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Storytelling: How to Transform Annual Donors into Legacy Prospects

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Presented with Bev Cooper, University of Saskatchewan, at the CCAE National Conference, June 2016.

Published in: Government & Nonprofit
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Storytelling: How to Transform Annual Donors into Legacy Prospects

  1. 1. 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. 2. 2 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 Leah Eustace, MPhil, ACFRE Principal and Chief Idea Goddess Good Works @LeahEustace Leah@goodworksco.ca www.goodworksco.ca
  3. 3. 3 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 Bev Cooper, BA Associate Director of Development (Planned Giving) University of Saskatchewan bev.cooper@usask.ca www.usask.ca
  4. 4. 4 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 Session Overview 1) Science of Storytelling 2) Overview of Planned Giving at U of S 3) Legacy Mailing Series
  5. 5. 5 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 Science of Storytelling
  6. 6. 6 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 Artwork courtesy of Mark Phillips www.bluefroglondon.com Emotion vs Logic
  7. 7. 7 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 What Makes a Story? “I woke up. I ate breakfast. I left for work.”
  8. 8. 8 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 The Breath Before
  9. 9. 9 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 The 50+ Brain You want to be here… in the right side of the brain
  10. 10. 10 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 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
  11. 11. 11 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 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
  12. 12. 12 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 Program Overview
  13. 13. 13 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 Our Earliest Stories
  14. 14. 14 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 Legacy Mailing Series
  15. 15. 15 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 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
  16. 16. 16 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 Mail Package
  17. 17. 17 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 Our Storytellers
  18. 18. 18 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 #1 Vera Pezer Leadership + Living Donor
  19. 19. 19 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 #2 Diana Duncan Living Donor
  20. 20. 20 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 #3 Andrea De Roo Student + Legacy Beneficiary
  21. 21. 21 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 #4 Dr. Bill Roesler Professor and legacy research award recipient
  22. 22. 22 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 #5 Catherine McIvor Living Donors
  23. 23. 23 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 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%
  24. 24. 24 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 Thank you! Bev Cooper, BA Associate Director of Development (Planned Giving) University of Saskatchewan bev.cooper@usask.ca www.usask.ca Leah Eustace, MPhil, ACFRE Chief Idea Goddess Good Works Leah@GoodWorksCo.ca www.goodworksco.ca

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