Charitable Gift Planning Campaign Eighteen Month Walkthrough

Capture a Portion! Charitable Gift Planning – A largely untapped market for wealth Benefits: – Personalized – Tax benefits – Anyone can give! © The Constaré® Group, LLC

What Makes Successful Campaign? Consistency & Long-Term Focus – Attract, engage and secure donors Print Marketing E-marketing: website Media Relations Understanding the target market – Cultivate and identify prospects © The Constaré® Group, LLC

Marketing Strategy & Objectives Benefits-driven campaign – Five vehicles are too technical Creates a negative mindset: “upon my death my gift will become active”) – Interested in the impact felt for generations Brief, engaging message – Websites tend to have excessive information – Don’t forget contact info Reach prospective donors in print, online and on-air Target audience – Seniors – Gen X couples and individuals – Employees within the education field © The Constaré® Group, LLC

18 Month Calendar © The Constaré® Group, LLC Capital Campaign: Monthly Planning Calendar MonthNewsletterPostcardOp-Ed - LettersMedia BuysWebsite 1 First Newsletter 2 Charitable Giving 3 Life Insurance 4 5 Trusts 6 7 Second Newsletter 8 Retirement Plan 9 Wills 10 Wills 11 Gift Annuities 12 Gift Annuities 13 Third Newsletter 14 Charitable Giving 15 Charitable Giving 16 Life Insurance 17 Retirement Plan 18 Trusts Capital Campaign: Monthly Planning Calendar MonthNewsletterPostcardOp-Ed - LettersMedia BuysWebsite 1 First Newsletter 2 Charitable Giving 3 Life Insurance 4 5 Trusts 6 7 Second Newsletter 8 Retirement Plan 9 Wills 10 Wills 11 Gift Annuities 12 Gift Annuities 13 Third Newsletter 14 Charitable Giving 15 Charitable Giving 16 Life Insurance 17 Retirement Plan 18 Trusts

© The Constaré® Group, LLC NewsletterPostcard Op-Ed Letters Postcard Op-Ed Letters Postcard FLEXIBILITY

© The Constaré® Group, LLC

Month 1 >> Newsletter Donor stories – Positive experiences – Benefits to the classroom Board members are encouraged to participate through writing and editing © The Constaré® Group, LLC

Month 2 >> Postcard >> Charitable Giving One of the easiest, most effective ways to market Short, simple, visible 4X6 © The Constaré® Group, LLC

Month 3 >> Op-Ed Letters >> Life Insurance Board Member Involvement: Writing Editing Creating a brand © The Constaré® Group, LLC

NewsletterPostcard Op-Ed Letters Postcard Op-Ed Letters Postcard REPETITON

Every Month: Media Buys Underwriting radio programs – 20 second spots – Identifies your organization as a supporter of public radio We’ll help make your on-air announcement most effective © The Constaré® Group, LLC

Every Month: Website Updates Use the website the keep a central focus for all campaign materials – Information portal – Donation portal Clear, concise and precise Easy to navigate and user-friendly Facilitate online donations © The Constaré® Group, LLC

Other Campaign Material… © The Constaré® Group, LLC

Teacher Life Insurance Policy Sheet Targets an often overlooked demographic Summarizes the Charitable Gift Planning Program © The Constaré® Group, LLC

Information on Your Website Website should convey info about the new planned giving program Quick look of the website, up-to-date Things to include: – Online donations with set monetary amounts – Where the money goes – Visual aid of how much is raised © The Constaré® Group, LLC

Comprehensive Guidebook Easy to follow overview Tailored for prospective donors Helpful resources – list of documents needed to draft a will – checklist of critical duties to fulfill when a loved one passes away Available online as a PDF © The Constaré® Group, LLC

How Do I Get Involved? Incorporate stories – Draft articles Local Newspaper Newsletter Engage Donors – consistent outreach program – sales oriented program – Engage and visit prospects routinely – People give because someone directly asked them to give © The Constaré® Group, LLC