Marketing bequests

54 Pages·2014·6.22 MB·English

by  Tom Ahern

Marketing bequests

The delicate art of asking for that
final gift Tom Ahern
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Source: Jeff Brooks, June 2013
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“We support a charity or a
soccer team or a perfume
because it gives us a
chance to love something
about ourselves.”
Source: Seth Godin
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Thought for today...
“...dead people, through their
estates, give away more
money year after year than all
U.S. corporations combined.”
Source: How to Raise $500 to $5,000 from Almost Anyone, Andy Robinson
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Richard Radcliffe?
•  Calls himself “Dr. Death”
•  Based in London; world’s leading
authority on bequest giving
•  Richard has personally interviewed
more than 17K donors
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ONLY essential point
“Bequests are
life-driven, death
activated....”
Source: Richard Radcliffe
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#1 reason donors do not add
charity to their wills?
“It never occurred to me.”

Source: Iceberg Philanthropy
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“...the idea that Princeton is a
‘given place’ is introduced to
students the day they set foot
on campus, as part of
orientation.”

Source: coined by Freddie Fox, class of ‘39, reported by Roberta O’Hara
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Does charity matter?
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Target audience
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Offer
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“The best time to plant
trees was 20 years ago. The
next best time is NOW.”
Source: on the subject of bequest marketing, via For Impact
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Wise words from P.T. Barnum,
Connecticut native son,
philanthropist, political reformer
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Without publicity,
a terrible thing happens:
Nothing.

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Offers
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Offer: MEMORIALIZE
Offer: LIVE FOREVER
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