1. Charitable Gift Planning Campaign Eighteen Month Walkthrough

2. Capture a Portion! Charitable Gift Planning – A largely untapped market for wealth Benefits: – Personalized – Tax benefits – Anyone can give! ©2010 - The Constaré® Group, LLC

3. 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 ©2010 - The Constaré® Group, LLC

4. 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 ©2010 - The Constaré® Group, LLC

5. 18 Month Calendar ©2010 - 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

6. ©2010 - The Constaré® Group, LLC NewsletterPostcard Op-Ed Letters Postcard Op-Ed Letters Postcard FLEXIBILITY

7. ©2010 - The Constaré® Group, LLC

8. Month 1 >> Newsletter Donor stories – Positive experiences – Benefits to the classroom Board members are encouraged to participate through writing and editing ©2010 - The Constaré® Group, LLC

9. Month 2 >> Postcard >> Charitable Giving One of the easiest, most effective ways to market Short, simple, visible 4X6 ©2010 - The Constaré® Group, LLC

10. Month 3 >> Op-Ed Letters >> Life Insurance Board Member Involvement: Writing Editing Creating a brand ©2010 - The Constaré® Group, LLC

11. NewsletterPostcard Op-Ed Letters Postcard Op-Ed Letters Postcard REPETITON

12. 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 ©2010 - The Constaré® Group, LLC

13. 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 ©2010 - The Constaré® Group, LLC

14. Other Campaign Material… ©2010 - The Constaré® Group, LLC

15. Teacher Life Insurance Policy Sheet Targets an often overlooked demographic Summarizes the Charitable Gift Planning Program ©2010 - The Constaré® Group, LLC

16. 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 ©2010 - The Constaré® Group, LLC

17. 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 ©2010 - The Constaré® Group, LLC

18. 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 ©2010 - The Constaré® Group, LLC