Welcome to Insert Title of Your Session

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Welcome toMarketing Your Planned Giving Program

• Please take this time before the start of the
  session to silence
• your cell phone or pager. Pager? Do people still
  have Pagers?
• Maybe if youre a drug dealer.
• Your feedback is valuable. At the end of the
  session,
• we ask that you take a moment to complete an
  evaluation form.
• Thank you.

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Kurt Mische KOCE, Huntington Beach, CA Jon
Miskowski Wisconsin Public Television Shelley
Mitchell New Hampshire Public Television
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The Excuses

• Reasons why you dont
• Lack staff
• Other priorities
• No immediate net revenue
• Complicated
• Only use of your endowment
• and yucky!

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You Do Have Prospects

• What Experts Say You Need
• Years of Quality Service with a Future
• Passion for your service
• Long giving relationships 15 Yrs or more
• Tools to Communicate Your Message
• Public Television
• You Get What You Ask For
• Concerns about Membership Growth
• 12 of WPT Members are 80

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The Yucky Part

• Internal Marketing Case
• Resource Question even more yucky than death
• Scalable and can grow
• Start with a marketing plan -- promotion for
  bequests
• Comfort
• Advocates
• Board members, current folks who have made the
  decision, planned giving professionals in your
  area, documented success at other stations
• Patience
• Payoff over time.

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What Happens In New Hampshire
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Initial Marketing Steps

• Building From the Ground Up

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External Marketing

• Make sure key messaging is utilized across all
  station communication platforms
• Print
• On-Air Promos
• Letters
• Website
• Events
• Staff Board

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Marketing Internally

• To Get Things Done

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Use of Expectancy List
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What Happened In Vegas
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Use all of the resources available to you
consistently!

• Professional advisor group
• Seminarsyour own and jointlypromoted on-air and
  in print
• Visions newsletter/regular communications
• On-line presence
• On-air announcements with donors and advisorsnot
  just national announcementsseasonal
• On-air program

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Think globally-promote philanthropy overall

• Brochures
• Mailbuck slips, reply slip on membership mail
• Pledge script, roll-in
• Program guide articles ads
• Station events
• PartnershipsCommunity Foundations, NCPG, AFP,
  Estate Planning Council
• On-going recognition of donors

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What Happens in Wisconsin
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Guiding Principals

• A bequest is a carefully considered decision
  driven by vision, highest ideals, emotion and a
  donors life experience.
• Donors want the information when they want the
  information. Not one month before and god knows
  not one month after.
• A planned gift is a gift to the future based on
  community impact. We will tell of our successful
  past and our promising future.
• Model, model, model
• I didnt know WPT could accept a gift like that
• I could do that!
• Ask, ask, ask.

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Marketing Structure

• 1. Asking to include WPT in will or estate plans
• The simple drum beat promotion for bequests.
  Develop a few basic instruments like a PG slug,
  tag line planned giving story to work into
  these and other venues Member Survey, Web
  site, renewal check off, pledge drives, on-air,
  program guide column, membership acknowledgments,
  slug on letterhead and more.
• 2. Heritage Society
• Using HS member profiles and member listing to
  promote participation and set an example for
  others Annual event w/ article in program
  guide, listing in Annual report and program
  guide, regular columns in major donor newsletter,
  listing articles in volunteer newsletter and
  more.
• 3. Bequests Intentions Are News -- Modeling
• Bequests--and memorial gifts--present a news
  opportunity. Execute a simple promotional plan
  for each planned gift we receive to see that we
  take advantage of this news to encourage
  others. Airwaves slug or article, article in
  Directors Circle and Volunteer newsletters,
  building signage, on-air recognition and more.
• 4. Face to face solicitation
• Identify, visit and solicit key prospects. Use
  Friends board and Planned Giving Committee to
  bolster solicitations. Since any planned gift is
  a personal decision, WPT will offer print
  materials in donor mailings and a robust planned
  giving website to allow donors to explore
  opportunities privately. Most significantly we
  will use the power and reach of our membership
  mailings and our broadcasts to communicate to key
  friends and hundreds of thousands of viewers
  about the opportunity of bequests and planned
  gifts.
• Intentions are Just the Start
• We will work to honor, recognize, thank and
  listen to our Heritage Society members We will
  work to meet them, communicate regularly and
  learn about their interests and cultivate them to
  sustain their commitment and encourage more
  meaningful planned giving opportunities.

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Intensely Personal and Sometimes Feels Complicated

• Promote Action
• Generate Inquiries
• Have clear and inspiring materials
• Follow up Phone Calls and Visits
• Anonymous Source of Information
• Inquiries from Lawyers print materials
• Web site

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Estate Attorney/Board Member on reviewing our
Planned Giving brochure I think everything
here is factually correct.
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On Air

• Visions Spots and Our Own Spots
• Mention Frequently During Pledge Drives
• Volunteers Ask When Taking Pledge
• Planned Giving Pledge Breaks!

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Special Days

• Christmas Day focus
• PG spots in every programming break
• New Years Day
• Day of Memory, Honor
• Thinking about the Future
• Focus in every programming break on bequests
  with hosted day, visions spots and honor roll.

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Helpful Resources

• Visions PBS/Sharp
• Quarterly Newsletter on Gift Planning
• Integrated Print On Air Materials
• MGI -- http//majorgivingnow.org/
• Other Station Web sites
• Your PBS Colleagues
• Local Planned Giving Councils

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Think of it as your Planned Giving Resource
Center Things to Know, Things to Do, and Things
That Work step by step to get you underway.
Resources a wealth of proven marketing tools
that you can put to work right now. Ask the
Experts gives you quick access to people who can
help you. Understanding Your Role how planned
gift marketing fits into your overall fundraising
strategy. Success Stories shows you just how
important planned giving is to many stations.

• CPBs PG Now http//www.pg-now.org/