1. An Integrated Marketing Plan Legacy marketing must be integrated into your communication/development plans Your donors need to be exposed to you key legacy messages or brand on an on-going basis You never know when donors will be receptive to the idea of legacy giving - they may be exposed to your message 20 times before acting

2. Components of the Marketing Plan Legacy Brand and Key Messaging Legacy Survey Case for Support Legacy Video Interactive Website Buck-slip or Formvelope Direct Mail tick-off boxes Legacy Article in Organizational Newsletter

3. Legacy Survey The best way to promote your legacy program is to ask your donors for their opinions and advice Ask for a gift and you will get advice Ask for advice and you will get a gift A customized legacy survey opens up a dialogue between the charity and individual donors… a dialogue about your vision and the donor’s commitment to, and interest in, that vision

4. Legacy Survey: will enable you to identify an individual donor’s level of commitment to your vision and mission state the importance of legacy giving to your vision raise the topic of legacy giving sensitively make a soft ask for a legacy gift identify individual legacy leads and commitments identify barriers to legacy giving gather demographic information on key donors collect donor stories

5. Letter or email to introduce the survey Thank you so much for your incredible support of the ABC Symphony. You are one of our most devoted supporters and we value your support. We also value your opinions. I would like your advice on a program called A Promising Future. The program seeks to engage our supporters in a dialogue about the role of the Symphony and our vision for the musicians and music lovers of the future.

6. Letter or email to introduce the survey I would be most grateful if you would complete the enclosed four minute survey or go on-line at www….. and complete the survey after watching a short video on A Promising Future.

7. Legacy Survey Seva Canada sent out an email to key donors with a link to an on-line survey and video (developed by S.T. Legacy Group) 80% completed the survey 36% asked for legacy information 6% said they had already included a gift to Seva in their Will Donors provided compelling stories Donors outlined the barriers they faced in contemplating a legacy gift

8. Legacy Survey “The surveys have allowed Seva Canada to approach the somewhat delicate topic of legacy gifts in a gentle way that donors are quite comfortable with and the surveys allow donors time to reflect and respond in an honest way.” “The surveys are a crucial part of Seva Canada’s legacy campaign. They have been easy and inexpensive to implement.” Heather Wardle, Director of Development, Seva Canada

9. Seva Legacy Survey https://www.surveymonkey.com/s/LN3ZJGR

10. Legacy Survey Canadian Breast Cancer Foundation (CBCF) mailed our legacy survey template to 4,000 key donors: Over 100 legacy leads or commitments 100 leads represents $6 million in potential revenue Helped CBCF define their legacy target market Many donors shared deeply moving stories with CBCF Leslie Howard, Planned Giving Consultant: “The survey was a tremendous success”

11. Case for Support Is the cornerstone of any legacy program your vision for the future the importance of legacy giving to achieve that vision a portfolio of your organization’s achievements your current and future needs a summary of your financial accountability a guide for donors to leave legacy gifts It is the key document that will inspire and engage your donors or stakeholders

12. Case for Support Do not assume that when an individual asks for legacy information or makes a legacy commitment that you no longer have to build a case for support Providing a strong case for support at this stage is absolutely vital. http://www.seva.ca/create_a_legacy.htm

13. Legacy Video What Will You Leave: National Society for the Prevention of Cruelty to Children http://www.youtube.com/watch?v=5rvaYoaBsmA - Seva Canada: http://www.seva.ca/create_a_legacy.htmhttp://www.seva.ca/create_a_legacy.htm click on the YouTube video half way down the page

14. Interactive Website http://www.seva.ca/create_a_legacy.htm Components: Legacy brand header Special URL Key legacy messages Video link Survey link Link to case for support

15. Legacy Formvelope or Buck-slip These can go out with donation receipts or other mailings Formvelope: Brochure with a response envelope attached Buck-slip: double-sided slip that goes in a regular envelope

18. Direct Mail Tick-off Boxes Always provide donors responding to direct mail solicitations with the option of: 1.asking for legacy information 2.telling you they have left a gift in their Will

19. Cost-Effectiveness of Generating Legacy Leads and Commitments Cost to generate a legacy lead or commitment Advertising in supplements$2,000 - $10,000 Personal visits$2,000 - $10,000 Estate planning seminars$1,000 - $5,000 Estate planning newsletter$500 - $3,000 Direct mail appeal for legacy gifts$350 - $3,000 Legacy formvelope inserted with tax receipts$100 - $1,000 Customized legacy survey (via mail)$80 - $250 Customized legacy survey (on-line) + video$40 - $60

20. Follow-up Strategies with Legacy Leads and Commitments

21. Follow-up Strategies Exceptional customer service is essential How will donors judge you? By how quickly you get back to them By how sincere you are in thanking them By giving them what they want Many, you will never meet

22. Follow-up Strategies Identify follow-up procedures and keep to them Communication (call or letter) within 2 days Case for support and letter sent within 2 days Follow-up call within two weeks –ask if they received the information –find what motivated them to think about/leave a gift –engage them in conversation if you can –record what they tell you in the database

23. Stewardship and Cultivation of Donors

24. Make sure legacy leads and commitments get your newsletters and annual reports on a regular basis If you have the time, invite them for a tour or visit them If you know, or think that an expectant will be leaving a very large bequest, go the extra mile in your stewardship

25. Time and Resource Investment

26. Time and Resources You don’t have to have extra staff to run a legacy program The time-consuming part is developing the plan and the marketing materials Once you have the plan and materials in place, you need to designate someone to be responsible for implementing the plan and follow-up with legacy prospects/expectants The implementation and follow-up is not time-consuming

27. Resources invested at Seva Seva Canada: 1 FT fundraiser and 2,000 donors instituted the S.T. Legacy Group approach three and a half years ago. Investment in starting legacy program: less than $20,000 over four years % of time allocated by fundraiser to legacy program (once plan and collateral material developed): 5%

28. Results at Seva 62 legacy commitments (projected $3.8 million revenue) 69 legacy leads (projected $ 4.1 million revenue ) Legacy revenue received : –pre-legacy program $10,000 in 20 years –post-legacy program $425,000 + in 3 years –legacy income now about 10% of revenue and growing Probable return over 30 years ($3.8 million) from a $20,000 investment over 4 years: 15,000%

29. Invest Now Developing a legacy program will be the most important thing you do for your organization’s future But there is a limited window of opportunity The next 20 years is critical for legacy giving

30. Most economical to invest Invest in a mail and on-line legacy survey system S.T. Legacy Group sets up the system and components and trains staff in using it If it works after a 2-month trail period with a small sample group of donors, purchase the system for a number of years S.T. Legacy will work with over the years and provide you mentoring/training/ideas

31. Most economical way to invest Initial investment for system set up If successful, on-going yearly charges You don’t face a large cost in any one year You can then invest in other components that will boost legacy commitments and interest: Legacy brand, legacy case for support, video, buckslip. formvelope, legacy strategic plan