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Welcome to Insert Title of Your Session

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Beauty of bequests. Goals of Marketing Plan. Influence new gifts. Steward existing gifts ... News $50K. Jane K. B. 2. JF. Nature $100K. John Doe. A. 1 ... – PowerPoint PPT presentation

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Title: Welcome to Insert Title of Your Session


1
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2
Welcome toPlanned Giving Taking it to the Next
Level.
  • Please take this time before the start of
  • the session to silence your cell phone or pager.
  • Your feedback is valuable. At the end of the
    session,
  • we ask that you take a moment to complete an
    evaluation form.
  • Thank you.

3
Introductions
  • Julie Feely, Director of Gift Planning Oregon
    Public Broadcasting
  • Louise Gregory, Associate Director of
    Development, Principle Gifts California
    Academy of Sciences
  • Tell us briefly who you are and your planned
    giving experience

4
Step One Infrastructure
  • Getting organized will save time and avoid
    headaches!

5
Components of a Successful Planned Giving Program
  • Laying the Foundation
  • Marketing/Cultivation
  • Prospecting and Solicitation
  • Stewardship
  • Volunteers and Allied Professionals
  • Evaluation

6
Partners, Resources, Tools
  • Planning
  • Tracking and database systems
  • Case statement from mission statement
  • Policies
  • Partners

7
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12
Challenge Message Points
  • Harold and Arlene Schnitzer CARE Foundation
    pledged 1.5 million to OPB provided that OPBs
    endowment grows to 20 million over six years
  • OPBs endowment is a carefully managed reserve
    account, much like a savings account.
  • OPBs endowment provides a predictable and
    stable source of funding for the station.
  • OPBs endowment ensures that OPB remains
    independent and financially strong.

13
Brand Message Points
  • OPB is Oregon
  • Oregonians share common values
  • We have curious minds, we care about the world we
    live in
  • We have opinions. We are respectful and
    thoughtful
  • OPB is the force that spreads ideas, serves and
    unites Oregonians
  • OPB is a cause. Join us.

14
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15
Policies
  • Gift acceptance
  • What types of gifts will you accept?
  • Endowment
  • Where does the money go?
  • Planned Giving
  • How will you do business?

16
Partners
  • Community Foundations
  • Consultants
  • Board

17
Step Two Marketing
  • Sharing your mission, vision, and values

18
Marketing Plan
  • Realistic (based on staff, time and financial
    resources)
  • Simple and consistent messaging
  • Beauty of bequests

19
Goals of Marketing Plan
  • Influence new gifts
  • Steward existing gifts
  • Build relationships

20
Know Your Audience
  • Analyze current donors and their profiles
  • Conduct focus groups
  • Poll volunteers
  • Understand what motivates

21
Follow-Up
  • Personal meetings
  • Correspondence
  • Gift illustrations Planned Giving Software
  • Phone calls
  • Invitation to estate planning presentations and
    other appropriate events

22
Review Marketing Plan Annually
  • Planned Giving can be like fishing you dont
    always know when theyll bite!
  • Dont stop your marketing plan
  • Evaluate and build on it

23
Step ThreeMoves Management
  • Prospecting, cultivation, and asking for the gift

24
Identifying and Ranking Prospects
  • Older 70 plus
  • May be modest donors
  • Possibly no children
  • Longevity on the file
  • Rank based on ability and likeliness to give
  • Screen with staff and volunteers
  • Create tiered solicitation plan

25
Prospect list and ranking
Tier Readiness Name Amount Interest Assigned
1 A John Doe 100K Nature JF
2 B Jane K. 50K News LL
3 C Jake L. 25K History JJ
26
Ideas for Engaging Prospects
  • Invite to special event
  • Serve on committee
  • Seek their advice/input on an issue
  • Ask them to host an event
  • Participate in a feasibility study
  • Others?

27
Solicitation Plan
  • Research prospect
  • Identify motivations
  • Create strategy
  • Engage volunteers and/or senior staff
  • Personal ask is most effective - 75-80 success
    rate

28
Strategy Sheet
  • John and Jane Doe
  • Ask 100,000
  • Purpose Endowment Challenge
  • Who Julie and David
  • When Before Dec. 31
  • Why should they give
  • Background and next steps
  • Timeline
  • Proposal deadline Oct. 15

29
The Ask
  • Use people stories and exciting projects
  • Listen to the prospect ask questions
  • Hear charitable and personal objectives
  • Discuss what their gift will do
  • Identify options
  • Ask for a specific amount or range

30
Conversation Cues
  • Anticipating change in ownership of assets
  • Might use income for self or another person
  • Tired of property management
  • Reviewing estate and financial plans
  • May want/need to support other charities 
  • Genuinely wish they could make a gift 

31
Overcoming Objections
  • I need to talk with my spouse
  • I dont have that kind of cash
  • Time limit on conversation
  • Offers smaller gift
  • Lost my checkbook
  • Others. . .

32
Follow-up
  • Personal thank you note
  • Call report
  • Database update
  • Stewardship and more stewardship

33
Step Four Stewardship
  • You just cannot say thank you enough!

34
Stewardship
  • Goals
  • Deepen relationship with donors
  • Solidify gift commitment
  • Encourage lifetime giving
  • Identify volunteers

35
Strategies
  • Emphasize recognition and benefits
  • Stay in touch with personal contacts and unique
    opportunities
  • Celebrate what their future gift will do
  • Invite them to increase their involvement

36
Stewardship Plan
  • Thank for support
  • Regular Insider information
  • Recognition events
  • Insider experiences
  • Advance their individual interests
  • Personal attention
  • Other ideas?

37
Benefits and RecognitionIdeas
  • VIP Thank-you letter
  • Annual lunch or dinner
  • Donor newsletter/e-news
  • Behind-the-scenes experience
  • Ex. Attend a broadcast
  • Liaise with institution VIPs
  • Ex. Meet an on-air host
  • Donor listing, signage etc.
  • Gift Ex. Lapel pin, book

38
Donor Circle
  • Create a gift club with catchy name
  • Outline benefits
  • Use volunteers

39
Donor Circle Launch Ideas
  • Personal letter to donors
  • Ads/Announcements
  • Follow-up calls
  • Involve volunteers

40
Donor Circles as Recruiting Tool
  • Solicit targeted audience
  • Group meetings with follow-up
  • Host Committee with prospect identification and
    solicitation role

41
Step Five Volunteers
  • Essential members of the planned giving team!

42
Volunteers
  • Is it really worth the time and effort?
  • YES, if you do it right!

43
Volunteer Goals
  • Extend staff resources
  • Expand the philanthropic network
  • Extend the knowledge base
  • Increase giving (their own and others)
  • Bring credibility to the ask

44
Strategies
  • Board
  • Development advisory committee
  • Producers Circle Council
  • Steering Committee
  • Professional Advisors Council

45
Volunteer Roles
  • Ambassadors
  • Build relationships within community
  • Advocates
  • Building partnerships with other organizations
  • Taking stations case to lawmakers, etc.
  • Askers
  • Asking peers for time, talent, treasure

46
Recruiting and Keeping Volunteers
  • Determine what and who you need
  • Identify existing contacts (and their contacts)
  • Create job descriptions
  • Recruit with clear expectations
  • Keep engaged meetings, correspondence etc

47
Step Six Evaluation
  • Examine your plans!

48
Planned Giving Program Evaluation
  • Evaluate all activities and identify improvements
  • Did events accomplish their goals?
  • Was follow-up effective?
  • Did mailing get a good response? Why?
  • Did you do enough personal visits?

49
Closing
  • Additional Questions and thoughts
  • Contact us
  • jfeely_at_opb.org
  • lgregory_at_calacademy.org

50
On-line resources
  • http//majorgiving.cpb.org
  • http//www.pg-now.org
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