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Bev Cooper 
& Holly Wagg
Using Donor Stories to Market Your
Planned Giving Program
Holly Wagg, MA, CFRE
Philanthropic 
Counsel & 
Chief Digital 
Architect
holly@goodworksco.ca
www.goodworksco.ca
blog.goodw...
Bev Cooper, BA
Associate Director of 
Development 
(Planned Giving)
bev.cooper@usask.ca
www.usask.ca
University of Saskatc...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Session Overvi...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Science of sto...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Emotion vs Log...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
What Makes a S...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
The Breath Bef...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Essential Ingr...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
The 50+ Brain
...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
“Bequest marke...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Immediate VS B...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Common legacy ...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Bequest storie...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Program Overvi...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Adding Proacti...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
PG Matrix
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Our earliest s...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
More storytell...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Legacy Mailing...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Our goal
I don...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Mail package
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Donor selectio...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Our Storytelle...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
#1 Vera Pezer
...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
# 2 Diana Dunc...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
# 3 Andrea De ...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Results
Planne...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Inquiry Lead F...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Expectancy Lea...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
5 tips for Cre...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Data
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Know your Audi...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Go out on a li...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Challenge Lead...
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
Good Fit
University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
That’s A Wrap!
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Using Donor Stories to Market Your Planned Giving Program

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A workshop at the 2015 Canadian Association of Gift Planners Annual Conference by Holly Wagg and Bev Cooper.

Donor stories provide important social proof for marketing a planned giving program. Storytelling for legacy giving is part art and part science – and it’s quite different from what triggers an immediate gift. This session will cover a dynamic case study from the University of Saskatchewan to show how donor stories can be used to grow a planned giving program.

Published in: Government & Nonprofit
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Using Donor Stories to Market Your Planned Giving Program

  1. 1. Bev Cooper  & Holly Wagg Using Donor Stories to Market Your Planned Giving Program
  2. 2. Holly Wagg, MA, CFRE Philanthropic  Counsel &  Chief Digital  Architect holly@goodworksco.ca www.goodworksco.ca blog.goodworksco.ca University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
  3. 3. Bev Cooper, BA Associate Director of  Development  (Planned Giving) bev.cooper@usask.ca www.usask.ca University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15
  4. 4. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Session Overview 1) Science of Storytelling 2) Overview of Planned Giving at U of S 3) Legacy Mailing Series 4) Creating Buy‐In
  5. 5. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Science of storytelling
  6. 6. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Emotion vs Logic Artwork courtesy of Mark Phillips www.bluefroglondon.com
  7. 7. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 What Makes a Story? “I woke up. I ate breakfast.  I left for work.”
  8. 8. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 The Breath Before
  9. 9. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Essential Ingredients
  10. 10. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 The 50+ Brain You  want  to be  here… in the  right‐ hand  brain
  11. 11. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 “Bequest marketing is like visualizing the final chapter in one’s own biography” - Dr. Russell James
  12. 12. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 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
  13. 13. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Common legacy objections 1) I have family to take care of 2) I’m not rich and this is something  rich people do
  14. 14. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 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
  15. 15. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Program Overview
  16. 16. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Adding Proactive Programming • Green&White ads  (alumni magazine) • Leave a LegacyTM • Annual giving reply coupon • College specific mailings • Estate planning seminars • Planned giving matrix
  17. 17. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 PG Matrix
  18. 18. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Our earliest stories to
  19. 19. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 More storytelling
  20. 20. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Legacy Mailing Series
  21. 21. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Our goal I don’t  want to  think  about it YES! I’ll do it I’ll do it  Now I’ve got it Done I’ll do it  Later
  22. 22. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Mail package
  23. 23. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Donor selection All had to be 65+ years of age 1) Legacy prospects (PG1/PG2 ‐ matrix) 2) Loyalty + Affinity 3) Miss
  24. 24. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Our Storytellers
  25. 25. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 #1 Vera Pezer Leadership + Living Donor
  26. 26. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 # 2 Diana Duncan Living Donor
  27. 27. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 # 3 Andrea De Roo Student + Legacy Beneficiary
  28. 28. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Results Planned Gift Responses Mailed #  Responded % Inquiry % Expectancy % Legacy Mail #1  3152 44 1.40% 8 0.25% 21 0.67% Legacy Mail #2 2317 57 1.99% 11 0.47% 14 0.60% Legacy Mail #3 2338 52 2.22% 8 0.34% 10 0.43% With 3 of the 5 mailings complete, we’ve confirmed 45 expectancies with an  estimated future value of 4.99M
  29. 29. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Inquiry Lead Follow up Brochure
  30. 30. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Expectancy Lead Follow up
  31. 31. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 5 tips for Creating Buy-In
  32. 32. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Data
  33. 33. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Know your Audience
  34. 34. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Go out on a limb
  35. 35. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Challenge Leadership
  36. 36. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 Good Fit
  37. 37. University of Saskatchewan | bev.cooper@usask.ca | Good Works | holly@goodworksco.ca | @hollywagg | #CGAP15 That’s A Wrap!

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