1. Changing the Culture: Building Planned Gifts into Donor Strategies
Karen Turpin, College of the Holy Cross
Jean Dole & Judy Janssen, Marquette University

2. Our Perspectives & Campaign: Changing the Culture
Pressing the Refresh: Leveraging Annual Giving & Reunions
& Campaign: Changing the Culture
College of the Holy Cross
Revitalizing An Existing Program: Forecasts, Ratings & Prospect Plans
Marquette University
Managing Relationships: Legacy Society & Stewardship
College of the Holy Cross & Marquette University
Karen

3. Why Donors Like Planned Giving Now
Appeal to donors
Market fluctuations
Insecure about future finances; outliving their resources
More and more donors may be turning to revocable gifts to make their major gift
JUDY

4. Why We Like Planned Giving Now
Planned gifts provide a significant source of cash additions to endowments. They include realized bequests, life income gifts, or other vehicles
Life income gifts provide for a certain financial future
Anticipated bequests allow for projecting future cash flows
Gift Planning gives donors AND SOLICITORS a broader range of options
KAREN

5. Hitting the ‘Refresh’ Button: The Story at College of the Holy Cross
Karen turpin, director of gift planning
College of the holy cross

6. Hitting the ‘Refresh’ Button
Holy Cross has historically been an annual fund shop. Top 10 nationally among alumni participation, => 50%.
In past, Bequest Chairpersons for each class, but no sustained effort year over year for increasing planned gifts.
Life income program < 20 years old.
Most importantly, culture change required to elevate gift planning – deepen understanding and expand the conversation.

7. Shift from a Service to an Integrated Part of Advancement
Build awareness and greater understanding about Gift Planning among both inside and outside constituencies.
Inside – Institutional Advancement Committee; Finance; staff; frontline fundraisers
Outside – Prospect visits!
More regular and consistent marketing
Showcase IMPACT stories
Highlight 1843 Society leadership
Expand donor stories
Reunion Planning Workshops
Dedicated gift planning communications: 50/55/60th
Expand to 35/40/45th reunions

8. Elevating Gift Planning at Holy Cross
Articulate Gift Planning as a priority equal to the Holy Cross Fund and Capital Gift initiatives and position Gift Planning in Holy Cross’s comprehensive gift model.
Demonstrate Board Commitment to Gift Planning: lead by action and testimony.
Increase marketing and visibility of Gift Planning.
Promote and grow the 1843 Society membership.
Actively promote and widely steward planned gifts.

9. Comprehensive Giving

11. Planned Gifts at Work: Feature Stories in HC Magazine; eNews; GP website
A Lifelong Commitment: Bill Maloney’s ’59 Dedication to Holy Cross Comes Full Circle with His Recent Bequest
Giving and Receiving at the Same Time:
Ken Padgett ’66 P11, 07, 05
For more information or to compare planned gift options, click here.

12. How we do it | Marketing & Engagement

13. Revitalizing A Program – At Marquette
Create a planned giving prospect rating
Embrace revocable gifts
Integrate with 12 month prospect plan
Change the conversation with donors
JEAN
With a comprehensive campaign in our near future, we realized it was time to revitalize our planned giving program. We needed to strengthen the foundation of planned giving program, change the culture and double the # of documented planned gifts.
While we’ve taken many steps this last year, wanted to highlight those that directly impact building planned giving into donor strategy
Changing culture starts internally – with own team, trustees, etc.
- encourage donors to give a “conservative” estimate of the value of the gift today

14. Planned Giving Prospect Rating
Before
After
Manual review of lists
LTG
10+ years consecutive giving
Age
Marital status
Kids
Rating
Time consuming
Inconsistent
Based on analytics
Assigned a rating (Tier 1 to Tier 5)
Coded with attribute in Raisers Edge
Increased visibility & exposure
Collaboration
JEAN
Blesse with strong analytics colleague

15. What’s In the Model? Variables that Mattered:
Child is an alum (Yes or no)
Parent is an alum (Yes or no)
Spouse is an alum (Yes or no)
Have a volunteer assignment (Yes or no)
Has a visit action (Yes or no)
Lifetime giving (not including planned gift)
Constituent is rated (Yes or no)
Variables That Didn’t Make the Final Model
Gender
Ethnicity
Marital Status
Sibling is an alum (Yes or no)
Has a prospect manager assignment (Yes or no)
Cluster (from an external data service)

16. Embrace Revocable Gifts
Determine value of existing planned gift portfolio
Conducted audit of realized bequests
Determined average bequest value
Applied to planned gifts with no stated dollar value
Totaled value of portfolio
Demonstrated importance of program to University leadership
Possible future application: campaign counting
Give regional fundraisers credit
Make it count (just like cash gifts)
Activity metrics: # solicitations and # documented planned gifts (level 1 and 2)
Collaboration (focus on joint visits with planned giving officers)
Training (basics, strategy, role playing & technical brown bags)
JUDY
Needed to tell the story of planned giving and importance of revocable gifts.
JEAN
Fundraiser credit -
Story of $2 million gift that didn’t count
metrics for activity (# planned gift solicitations & documented gifts)
Change the conversation externally with donors
Compare to average pledge value??
Training (incorporated role playing led by PG team to model conversation with donor)

17. Integrate with Prospect Plans
Prospect Plans (12 months prior to solicitation)
PM specifies planned giving ask in plan
Strategy conversation with planned giving officer
12 months out for principal gift prospect
6 months out for all others via office hours
Quarterly tracking sessions to review planned giving solicitations
JEAN
Timing worked well with introduction of new process

18. Change the Conversation
Overcome obstacles
Make it easy
Use testamentary scholarship agreements

19. A Fundraiser’s TESTIMONIAL Judy Janssen
Judy’s success
Organized approach with prospect plans and action steps to get to solicitation
Less transactional; more personal
Deeper trust with donor as a result
Deliberate in approach
A Fundraiser’s TESTIMONIAL
Judy Janssen
Success in the Field

20. My Numbers More effective qualification process
Focus on execution of multiple steps necessary to close P1s
Changed the conversation – “If you could give me a conservative estimate of what your estate gift is worth today”
Greater confidence in PG discussions which translated to prospects
23 solicitations
$7,737,175
$6.8M
23 solicitations
$559,557
$.19M

21. By The Numbers – All Realized Bequests

22. By The Numbers –Irrevocable & Revocable
42 Gifts
16 Gifts
17 Gifts

23. New Legacy Society Members

24. Managing Relationships: Legacy Society & Stewardship

25. At Marquette: Legacy Society & Stewardship
100
Top
Custom Stewardship Plans
System Stewardship & Giving Societies
Our Donor Relations team drives the planning with prospect manager to:
Leverage the foundation of system stewardship & giving societies
Build on customized stewardship plan (P1s, P2s & Stewardship)
Integrate stewardship of principal gift prospects & top benefactors
Outcome:
More meaningful interactions with donors, resulting in long-term retention, additional gifts & campaign success

26. Bequest Fun Facts $26.81 billion
According to Giving USA 8%, or $26.81 billion, came to charity in 2013 from bequests
$6.3 trillion
Center on Wealth and Philanthropy at Boston College estimates $6.3 trillion to charity from bequests
People like bequests!
Bequests are: Affordable – Flexible – Inclusive – Tax Wise
and are MISSION DRIVEN!
KAREN

27. The Holy Cross Legacy Society
Created to honor the spirit of philanthropy that has nurtured and sustained Holy Cross for more than 170 years, the 1843 Society recognizes those individuals who have thoughtfully included a gift to the College in their estate plans through a will, trust, retirement plan, life insurance policy, or life-income gift such as a charitable gift annuity or charitable remainder trust. Membership is entirely voluntary, and there is no immediate gift, minimum gift level, or minimum age required to become a member. Simply notify the Office of Gift Planning of your gift intentions so that we can warmly welcome you and extend an invitation to our annual celebratory events. By joining the 1843 Society, you become part of the Holy Cross legacy and will help to inspire others to support the College with future gifts. For members who are 70 years of age or older, providing simple documentation of a gift intention will allow that future gift to be counted in your current Reunion Class Gift totals. If you haven't already, we encourage you to consider your own legacy and contact the Office of Gift Planning to discover how you can realize your philanthropic goals. Ken Padgett '66 Barbara Richardson '78 Matt Donovan '99 Co-chairs for the 1843 Society

29. Questions?