2. Developing A Proactive Planned Giving Marketing Plan Timothy D. Logan, ACFRE CASE Advanced PG Institute

4. Session Objectives Identifying the best/most qualified PG prospects in your data base –Analyzing annual giving behaviors –Using wealth information and PG scoring models –Using segmentation strategies Increasing reach of PG messages through piggy- backing Integration to ensure complementary messages

5. Your objectives Immediate impact –More gifts –Accelerated gift income Long-term, increase program performance

6. Planned Giving Marketing Planned Giving in the Development Process

7. The Pyramid of Giving Donor Contact Donor Growth Donor Commit ment Annual Giving Major Giving Planned Giving Investment Involvement+ Interest+ Information+ Identification+

9. The Second Donor Pyramid Annual Giving Major Giving Planned Giving Planned Giving

10. The “Second” Pyramid Identification Qualification Cultivation Education Stewardship Solicitation

11. Planned Giving Marketing Find prospects who are ready now Identify prospects who are ready for Moves Management (Face to Face)

12. The Development Gap

13. Analyzing Annual Giving Behavior

14. Purpose of the Annual Fund Secure New Donors Secure Annual Gifts Upgrade Existing Donors Identify Major and Planned Giving Prospects

15. Dove, et al. 2002. Integrated Annual Fund Program

17. Finding leads is the easy part Annual Giving is the single largest predicator of future large gifts Frequency of AF Giving is the single largest predictor of Planned Gifts Total donor relationship

18. Every Annual Fund Donor is a Planned Gift Prospect Every donor—has capacity to make a bequest Many donors—have capacity to fund a charitable gift annuity (CGA) Some donors—can also fund other gift instruments (charitable lead trust, charitable remainder trust, etc.)

19. Internal Data Demographic information email address Source of Name Gift History/Cumulative Giving LOTOF Donor Interest –Obtained actively or passively

20. External Data Age Marital Status # of Children Education Income Stock/real estate holdings email address

21. Types of Analysis FLAG RFM High Affinity non-donors Enhanced data selects

22. PG Affinity Indicators PG Society Attended events, reunions Board, past Board Volunteer Season tickets Travel program (**)

23. Dove, et al, 2002. Continuous Lifetime Giving The Giving Lifecycle

24. Using Enhanced Data Wealth information PG Scoring Models

25. Probability/Possibility Capacity Likelihood Data Wallet Propensity Affinity Current Interest Heart

26. Enhanced/Other Selects-External Age Wealth rating/Planned Giving indicators –You can help make these pay off! Recent death in household Donors to other charities Lack of presence of living children (**)

27. Enhanced/Other Selects--Internal Multi-Newsletter responders Upgrade/Downgrade –Age, # gifts, LOTOF Title/Gender--Miss Specific school/college, specific program Donor loyalty scores Volunteered email Web hits

28. Donor Rating Scores Point System Pyramid

29. Planned Giving Prospect Matrix

30. Identifying New Prospects

31. We are really trying to find…

32. File Segmentation For Planned Giving

33. Self-selected or Proactive?

34. Robert F. Sharpe, Jr. The Later Years

35. Segmentation for Gifts Age based gifts –Bequest, CGA, Retirement assets Wealth based gifts –Trust, DAF Other/Combination –Life Estate, Insurance, Deferred CGA, PIF

36. Age Based Gifts FLAG Frequency of giving –Over a specified period Length of time on the file (LOTOF) Age Gender Title Recent death in household Specific School or College

37. Gifts of Wealth Length of time on the file (LOTOF) Largest one-time gift (LOTG) Total cumulative giving Wealth rating indicator Prospect research

38. PG Segmentation Model

39. PG Segmentation Hierarchy 1.Multi-year/multi-givers cut by age 2.Internal affinity scores 3.PG scores 4.Use wealth rating if appropriate for gift

40. Who we don’t want Anyone assigned to a gift officer Off the chart wealth Legacy Society Members* –* unless to discover the specifics of their gift Board Members, Development Committee, etc.

41. What about non-donors? High affinity non-donors Donor loyalty scores Affinity indicators

42. Lifestage Annual Fund New RuffaloCODY program Identify and target older, lapsing Annual Fund donors Develop relationship with Institution Begin Planned Gift Marketing

43. Message Integration

44. Marketing Direct Mail –Check box on reply card Newsletters Planned Gift Mailings Web Telephone E-mail

45. Continuum of Direct Response Face to Face Telephone Call Video Tape Direct Mail Mass Ads INTERACTIVE NON-INTERACTIVE PERSONALIZATION TARGETING

46. PG Free Rider Opportunities Annual fund mailings Articles in Newsletters Ads in Alumni Magazine Web site Acknowledgements Travel Program

47. Free Rider Methods Brochure Seasonal Brochure Ads Buck slip/return card Donor Profiles/Testimonials Quizzes

48. The One thing The one hard and fast rule: Do not combine asks in one message OKAY to gather data –One or two quick screening questions

49. PG Trends Web Wills/CGA’s comprise bulk of gifts –CRT’s decreasing –Donor advised funds & family foundations (NPT: Krause and Mangone) Stand alone programs decline –Increased collaboration with major gifts Mass appeal marketing losing effectiveness

50. Developing the Plan Market Methods Message Medium –Market or Method Driven Planning –Tone of the Message –Message is the medium

51. Planned Giving Marketing Matrix

52. Progress Growth Chart

53. VI Bonus Points 1.Sprouting donors is rooted in AF 2.They’re old, you should talk to them!” –PG Donors –not another term for old or big dollar donors 3.Go on—be a Tiger! Every PG prospect doesn’t raise their hand

54. VI Bonus Points 4. Family Marketing 5. Rating incoming students 6. Use the NASCAR Model Are your drivers signing autographs Let them test Planned Giving (with a CGA)

55. RuffaloCODY Timothy D. Logan, ACFRE Vice President, Senior Consultant Planned Giving Services 800-756-7483 timothy.logan@ruffalocody.com