Fundamentals in Planned Giving: How to build a successful program

INTRODUCTION “It takes a nobleman to plant a seed for a tree that will someday give shade to people he may never meet.”   -David E. Trueblood 2

Session Outline I. Developing Your Program II. Launching Your Program III. Measuring Program Success   

When is the best time to start a Planned Giving program? The best time to start is years ago, the next best time is today!   Go ahead and start! ANYONE can make a Planned Gift.

Do Taxes Really Matter? Planned Giving may combine a donor’s two great loves: your organization and lower taxes.

Why donors make Planned Gifts They believe in the organization. They have had a firsthand experience. They know the gift will be used wisely. They feel like they know you.

Why donors make Planned Gifts? It feels great to give! They want to honor or memorialize a loved one. They want to leave a legacy.

Planned Giving Myths Donors are old and wealthy. Donors wish to leave everything to their children. Estate plans are solely driven by tax consideration. Legacy giving is difficult. Legacy gifts compete with annual gifts. The real dollars are in current gifts.

How To Develop Your Program Get “Buy In” from Board and Organizational Leadership. Develop appropriate gift acceptance policies. Build your pipeline. Gather sample donor stories.

Questions To Consider How will you measure your results? How will planned giving work cooperatively with your development/advancement team? What will unrestricted planned gifts fund? Can you use your volunteer team?

What do Planned Gifts look like? Simple Bequests Life Insurance Retirement Assets (Cross your t’s and dot your IRAs.) Endowments in memory or in honor of a loved one

How to Launch Your Program Identify your prospects. Develop marketing pieces. Partner with a company for your planned giving website. Introduce a Legacy Society. Build relationships with professional advisers. Engage employees and volunteers. Consider a wills/bequest campaign.

Donor Case Study #1 ROBERT 76 years old Widower Consistently writes a $100 check each month. Donor for 12 consecutive years Does not attend events. Has not yet agreed to a personal meeting.

Keys to Success Start modestly. Set attainable goals. Use simple language. Understand it’s a two-part approach. Recognize that you don’t need to be an “expert”. Establish a deliberate plan to ask your donors. Tell stories. Partner with others in the organization to recognize good prospects.

Anyone Can Make A Planned Gift Anyone Can Make A Planned Gift! Development and planned giving staff, as well as donors, often think that planned gifts are out of their area of expertise.