the creation and implementation of a gift policy & marketing planned giving

The Creation and Implementation of a Gift Policy

& Marketing Planned GivingSetting up and marketing a basic planned giving

program

Marc A. Pitman, The Fundraising Coach, www.fundraisingcoach.com

TWITTER @marcapitman

Billions of dollars given

You’re not asking for something that others are opposed to doing

What would it cost to rename?

Seriously. How much would someone have to give to rename the organization?

Naming opportunities

Baby step #5: More complex?

WENHAM, MA-Today Gordon College officially announces the largest gift in its history--Dale E. and Sarah Ann Fowler have committed $60 million from their estate to the College as unrestricted endowment. In response to this significant gift, Gordon will officially name its Wenham campus the Dale E. and Sarah Ann Fowler Campus.

You need a plan

You can’t make these decisions up on the fly. You need a plan and policy.

You need a plan

You can’t make these decisions up on the fly. You need a plan and policy.

Having one makes is MUCH easier to talk to donors.

You need a plan

You can’t make these decisions up on the fly. You need a plan and policy.

Having one makes is MUCH easier to talk to donors.

Plus, it’s required (in certain cases) by the IRS in Section M

Baby steps to a gift policy

1. What do you value? What do you want to accomplish?

Baby steps to a gift policy

1. What do you value? What do you want to accomplish?

2. What will help you get there?

Baby steps to a gift policy

1. What do you value? What do you want to accomplish?

2. What will help you get there?3. How will you acknowledge gifts?

Baby steps to a gift policy

1. What do you value? What do you want to accomplish?

2. What will help you get there?3. How will you acknowledge gifts?4. What forms of payment are you

easily able to process?

Baby steps to a gift policy

1. What do you value? What do you want to accomplish?

2. What will help you get there?3. How will you acknowledge gifts?4. What forms of payment are you

easily able to process?5. What forms are you willing to

process?

Baby step #1: Core Values

Baby step #1: Core Values

This work has probably already been done.– Review mission and vision– Review history of organization– Revisit foundation and overcoming

stories What is the vision you’re trying to

accomplish?

Baby step #1: Core Values

Core values matter– If we don’t stand for something, we’ll fall

for _______.

One Catholic group took this so seriously, they wouldn’t allow terms like “deadlines” and “bullet points”

Baby step #2: What will it cost?

Case statementGiftRangeCalculator.com

Baby step #2: What will it cost?

Case statementGiftRangeCalculator.com

These are outlined in Ask Without Fear!

Baby step #3: Acknowledgement

Stewardship policy–Thank you in 24-48 hours–Certain gift levels get note; others call

Baby step #3: Acknowledgement

Stewardship policy–Thank you in 24-48 hours–Certain gift levels get note; others call

Naming opportunities

Baby step #3: Acknowledgement

Stewardship policy–Thank you in 24-48 hours–Certain gift levels get note; others call

Naming opportunitiesGiving clubs/levelsVisionaries - ($10,000+)Founders -

($5,000+)New Millenium - ($2,000+)Heritage - ($1,000+) Pacesetters -

($500+)Benefactors - ($250+)Patrons - ($100+)Friends - (up to

$100

Baby step #3: Acknowledgement

Stewardship policy–Thank you in 24-48 hours–Certain gift levels get note; others call

Naming opportunitiesGiving clubs/levelsVisionaries - ($10,000+)Founders -

($5,000+)New Millenium - ($2,000+)Heritage - ($1,000+) Pacesetters -

($500+)Benefactors - ($250+)Patrons - ($100+)Friends - (up to

$100

Name them based on your core values!

Baby step #4: Easy to process?

What forms of payment are you easily able to process?–Cash

Baby step #4: Easy to process?

What forms of payment are you easily able to process?–Cash–Credit Cards

Baby step #4: Easy to process?

What forms of payment are you easily able to process?–Cash–Credit Cards–EFT

Baby step #4: Easy to process?

Sample cash, credit card & EFT wording–Cash–Credit Cards–EFT

Baby step #4: Easy to process?

What forms of payment are you easily able to process?–Cash–Credit Cards–EFT–Stock

Baby step #4: Easy to process?

Sample stock wording

Baby step #4: Easy to process?

What forms of payment are you easily able to process?–Cash–Credit Cards–EFT–Stock–Corporate Matching Gifts

Baby step #4: Easy to process?

Sample Corporate Match wording

Baby step #5: More complex?

What other forms of gifts will be worth the effort–Wills/Bequests

Baby step #5: More complex?

Sample bequest wording–Wills/Bequests

Baby step #5: More complex?

What other forms of gifts will be worth the effort–Wills/Bequests–Life insurance

Baby step #5: More complex?

Sample life insurance wording

Baby step #5: More complex?

Sample life insurance wording

Remember the right to refuse

An important part of a gift acceptance policy is stating the board has the right to refuse.

I had to do that with a gift of land

Remember the right to refuse

An important part of a gift acceptance policy is stating the board has the right to refuse.

I had to do that with a gift of landBoardSource:

– “The board shall have the right to refuse contributions that do not enhance, promote, and ensure further the purpose of XYZ and the long-range financial viability of the organization”

Baby step #5: More complex?

What other forms of gifts will be worth the effort–Wills/Bequests–Life insurance–Land

Baby step #5: More complex?

Sample land/real estate listing

Baby step #5: More complex?

Sample land/real estate listing

Baby step #5: More complex?

What other forms of gifts will be worth the effort–Wills/Bequests–Life insurance–Land–Closely held stock

Baby step #5: More complex?

Sample closely held stock wording

Baby step #5: More complex?

What other forms of gifts will be worth the effort–Wills/Bequests–Life insurance–Land–Closely held stock–Annuities/Trusts

Baby step #5: More complex?

What other forms of gifts will be worth the effort–Wills/Bequests–Life insurance–Land–Closely held stock–Annuities/Trusts

Not as common, but important to have thought them out before you have a donor offering them to you!

Baby step #5: More complex?

Sample annuities/trusts wording

Baby step #5: More complex?

A few others–Gifts-in-Kind–Art

You’ve revisited core valuesYou’re thought about the cost of your

workYou’ve looked at gift vehicles and your

staff’s level of expertise.NOW you can look at templates and

pick and choose!

Now you’re template ready!

We’ve already walked you through a template.

Get a free package of templates atHTTP://FUNDRAISINGCOACH.COM/GIFT-POLICY/

Now you’re template ready!

Inland Foundation

Sample “Ways to Give” Page

Inland Foundation ExamplesOthers

–Standards for Excellencewww.standardsforexcellence.org

–GuideStar–Partnership for Philanthropic Planning–National Leadership Roundtable for

Church Management

Sample “Ways to Give” Page

Marketing Planned Giving

You’re not asking for something that others are opposed to doingMore than

$25 billion!

Generational wealth transfer

John Havens and Paul Schervish of Boston College had estimated trillions of dollars http://www.bc.edu/research/cwp/

Less now because people are giving to charity in life…but still a lot of wealth!

Not for “specialists”

Blackbaud White Paper

Not for “specialists”

“We believe that the issue here is again one of education . In many nonprofits bequests are regarded as a planned gift and therefore solicited and administered by the planned giving department . We argue that the solicitation of bequests should be regarded as matter for everyone and integrated with an organization’s ongoing communications.”—Growing Philanthropy in the United States: A report on the June 2011 Washington D.C. Growing Philanthropy Summit by Adrian Sargeant & Jen Shang White paper at www.Blackbaud.com

Matures still very generous

Blackbaud’s NextGen study shows “Matures” are still very generous

Fixed income isn’t stopping giving

Long-term, not quick fix

Remember those cereal commerials? “Part of a complete breakfast?”

Often the EXPENDABLE part

Long-term, not quick fix

Most orgs need cash NOW–Build on robust annual fund and major

gift program

Many donors “test” nonprofits with current giving before trusting them in their estate

Not who you think

Moreover, according to Robert F. Sharpe, Jr – the best teacher on this – there is no correlation between:–Wealth or– Income–And a donor making a planned gift

Not who you think

Moreover, according to Robert F. Sharpe, Jr – the best teacher on this – there is no correlation between:–Wealth or– Income–And a donor making a planned gift

Simple phrasing to include

After you’ve taken care of your family and loved ones, would you consider leaving us in your will?

We have sample wording on our website. You could discuss that with your attorney or advisory team.

Resource Links

–http://www.boardsource.org/–http://standardsforexcellenceinstitute.org/–http://guidestar.org/–http://www.theleadershiproundtable.org/–http://www.councilofnonprofits.org/

nonprofit-gift-acceptance-policy–http://www.sharpenet.com/

501 Mission Place – Chris Brogan

Tell the story briefly, end 1st paragraph with brief summary of the request

Explain what is getting done

Ask for what needs to be done (with link)

Ask them to pass it on

Weekly emails designed to get you in front of major gift

donors

FundraisingKick.com

MovieMondaysVideos.com

100DonorsProgram.com

DonorRetentionJazz.com

Give me your card for a free copy of these slides & to sign up for my email newsletter

Go to http://fundraisingcoach.com/gift-policy/ to get free templates

marc@fundraisingcoach.com