Storytelling: How to Transform Annual Donors into Legacy Prospects

1
Le parcours créatif
Congrès national 2016 du CCAE
Delta Bessborough, Saskatoon, SK, 8 au 10 juin, 2016
The Creative Journey
2016 CCAE National Conference
Delta Bessborough, Saskatoon, SK, June 8-10, 2016
Saskatoon, Saskatchewan │ June 8-10 juin 2016
Storytelling
How to Transform Annual Donors into Legacy Prospects
Bev Cooper, BA
Associate Director of Development
(Planned Giving)
University of Saskatchewan
Leah Eustace, MPhil, ACFRE
Chief Idea Goddess
Good Works

2
Principal and Chief Idea Goddess
Good Works
@LeahEustace
Leah@goodworksco.ca
www.goodworksco.ca

3
Bev Cooper, BA
(Planned Giving)
bev.cooper@usask.ca
www.usask.ca

4
Session Overview
1) Science of Storytelling
2) Overview of Planned Giving at U of S
3) Legacy Mailing Series

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Science of Storytelling

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Artwork courtesy of Mark Phillips www.bluefroglondon.com
Emotion vs Logic

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What Makes a Story?
“I woke up. I ate breakfast.
I left for work.”

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The Breath Before

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The 50+ Brain
You want to
be here…
in the right
side of the
brain

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Immediate vs Bequest Gift
Donation Today Gift in Will
Core emotional motivators Autobiographical
Repayer, Casual giver, High
impact, Faith-based
See the difference, Personal tie
Personal legacy
The story is the trigger for the
donation
A story that moves people
around a death-related
decision to future action

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Bequest Stories that Work
1. Living bequest donor
2. Visionary/leader
3. Founder
4. Beneficiary of planned gift
5. Family of the deceased
6. Deceased bequest donor

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Program Overview

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Our Earliest Stories

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Legacy Mailing Series

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I don’t want
to think
about it
YES!
I’ll do it
I’ll do it
Now
I got it
Done
I’ll do it
Later

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Mail Package

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Our Storytellers

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#1 Vera Pezer
Leadership + Living Donor

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#2 Diana Duncan
Living Donor

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#3 Andrea De Roo
Student + Legacy Beneficiary

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#4 Dr. Bill Roesler
Professor and legacy research award recipient

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#5 Catherine McIvor
Living Donors

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Results
With the 5th of the 5 mailings completed in February, we’ve confirmed 65
expectancies with an estimated future value of $7.2 million.
Planned Gift Responses
Touchpoint Mailed
#
Responses
%
Response Inquiry % Expectancy %
Legacy Mailing #1 3,152 44 1.40% 8 0.25% 21 0.67%
Legacy Mailing #2 2,317 57 2.46% 11 0.47% 14 0.60%
Legacy Mailing #3 2,338 52 2.22% 8 0.34% 10 0.43%
Legacy Mailng #4 2,290 30 1.31% 5 0.22% 9 0.39%
Legacy Mailing #5 2,227 41 1.84% 6 0.27% 11 0.49%
3,152 224 7.11% 38 1.21% 65 2.06%

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Thank you!
Bev Cooper, BA
(Planned Giving)
bev.cooper@usask.ca
www.usask.ca
Chief Idea Goddess
Good Works
Leah@GoodWorksCo.ca
www.goodworksco.ca

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