How to Make Planned Giving Happen in Your Organization

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How to Make Planned Giving Happen in Your
Organization
Presented for AFPRI July 27, 2007
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Im going to show you

• How to convince your boss and/or your board that
• planned giving is critical to raising more money
  that your organization desperately needs
• they should give you the resources you need

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To accomplish that

• I will show you how to
• demonstrate the value of planned giving
• estimate how much its going to cost
• create a plan for moving forward

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Plan characteristics

• Will cost as much as you have
• Will be reasonable as to
• dollar projections (expenses and gifts)
• how much time it will take
• Will get you as much assistance as you can get
  from staff and board
• Will take into account how much technical
  knowledge you have

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My promise to you

• If you spend the time that you spend writing one
  grant
• If you provide the same level of focus,
  concentration and expertise that you use for
  writing that grant
• If you actually write the plan, then

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Four things will happen

• Youll generate enormous personal credibility
• Youll get the resources
• Youll have the planned giving program you want
• Youll raise more money

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This will NOT happen
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You will NOT say this
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You WILL avoid this feeling
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What if your boss or board is skeptical?
They wont be If you present a solid plan
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Demonstrate why planned giving isso important
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Dow Jones last 5 years
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Wealth transfer 1998-2052 (in trillions)

• Low Mid High
• Value of Estates 40.6 72.9 136.2
• To Charity 6.0 11.6 24.8

Source Boston College Social Welfare Research
Institute (1999) NOTE transfer on track
according to January 2003 update!
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Sources of contributions
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Whats the point?

• There is a great deal of wealth available now and
  in the future
• Bequests provide more money than corporations
• Bequests provide more than half of what
  foundations provide
• Allows you to make the point that youre not
  getting your share!

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Demonstrate why planned giving is so
important/critical for your organization
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Show potential for success

• Document factors that give you great confidence
• donor overview
• recent organizational successes or equivalent

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Donor overview

• Aggregate giving -- top donor report
• Consistent giving -- any amount
• Age mix of donors
• Educational level of donors
• Unique opportunities
• How? Run the reports, but include ONLY living
  individuals

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Recent successes

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Other important factors

• Document strengths from Are You Ready? worksheet

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Be careful

• Projecting how much money youll raise
• donors needs and timetables govern the process
• impossible to predict when estates will mature

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Create the plan
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First step

• Calendar your communications with the
  Communications Component Analysis Matrix

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Communications calendar
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How do (or can) you communicate

• Newsletter
• Annual fund mailings
• Events
• Stationery
• Ads
• Web site
• Reunions

• Tag lines
• E newsletters
• Special letters
• Face to face meetings

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Second step

• Decide which components you can use to promote
  planned giving

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Which to use

• Some may not be appropriate
• tag line on stationery for nursing home
• sermon where presider is not comfortable
• Most will be appropriate
• Key is to select an appropriate message

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Themes

• Charitable bequests
• Appreciated securities
• Need for wills and estate planning
• Dont forget your organizations mission

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Messages

• Sample bequest language
• Advertisements
• Articles
• Check-off boxes on annual fund reply devices
• Sample slogans or tag lines

• Invitation letter to leave organization in will
• Delivery instructions
• Testimonials
• Ways to give
• Precise name and TIN

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Step three

• List your constituents on the Constituent/Compone
  nt Analysis Matrix

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Examples

• Members
• Volunteers
• Board
• Senior staff
• Regular staff
• Donors
• Alumni/ae

• Retirees
• Physicians

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Constituencies matrix
Constituencies
Methods
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Forth step

• Cross-reference constituents and components
  youve chosen on the Constituent/Component
  Analysis Matrix

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Constituencies matrix
Constituencies
Methods
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Fifth step

• Did you leave any constituents out OR are any
  constituents over- or under-targeted?

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Questions

• Are the various constituencies receiving
  communications specifically for them?
• Are there constituencies (e.g., Board) that are
  getting everything -- and yet nothing for them
  alone?
• Can you subdivide any of the constituencies --
  e.g., donors?

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Sixth step

• Fix any problems and/or seize opportunities

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How?

• Redo the constituency matrix
• Redo the calendar

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Seventh step

• Prepare Planned Giving Marketing Program Matrix

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For each component, list

• Distribution who gets the piece
• Circulation how many get it
• Frequency how often its done
• Timing when its done during the year

• Format article, ad, letter, check-off, etc.
• Cost how much?
• Topics what topic

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Option

• Prepare an individual detail sheet for each
  component

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Planned giving marketing matrix
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Eighth step

• Create a budget on the Budget Matrix

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Budget matrix
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Ninth step

• Create an impressions matrix

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Impressions

• Measure/count
• How many times you put your message out
• How many people could see it
• Limitation
• certainly not a measure of how many people
  actually see it
• A good way to benchmark your marketing effort

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An example

• Check off boxes on annual fund mailer
• spring and Fall mailings to 5,000
• total of 10,000 impressions

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Impressions
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Tenth step

• Cut out everything you cant do or cant afford

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Tip on technique

• Remember that youre describing the resources you
  need
• You should be reasonable
• Consider working out the budget with key staff
  and board members

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Eleventh step

• Make allies of opinion leaders
• Find a champion
• Revise the plan until everyone likes it
• Get a sense of
• resources that could be made available
• what additional resources you could ask for

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Twelfth step

• Write up the final plan
• Present the plan to your boss and the board

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Ideas to consider
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Bequest societies

• Can motivate people to name your organization in
  their will
• Can motivate people to tell you theyve named
  your organization in their will
• Can be combined with other recognition events

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Seminars

• Get people thinking about planned giving, estate
  planning AND your organization
• Lots of organizations make good use of them
• Another special event
• Downside hard to attract people

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Face-to-face solicitations

• The best
• Would you consider making a significant gift to
  support our mission?
• Need to actually make the calls

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Brochures

• Highlight your mission
• Point out various ways to give
• Include bequest language
• Show precise name and include EIN
• Endowment description if you have one

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Web sites

• At least, add ways to give material
• Add copy for brochure if you have one
• Include low-cost planned gift calculators (PG
  Calc, Crescendo, Philanthrotec)
• Purchase planned gift web site production

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Policies

• Gift acceptance
• Endowment, investment and spending
• Legacy society
• Gift counting
• Naming opportunities
• Gift annuities

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Thirteenth step

• Get going and do it!
• Revel in your increased credibility
• Feel the new excitement in your organization
• Reap the benefits of your effort

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Flash -- dog catches car

• What happens when someone asks for information?
• What happens when someone expresses interest?
• This is the problem you want to have
• Less likely to happen with a PLAN!

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Final thought

• If you make the effort
• Your organization will reap the benefit
• You will experience increased credibility
• You will make a significant addition to your
  resume

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Presented by

• J. Richard Ely, Jr.
• Strategic Fundraising Consultants
• 401-274-3863
• www.planned-giving.com
• rely_at_planned-giving.com

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Thanks for your attention!

• Dont forget you can download everything at
• www.planned-giving.com