Presentation Transcript

1. The Creation and Implementation of a Gift Policy & Marketing Planned Giving Setting up and marketing a basic planned giving program Marc A. Pitman, The Fundraising Coach, www.fundraisingcoach.com TWITTER @marcapitman
2. Billions of dollars given You’re not asking for something that others are opposed to doing
3. What would it cost to rename? Seriously. How much would someone have to give to rename the organization?
4. Naming opportunities
5. Baby step #5: More complex? WENHAM, MA-Today Gordon College officially announces the largest gift in its history--Dale E. and Sarah Ann Fowler have committed $60 million from their estate to the College as unrestricted endowment. In response to this significant gift, Gordon will officially name its Wenham campus the Dale E. and Sarah Ann Fowler Campus.
6. You need a plan You can’t make these decisions up on the fly. You need a plan and policy.
7. You need a plan You can’t make these decisions up on the fly. You need a plan and policy. Having one makes is MUCH easier to talk to donors.
8. You need a plan You can’t make these decisions up on the fly. You need a plan and policy. Having one makes is MUCH easier to talk to donors. Plus, it’s required (in certain cases) by the IRS in Section M
9. Baby steps to a gift policy What do you value? What do you want to accomplish?
10. Baby steps to a gift policy What do you value? What do you want to accomplish? What will help you get there?
11. Baby steps to a gift policy What do you value? What do you want to accomplish? What will help you get there? How will you acknowledge gifts?
12. Baby steps to a gift policy What do you value? What do you want to accomplish? What will help you get there? How will you acknowledge gifts? What forms of payment are you easily able to process?
13. Baby steps to a gift policy What do you value? What do you want to accomplish? What will help you get there? How will you acknowledge gifts? What forms of payment are you easily able to process? What forms are you willing to process?
14. Baby step #1: Core Values
15. Baby step #1: Core Values This work has probably already been done. Review mission and vision Review history of organization Revisit foundation and overcoming stories What is the vision you’re trying to accomplish?
16. Baby step #1: Core Values Core values matter If we don’t stand for something, we’ll fall for _______. One Catholic group took this so seriously, they wouldn’t allow terms like “deadlines” and “bullet points”
17. Baby step #2: What will it cost? Case statement GiftRangeCalculator.com
18. Baby step #2: What will it cost? Case statement GiftRangeCalculator.com These are outlined in Ask Without Fear!
19. Baby step #3: Acknowledgement Stewardship policy Thank you in 24-48 hours Certain gift levels get note; others call
20. Baby step #3: Acknowledgement Stewardship policy Thank you in 24-48 hours Certain gift levels get note; others call Naming opportunities
21. Baby step #3: Acknowledgement Stewardship policy Thank you in 24-48 hours Certain gift levels get note; others call Naming opportunities Giving clubs/levels Visionaries - ($10,000+)Founders - ($5,000+)New Millenium - ($2,000+)Heritage - ($1,000+)Pacesetters - ($500+)Benefactors - ($250+)Patrons - ($100+)Friends - (up to $100
22. Baby step #3: Acknowledgement Stewardship policy Thank you in 24-48 hours Certain gift levels get note; others call Naming opportunities Giving clubs/levels Visionaries - ($10,000+)Founders - ($5,000+)New Millenium - ($2,000+)Heritage - ($1,000+)Pacesetters - ($500+)Benefactors - ($250+)Patrons - ($100+)Friends - (up to $100 Name them based on your core values!
23. Baby step #4: Easy to process? What forms of payment are you easily able to process? Cash
24. Baby step #4: Easy to process? What forms of payment are you easily able to process? Cash Credit Cards
25. Baby step #4: Easy to process? What forms of payment are you easily able to process? Cash Credit Cards EFT
26. Baby step #4: Easy to process? Sample cash, credit card & EFT wording Cash Credit Cards EFT
27. Baby step #4: Easy to process? What forms of payment are you easily able to process? Cash Credit Cards EFT Stock
28. Baby step #4: Easy to process? Sample stock wording
29. Baby step #4: Easy to process? What forms of payment are you easily able to process? Cash Credit Cards EFT Stock Corporate Matching Gifts
30. Baby step #4: Easy to process? Sample Corporate Match wording
31. Baby step #5: More complex? What other forms of gifts will be worth the effort Wills/Bequests
32. Baby step #5: More complex? Sample bequest wording Wills/Bequests
33. Baby step #5: More complex? What other forms of gifts will be worth the effort Wills/Bequests Life insurance
34. Baby step #5: More complex? Sample life insurance wording
35. Baby step #5: More complex? Sample life insurance wording
36. Remember the right to refuse An important part of a gift acceptance policy is stating the board has the right to refuse. I had to do that with a gift of land
37. Remember the right to refuse An important part of a gift acceptance policy is stating the board has the right to refuse. I had to do that with a gift of land BoardSource: “The board shall have the right to refuse contributions that do not enhance, promote, and ensure further the purpose of XYZ and the long-range financial viability of the organization”
38. Baby step #5: More complex? What other forms of gifts will be worth the effort Wills/Bequests Life insurance Land
39. Baby step #5: More complex? Sample land/real estate listing
40. Baby step #5: More complex? Sample land/real estate listing
41. Baby step #5: More complex? What other forms of gifts will be worth the effort Wills/Bequests Life insurance Land Closely held stock
42. Baby step #5: More complex? Sample closely held stock wording
43. Baby step #5: More complex? What other forms of gifts will be worth the effort Wills/Bequests Life insurance Land Closely held stock Annuities/Trusts
44. Baby step #5: More complex? What other forms of gifts will be worth the effort Wills/Bequests Life insurance Land Closely held stock Annuities/Trusts Not as common, but important to have thought them out before you have a donor offering them to you!
45. Baby step #5: More complex? Sample annuities/trusts wording
46. Baby step #5: More complex? A few others Gifts-in-Kind Art
47. Now you’re template ready! You’ve revisited core values You’re thought about the cost of your work You’ve looked at gift vehicles and your staff’s level of expertise. NOW you can look at templates and pick and choose!
48. Now you’re template ready! We’ve already walked you through a template. Get a free package of templates athttp://fundraisingcoach.com/gift-policy/
49. Sample “Ways to Give” Page Inland Foundation
50. Sample “Ways to Give” Page Inland Foundation Examples Others Standards for Excellencewww.standardsforexcellence.org GuideStar Partnership for Philanthropic Planning National Leadership Roundtable for Church Management
51. Marketing Planned Giving You’re not asking for something that others are opposed to doing More than $25 billion!
52. Generational wealth transfer John Havens and Paul Schervish of Boston College had estimated trillions of dollars http://www.bc.edu/research/cwp/ Less now because people are giving to charity in life…but still a lot of wealth!
53. Not for “specialists” Blackbaud White Paper
54. Not for “specialists” “We believe that the issue here is again one of education . In many nonprofits bequests are regarded as a planned gift and therefore solicited and administered by the planned giving department . We argue that the solicitation of bequests should be regarded as matter for everyone and integrated with an organization’s ongoing communications.” —Growing Philanthropy in the United States: A report on the June 2011 Washington D.C. Growing Philanthropy Summit by Adrian Sargeant & Jen Shang White paper at www.Blackbaud.com
55. Matures still very generous Blackbaud’sNextGen study shows “Matures” are still very generous Fixed income isn’t stopping giving
56. Long-term, not quick fix Remember those cereal commerials? “Part of a complete breakfast?” Often the EXPENDABLE part 
57. Long-term, not quick fix Most orgs need cash NOW Build on robust annual fund and major gift program Many donors “test” nonprofits with current giving before trusting them in their estate
58. Not who you think Moreover, according to Robert F. Sharpe, Jr– the best teacher on this – there is no correlation between: Wealth or Income And a donor making a planned gift
59. Not who you think Moreover, according to Robert F. Sharpe, Jr– the best teacher on this – there is no correlation between: Wealth or Income And a donor making a planned gift
60. Simple phrasing to include After you’ve taken care of your family and loved ones, would you consider leaving us in your will? We have sample wording on our website. You could discuss that with your attorney or advisory team.
61. Resource Links http://www.boardsource.org/ http://standardsforexcellenceinstitute.org/ http://guidestar.org/ http://www.theleadershiproundtable.org/ http://www.councilofnonprofits.org/nonprofit-gift-acceptance-policy http://www.sharpenet.com/
62. 501 Mission Place – Chris Brogan Tell the story briefly, end 1st paragraph with brief summary of the request Explain what is getting done Ask for what needs to be done (with link) Ask them to pass it on MovieMondaysVideos.com Weekly emails designed to get you in front of major gift donors FundraisingKick.com 100DonorsProgram.com DonorRetentionJazz.com
63. Give me your card for a free copy of these slides & to sign up for my email newsletter Go to http://fundraisingcoach.com/gift-policy/ to get free templates marc@fundraisingcoach.com