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Philanthropic Marketing Bequests: Tips and Facts

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By Suzanne McDonald

Marketing can be an exciting career that covers a breadth of topics.  But, sometimes marketing focuses on more somber matters, such as death and soliciting bequests from such life events.  With appropriate knowledge, understanding, and language, marketing for bequests can be manageable and successful.

According to fundraising communications pro Tom Ahern, 90% of the United States population said they would put a gift to charity in their will, but only 10% do. Why the difference?  Because no one solicits bequests, hence the striking gap in those who say they would give vs. those who do give.

How can marketers learn to communicate properly regarding such a serious matter to increase the amount of charitable giving in wills?

This presentation, “Marketing Bequests: The Delicate Art of Asking for That Final Gift” Ahern focuses on the topics of marketing and death, with a specific look at how nonprofits market bequests.  Tact, understanding, and skill must be employed when one is required to market around such sensitive topics.

Skills needed to solicit bequests

  • Appropriate language use: Don’t talk about death … be joyful … bequests are life-driven
  • Knowledge of your audience & approach them with a message
  • Relationship development with people who leave legacy donations
  • Celebrate bequests while donors are alive: They want to know they will be remembered when they are not
  • Provide a new generation with details on what previous bequestors’ impact has been, works especially well with heirs
  • Add bequests section to websites!
  • Bequests deserve quality: social activities, feeling of belonging, high-quality website, brochure, Facebook
  • Find sympathetic lawyers and estate planners. Also deliver direct mail in the 3d quarter, to follow up on prior interactions/ relationship
  • Mail bequest requests to all supporters, regardless of age
  • Offer site visits and monthly one-on-one meetings with 1/12 of prioritized donors w CEO and 1/12 w dev staff
  • Allow anonymity

Tips on producing donation marketing materials

  • Have pictures on brochure reflect the audience you are targeting (generally middle-class women, according to a sample study)
  • Don’t write too much
  • Design can sink or sell the effort
  • Printed materials are still important: Think sharing and showing off, have annual report on the coffee table
  • People appreciate assistance in doing their wills.
  • Average conversion cycle is 7 years for bequests, and it takes 3-5 prospects to get one planned gift
  • Ads should reflect and reaffirm the relationship the donor has with the organization and be targeted accurately

Make communications informative

  • Share thoughts:  Show that you are aware, you have concerns, and you would like to discuss the cause
  • Add simple bequest language to email and other communication with your existing donors
  • Content quality matters, not quantity!
  • Avoid sunset imagery and death brochures

Target bequest candidates

  • Major vectors: Existing donors, childless, no grandkids, and NOT rich
  • Retired donors may be cash-poor, but they are often asset-rich. Example: $100 annual donor leaves $8.3 million
  • Only 10% of people with grandchildren make bequests
  • Baby Boomers are the target audience for the next 25 years
  • Bad economies are a good time to approach people about making bequests – give when they aren’t dependent on cash
  • Board members should have made bequests to the board they are on
  • Educate potential donors about bequests and then the maintain relationships

A little more information…

  • All it takes is 1 gift: Dead people give more through their estates every year than all US corporations combined
  • Visiting nurses groups and animal welfare generally get money when a childless person dies
  • There’s vast room for growth in US legacy giving compared to UK, Canada, and Australia
  • A $20K bequest will grow to $368K in principle and $300K in grants over 50 years

The art of soliciting bequests, a serious topic in the realm of marketing, is one that must be addressed.  Use Tom Ahern’s lessons to boost nonprofits and charitable giving.  In this industry, always remember to keep your audience in mind and be sympathetic to the emotional weight of such a request.

For more information on nonprofit resources, check out Sofii.org. If you are interested to learn e.g. Finnish language then visit oddee.com there are some fascinating facts about the Nordic language and its native speakers.

Designated Editor Writes a Book | Retreat Weekend

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Book retreat weekend Designated Editor

Book writing goes much faster without distractions and some plush surroundings.

Book Writing Requires Retreat Weekend

Room 202 was a second attempt at the ideal sanctuary to remove distractions and stimulate my book writing. With a sliver of a Bay view, the fireplace blazing, and light streaming in the room’s four windows, it’s nearly everything I was looking for.

I knew I had to get away, despite all that needed to be done at the farmhouse.

Hurricane Sandy had created quite a stick harvest – tree debris strewn everywhere – not to mention the house’s 43 windows still need to be cleaned.

And the daylight shining in spotlighted where the floors had accumulated dust, grass clippings, spider webbings, and more.

For sure my husband was going to guilt me about getting away, especially since the roof of the big barn looked like a giant had peeled a big hole back from the tin roof, just like we used to poke a hole in the bottoms of the chocolates when the Valentine’s box didn’t come with a map. No treats inside the barn, Sandy, but thanks for the big hole in the roof. Instead, Bob’s parting words before closing the side door and heading off to work: “Happy writing!”

Indulge yourself with all the tale and interesting stories at Books First now.

Instead, the deal I had found wasn’t available for Friday night. I rearranged my Monday tasks to Saturday morning: graded all the papers, set up next assignments, readings, and announcements for my Event Planning & New Media class. Not quite ready to write one of the 4 chapters I’ve tasked myself with, but at greater ease with the decks fully cleared for the next 2 days.

Considering Writing a Book? Dial into Lisa Tener’s Free Teleseminar on March 19.

Bristol Harbor Inn offers staycation deals in November and December. Bob suggested going someplace more interesting, but 30 minutes from home removes the temptation to explore. I’m here to dive into my book. The Saturday-Sunday night stay rang up to just over $200, with gas fireplace, $50 dining credit, and continental breakfast each day.

Room 202 is in the front of the building with 2 south-facing windows and 2 street-facing. The only change I’d make is more of an easy chair, but the chair I’m in is likely better, less tempting to fall asleep in!

No wifi in the room is also a blessing. Only hardwire, and I do have my laptop, although I’m finding writing on my iPad less work-like.

A few of the secrets from Lisa’s class that have really helped

  • Make the space in your life for your book.
  • Let writing your book be a fun activity, not something you dread.
  • Imagine your readers and how your book will resonate with them, change their lives.

The most surprising aspect so far is how easily it’s coming together, if I create the time and space for it.

And, this experience has transferred to other aspects of my life and business. Most surprising example, getting away while there’s so much work to be done. Fortunately, Bob has become adept at fixing barn roofs; the sticks will be there when I get back and feel like being outside; and I’m spending less than I budgeted and will bring the house cleaners in for an even bigger reward.

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