baby Boomer minds. In fact, Baby Boomers are more likely than younger consumers to ignore a message that simply describes a product with little or no affect.
- Holly – Where storytelling, neuroscience, philanthropy and planned giving collide.” It’s here. And, we know a bit and there’s a lot that we don’t know yet. Because people avoid death related discussions and we need to get around that.
- Holly – 1. (How to trigger an immediate behavioural change - Pleasure/pain. Hope/fear. Social acceptance/rejection - vs Autobiographical). Clear link to own life narrative and how one will be remembered is how we break through this death defence. Symbolic immortality – how one self, name, family, achievements, values and goals will persist after own death. 2. (Money for good) Repayer: people who had a good experience and they want to give back so other people can have the same experience Casual giver: give because it’s convenient (payroll deduction at work, add a dollar when grocery shopping) High impact: focused on what will do the most good Faith based See the difference: local, or small organizations where I can make a difference Personal tie Social norm. 3. Right brain. – Images, metaphors, stories.
- Holly - Two Most Common Legacy Objections 1) I need to provide for my family/children/grandchildren 2) I’m not rich and this is something rich people do
- Dr Russell James tested the gap between the willingness to give currently and the willingness to leave a bequest with various types of messaging Save taxes/spend thrift Social norms Deceased bequest donor Living bequest donor Tribute bequest
- Start at 9:45am
- Bev: From a proactive standpoint, what have we done so far? I haven’t even noted the activity we do with professional advisors. Sure all of these have been somewhat successful however the university needed to do more…
- Bev: From a proactive standpoint, what have we done so far? I haven’t even noted the activity we do with professional advisors. Sure all of these have been somewhat successful however the university needed to do more…
- Bev: We assumed we knew what prospects needed - of course they needed to know how to leave a bequest to the university! Why wouldn’t you need the tools to set up an estate gift plan? Bev: We realized over the years that the ‘how to’ wasn’t what they needed. How did we realize that? We chatted and asked them! Bev: After spending time visiting and chatting, (evolved over time) it was the reminincing of university experiences that prospects and donors wanted to share which lead to an obvious exchange of personal stories. Bev: We start paying attention when someone is relaying a personal story – Holly’s going to go into the science of that soon -
- Bev Generations has been consistently mailed in the fall for the past 4 years – the only criteria for entry was you were 65 years + and had a valid mailing address on record. We’ve seen a fair number of successes with this as well. However, there was still more the university could do to reach out and engage. Greystone Circle – uni’s legacy society: annual bulletin exclusive for members contains one story of a deceased member and one of a living member; annual GC event – another opp to share stories. Moved away from having members share their stories to having students come to share their stories We were doing okay. We were using stories to elevate our proactive PG program however there was something missing. A piece of the puzzle that could increase our proactive activities - another tier, so to speak.
- Start at 10:00 am Holly Targeted to direct mail donors It’s about persuasion A series of 5-6 mailings over 2-3 years Story-based and donor-centred approach
- Holly – Mailing series that goes out to a broad, unqualified audience. Needs to be a part of a mixed messaging series Our goal is to manage avoidance (ie, not thinking about death) The goal with this series is to move people from A to B. That’s what the mail can do, while also identifying those who have done so and want to tell you (and only 1-9 will) The biggest hurdle is to move people from yes to now and not from yes to later
- Bev minimal branding – yes, I had to convince our communications area that this was a “good thing” Genuine donor story Scanned signature – we weren’t going to ask our signatories to sign over 2000 letters – that would be crazy Spending the $ on to each envelope hand addressed is key PG never uses labels for our key PG prospects (see matrix) – we hand write everything PG uses actual stamps as much as possible The level of detail that is applied to each piece very interesting – you might not think it matters but it does
- Holly – how we determined criteria and why
- Start at 10:10 am Holly/Bev Original story selection process
- Holly Letter #1 – Visionary Testimonial Purpose of letter Signatory choice Bev –prospect mentioning Vera's legacy letter with Vera at the CIS women's basketball tourney in Windsor last year - I want to do that Vera!
- Holly/Bev – Letter #2 – Living Donor Bev – on boarding new fundraiser and presenting current PG program - fundraiser calling me the next day saying that her mother read Diana's letter and remembered the story from the paper about this little boy passing away enroute to the hospital from a nut allergy. Example of sharing and people being able to identify with the signatory
- Holly/Bev – Letter #3 – Student Segmentation on giving history Group 1 – People who have funded student scholarships/students at the university Group 2 – People who have given to the university, but not specifically to support student scholarships Group 3 – Non-donors, but have expressed an interest in legacy giving Bev – Please pass on our thank you to Andrea for the letter of appreciation. It is so nice to know where donations are used and in this case, very happy to know Andrea has been able to continue her studies on a pathway to improve our world food production. Good luck to her in her future studies. JM - responding by phone to say he was impressed with Andrea's letter and wanted to 'cut her a cheque right away' he cared so much
- Bev/Holly Bev: talking about the ROI and the increased activity the legacy mail campaign has provided - resulting in a third PGO to continue the great work
- Bev If inquiry is for more information Follow up with handwritten card, w/ PS about future follow up phone call, and brochure (or direct to phone call and info if that’s what they requested) Nothing about the how. It’s all about stories. Each PGO brings her own approach to the engagement however everyone follows the PG matrix as a guide. Everything we do relates back to that matrix.
- Bev If confirmed Greystone Circle and follow up- engagement strategies (again our PG matrix) guide us through the stewardship plan for individuals who check off the "I've already done it" box.
- Start at 10:30 am (end by 10:35 or 10:40am) Bev How to get your leadership on board with respect to budget and with the program in general if you know what your current average bequest is, that's the number you use to bring your leadership on board because leadership are pretty much all about the $dollars
- Bev Take a good close look at your data Spend the time dissecting your data – there’s a lot of interesting info embedded there – if you have a data manager, even better – he/she intuitively understands how to program to release the information you’re trying to find or discover
- Bev Understand and know your audience I can’t stress this enough. Get out, get on the phone and exchange stories. Yes, it’s time consuming but trust me it pays off for your charity down the road How did you get communications buy-in -> We spoke of the science behind speaking/marketing to the civic generations
- Bev Take chances and go out on a limb Challenge the status quo. I’m working with young communicators who just don’t understand the need to use larger font sizes when our audience is more mature; less colour etc. if you know your audience, you know what’s going to work. I don’t know how many times I’ve been told, “that’s not how it should be done” – well, as long as you feel your approach would fit your audience, go for it. Again, get to know your audience and try some new things
- Bev Challenge your leadership Leadership: it’s an ongoing struggle to convince anyone that building these relationships and promoting this type of giving doesn’t have immediate impact. That challenge won’t go away any time soon. However, I believe it does have immediate impact – ok, not necessarily immediate financial impact however you’ve started a whole new conversation. You are demonstrating an accountable increased level of prospect/donor engagement. Let your leadership know that these gifts although after death can be set up now during one’s life time which could result in a major gift.
- Bev Agency/charity fit If you’re using consultants, make sure they fit with your charity. Check out their samples of similar strategies – do their strategies fit yours. The U of S PG program applies/uses an extremely donor-centred approach so it was important to use a consultant that had very similar approaches in their work
- Questions at 10:40 am