1. overview / getting started 2. best practices 3. what works
TRANSCRIPT
MARKETING CHARITABLE
GIFT ANNUITIES
1. Overview / Getting Started
2. Best Practices3. What Works
SECTION #1
Overview / Getting Started
OVERVIEW – GETTING STARTED The Basics – before you begin
marketing…Follow American Council on Gift Annuities
(ACGA) Guidelines and Best Practices www.acga-web.org/
OVERVIEW State registrations Set minimum ages & gift amounts
Consider maximums if you are JUST starting Have an updated Gift Acceptance Policy Make sure Legal, Finance and the
Organization are all on board and aware of the liabilities
INTRO TO CGA MARKETING CGAs are NOT bequests
More transactionalCommon to have more than oneMany establish CGAs as an alternative to
CDsCGAs are a “gateway gift”
WHERE TO MARKET Specific mailings Ads in newsletters/magazine/e-
newsletter Articles in newsletters (donor profiles,
tips, etc.) Flyers/buck slips with
acknowledgements or other mailings Emails Social media
WHEN TO MARKET When is the best time to market CGAs?
Year-round – consistency and frequency is important, never know when a CD might mature
April & November – tax time In a good economy – depending on your
budget, consider mailing or increasing quantities during strengthening stock and real estate market
When tax laws change, or when donors are thinking about money and taxes
When rates change
ADS AND CAMPAIGNS Keep it simple
Would you like to increase income?Receive a tax donation?AND support your favorite charity?
ADS AND CAMPAIGNS Having any ad is better than no ad
ADS AND CAMPAIGNS Having a donor-featured ad is better
than a text-only ad (postcard, etc.)
ADS AND CAMPAIGNS Have a donor-featured ad with a reply/return is best
Privacy is key
FLYERS AND LEAVE-BEHINDS Create a basic flyer to send in response
to requests
Visits – leave behind, or Send as a follow-up
FLYERS AND LEAVE BEHINDS Basic outline flyer
FLYERS AND LEAVE BEHINDS Application form
Feels “official” Cuts down on age “mistakes” Ready to go when the donor is ready
SECTION #2
Best Practices
KNOW YOUR AUDIENCE Step 1: Know Your Audience
Look at all these features of CGA donors in several slices: Nationally, For Similar Institutions, For Your Institution Specifically
(Use ACGA’s Survey of Charitable Gift Annuities)
KNOW YOUR AUDIENCE Demographics of CGA donors (age
range, sex, couples, families, DGA/FDGA)VolunteersConsider targeting by age – starting no
earlier than 60
KNOW YOUR AUDIENCE Giving History
Loyal donors (have been giving for several years)
Current bequest donorsPeople who’ve already inquired about any
type of planned gift
Motivation for making a gift
KNOW YOUR GOAL Step 2: Know your Goal – match your
marketing efforts to your goal
e.g. New program needs volume/Older program needs younger donors/gift sizes depending on your existing pool
Hint: Smaller budgets will need to focus on the highest chance for success
TARGET YOUR EFFORTS Step 3: Use Your Audience
Demographics and Goals to Target Your EffortsFeature an existing donor who is similar to
your audienceWide-reach: magazine/newsletter adsMore Targeted: specific postcards or e-
mail/direct mail to appropriate age range/giving historyMost Targeted: Individual letters to prospects and existing annuitants
TARGET YOUR EFFORTS
TARGET YOUR EFFORTS
TARGET YOUR EFFORTS
MANAGE EXPECTATIONS Step 4: Manage Expectations
CGAs just don’t appeal to as wide a range of people as annual fund gifts or even bequests. Recognize that your response rate will reflect this.
MANAGE EXPECTATIONSGoal of marketing is to start the
conversation, not close the gift – each lead is valuable. These are all major gift prospects.
SECTION #3
What Works
WHAT TO SAY What do I say in my marketing
materials?
It’s about bringing in the inquiries, not the gifts. Keep it simple!
WHAT TO SAY?Share your mission – it is important to
approach this as a gift, not an investment. Why do donors choose your mission?
Share the benefits and the mission: Create income for today and a legacy for tomorrow.
WHAT TO SAYThank you messages work!Working with major gifts: “Enhance Your
Impact” Repeat, repeat – Over time and through
different vehicles
RESPONSES How do I want them to respond?
Include a reply device (avoid postcard responses)
Prominently provide other ways to contact you
Send them online (back to privacy)Track your success
ONLINE MARKETING Marketing CGAs Online (email, e-newsletter, social media):
Call to action: Contact Us! Have an updated rate chartEmail: time with mailings
Consider leading with a donor story Try including rate chart
Could personalize based on their age range.
ONLINE MARKETINGOrganization e-newsletter: donor story or
advertisementSocial media: depends on the organization Video
WHAT NOT TO DO… What Doesn’t Work:
Oversharing - Too much copy (emphasize mission through photos)
Small font Bad photos (hazy, bad lighting, unflattering) Promoting legacy club/society as motivatorPromises of “guaranteed” incomeSounding like a financial institution
HOW DID THIS DO?
HOW DID THIS DO?
HOW DID THIS DO?
HOW DID THIS DO?
QUESTIONS
THANK YOU! Nicole Engdahl
Special Olympics [email protected]
Meg RobertsThe George Washington University
Stacy RaineThe Nature Conservancy