launching a planned giving program for your small shop

Launching  a  Planned  Giving  Program  For  Your  Small  Shop  

3/31/16  1pm  Eastern  

The  presentation  will  begin  shortly.

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This  presentation  is  being  recorded!  The  recording  and  slides  will  be  emailed  to  you.  

Please  chat  in  any  questions  for  our  guest.    We  will  answer  them  in  the  formal  Q&A  session    

at  the  end  of  the  presentation.  

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Before  we  get  started  »

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https://bloomerang.co/demo/video

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Our  guest  presenter  »Ligia  Peña,  M.Sc.,  CFRE  @ligiafpena  

Global  Legacy  Manager  at  Greenpeace  International  

Author  of  the  ‘Small  Shop  Fundraising’  chapter  in  the  2nd  volume  of  “Excellence  in  Fundraising”  

Co-­‐chair  of  the  Board  of  Directors  of  Girls  Action  Foundation

Launching a Planned Giving Program For Your Small Shop

Ligia Peña, M.Sc., CFRE Global Legacy Manager

Greenpeace International

ligiafpena@gmail.com @ligiafpena

https://ca.linkedin.com/in/ligiapena

A systematic effort to identify and cultivate a person for the purpose of generating a major gift that is structured and that integrates sound personal, financial, and estate-planning concepts with the prospect’s plans for lifetime or testamentary giving. A planned gift has tax implications and is often transmitted through a legal instrument, such as a will or a trust.

The Canadian Association of Gift Planners defines it as such ….

Gift planning is the donor-centered process of planning charitable gifts, whether current or future gifts, that meets philanthropic goals and balances personal, family, and tax considerations.

The AFP defines Planned Giving as ....

Planned giving vehicles

Bequests:

✓ Specific

✓ Residual

✓ Contingent

Life insurance:

✓ Transfer of ownership

✓ Existing policy - premiums owing

✓ Donation of a new policy

✓ Charitable gift annuities

✓ Charitable remainder trusts

✓ Ecological gifts

✓ Strip bonds

✓ Residual Interest

✓ RRSP & RRIF (Canada)

Getting started ...

Should every organization set up a planned giving program?

When’s it time to start?

Planned giving vs Endowment program?

I’ve been green-lighted, what now?

We don’t meet the criteria, what can we do?

How will it be funded?

How do we count & recognize the gifts?

How a consultant can help?

Who are the prospects?

Marketing is key

✓ Continuity

✓ Consistency

✓ Repetition

✓ Cumulative effect

10 Commandments of PG marketing

By Phyllis Freedman : http://www.smart-giving.com/

I. Thou shall rethink what 60, 70, 80 even 90 look like. II. Thou shall use a serif font and large point size font. III. Thou shall not reverse white type out of colour. IV. Thou shall speak plain English, omit the technical. V. Thou shall design for “skimmers”. VI. Thou shall address unspoken donor objection. VII. Thou shall always include suggested language. VIII. Thou shall make the materials your own. IX. Thou shall use testimonials. X. Thou shall always incorporate a call to action.

Plus 3 extras ... XI. You shall always be real in communications with donors. XII. “Remember XYZ in your will” on all XYZ newsletter mailings. XIII. Thou shall show the face of your work.

Let’s land this plane!

1. Develop simple but impactful marketing materials 2. Add an option to online and offline donation forms for donors to request

planned giving information 3. Establish an efficient process for tracking, actions and reporting planned

giving inquiries & pledges 4. Make time to promptly respond to inquiries 5. Steward donors and integrate a specific recognition plan for planned giving

donors 6. Surround yourself with knowledgeable people (get a mentor!) 7. Take it one step at a time (policies, etc.) 8. Find 1 “champion” on your board

Thank you and good luck!

Ligia Peña, M.Sc., CFRE Global Legacy Manager

Greenpeace International

ligiafpena@gmail.com @ligiafpena

https://ca.linkedin.com/in/ligiapena

Questions?

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