1© 2009 tom ahern | ahern communications, ink. | bequest marketing

Download 1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

Post on 11-Jan-2016

218 views

Category:

Documents

1 download

Embed Size (px)

TRANSCRIPT

  • * 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*How to MarketCharitable Bequests

    A special presentation for organizations with endowments at the Rhode Island Foundation

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Where are we now?(urgent ~ start today)

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*It is in the fourth quarter now. Birth rates dropped 25% in the U.S. between 1925 and 1935. This segment of the population is now age 68 to 78. In other words, the population who will be leaving bequests is about to start a DOWNWARD trend that will not reverse until 2017. -- Robert SharpeSource: quoted by Mal Warwick, March 2004

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Translation...Times running out on some of your best prospects.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*But theres a rub...It wont just happen.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Source: Russell N. James III, University of Georgia, March 2009For those who think the generational transfer will automatically flood their organizations with resources, its time to think again. Without putting in the hard work of generating these planned gifts, 90% of donor mortality will simply result in lost current giving.* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Translation...Its totally up to you.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Repeat after me...If I do nothing now, my organization loses forever a once-in-a-generation opportunity.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*UK: Good at bequest marketing. USA: Stinky.In the U.K., legacy gifts account for 29% of total annual giving vs. below 10 % in the U.S.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Planned giving.Insider talk.

    Bequests.Everyday talk.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Caution...Industry jargon is self-defeating and a MAJOR barrier to understanding.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Some say bequests constitute at least 80% of so-called planned gifts; others say 90% or more Source: Mal Warwick, March 2004

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Planned giving?

    Bequests.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Key tip from Richard RadcliffeWrite like youre writing to your mum

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Relax.Its easy money.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Most U.S. donors (more than 90%) are happy to consider putting a charitable gift in their wills ... yet few (under 10%) have done so.Source book: Iceberg Philanthropy (2007)

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Who gives?

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Facts from researcher Richard RadcliffeWomen leave 78% of the legaciesMost are NOT wealthyLegacy makers have a history of giving

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • You already know the people most likely to make a bequest. Theyre your loyal donors, the ones who give year after year.* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • There is a core group of mostly retired donors who although cash poor (and thus they belong to the lowest income category) are actually asset rich. They are an important market for bequests. Source: James and Sharpe, via Adrian Sargeant, 2009* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • The millionaires next doorHelene Whitlock Alley, the $100 donor who bequeathed $7.3 million to a diabetes groupHomeless man leaves $4 million estate -- Richard Leroy Walters, did his stock trades over phone at a senior centerJean Preston, librarian, amassed an $8 million estateSource: Marc A. Pitman, Fundraising Coach* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Source: Adrian Sargeant - Jen Shang; ID, Death & Bequest Giving, Sept. 2008What psychologists refer to as self-grieving or grieving for the loss of oneself is common with the elderly as they begin to experience a number of physical difficulties and limitations. (Shaffer 1970). It is interesting to note that individuals attempt to compensate for these losses by searching for new sources of self-esteem, an ego need that could clearly be borne in mind by charities soliciting gifts from this age group.* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 4 major vectors:(1) loyal donors(2) childless(3) no grandkids(4) not rich* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Of current donors over age 50...

    50% of those WITHOUT offspring left a charitable bequest.When grandchildren appear, grandparents drop charities from their wills.Only 9.8 % of those with grandchildren left a charitable bequest.Source: Russell N. James III, University of Georgia, March 2009* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • During bad economic times, bequests can be especially attractive to avid supporters on reduced incomes* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Cant afford a gift to your favorite charity this year?Make a charitable bequest.* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Ground Zero:Board commitment

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Rationale:If your board wont support your organization, why should anyone else?* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*~ Step One ~Start a legacy society

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*You cant thank them when theyre dead.Thank them abundantly now.And make them feel special.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*~ Step Two ~Write a 1-page letter to donors who have given for 5 or more years

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*Strangers are not going to leave you their money, mostly.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • Letter says, in essence...Thank you. You can support us in many ways. And when the time is right, please consider a gift in your will. (Include contact information and sample language.)* 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*The Rich Fox opt-out letter part 1:

    Thanks donors for their lifetime support and explains the organizations need for bequests and charitable remainder trusts. The letter reminds prospects that many people dont like to think about writing a will and thus, despite their best intentions, dont adequately ensure that their wishes are carried out.

    2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

  • 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing*The Rich Fox opt-out letter part 2:

    Stresses that it is not a requ