Links to recordings of all past webinars are available free for staff of current Include a Charity Campaign Supporters.
We facilitate training: Special Interest Groups, Webinars and more, have a look at our events for 2019 here
If you have any questions please email: [email protected]
APPLYING A TEST AND LEARN METHODOLOGY TO BEHAVIOURAL ECONOMICS
Karen will talk through the trial design and the results of the behavioural economics trial with the Behavioural Insights Team UK. The trial was designed to test an Include a Charity message in the direct mail and the following telemarketing. During the trial much was learnt on how to design a trial and determine statistically viable results. This will be helpful for those of you interested in the results as well as those interested in setting up your own program trials to determine the best marketing return. The webinar will also cover outcomes from trials with The Stroke Foundation and Cerebral Palsy Alliance.
Speaker: Karen Armstrong (Director – More Impact)
PROTECTING THE FUTURE VALUE OF YOUR GIFTS IN WILLS
How big is the problem of people who said while living that they made a gift in their will, but then no gift resulted from the person’s estate ? There are many different reasons – some you cannot influence, but many you can. You will be surprised by some reasons you haven’t considered.
A first-ever study of nine organisations of varying sectors, found an estimated $34 million of apparently lost gifts in just four years. Practical steps are identified to reduce this problem. Organisations could gain huge amounts by reducing this future income loss.
There are also important insights about gift in will donors who were ‘earlier in the pipeline’, and about gifts unknown to the organisation during the donor’s lifetime (how many? from what original sources ?)
Speaker: Roewen Wishart (High Value & Strategy Director – Xponential)
THE PERPETUAL PIPELINE
This webinar will share concrete tactics to increase your count of confirmed residual bequests, through a process of strategic relationship stewardship and social norming.
At the Heart Foundation, they have had significant success with this strategy, confirming 220 new residual pledges since September 2018, and they’re happy to share their learnings.
The webinar will focus on three main areas
- Overall residual strategy
- Data, leads and comms tactics that work
- Relationship tactics that move
Iaw Lawton (Director, Bequests), Bev Moisey (Pipeline Manager) & Leonard Elario (Manager, Bequests)
ATTRACTING GIFTS IN WILLS THROUGH STORYTELLING
Storytelling is one of the best ways to create awareness about your cause, engage your supporters and inspire real social change.
Join this webinar to hear from Michael Johnston, Creative Director of video production company Momentary, as he shares with us the best ways to communicate your incredible impact through video, drawing on examples of organisations that used video to engage potential bequest donors.
Speaker: Michael Johnston
- Video examples mentioned in the presentation can be viewed here: http://www.momentary.com.au/bequests
FINDING THE HIDDEN GIFTS IN WILLS DONORS IN YOUR DATABASE
- Why your current donors provide the best source of lead
- The key attributes in your data that can help you identify donors with greater likelihood to leave a gift in their Will
- How building a prospect score can improve the effectiveness of your Gifts in Wills program
- A step by step guide to show you how to build a Bequest Prospecting Score that works
- How using the Prospect Score has helped other charities
During this webinar, Jon will be joined by Paul Evans to share his insights from his time at Plan International.
Jon Wright (Wright Approach Marketing)
Paul Evans (World Vision Australia)
DATA & TECHNOLOGY MATTER
The success of your gifts in wills programme depends on the tracking of rich data and having the ability to measure the performance outcomes of the programme. You may be generating lots of interest in your gifts in wills program. In fact, you are likely producing a mountain of leads through surveys, direct mail appeals, your organisation’s website, and through other sources. But, where are you putting the data and what are you doing with the data once it is stored?
Well developed and executed marketing plans are not worth the time they take to create them without a plan for data management.
You will learn about:
- Best practices in planning for a bequest marketing effort.
- CRM configuration to allow you to track appropriate Gifts in Wills data.
- Demographic and relational data which matters and how to track it.
- Common components to track to ensure a proper journey for your Gifts in Wills supporters.
- Pipeline reporting which measures and offers clues for next steps.
Speaker: Stephen Mally
TURNING YOUR STORY INTO A LEGACY: GREENPEACE CASE STUDY
A recently confirmed bequestor to Greenpeace wrote a note saying, “it was meant to be”. Including a charity in your will can include a sense of destiny because it taps into story and legacy. There are many ways to engage with donors and potential bequestors, but Greenpeace has been trialling a new method called “life writing”. This method builds connection with supporters by helping them relate their lives to Greenpeace in the form of stories. While the bequest program has been small and passive for a long time, the new life writing approach plus other tactics to proactively identify and nurture potential bequestors is witnessing a resurgence in the program.
In this presentation, you will learn how to create a bequest program that is story-focused and supporter-centric; how to start seeing your database as a storyboard rather than just names and numbers; and how to create story-based supporter journeys to keep prospects and confirmed bequestors engaged for the long-term.
Speaker: Nicola Norris
GROWING GIFTS IN WILLS
More Strategic have been working with Behavioural Insights Team UK (BIT) and a number of IAC campaign supporters to develop randomised controlled trials (RCT’s) in order to increase the number of residual gifts left in Australia. In this session, Karen covers the following:
1. Behavioural versus Attitudinal research – pros & cons
2. Overview of the RCT’s, including details on the variables
3. Benefits and Challenges of setting up RCT’s
4. Future opportunities for innovation
It is anticipated that the RCT’s will be in progress at this time but early learnings are shared.
Speaker: Karen Armstrong
FACEBOOK, GOOGLE & AI
Understanding how to leverage digital is becoming a staple part of almost every fundraising strategy. And if you want to reach your donors and new prospects, it’s becoming more and more likely that you’ll have to invest on Facebook and Google Advertising.
On this practical and interactive session, Maisa Lopes Gomes (Paiva) gives a step by step guide on how you can develop a uncomplicated and cost effect digital campaign for Include a Charity Week. Being the key goal for the campaign to build your bequest prospect base. This is an opportunity for you to learn how Facebook and Google Advertising work and potentially apply those learnings across multiple campaigns.
Maisa also shares her recent experiences in testing AI for her digital campaign.
You will learn how to:
- strategize your digital campaign from scratch
- integrate this campaign with other digital channels
- target existing supporters and build new prospective pools
- and how to make the best out of your budget by understanding Facebook’s & Google’s content best practices and social engagement.
Speaker: Maisa Paiva
GETTING READY FOR INCLUDE A CHARITY WEEK 2018
For one week each September, our campaign focuses on Include a Charity Week, a PR-focused activity to amplify and maximise our message. Aligned with international legacy weeks across Europe and in New Zealand, Include a Charity Week raises the profile of charitable gifts in Wills and provides an opportunity for supporter charities to convey their importance.
This webinar will go through the campaign for 2018.
Speaker: Helen Merrick
ESTATE ADMINISTRATION 101
As gifts in wills fundraisers we all have faced the challenges of understanding the estate administration processes. This webinar provides you with the basics: looking at the key legal terminology used in estate planning; those first steps to undertake when an estate is contested; how to ensure you are fulfilling your legal requirements as a beneficiary and a few other tips and tricks to help with basic estate administration.
Speaker: Kelly Morgan
BEHAVIOURAL ECONOMICS WORKSHOP 1 & 2
October – November 2017
Workshop 1: Inspiration and Exploration
This is Workshop 1 of a three stage process where we’ll explore a broad range of human behaviours and their relationship to leaving a Gift in their Will. These workshops will design the tests to be implemented in partnership with charity members and the Behavioural Insights Team UK. Our goal is to create new and deeper engagement with supporters to leave a gift in their Will, increasing the value and social impact of gifts in Wills.
Workshop 1 will be an interactive examination of human behaviour and how we can ‘nudge’ people in new ways. We had teams working on:
- The relationship people have with money. How they perceive and associate value to their money at an individual level.
- The peer perception of money and its purpose within our community: norming, self-signalling, reciprocity and reward.
- How people make decisions or not! Understanding inhibitors of decision making.
- How people plan, act and achieve goals.
Outcome: Identify opportunities to test new interventions as part of the journeys supporters have with our charities to leave a gift in their Will
Workshop 2: Gifts in Wills: Design and ideate test journeys
This is Workshop 2 of a three stage process. In this we will design the test journeys by understanding the real-life journeys supporters are having with charities and how we can test various interventions. These workshops will deliver the prototypes to be implemented in partnership with charity members and the Behavioural Insights Team UK.The goal is to design behavioural tests that can be implemented within our charities. We’ll be utilising empathy mapping to design and ideate around the greatest opportunities identified in Workshop 1.
The teams work together to identify the “moment that matters” in the journey where a change in behaviour can have the greatest impact. Ideation around this moment helps us to determine how we can change a person’s attitude and emotions in order to influence their behaviour.
Outcome: 3-4 defined journeys to develop test plans with Charity partners and the Behavioural Insights Team UK
NAVIGATING ESTATE LEGAL CHALLENGES: WHAT YOU NEED TO KNOW ABOUT MEDIATION
During this webinar we will discuss various aspects of mediation including:
- Deciding whether or not to attend mediation;
- Preparing for mediation;
- What to expect at mediation; and
- What happens if mediation does not bring a successful resolution to your matter.
PREPARING FOR INCLUDE A CHARITY WEEK
From 11 – 17 September the Include a Charity campaign’s activities will be focused on supporting international legacy days through Australia’s Include a Charity Week. This is a great opportunity for Include a Charity supporters to develop gifts in Wills fundraising.
In this webinar you will:
- Learn all about the 2017 Include a Charity Week campaign and what is planned for increasing community awareness about the impact of gifts in Wills
- Understand how your organisation can leverage opportunities to have the conversation with your donor base about how they can leave a gift in their Will to your organisation
- Be part of a sector-wide collaboration and receive content that will allow you to speak to your donors through multiple channels
- Hear about the international speaker events available to you during Include a Charity Week
IDENTIFYING POTENTIAL BEQUESTORS AND MARKETING TO THEM
Resources and budgets are often limited and understanding who to target in your bequest program is one of the fundamental pillars to success. In this webinar, Marcus Blease MFIA will share the best data and research to understand who to market your bequest campaigns to and how to use these tools to increase or decrease the size of the prospect pool based on their propensity to leave a gift in their Will.
During this webinar Dr Christopher Baker AMFIA, Research Fellow at Swinburne University of Technology will explore gifts in Wills related findings from the Giving Australia 2016 project.
The Giving Australia 2016 project is the largest ever research effort into philanthropic behaviour to understand how, why and how much Australians give to charity. The project is led by the Australian Centre for Philanthropy and Nonprofit Studies (ACPNS) at QUT with the Centre for Social Impact at Swinburne University of Technology and the Centre for Corporate Public Affairs.
This webinar recording is not yet available.
GETTING AROUND TO IT: HOW TO PROMOTE MORE GIFTS IN WILLS
During this webinar we will explore new Australian research into gifts in wills which provides detailed insights into a core audience who plan to leave a gift. Quiet and reserved they may be, but this group are incredibly valuable with most planning to leave bequests to multiple charities – many of whom are presently unaware that they will.
The report, Getting around to it: how to promote more gifts in wills commissioned by Include a Charity and undertaken by More Strategic, was informed by a series of interviews with 18 bequestors aged 50+ from five charities.
USING TELEMARKETING AS PART OF YOUR GIFTS IN WILLS FUNDRAISING PROGRAM
During this webinar we will explore the ways in which we can integrate telemarketing into our Gifts in Wills Fundraising Programs. Lead-generation, identification of interest, qualification, follow-up, conversion, donor care, supporter stewardship, data gathering – the list is virtually endless.
Using a case study of the successful long-term collaboration between the Gifts in Wills Team at the Stroke Foundation and Apple Marketing, we’ll cover some of the issues that you’ll need to consider when engaging a telemarketing agency and how to work together to get the best out of your phone campaigns. We’ll cover this subject from both the charity AND the agency’s perspective.
MULTI-CHANNEL MARKETING STRATEGY FOR BEQUEST PLANNED GIFTS, A PRACTICAL SESSION
An effective multi-channel marketing plan is smart and strategic for all fundraising programs and a foundation practice for bequests since gifts in wills are the largest source of planned giving revenue for charities both large and small.
In this session with Maisa Paiva MFIA, you will discover:
- models around data targeting to identify the right bequest prospects in your database
- how to build a 12-month multi-channel communications map, integrating telemarketing, DM, events and digital, by applying the loyalty-loop model to ensure that acquired prospects and long-time converted donors have continuity in their conversation with your brand (a template of the communications map model Maisa has created will be distributed to webinar attendees)
- an action plan to leverage donor events with integrated messaging and bequest driven follow-up tactics
- strategies to enhance efforts around donor care
- how to make the best use of digital integration and practical advice in how to reach your targeted donors on Facebook
- detailed budgeting and visual pipeline reporting for your Board for the purpose of performance tracking and as a tool to help embed bequests into the culture of your organisation.
By mastering the methods above, Maisa created and implemented a detailed bequest strategy that led Cerebral Palsy Alliance to an increase of 790% in the total number of warm bequest leads (considers and planners). They also reached a fourfold growth in the number of confirmed bequestors acquired per year in comparison to the numbers observed in three of the four previous years.
PREPARING FOR INCLUDE A CHARITY WEEK
From 5 – 11 September the Include a Charity campaign’s activities will be focused on supporting international legacy days through Australia’s Include a Charity Week. This is a great opportunity for Include a Charity Supporters and other interested organisations who are involved in, or looking to develop, bequest fundraising.
Make sure you maximise the awareness of your bequest campaign to donors and the wider community by being part of this year’s Include a Charity Week.
INTERNATIONAL TRENDS IN BEQUEST GIVING
Karen Armstrong MFIA CFRE shares insights from around the world on the practice of bequests. It focuses on the ‘sister’ campaigns of the 16 other countries also running social change campaigns within their communities. The evaluation reviews their current behaviours and beliefs and the end goal for each campaign. By sharing these campaigns we hope to generate new ideas and opportunities for Include a Charity supporters to work together to enable more gifts in wills in Australia.
MARKETING TO PEOPLE OVER 60
Amanda O’Brien shares her tips on marketing to people over 60.
This webinar covers:
- Key target audience insights
- Media insights
- How to utilise digital media to reach older audiences
LEGAL ENGAGEMENT TOOLKIT
We’ve developed some practical information for Include a Charity campaign supporters to help support and encourage effective engagement with solicitors and professional advisers – Include a Charity’s Legal Engagement Toolkit.
This toolkit is intended to provide some general practical guidance for issues associated with estate administration and communication between charities and legal professionals. It also collects together some of the most relevant research and reports, both in Australia and overseas to provide valuable insights for developing and shaping your Gifts in Wills fundraising programs.
During this webinar Ross Anderson talks through how to use the toolkit and take advantage of the wealth of knowledge and experience within the Include a Charity network.
USING SURVEYS FOR BEQUEST LEADS WITH MARTIN PAUL
Well-known strategic fundraising consultant, Martin Paul from More Strategic talks about how you can use surveys to gain bequest leads for your organisation.
The session covers:
- Why use surveys?
- What sort of bequest lead numbers you may generate
- How surveys work
- What other useful insights your survey will generate
- Some findings from the 7000 responses More Strategic has had to date about bequestors
We facilitate training: Special Interest Groups, Webinars and more, have a look at our events for 2018 here
If you have any questions please email: [email protected]
The Include a Charity webinars are proudly sponsored by: