Your One-Page Guaranteed*-to-Work Legacy Program (*Guaranteed-to-Work if You Have Donors and You Execute the Plan with Good Copy, Stories and Design) Sean Triner [email protected]
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Your One-Page Guaranteed*-to-Work Legacy Program (*Guaranteed-to-Work if You Have Donors and You Execute the Plan with Good Copy, Stories and Design)
Sean [email protected]
Commercial in confidence ©Pareto Fundraising 2012
The Best Legacy Strategy …. Ever?
Commercial in confidence ©Pareto Fundraising 2012
Start with some data
Write down your estimate…
Source of contributions
Write down your estimate…
What about your legacy plan
PARETO FUNDRAISING
BENCHMARKING
INDIVIDUAL GIVING: TRENDS REPORT 2012
© 2012
2012 Members
Average legacyby year, excluding gifts below $1k
16
$53
$56
$56
$53
$59
$58
$49
$50
$46
$50
$0 $10 $20 $30 $40 $50 $60 $70
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
Average Bequest Amount
Thousands
Year
PFBM9_IncomeSummary_v1.xlsm
Pledged legacy rate
by year of first gift
17
0.0%
0.1%
0.2%
0.3%
0.4%
0.5%
0.6%20
02
20
03
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
PFBM9_Analysis_ALL_v5.xlsm
Expect longer term donors to be more
likely to put you in their will:
• They are older.
• They have been asked more times.
• They are committed supporters.
Pledged legacy rate by recency of cash gift (months)
18
0.0%
0.1%
0.2%
0.3%
0.4%
0.5%
0.6%
0.7%
0.8%
0.9%
1.0%
0-12 13-24 25-36 37-48 49-60 61-72 73-84 85+PFBM9_Analysis_ALL_v5.xlsm
Recency of cash gift also correlates with
likelihood to be a legacy pledger
Pledged legacy rateby number of cash gifts
19
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
10+ 9 8 7 6 5 4 3 2 1PFBM9_Analysis_ALL_v5.xlsm
Number of previous cash gifts correlates
strongly with intention to legacy
Pledged legacy rate by Value of highest cash gift
20
0
500
1,000
1,500
2,000
2,500
3,000
3,500
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
Conf BQ Penetration No. of Conf BQPFBM9_Analysis_ALL_v5.xlsm
Pledged legacy rateby type of support
21
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
PFBM9_Analysis_ALL_v5.xlsm
Donors who support more in life intend to
support more in death, with the absolute
exception of face to face recruited donors.
The Survey
Let’s have a look….
Survey Follow up
MG = monthly giving
When asking about monthly gifts too
Legacy pack - example
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