1 transfer of wealth marketing portfolio training midwest community foundations’ ventures please...

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Transfer of WealthMarketing Portfolio Training

Midwest Community Foundations’ Ventureswww.MidwestCommunityFoundations.org

Please save this presentation to your desktop or print slides.Training call phone 1.888.245.8769 Passcode 514604.

For technical difficulties, contact your regional association or [email protected] 616.222.3600.

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Training agenda

Transfer of Wealth

SET YOUR STRATEGY

CUSTOMIZE MARKETING TOOLS

LAUNCH WITH TARGET AUDIENCES:board, donors, advisors, nonprofits,community leaders, media, public

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State and county research

Transfer of Wealth

COLLECTIVE AND PER HOUSEHOLD

Current net worth

10-year cumulative transfer of wealth

50-year cumulative transfer of wealth PLUS trend graph

If 5% is given to community PLUS possible grants

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Transfer of Wealth Portfolio

www.MidwestCommunityFoundations.org

Presentation & handout

News copyWeb landing pageand resourcesLegacy Society

Development brief Research

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ONE: Support existing goals• Pitch research for media coverage• Recognize current donors through Legacy Society• Gain new commitments for estate gifts• Use to start conversations or in next speech

TWO: Begin new conversations• Expand circle of prospects beyond HNW individuals• Connect with community leaders• Engage professional advisors in giving strategies• Present to community groups and nonprofits

THREE: Create breakthrough opportunities• Launch a new campaign or special fund• Collaborate on community development • Advocate more favorable legislative policy

A continuum to fit your priorities

SET YOUR STRATEGY

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engage professional advisors

Charity in estate plans

Attorneys, CPAs, etc.

Goals: increases in bequests, expectancies, grants

build personal contacts

Legacy Society

Board members, donors, community leaders, and staff

generate public awareness

Community endowment mind-set

Website, news stories, mailings

leverage partnerships

Agency and Designated Funds

Grantees and nonprofit boards

TARGET KEY AUDIENCES

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Build personal contacts

IMPLEMENT

TIPS:

Begin with board leadership: commitment and networks

Recognize today’s planned-gift donors

Use NMAT Tools for Giving Portfolio for additional handouts

See Development brief for Legacy Society strategy

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Engage professional advisors

IMPLEMENT

TIPS:

Target those who care

Encourage them to discuss charity

Help advisors see their role in a brighter future

Be their resource for all charitable solutions (even those not going to the community foundation)

Recognize referrals

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Leverage partnerships

IMPLEMENT

TIPS:

Reach out to community leaders, grantees and agency-fund nonprofits

Present research and opportunity to boards

Promote power of endowment

Offer planned-giving expertise

Encourage more agencyand Designated Funds

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Generate public awareness

IMPLEMENT

TIPS:

Prepare staff and board first

Create web landing page before you contact reporters

Understand research methodology

Offer state and county reports to media and online

See Development Brief for FAQs and guidance

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It’s a long-term opportunity

IMPLEMENT

TIPS:

Integrate into your strategic plan and communications objectives

Continue “drum beat” through all communications: newsletters, annual report, donor events, estate gift recognition, etc.

Demonstrate your community leadership and leverage networks for broad ownership and support

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Local information and brand

Customize marketing tools

ONE: Add name and logo

TWO: Insert county/regional statistics

THREE: Adjust for local characteristics

FOUR: Customize by audience and objective

Research It’s easy!

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Presentation

CUSTOMIZATION

Includes notes pages

• Highlighted areas require customization

• Review slides for your “voice”

• Additional royalty-free photos found at presentation end

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Two-sided handouts

CUSTOMIZATION

Insert logo and contact informationor attach a business card

Add statistics and local examples to presentation handout

Modify name and text to reflect your legacy program

When importing electronic art files into Microsoft Word® documents, usethe .jpg file format foryour logo and photographs(RGB color mode).

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Releases, articles, web landing page

CUSTOMIZATION

Insert local statistics, logo and contact information

For web landing page, see “web resources” for maps, chart and other links

Add local quotes and stories

Ask your web master to add new landing page and link from home page news

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With targeted audiences

Launch in November

ONE: Understand research and methodology

TWO: Prepare staff and board

THREE: Update website

FOUR: Coordinate local and statewide media

FIVE: Integrate with ongoing communications

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Know your editors and reporters

Identify story opportunities: new research, major gift, National Philanthropy Week, year-end giving, current events and legislation, etc.

Explore more than print, radio, TV

Coordinate regionally

Media and public relations

LAUNCH WITH TARGET AUDIENCES

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Community leadership

Philanthropic services: endowment, legacy, planned giving, custom solutions, etc.

Donor development of less-restricted funds

Professional advisor relationships

Ongoing communications

LAUNCH WITH TARGET AUDIENCES

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Use presentation to “talk the talk”

Securing Our Future

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Surprising wealth: Illinois

$23.7 billion county-wide

$248,819 per household

McHenry County, Illinois

Population: 312,373

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Surprising wealth transfer in next 50 years

$53 trillion in United States

$1.35 trillion in Illinois

$28.3 billion in McHenry County

$297,131 per household

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Three beneficiaries

Taxes CommunityHeirs

Invest a small portion of wealth asa legacy for future generations

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McHenry County Community Foundation

$3 billion in 50 years

5% for future generations

$180.5 million in 10 years

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6+ TIMES

One gift, many generations

YEAR 15

$100,000 in cumulative grants and services

$158,000 balance

YEAR 25


$213,000 balance

assumes 5% annual payout and 8.5% rate of return

Initial gift has been invested: 1 TIME 2 TIMES

YEAR 50


$455,000 balance

YEAR 1

Establish your Family Fund

$100,000 gift

LOOKING AHEAD

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Many gifts, many generations

If 5% of estates transfer to our community foundation endowment…

LOOKING AHEAD

YEAR 10

$156 million charitable gifts

$41.6 milliontotal grants

$180.5 million community endowment

YEAR 50

$1.4 billion charitable gifts

$2.8 billiontotal grants

$3.0 billion community endowment

Customization note: use endowment calculator

to find your estimatedgrant and endowment values

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Janis MacLeish

Home $120,000

Retirement assets $150,000

Savings and investments $20,000

Life insurance policies $10,000

Total $300,000

50% planned gift $150,000

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Stronger community

· Enrich education

· Safeguard health

· Improve neighborhoods

· Cultivate arts

· Protect environment

· Strengthen families

Causes that move you

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Charities that touch your life

Option to designate a local nonprofit

· Cary Children’s Center for Autism

· Community Action Agency

· McHenry County Adult Program

· Woodstock Public Library

· Fox River Grove Parks Fund

· Rebekah’s House

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Ever-changing opportunities and needs

Community Fund

Together, we can grow a permanent endowment that is flexible

and relevant through changing times. We can build security and

prosperity for future generations.

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Everyone can be a philanthropist

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Transfer of Wealth Portfolio


Presentation & handout

News copyWeb landing pageand resourcesLegacy Society

Development brief Research

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Your action steps

Transfer of Wealth

Set your strategy

Prepare messengers: board, staff, community partners

Customize marketing tools

Launch with target audiences: media, donors, advisors

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Midwest Community Foundations’ Ventures

Leveraging collective strength to benefitindividual community foundations


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engage professional advisors

Charity in estate plans

Attorneys, CPAs, etc.

Goals: increases in bequests, expectancies, grants

build personal contacts

Legacy society

Board members, donors, community leaders, and staff

generate public awareness

Community endowment mind-set

Website, news stories, mailings

leverage partnerships

Agency and Designated Funds

Grantees and nonprofit boards

SAMPLE MARKETING PLAN

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Sample marketing plan

Objectives• 100% of board and staff join Legacy Society

• 50% of current donors join Legacy Society

• 100% of leaders from key organizations support wealth transfer campaign

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Activities• Gain board understanding and buy-in

• Convene community leaders and discuss research, opportunity and their roles

• Ask all loyal donors if they have/will consider the community foundation in their estate plan

• Ask board and key donors to invite friends to learn more about community foundation opportunity

• Ask board and key donors to invite professional advisors to learn about community foundation and wealth transfer

• Celebrate Legacy Society members

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Objectives• 75% of estate planners ask clients about charity

• 50% of all advisors aware of new research on transfer of wealth

• 10% of all advisors recommend community foundation regularly to clients

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Activities• Visit advisors who’ve referred 3+ clients; discuss wealth

transfer opportunity

• Use advisors council to lead wealth transfer presentation; ask for advice on positioning, engagement process

• Present at local professional association meetings; consider offering professional credit

• Blitz key firms with group presentation about core capabilities, donor/client stories and wealth transfer opportunity

• Leverage NMAT tools to develop relationships with advisors and help them provide custom giving solutions

STRATEGY TWO: BEGIN NEW CONVERSATIONS


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Objectives• 10% increase in agency funds each year

• At least one nonprofit board member remembers the community foundation in Estate Plan

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Activities• Invite nonprofit senior staff to presentation and

roundtable discussions

• Present to key nonprofit boards; discuss community, agency and designated fund

• Provide content for nonprofit communications, including website, newsletters and mailings

• Offer planned giving expertise

• Highlight donor stories

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Objectives• Website hits

• Media placements

• New names

• Follow-up discussions

• Inquiries

• Legacy Society members

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Activities• Website: provide transfer of wealth research and

opportunity in multiple layers

• PR: pitch research and donor stories to media

• Presentations: host meetings and offer to be a guest speaker to groups who are connected to local community (target people over 55)

• Newsletters: place series of articles that feature research, planned giving, Legacy Society, donor stories, unrestricted giving, strategic grantmaking, etc.

• Annual report: integrate transfer of wealth into each issue

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