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 1.What do you value? What do you want to accomplish?

10. Baby steps to a gift policy 1.What do you value? What do you want to accomplish? 2.What will help you get there?

11. Baby steps to a gift policy 1.What do you value? What do you want to accomplish? 2.What will help you get there? 3.How will you acknowledge gifts?

12. Baby steps to a gift policy 1.What do you value? What do you want to accomplish? 2.What will help you get there? 3.How will you acknowledge gifts? 4.What forms of payment are you easily able to process?

13. Baby steps to a gift policy 1.What do you value? What do you want to accomplish? 2.What will help you get there? 3.How will you acknowledge gifts? 4.What forms of payment are you easily able to process? 5.What forms are you willing to process?

14. Baby step #1: Core Values

15.  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.  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! Now you’re template ready!

48.  We’ve already walked you through a template.  Get a free package of templates at HTTP :// FUNDRAISINGCOACH. COM / GIFT - POLICY / Now you’re template ready!

49.  Inland Foundation Sample “Ways to Give” Page

50.  Inland Foundation Examples  Others –Standards for Excellence www.standardsforexcellence.org –GuideStar –Partnership for Philanthropic Planning –National Leadership Roundtable for Church Management Sample “Ways to Give” Page

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 “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’s NextGen 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/nonpr ofit-gift-acceptance-policy –http://www.sharpenet.com/

62. 501 Mission Place – Chris Brogan  Tell the story briefly, end 1 st 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 Weekly emails designed to get you in front of major gift donors FundraisingKick.com MovieMondaysVideos.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