Welcome to planned giving taking it to the next level
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Welcome to Planned 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. Introductions.

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Welcome to Planned Giving: Taking it to the Next Level.

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Welcome to planned giving taking it to the next level

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.



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

Step one infrastructure

Step One:Infrastructure

Getting organized will save time and avoid headaches!

Components of a successful planned giving program

Components of a Successful Planned Giving Program

  • Laying the Foundation

  • Marketing/Cultivation

  • Prospecting and Solicitation

  • Stewardship

  • Volunteers and Allied Professionals

  • Evaluation

Partners resources tools

Partners, Resources, Tools

  • Planning

    • Tracking and database systems

    • Case statement from mission statement

  • Policies

  • Partners

Challenge message points

Challenge Message Points

  • Harold and Arlene Schnitzer CARE Foundation pledged $1.5 million to OPB provided that OPB’s endowment grows to $20 million over six years

  • OPB’s endowment is a carefully managed reserve account, much like a savings account.

  • OPB’s endowment provides a predictable and stable source of funding for the station.

  • OPB’s endowment ensures that OPB remains independent and financially strong.

Brand message points

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.



  • Gift acceptance

    • What types of gifts will you accept?

  • Endowment

    • Where does the money go?

  • Planned Giving

    • How will you do business?



  • Community Foundations

  • Consultants

  • Board

Step two marketing

Step Two: Marketing

Sharing your mission, vision, and values

Marketing plan

Marketing Plan

  • Realistic (based on staff, time and financial resources)

  • Simple and consistent messaging

  • Beauty of bequests

Goals of marketing plan

Goals of MarketingPlan

  • Influence new gifts

  • Steward existing gifts

  • Build relationships

Know your audience

Know YourAudience

  • Analyze current donors and their profiles

  • Conduct focus groups

  • Poll volunteers

  • Understand whatmotivates

Follow up


  • Personal meetings

  • Correspondence

  • Gift illustrations: Planned Giving Software

  • Phone calls

  • Invitation to estate planning presentations and other appropriate events

Review marketing plan annually

Review Marketing Plan Annually

  • Planned Giving can be like fishing; you don’t always know when they’ll bite!

  • Don’t stop your marketing plan

  • Evaluate and build on it

Step three moves management

Step Three:Moves Management

Prospecting, cultivation, and asking for the gift

Identifying and ranking prospects

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

Prospect list and ranking

Prospect list and ranking

Ideas for engaging prospects

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?

Solicitation plan

Solicitation Plan

  • Research prospect

  • Identify motivations

  • Create strategy

  • Engage volunteers and/or senior staff

  • Personal ask is most effective - 75-80% success rate

Strategy sheet

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

The ask

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

Conversation cues

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 

Overcoming objections

Overcoming Objections

  • I need to talk with my spouse

  • I don’t have that kind of cash

  • Time limit on conversation

  • Offers smaller gift

  • Lost my checkbook

  • Others. . .

Follow up1


  • Personal thank you note

  • Call report

  • Database update

  • Stewardship and more stewardship

Step four stewardship

Step Four: Stewardship

You just cannot say thank you enough!




  • Deepen relationship with donors

  • Solidify gift commitment

  • Encourage lifetime giving

  • Identify volunteers



  • 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

Stewardship plan

Stewardship Plan

  • Thank for support

  • Regular “Insider” information

  • Recognition events

  • “Insider” experiences

  • Advance their individual interests

  • Personal attention

  • Other ideas?

Benefits and recognition ideas

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

Donor circle

Donor Circle

  • Create a gift club with catchy name

  • Outline benefits

  • Use volunteers

Donor circle launch ideas

Donor Circle Launch Ideas

  • Personal letter to donors

  • Ads/Announcements

  • Follow-up calls

  • Involve volunteers

Donor circles as recruiting tool

Donor Circles as Recruiting Tool

  • Solicit targeted audience

  • Group meetings with follow-up

  • Host Committee with prospect identification and solicitation role

Step five volunteers

Step Five: Volunteers

Essential members of the planned giving team!



  • Is it really worth the time and effort?

  • YES, if you do it right!

Volunteer goals

Volunteer Goals

  • Extend staff resources

  • Expand the philanthropic network

  • Extend the knowledge base

  • Increase giving (their own and others)

  • Bring credibility to the ask



  • Board

  • Development advisory committee

    • “Producer’s Circle Council”

    • Steering Committee

    • Professional Advisors Council

Volunteer roles

Volunteer Roles

  • Ambassadors

    • Build relationships within community

  • Advocates

    • Building partnerships with other organizations

    • Taking station’s case to lawmakers, etc.

  • Askers

    • Asking peers for time, talent, treasure

Recruiting and keeping volunteers

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

Step six evaluation

Step Six: Evaluation

Examine your plans!

Planned giving program evaluation

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?



  • Additional Questions and thoughts

  • Contact us:

    • jfeely@opb.org

    • lgregory@calacademy.org

On line resources

On-line resources

  • http://majorgiving.cpb.org

  • http://www.pg-now.org

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