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Transforming Your Annual Fund Finding Planned Giving Donors. Timothy D. Logan, ACFRE. Planned Giving Marketing. Planned Giving in the Development Process. The Planned Giving Market. $40 Trillion in wealth transfer Revalidated 2 times Birth rates New NonProfit Times Study
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Transforming Your Annual FundFinding Planned Giving Donors Timothy D. Logan, ACFRE
Planned Giving Marketing Planned Giving in the Development Process
The Planned Giving Market • $40 Trillion in wealth transfer • Revalidated 2 times • Birth rates • New NonProfit Times Study • 2.4 million Americans die each year
The Pyramid of Giving Donor Commit ment Investment Planned Giving Involvement+ Interest+ Donor Growth Major Giving Information+ Identification+ Donor Contact Annual Giving
The Pyramid of Giving Planned Giving 60% 20% Major Giving Percentage of Dollars Annual Giving 20%
The Second Donor Pyramid Planned Giving Planned Giving Major Giving Annual Giving
The “Second” Pyramid • Identification • Qualification • Cultivation • Education • Stewardship • Solicitation
Planned Giving Essentials What you need to know to talk with donors
Planned Giving Alphabet Soup Bequest Property Gifts that generate income for the donor Simple Charitable Gift Annuity (CGA) Charitable Remainder Trust (CRUT,CRAT) Charitable Lead Trust (CLUT, CLAT)
Planned Gifts • Bequest • Charitable Gift Annuity • Charitable Remainder Trust • Life Estate Contract • Charitable Lead Trust • Life Insurance Policy • Pooled Income Funds
Life Income Gifts • Gift provides payment to donor during life • Charitable Gift Annuity • Charitable Remainder Trust • Pooled Income Fund
Three stages of Planned Giving • Marketing • Gift Planning • Stewardship
Marketing • Direct Mail • Check box on reply card • Newsletters • Planned Gift Mailings • Web • Telephone • E-mail
Every Annual Fund Donor is a Planned Gift Prospect • Every donor—has capacity to make a bequest • Many donors—have capacity to fund a charitable gift annuity (CGA) • Some donors—can also fund other gift instruments (charitable lead trust, charitable remainder trust, etc.)
Continuum of Direct Response INTERACTIVE NON-INTERACTIVE Face to Face Telephone Call Video Tape Direct Mail Mass Ads TARGETING PERSONALIZATION
Donor Pyramid with Direct Response Continuum Face to Face Telephone Call VideoTape Direct Mail Mass Ads Timothy D. Logan, ACFRE
Integrated Planned Giving • Apply direct response techniques to fill the gap • Two way communication • More personal • Measurable and repeatable • Direct Response Moves Management • Every contact with the donor affects affinity • Every contact should move the donor toward making a (Planned) gift
Gift Planning • Will commitment by mail or phone • Collecting information for a CGA illustration
Stewardship • Thank you calls • Birthday cards/holiday cards • Caller training • Legacy Society • Events on campus
File Segmentation For Planned Giving
Finding leads is the easy part • Enhanced data selects • Flag (plus) • High Affinity non-donors • Total donor relationship • Age based/wealth based gifts
Age Based Gifts • FLAG • Frequency of giving • Over a specified period • Length of time on the file (LOTOF) • Age • Gender • Title • Recent death in household • Specific School or College
Gifts of Wealth • Length of time on the file (LOTOF) • Largest one-time gift (LOTG) • Total cumulative giving • Wealth rating indicator • Prospect research
Who we don’t want • Anyone assigned to a gift officer • Off the chart wealth • Legacy Society Members* • * unless to discover the specifics of their gift • Board Members, Development Committee, etc.
The One thing • The one hard and fast rule: • Do not combine asks in one message
Lifestage Annual Fund • New RuffaloCODY program • Identify and target older, lapsing Annual Fund donors • Develop relationship with Institution • Begin Planned Gift Marketing
Planned Giving CommentsLifestage • Can’t help like I used to • You send me too much mail • I get too much mail asking for money • Since spouse passed away, trying to “stay involved”
Capacity Likelihood Data Wallet Propensity Affinity Current Interest Heart Probability/Possibility
Annual Fund Call is transaction oriented Call follows script Caller part of process Solicitation done by caller Planned Giving Call is relationship oriented Script follows call Caller visible Solicitation done by client Annual Fund vs Planned Giving
Caller Profile • Gender • Age • Life Experience • PG Knowledge • Training
Train Your AF Callers • Planned Giving Knowledge • Listen • Capturing comments • What to listen for • Planned Giving Clues • Financial • Lifestage • Repeat and Ask
In the Will • Thank you! • What is the donor’s interest/passion • Do you have any specific areas of interest? • What motivated you to make this gift? • Have you made gifts like this to other charities?
Planned Giving CommentsPersonal • Spouse is recently deceased • Prospect in bad health • Spouse in bad health • Prospect is facing retirement • Prospect is primary caregiver for spouse/relative
Planned Giving CommentsFinancial • Mentions sale of assets (business) • Gives information about assets (stocks, property) • Expresses concern about market • Has concerns about limited income • Is very knowledgeable about Life Income Gifts • Mentions tax savings
Talking Planned Giving • Mr/Mrs Donor, if you were able to do____and make a gift to _____ would you be interested in finding out how • Mr/Mrs Donor, many gifts, like a CGA provide income for life and allow you to make a gift to ______. Would you like to find out…..
Working with the Planned Giving Office • Provide name of Planned Giving Officer • Include in script • Callers provide to donors • Transfer comments to Planned Gift Officer • Report back to callers
RuffaloCODY Timothy D. Logan, ACFRE Vice President, Senior Consultant Planned Giving Services 800-756-7483 firstname.lastname@example.org
7 Bonus Points • PG Donors –not another term for old or big dollar donors • Sprouting donors is rooted in AF • Bank of America Ad • Experiences—unlock emotional experiences
7 Bonus Points • Specific Messages • Bequest, CGA, Insurance, Trusts • Effective use of Bequest Society • Type of Org
PG Trends • Web • Wills/CGA’s comprise bulk of gifts • Stand alone programs decline • Mass appeal marketing losing effectiveness
Using the Phone to Qualify Donors Finding the Needle in the Haystack