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Building Block 6

Building Block 6. Major Gift Planning Planned Giving Strategic Plan Integration. What You Will Learn in This Unit. What “major gift planning” includes and entails How to set up and implement a more successful major/planned giving program

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Building Block 6

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  1. Building Block 6 Major Gift Planning Planned Giving Strategic Plan Integration

  2. What You Will Learn in This Unit • What “major gift planning” includes and entails • How to set up and implement a more successful major/planned giving program • Why marketing your planned giving program is the most critical aspect of your plans • A look back at the entire curriculum – Alpha to Omega with some final reflections • A look forward to planning and implementation, working with your consultant

  3. Guest Faculty • We welcome OPB’s Major Gift Planning Team: • Maynard Orme - President and CEO • Jeff Wright - Director of Capital Campaigns and the Program Development Fund • Cheryl Ikemiya - Director of Leadership Giving • Mel Waggoner - Director of Planned Giving

  4. Review of Implementation Assignment for BB6 • You were to meet with your development and/or management team and review the Integrated Development Plan template, focusing on the planning implications for your major and planned giving programs, and how they relate to the following:

  5. Implementation Assignment for BB6 • Identification of giving opportunities for major gifts • Communication with Membership and other departments about prospect identification, information and “moves management” • Staffing and budget needs • Case development (including MVV) • Board and non-board volunteer involvement We did not ask that this assignment be turned in, but we hope the results will be something you can share with the consultant assigned to starting in June

  6. Check In • Comments or feedback from the implementation assignment? • Use the * key on your phone pad – we will take 3 comments or questions

  7. Major Gift Planning • Why we have shifted to this description for major and planned giving • What it entails relative to • Prospect review • Volunteer involvement and training • Development staff communication • Donor-centered approach • Marketing and messages

  8. 1. Prospect Review • Provides a much broader spectrum for considering potential larger donors • By looking at both major and planned giving potential, the asset/income balance revealed by research can be taken fully into consideration • Much more strategic

  9. 2. Volunteer Involvement and Training • Volunteers, with few exceptions, are not planned giving specialists, but there are “cues” they should be alerted to when making a major giving call that could lead to a planned gift (instead or both) • Volunteers may be more uncomfortable about planned giving discussions than they are about major gift asks – you will need to address that

  10. 3. Development Staff Communication • Ever on the alert for an emerging major/planned giving profile • Membership staff is crucial – most planned gifts come from regular members whose gifts may not be large • Long-time auction and pledge volunteers are likely candidates • Both kinds of giving require much more attentive analysis of data base • Stewardship of current donors aids the eventual success

  11. 4. Donor-Centered Approach • Their needs, not ours • A gift that is good for them, and good for the station • Two ears/one mouth ratio is critical • Finding the appropriate “investment vehicle” for the donor is a win/win • Gifts beget gifts: protecting the long term investment

  12. 5. Marketing and Messages • All the message lessons come into play when you are talking about a major immediate investment or an investment in the future • The case has to stand strong, as does confidence that your station will be around when the donor is not • On-air marketing of planned giving is increasing; we need to do the same for outright major giving

  13. OPB’s Approach to Major Gift Planning • Turning the webcast over for the next 40 minutes to the OPB Team – they will talk about how they did what they have done and how they are doing their outreach and messaging for their Campaign for the Future • We will have one “check in” after 15 minutes for questions and comments

  14. OREGON PUBLIC BROADCASTING Bringing It All Together Planned Gifts and Major Gifts DEVELOPMENT

  15. OREGON PUBLIC BROADCASTING Maynard Orme President and CEO Jeff Wright Director of Capital Campaigns & Program Development Fund Cheryl Ikemiya Director of Leadership Giving Mel Waggoner Director of Gift Planning DEVELOPMENT

  16. Planned Giving From San Jose to Portland Why bringing it all together is so important DEVELOPMENT

  17. MAJOR GIFTS AT OPB • Beginnings • The Oregon Story • OPB’s Major Gift Volunteers • The Major Giving Continuum DEVELOPMENT

  18. MAJOR GIFTS AT OPB • Beginnings • The Oregon Story • OPB’s Major Gift Volunteers • The Major Giving Continuum DEVELOPMENT

  19. DEVELOPMENT

  20. MAJOR GIFTS AT OPB • Beginnings • The Oregon Story • OPB’s Major Gift Volunteers • The Major Giving Continuum DEVELOPMENT

  21. MAJOR GIFTS AT OPB The Nova Society • The Birth of a Society • Moves Management • Campaigning & Annual Major Gifts DEVELOPMENT

  22. MAJOR GIFTS AT OPBScenes from annual Nova Society Celebration DEVELOPMENT

  23. MAJOR GIFTS AT OPB Nova Society & Major Gift Planning Working together to grow the long term impact of investment and the long term engagement of donors DEVELOPMENT

  24. PLANNED GIVING AT OPB Beginnings • That lucky envelope • Good old Maynard • Coming from nowhere • What to say – and to whom • Testing the waters DEVELOPMENT

  25. OPB Cash Endowment 1992-2004 DEVELOPMENT

  26. PLANNED GIVING AT OPB Lessons Learned Don’t be intimidated Our most efficient fundraising tool Marketing, marketing and more marketing Not just a lick and a promise The most important lesson of all DEVELOPMENT

  27. PLANNED GIVING AT OPB Don’t Despair! PG-NOW to the rescue! DEVELOPMENT

  28. OREGON PUBLIC BROADCASTING Questions (Use the * key on your phone pad) DEVELOPMENT

  29. DEVELOPMENT

  30. OPB CAMPAIGN FOR THE FUTURE Goal Strategy Execution DEVELOPMENT

  31. Using the OPB Experience At Your Station • A story of steady progress, bold innovation and persistent engagement of donors in a dream • Marketing for the future – “Who will answer our great grandchildren’s questions” can be adapted in most stations • PG-NOW website is yet another tool we have for building MGI and planned giving • Coordination of several types of campaigns need not be daunting: it takes communication, determination, patience, team work, a shared vision and great leadership. Thanks, OPB!

  32. Putting It All Together: Where We Have Been, Where We Are Going Where We Have Been…. • We began with case development (mission, vision and values) because it is the bedrock of all that we do • Looking at board leadership led many of you into new considerations of volunteer involvement • Understanding the important role of staff leadership in this program placed new levels of concern on you and the anticipation of change

  33. Putting It All Together: Where We Have Been, Where We Are Going • Prospect research and systems analysis raised more resource questions than anticipated, pointing out some glaring inadequacies for many in your support systems • Drilling down on the elements of cultivation, solicitation and stewardship gave you quick tools for addressing some immediate needs while continuing your longer-term strategies • Finally, putting it all together in an Integrated Development Plan has begun for many stations or will begin with the assignment of your consultant

  34. Lessons Learned from This Side of the Webcast and While on the Road • There is enormous need in our communities for what we are doing: in spite of resource scarcity in many stations, the will is there to meet those needs by increasing resources • We can achieve the potential impact of the MGI, but it will depend on these things: • An integrated approach to development (no “silos”) • Internal marketing of the development process to develop that “full development team” and create the culture of philanthropy • Leadership that begins at the top • Greater attention to consistency in messages – using new and innovative approaches to content and delivery

  35. Putting It All Together: Where We Have Been, Where We Are Going Where We Are Going….What’s next for the MGI • Implementation consultants start in June. Prior to that: • Continue work on the Integrated Development plan • Complete: • Curriculum Evaluation • Self-Assessment • Goals

  36. Comments Invited Now • In addition to your written evaluation, we would like to hear from you now with your comments and your questions on anything from mission, vision and values to the Integrated Development Plan • Use the * key on your telephone key pad to participate

  37. A Thank You from Kay • For sustaining participation through a time of great challenge and change • For your “between webcast” emails (particularly those mission statements) • For accelerating my learning curve! • For taking this seriously, yet having fun • Thank you!

  38. … and A Thank You from Robert • For your willingness to embrace change • For your support of your colleagues • For your engagement (and that of so many among your staff and volunteers) • For your commitment to a new relationship with your communities

  39. Building Block 6 Major Gift Planning Planned Giving The Integrated Development Plan

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