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Your Legacy Website
How to Help Your Planned Giving Program Respond
to 21st Century Donors
Leah Eustace, ACFRE
Good Works
Leah Eustace, MPhil, CFRE, ACFRE
Principal & Chief
Idea Goddess
leah@goodworksco.ca
www.goodworksco.ca
blog.goodworksco.ca
1) Understand how a
donor-centred website
is constructed
2) Identify the two main
audiences for your
legacy website and ho...
Reflection
Unpacking Web Design
Unpacking Web Design
"Fictional character
that communicates
the primary
characteristics of a
group of users,
identified and selected
as a key t...
Sarah is a mother to two young children who juggles the demands of her career and family
life, and has time for little els...
• Middle-age
• Urban
• Active leisure lifestyle and
fitness minded
• Progressive values
• Digitally savvy
• Environmentall...
Personas In Action
Microsite
vs
Existing Website
Keeping it Donor-Centred
DONOR Sarah
Major
Donor
Direct Mail
Donor
Monthly
Donor
Legacy Donor
Corporate
Donor
Jacqueline never married and never had any children. She’s always been community minded.
On Sunday’s she sings in the chur...
• Senior
• Urban
• Community-minded
• Progressive values
• Environmentally conscious, particularly
around food and non-GMO...
• Senior
• Urban
• Community-minded
• Progressive values
• Environmentally conscious, particularly
around food and non-GMO...
Role of Your Website
The key to unlocking a legacy gift is
emotion, as opposed to information.
#1 Focus on Bequests
#2 Language & SEO
#3 Think Autobiography
#4 Think Lifetime Impact
#5 Common Legacy Objections
1) I have family to take
care of
2) I’m not rich and this is
something rich people
do
#5 Use Stories to Combat Objections
#6 Real Person to Contact
#7 Downloads
#7 Downloads
• PDF with
sample
codicil
language
• Legacy
brochure or
package
#8 Conversions
Legacy Website in Action
Professional Advisors
What
Professional
Advisors
Want
1)Legal name
2)Charitable number
BONUS: Real
person contact info
Other Persona?
Other Persona?
*The Next Generation of Canadian Giving
That’s A Wrap
Leah Eustace
613-232-9113 x100
leah@goodworksco.ca
www.goodworksco.ca
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
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Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors

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Published on

CAGP Webinar Wednesday, May 25, 2016 (with a giant hat tip to Holly Wagg, whose original session I'm presenting)

Published in: Government & Nonprofit
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Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors

  1. 1. Your Legacy Website How to Help Your Planned Giving Program Respond to 21st Century Donors Leah Eustace, ACFRE Good Works
  2. 2. Leah Eustace, MPhil, CFRE, ACFRE Principal & Chief Idea Goddess leah@goodworksco.ca www.goodworksco.ca blog.goodworksco.ca
  3. 3. 1) Understand how a donor-centred website is constructed 2) Identify the two main audiences for your legacy website and how to craft the information they’re looking for Learning Outcomes
  4. 4. Reflection
  5. 5. Unpacking Web Design
  6. 6. Unpacking Web Design
  7. 7. "Fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data." User Personas
  8. 8. Sarah is a mother to two young children who juggles the demands of her career and family life, and has time for little else. She’s always cared about the environment. She believes that it’s her mission to create a better world for her children, and that creating that world exists in each and every interaction she has. She doesn’t want her children to grow up in a world that is destroyed by global warming. Jane bikes to work, and she and her husband only own one vehicle – a Toyota Highlander hybrid. She’s an avid reader of blogs that share how to raise environmentally conscious children and she loves tips to make her household greener. She makes all of the purchasing decisions, as well as the donation decisions for her household. DONOR Sarah User Story & Needs
  9. 9. • Middle-age • Urban • Active leisure lifestyle and fitness minded • Progressive values • Digitally savvy • Environmentally conscious DONOR Sarah Demographics & Lifestyle
  10. 10. Personas In Action
  11. 11. Microsite vs Existing Website
  12. 12. Keeping it Donor-Centred DONOR Sarah Major Donor Direct Mail Donor Monthly Donor Legacy Donor Corporate Donor
  13. 13. Jacqueline never married and never had any children. She’s always been community minded. On Sunday’s she sings in the church choir, she goes door-to-door canvassing for the local trails association each spring, and she makes sure that her elderly neighbours have the transportation they need to get to their healthcare appointments. Jacqueline always grew her own food, and now the once homesteader is a leader in the urban farming movement. She raises backyard chickens, and coordinates the annual seedy Saturday event. She advocated to city council to support the local community garden. Jacqueline cares about the environment and her community. She believes it’s important to give back, and when she leaves the earth, she wants ensure that the good she’s started can continue. That’s why she’s left a gift in her will to her three favourite charities. DONOR Jacqueline Your Legacy Donor
  14. 14. • Senior • Urban • Community-minded • Progressive values • Environmentally conscious, particularly around food and non-GMO Demographics & Lifestyle DONOR Jacqueline
  15. 15. • Senior • Urban • Community-minded • Progressive values • Environmentally conscious, particularly around food and non-GMO Demographics & Lifestyle DONOR Jacqueline
  16. 16. Role of Your Website
  17. 17. The key to unlocking a legacy gift is emotion, as opposed to information.
  18. 18. #1 Focus on Bequests
  19. 19. #2 Language & SEO
  20. 20. #3 Think Autobiography
  21. 21. #4 Think Lifetime Impact
  22. 22. #5 Common Legacy Objections 1) I have family to take care of 2) I’m not rich and this is something rich people do
  23. 23. #5 Use Stories to Combat Objections
  24. 24. #6 Real Person to Contact
  25. 25. #7 Downloads
  26. 26. #7 Downloads • PDF with sample codicil language • Legacy brochure or package
  27. 27. #8 Conversions
  28. 28. Legacy Website in Action
  29. 29. Professional Advisors
  30. 30. What Professional Advisors Want 1)Legal name 2)Charitable number BONUS: Real person contact info
  31. 31. Other Persona?
  32. 32. Other Persona? *The Next Generation of Canadian Giving
  33. 33. That’s A Wrap Leah Eustace 613-232-9113 x100 leah@goodworksco.ca www.goodworksco.ca

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