2. Welcome to Planned Giving: Taking it to the Next Level. Please take this time before the start of the session to silence your cell phone or pager. Your feedback is valuable. At the end of the session, we ask that you take a moment to complete an evaluation form. Thank you.

3. Introductions Julie Feely, Director of Gift Planning Oregon Public Broadcasting Louise Gregory, Associate Director of Development, Principle Gifts California Academy of Sciences Tell us briefly who you are and your planned giving experience

4. Step One:Infrastructure Getting organized will save time and avoid headaches!

5. Components of a Successful Planned Giving Program Laying the Foundation Marketing/Cultivation Prospecting and Solicitation Stewardship Volunteers and Allied Professionals Evaluation

6. Partners, Resources, Tools Planning –Tracking and database systems – Case statement from mission statement Policies Partners

12. Harold and Arlene Schnitzer CARE Foundation pledged $1.5 million to OPB provided that OPB’s endowment grows to $20 million over six years OPB’s endowment is a carefully managed reserve account, much like a savings account. OPB’s endowment provides a predictable and stable source of funding for the station. OPB’s endowment ensures that OPB remains independent and financially strong. Challenge Message Points

13. Brand Message Points OPB is Oregon Oregonians share common values We have curious minds, we care about the world we live in We have opinions. We are respectful and thoughtful OPB is the force that spreads ideas, serves and unites Oregonians OPB is a cause. Join us.

15. Policies Gift acceptance –What types of gifts will you accept? Endowment –Where does the money go? Planned Giving –How will you do business?

16. Partners Community Foundations Consultants Board

17. Step Two: Marketing Sharing your mission, vision, and values

18. Marketing Plan Realistic (based on staff, time and financial resources) Simple and consistent messaging Beauty of bequests

19. Goals of Marketing Plan Influence new gifts Steward existing gifts Build relationships

20. Know Your Audience Analyze current donors and their profiles Conduct focus groups Poll volunteers Understand what motivates

21. Follow-Up Personal meetings Correspondence Gift illustrations: Planned Giving Software Phone calls Invitation to estate planning presentations and other appropriate events

22. Review Marketing Plan Annually Planned Giving can be like fishing; you don’t always know when they’ll bite! Don’t stop your marketing plan Evaluate and build on it

23. Step Three: Moves Management Prospecting, cultivation, and asking for the gift

24. Identifying and Ranking Prospects –Older 70 plus –May be modest donors –Possibly no children –Longevity on the file –Rank based on ability and likeliness to give –Screen with staff and volunteers –Create tiered solicitation plan

25. Prospect list and ranking Tier Readiness NameAmountInterestAssigned 1AJohn Doe$100KNatureJF 2BJane K.$50KNewsLL 3CJake L.$25KHistoryJJ

26. Ideas for Engaging Prospects Invite to special event Serve on committee Seek their advice/input on an issue Ask them to host an event Participate in a feasibility study Others?

27. Solicitation Plan Research prospect Identify motivations Create strategy Engage volunteers and/or senior staff Personal ask is most effective - 75-80% success rate

28. Strategy Sheet John and Jane Doe –Ask $100,000 –Purpose:Endowment Challenge –Who:Julie and David –When:Before Dec. 31 –Why should they give: –Background and next steps: –Timeline: –Proposal deadline:Oct. 15

29. The Ask Use people stories and exciting projects Listen to the prospect; ask questions Hear charitable and personal objectives Discuss what their gift will do Identify options Ask for a specific amount or range

30. Conversation Cues Anticipating change in ownership of assets Might use income for self or another person Tired of property management Reviewing estate and financial plans May want/need to support other charities Genuinely wish they could make a gift

31. Overcoming Objections I need to talk with my spouse I don’t have that kind of cash Time limit on conversation Offers smaller gift Lost my checkbook Others...

32. Follow-up Personal thank you note Call report Database update Stewardship and more stewardship

33. Step Four: Stewardship You just cannot say thank you enough!

34. Stewardship Goals Deepen relationship with donors Solidify gift commitment Encourage lifetime giving Identify volunteers

35. Strategies Emphasize recognition and benefits Stay in touch with personal contacts and unique opportunities Celebrate what their future gift will do Invite them to increase their involvement

36. Stewardship Plan Thank for support Regular “Insider” information Recognition events “Insider” experiences Advance their individual interests Personal attention Other ideas?

37. Benefits and Recognition Ideas VIP Thank-you letter Annual lunch or dinner Donor newsletter/e-news Behind-the-scenes experience Ex. Attend a broadcast Liaise with institution VIPs Ex. Meet an on-air host Donor listing, signage etc. Gift Ex. Lapel pin, book

38. Donor Circle Create a gift club with catchy name Outline benefits Use volunteers

39. Donor Circle Launch Ideas Personal letter to donors Ads/Announcements Follow-up calls Involve volunteers

40. Donor Circles as Recruiting Tool Solicit targeted audience Group meetings with follow-up Host Committee with prospect identification and solicitation role

41. Step Five: Volunteers Essential members of the planned giving team!

42. Volunteers Is it really worth the time and effort? YES, if you do it right!

43. Volunteer Goals Extend staff resources Expand the philanthropic network Extend the knowledge base Increase giving (their own and others) Bring credibility to the ask

44. Strategies Board Development advisory committee –“Producer’s Circle Council” –Steering Committee –Professional Advisors Council

45. Volunteer Roles Ambassadors –Build relationships within community Advocates –Building partnerships with other organizations –Taking station’s case to lawmakers, etc. Askers –Asking peers for time, talent, treasure

46. Recruiting and Keeping Volunteers Determine what and who you need Identify existing contacts (and their contacts) Create job descriptions Recruit with clear expectations Keep engaged: meetings, correspondence etc

47. Step Six: Evaluation Examine your plans!

48. Planned Giving Program Evaluation Evaluate all activities and identify improvements Did events accomplish their goals? Was follow-up effective? Did mailing get a good response? Why? Did you do enough personal visits?

49. Closing Additional Questions and thoughts Contact us: –jfeely@opb.orgjfeely@opb.org –lgregory@calacademy.org

50. On-line resources http://majorgiving.cpb.org http://www.pg-now.org