1. 1 Transfer of Wealth Marketing Portfolio Training Midwest Community Foundations’ Ventures www.MidwestCommunityFoundations.org Please save this presentation to your desktop or print slides. Training call phone 1.888.245.8769 Passcode 514604. For technical difficulties, contact your regional association or jdivozzo@wgsite.com 616.222.3600.

2. 2 Training agenda Transfer of Wealth SET YOUR STRATEGY CUSTOMIZE MARKETING TOOLS LAUNCH WITH TARGET AUDIENCES: board, donors, advisors, nonprofits, community leaders, media, public

3. 3 State and county research Transfer of Wealth COLLECTIVE AND PER HOUSEHOLD Current net worth 10-year cumulative transfer of wealth 50-year cumulative transfer of wealth PLUS trend graph If 5% is given to community PLUS possible grants

4. 4 Transfer of Wealth Portfolio www.MidwestCommunityFoundations.org Presentation & handout News copy Web landing page and resources Legacy Society Development brief Research

5. 5 ONE: Support existing goals Pitch research for media coverage Recognize current donors through Legacy Society Gain new commitments for estate gifts Use to start conversations or in next speech TWO: Begin new conversations Expand circle of prospects beyond HNW individuals Connect with community leaders Engage professional advisors in giving strategies Present to community groups and nonprofits THREE: Create breakthrough opportunities Launch a new campaign or special fund Collaborate on community development Advocate more favorable legislative policy A continuum to fit your priorities SET YOUR STRATEGY

6. 6 engage professional advisors Charity in estate plans Attorneys, CPAs, etc. Goals: increases in bequests, expectancies, grants build personal contacts Legacy Society Board members, donors, community leaders, and staff generate public awareness Community endowment mind-set Website, news stories, mailings leverage partnerships Agency and Designated Funds Grantees and nonprofit boards TARGET KEY AUDIENCES

7. 7 Build personal contacts IMPLEMENT TIPS: Begin with board leadership: commitment and networks Recognize today’s planned- gift donors Use NMAT Tools for Giving Portfolio for additional handouts See Development brief for Legacy Society strategy

8. 8 Engage professional advisors IMPLEMENT TIPS: Target those who care Encourage them to discuss charity Help advisors see their role in a brighter future Be their resource for all charitable solutions (even those not going to the community foundation) Recognize referrals

9. 9 Leverage partnerships IMPLEMENT TIPS: Reach out to community leaders, grantees and agency-fund nonprofits Present research and opportunity to boards Promote power of endowment Offer planned-giving expertise Encourage more agency and Designated Funds

10. 10 Generate public awareness IMPLEMENT TIPS: Prepare staff and board first Create web landing page before you contact reporters Understand research methodology Offer state and county reports to media and online See Development Brief for FAQs and guidance

11. 11 It’s a long-term opportunity IMPLEMENT TIPS: Integrate into your strategic plan and communications objectives Continue “drum beat” through all communications: newsletters, annual report, donor events, estate gift recognition, etc. Demonstrate your community leadership and leverage networks for broad ownership and support

12. 12 Local information and brand Customize marketing tools ONE: Add name and logo TWO: Insert county/regional statistics THREE: Adjust for local characteristics FOUR:Customize by audience and objective Research It’s easy!

13. 13 Presentation CUSTOMIZATION Includes notes pages Highlighted areas require customization Review slides for your “voice” Additional royalty-free photos found at presentation end

14. 14 Two-sided handouts CUSTOMIZATION Insert logo and contact information or attach a business card Add statistics and local examples to presentation handout Modify name and text to reflect your legacy program When importing electronic art files into Microsoft Word ® documents, use the.jpg file format for your logo and photographs (RGB color mode).

15. 15 Releases, articles, web landing page CUSTOMIZATION Insert local statistics, logo and contact information For web landing page, see “web resources” for maps, chart and other links Add local quotes and stories Ask your web master to add new landing page and link from home page news

16. 16 With targeted audiences Launch in November ONE: Understand research and methodology TWO: Prepare staff and board THREE: Update website FOUR:Coordinate local and statewide media FIVE:Integrate with ongoing communications

17. 17 Know your editors and reporters Identify story opportunities: new research, major gift, National Philanthropy Week, year-end giving, current events and legislation, etc. Explore more than print, radio, TV Coordinate regionally Media and public relations LAUNCH WITH TARGET AUDIENCES

18. 18 Community leadership Philanthropic services: endowment, legacy, planned giving, custom solutions, etc. Donor development of less-restricted funds Professional advisor relationships Ongoing communications LAUNCH WITH TARGET AUDIENCES

19. 19 Use presentation to “talk the talk” Securing Our Future

20. 20 Surprising wealth: Illinois $23.7 billion county-wide$248,819 per household McHenry County, Illinois Population: 312,373

21. 21 Surprising wealth transfer in next 50 years $53 trillion in United States $1.35 trillion in Illinois $28.3 billion in McHenry County $297,131 per household

22. 22 Three beneficiaries Taxes Community Heirs Invest a small portion of wealth as a legacy for future generations

23. 23 McHenry County Community Foundation $3 billion in 50 years 5% for future generations $180.5 million in 10 years

24. 24 6+ TIMES One gift, many generations YEAR 15 $100,000 in cumulative grants and services $158,000 balance YEAR 25 $200,000 in cumulative grants and services $213,000 balance assumes 5% annual payout and 8.5% rate of return Initial gift has been invested: 1 TIME 2 TIMES YEAR 50 $625,000 in cumulative grants and services $455,000 balance YEAR 1 Establish your Family Fund $100,000 gift LOOKING AHEAD

25. 25 Many gifts, many generations If 5% of estates transfer to our community foundation endowment… LOOKING AHEAD YEAR 10 $156 million charitable gifts $41.6 million total grants $180.5 million community endowment YEAR 50 $1.4 billion charitable gifts $2.8 billion total grants $3.0 billion community endowment Customization note: use endowment calculator to find your estimated grant and endowment values

26. 26 Janis MacLeish Home$120,000 Retirement assets$150,000 Savings and investments$20,000 Life insurance policies$10,000 Total$300,000 50% planned gift  $150,000

27. 27 The payoff Permanent legacy for donor Source of pride for heirs Stronger community for all

28. 28 Stronger community · Enrich education · Safeguard health · Improve neighborhoods · Cultivate arts · Protect environment · Strengthen families Causes that move you

29. 29 Charities that touch your life Option to designate a local nonprofit · Cary Children’s Center for Autism · Community Action Agency · McHenry County Adult Program · Woodstock Public Library · Fox River Grove Parks Fund · Rebekah’s House

30. 30 Ever-changing opportunities and needs Community Fund Together, we can grow a permanent endowment that is flexible and relevant through changing times. We can build security and prosperity for future generations.

31. 31 Join us in securing our future The power of giving together Tom and Betsy Snow Jared Smith Washington Eliza and Geraldo Garcia Robert and Connie Hoff Gerard and Penny Afendoulis

32. 32 Three easy giving strategies Give highly appreciated assets during your lifetime Give retirement assets through your estate Designate the community foundation as an insurance policy or retirement account beneficiary

33. 33 Everyone can be a philanthropist

34. 34 Transfer of Wealth Portfolio www.MidwestCommunityFoundations.org Presentation & handout News copy Web landing page and resources Legacy Society Development brief Research

35. 35 Your action steps Transfer of Wealth Set your strategy Prepare messengers: board, staff, community partners Customize marketing tools Launch with target audiences: media, donors, advisors

36. 36 Midwest Community Foundations’ Ventures Leveraging collective strength to benefit individual community foundations www.MidwestCommunityFoundations.org

37. 37 www.MidwestCommunityFoundations.org

38. 38 engage professional advisors Charity in estate plans Attorneys, CPAs, etc. Goals: increases in bequests, expectancies, grants build personal contacts Legacy society Board members, donors, community leaders, and staff generate public awareness Community endowment mind-set Website, news stories, mailings leverage partnerships Agency and Designated Funds Grantees and nonprofit boards SAMPLE MARKETING PLAN

39. 39 Build personal contacts Sample marketing plan Objectives 100% of board and staff join Legacy Society 50% of current donors join Legacy Society 100% of leaders from key organizations support wealth transfer campaign

40. 40 Build personal contacts Sample marketing plan Activities Gain board understanding and buy-in Convene community leaders and discuss research, opportunity and their roles Ask all loyal donors if they have/will consider the community foundation in their estate plan Ask board and key donors to invite friends to learn more about community foundation opportunity Ask board and key donors to invite professional advisors to learn about community foundation and wealth transfer Celebrate Legacy Society members

41. 41 Engage professional advisors Sample marketing plan Objectives 75% of estate planners ask clients about charity 50% of all advisors aware of new research on transfer of wealth 10% of all advisors recommend community foundation regularly to clients

42. 42 Engage professional advisors Activities Visit advisors who’ve referred 3+ clients; discuss wealth transfer opportunity Use advisors council to lead wealth transfer presentation; ask for advice on positioning, engagement process Present at local professional association meetings; consider offering professional credit Blitz key firms with group presentation about core capabilities, donor/client stories and wealth transfer opportunity Leverage NMAT tools to develop relationships with advisors and help them provide custom giving solutions STRATEGY TWO: BEGIN NEW CONVERSATIONS Sample marketing plan

43. 43 Leverage partnerships Sample marketing plan Objectives 10% increase in agency funds each year At least one nonprofit board member remembers the community foundation in Estate Plan

44. 44 Leverage partnerships Sample marketing plan Activities Invite nonprofit senior staff to presentation and roundtable discussions Present to key nonprofit boards; discuss community, agency and designated fund Provide content for nonprofit communications, including website, newsletters and mailings Offer planned giving expertise Highlight donor stories

45. 45 Generate public awareness Sample marketing plan Objectives Website hits Media placements New names Follow-up discussions Inquiries Legacy Society members

46. 46 Generate public awareness Sample marketing plan Activities Website: provide transfer of wealth research and opportunity in multiple layers PR: pitch research and donor stories to media Presentations: host meetings and offer to be a guest speaker to groups who are connected to local community (target people over 55) Newsletters: place series of articles that feature research, planned giving, Legacy Society, donor stories, unrestricted giving, strategic grantmaking, etc. Annual report: integrate transfer of wealth into each issue