I think going to In memoriam donors with a
legacy ask first is a little dangerous. These donors have given in memory of
someone they have lost not because they have an affinity to the cause. I
suggest you need to look at developing a relationship with these special donors
first.
We have started developing such a
programme at RNID but it is early days
From:
Legacymarketing@... [mailto:Legacymarketing@...] On Behalf Of Colin Kemp Sent: 08 December 2008 12:04 To:
Legacymarketing@... Subject: RE: [Legacymarketing]
Mailing In Memoriam Donors
Great questions Ashley…
I too will be interested in thinking on this.
Not sure we have analysed propensity of in mem donors to leave a
legacy – good thing to look at though.
C
From: Legacymarketing@yahoogroups.co.uk
[mailto:Legacymarketing@yahoogroups.co.uk] On Behalf Of Rowthorn, Ashley Sent: 08 December 2008 11:53 To: Legacymarketing@yahoogroups.co.uk Subject: [Legacymarketing] Mailing
In Memoriam Donors
Hi all,
I wonder if
anyone has experience of sending a Legacy mailing to supporters that have
previously given an In Mem donation?
Our data
analysis shows that In Mem donors are twice as likely to leave a legacy and
when they do, the value is double the average.
We would
like to start a soft legacy message to In Mem donors but are very aware this
needs to be done sensitively and appropriately.
Does anyone
have any experience of doing this? I would be interested to hear what you have
learnt.
I am
interested in finding out the best time to make an approach, what message to
use, what communication method is most appropriate etc. Also is it more
effective to ask directly, or to include a legacy message into other
communications they might receive (such as a newsletter etc).
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Hi all, I wonder if anyone has experience of sending a Legacy mailing to supporters that have previously given an In Mem donation? Our data analysis shows that...
Rowthorn, Ashley
Ashley.Rowthorn@...
Dec 8, 2008 11:54 am
Great questions Ashley... I too will be interested in thinking on this. Not sure we have analysed propensity of in mem donors to leave a legacy - good thing to...
Hi everyone
I think going to In memoriam donors with a legacy ask first is a little
dangerous. These donors have given in memory of someone they have lost...
Hello reader,
Carol makes the right point - don't go straight in with a legacy ask. It's likely that only one or two at best of the, unfortunately generally...
... ask. It's likely that only one or two at best of the, unfortunately generally consolidated, in mem gifts come from people who feel strongly about your...
Isnt it nice when everyone agrees. What I find really interesting at the moment (in meetings with donors) is how tribute funds are so popular with young donors...
A further thought and slightly different angle on this - we have just done an insert in our Newsletter providing an in mem opportunity. While we expected...
In response to Richard, I think you need to go closer than that, DM doesn't work, so you need to look at why they recognised you as a cause and work on that...
In response to Carol....
by gentle probing I mean giving the person who sent in the cheque a call (or write) to say 'thank you' and see if you can find out...
To add to this. My suggestion would-be look at your existing comms/Fr plans with this audience, explore how you might enhance this to identify those interested...
Iain McAndrew
i.mcandrew@...
Dec 8, 2008 3:31 pm
And that(along with Richards), is it in a nutshell folks
Carol Johns
Head of Legacies
RNID
19-23 Featherstone Street
London
EC1Y 8SL...
Thanks for your responses. I take the point that an outright ask at first contact would not be the best approach - but I think it is important to try and...
Rowthorn, Ashley
Ashley.Rowthorn@...
Dec 8, 2008 3:45 pm
Hi Ashely, We've used our in mem donors as general appeal segments in the past (before I started in my role here) and they did not perform well. They do need a...
Oh Richard, how I love a discussion with you. At RNID we have only older donors and we have nearly 30 tribute funds active at the moment. So I think it...
I have found this exchange so very useful. Thanks to everyone contributing. I totally agree that in mem donors are often the least interested of donors on...
Lynne Nesbit
lynne@...
Dec 9, 2008 11:07 am
I agree, this has been an excellent exchange of views. Some points that may be of interest to colleagues: Alzheimers' view that In Mem donors make great legacy...
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