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Developing an Integrated Planned Giving Program

Developing an Integrated Planned Giving Program. Timothy D. Logan, ACFRE APRA International Conference. Planned Giving Marketing. Planned Giving in the Development Process. The Planned Giving Market. $40 Trillion in wealth transfer Revalidated 2 times Birth rates

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Developing an Integrated Planned Giving Program

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  1. Developing an Integrated Planned Giving Program Timothy D. Logan, ACFRE APRA International Conference

  2. Planned Giving Marketing Planned Giving in the Development Process

  3. The Planned Giving Market • $40 Trillion in wealth transfer • Revalidated 2 times • Birth rates • New NonProfit Times Study • 2.4 million Americans die each year

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

  5. The Pyramid of Giving Planned Giving 60% 20% Major Giving Percentage of Dollars Annual Giving 20%

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

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

  8. Integrated Annual Fund Program

  9. Planned Giving Essentials What you need to know to talk with donors

  10. Planned GiftsBenefits to Your Institution • Established long-term relationship with the donor • Provides future funds • Encouraged donors to think about assets as potential gifts

  11. Planned GiftsBenefits to the Donor • Opportunity to give • Income tax deductions • Income—fixed or variable • Retirement income • Reduction of capital gains tax • Potential for increased income • Asset management • Pass an asset to an heir

  12. Planned Giving Alphabet Soup Bequest Property Gifts that generate income for the donor Simple Charitable Gift Annuity (CGA) Charitable Remainder Trust (CRUT,CRAT) Charitable Lead Trust (CLUT, CLAT)

  13. Planned Gifts • Bequest • Charitable Gift Annuity • Charitable Remainder Trust • Life Estate Contract • Charitable Lead Trust • Life Insurance Policy • Pooled Income Funds

  14. Life Income Gifts • Gift provides payment to donor during life • Charitable Gift Annuity • Charitable Remainder Trust • Pooled Income Fund

  15. Trusts • Remainder Trusts • Charity keeps the remainder • Annuity trust (CRAT) vs Unitrust (CRUT) • Lead Trusts • Charity receives interest for a period of years • Annuity trust (CLAT) vs Unitrust (CLUT)

  16. Three stages of Planned Giving • Marketing • Gift Planning • Stewardship

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

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

  19. 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

  20. 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.)

  21. Ladder of Effectiveness • Person to Person • Personal letter with phone follow-up • Personal phone call with follow-up letter • Personal letter • Personal phone call • Fund raising benefit • Telemarketing • Impersonal letter/direct mail • Door-to-door • Product sales • Media Advertising

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

  23. Donor Pyramid with Direct Response Continuum Face to Face Telephone Call VideoTape Direct Mail Mass Ads Timothy D. Logan, ACFRE

  24. The Development Gap

  25. Integrated Planned Giving • Apply direct response techniques to fill the gap • Two way communication • More personal • Measurable and repeatable • Direct Response Moves Management • Every contact with the donor affects affinity • Every contact should move the donor toward making a (Planned) gift

  26. Gift Planning • Will commitment by mail or phone • Collecting information for a CGA illustration

  27. Stewardship • Thank you calls • Birthday cards/holiday cards • Caller training • Legacy Society • Events on campus

  28. Identifying New Prospects

  29. File Segmentation For Planned Giving

  30. Self-selected or Proactive?

  31. The Later Years

  32. Finding leads is the easy part • Annual Giving is the single largest predicator of future large gifts • Total donor relationship • High Affinity non-donors • Age based/wealth based gifts • Enhanced data selects

  33. 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

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

  35. Enhanced/Other Selects • Internal • Multi-Newsletter responders • Upgrade/Downgrade • Age, # gifts, LOTOF • Title/Gender--Miss • Specific school/college, specific program • Donor loyalty scores

  36. 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 (**)

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

  38. Planned Giving Prospect Matrix

  39. 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.

  40. 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

  41. Continuous Lifetime GivingThe Giving Lifecycle

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

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

  44. Using the Phone to Qualify Donors Finding the Needle in the Haystack

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

  46. RuffaloCODY Planned Giving Services • Building the relationship • Identify Planned Giving donor prospects • Annual Giving is the single largest predicator of future large gifts • Use direct response file analysis • Pre-call notification

  47. RuffaloCODY Planned Giving Services • Qualify prospects interest • Based on admissions recruitment • Meaningful call by specially trained, interested callers • Leading the Waltz—easing in and out of conversations • Gather important and useful information • Gift discovery—Named, Planned to Name • Knowledge of Planned Giving • Appropriate follow-up • Passion for (making gift) to client

  48. RuffaloCODY Planned Giving Services • Cultivate donor interest • RuffaloCODY DRPG Donor Matrix • Combines • Data analysis • Call results • Provides accurate assessment of annual fund donors value as a Planned Giving prospect

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