8. Japan
Ashinaga
¥21,000,000 Total. Average ~ ¥1,700,000
One NPO I met this week
¥20,000,000 Total. Average ~ ¥4,000,000
Another….
¥500,000,000!!! In 2013.
Usually ¥100,000,000 from 4 or 5 people
18. 18%
16%
14%
8%
0%
LDH
RSPCA QLD
Bush Heritage
ACF
IHC
UNICEF NZ
Guide Dogs VIC
Mary Potter
Greenpeace NZ
WWF NZ
RSPCA SA
CCNSW
Peter Mac
WWF AU
RFDS SE
Amnesty
CBMI
Alfred
Heart AU
Leprosy M.
Oxfam AU
Berry St
MSF AU
Baker IDI
TCCQLD
CBMI NZ
RNZFB
OXFAM NZ
RFDS VIC
Starship
Mater Fdn
CCIA
Vision
Habitat
CHW
Lifeflight
CPA
Environment Vic
RFDS WA
SEDA
Stroke
PSEC
Yooralla
YOTS
Independence
Catholic M.
A4UNHCR
Red Cross AU
Surf LS
Starlight
HRC
SCHF
Make a Wish
World Vision
約束されている遺贈の率
of loyal (5+ gifts), $50+ Active cash donors (by Charity)
¥5000
20%
120,000
This NPO
>¥300m every year now, BUT
¥25,000,000,000
= ¥25bn committed in next 20 years!
Confirmed BQ %
Loyal Donors
100,000
80,000
12%
10%
60,000
In 2003 total income ~¥50m
In 2013 ~ ¥800m: 50% legacies
6%
40,000
4%
20,000
2%
21
0
PFBM10_Analysis_ALL_v2.xlsm
Legacy fundraising – the final donationThe Handouts have MORE information than this
IntrosBequests: why they are so importantWho are the best prospects? Three types of data:Personal informationTransactionalDemographic
Plan A (visitation) and Plan B (direct marketing)Top level overviewWe won’t have time for the last twoThe ‘best practice’ communication trailPlan Z – non donors
A bit about me
I am a writer – I wrote a short story set in HokkaidoI do stand up comedy and I rescueAus wildlife including deadly snakes.Both of which are good practice for many meetings
Best legacy strafgey everWhy bother
Who here invests in legacy marketing?
I got a brief from a charity for the best legacy strategy everI don’t know if I got it – but I don’t know any better, anywhere else in the world
Here is one option
Maybe another option
Do nothingVisitation / relationshipsDirect mail / phone – one page legacy plan
But I think this is the best option – an actual real planAnd it is quite simple
Who are likely bequestors?
Look at dataBig picture – like size of marketAnalysis – like how many older donors do you havePersonal – like why do people support youNOT anecdote – many people tell me legacies wont work here. Tell this to Ashinaga or some of the other charities I met this week
Hang in there, more data to come…
So who are likely bequestors?
Likely bequestors
Firstly – the averages are BIG
Donors who have been with you a long time
Donors who gave recently
Donors who have made many gifts
Donors who have donated larger amounts – very significant
Cash donors
The most valuable gifts
Age - 60+Giving historyLoyalty - how long have they been givingFrequency - how often Recency - how long agoValue - how much (can indicate value)
Who do you have you can go to?
Who are your future bequestors? Are you acquiring the right donors?DM mail/telephone donor acquisitionNon face-to-face regular giversBuild donor loyalty Amazing customer serviceRelaying the impact of the donor’s support
Building a culture of bequestsIncluding bequests in more of what you doGetting people ‘used’ to the idea“Touchpoints”NewslettersPSs on receipt letters/ bequest insertsTalking about bq at functions & events
Ask who has a willAsk these people to please go and add a charity
Then market to your target audience
If all charities constantly talk about bequests, we will gradually make them more popularThe Australian example is great – but took years to build