Five Steps To Planned Giving Success

2013 United Way Southern Institute Conference

Today’s Objectives

Participants Will Be Able To Take The Five Steps:

1. Explain the three types of planned gifts

2. Segment their prospects into three pools

3. Rank their prospects to determine those with the highest immediate return

4. Articulate the case for making a planned/endowment gift

5. Engage prospects in the planned giving conversation

3

Definition Of Planned Giving

• Planned Giving Is A Technique For Giving Assets .

• The gift can be made now or later.

• A planned gift requires the services of a financial or estate planning professional.

• A planned gift can be made for any purpose but most often planned gifts are placed in United Way endowment funds.

4

Noncorporate Business

Assets4%

Cash12%

Bonds18%

Mortgages & Notes

3%

Life Insurance 3%

Real Estate19%

Stock31%

Other10%

What’s In Estates?

What is an Endowment?

PrincipalUnited

Way

Income

United Way of America

“A fund where the principal is maintained intact and invested to create a source of income for United Way’s mission.”

6

Three Ways To Hold Endowment Funds

WithinUnitedWay

UnitedWay

FoundationCreated byUnited Way

UnitedWay

CommunityFoundation

1 2

3

United Way of America

UW_Template_022704 7

Three Types Of Planned Gifts:

–GIFTS THAT HELP TODAY:

Stock, Real Estate

–GIFTS THAT HELP TOMORROW:

Bequests (Wills, Retirement Plans, Life Insurance)

–GIFTS THAT RETURN AN INCOME:

Split Interest (Charitable Gift Annuity, Charitable Remainder Trusts)

Gifts That Help Today(Two Benefits For Giving Appreciated Assets)

1. Income tax deduction on market value

2. Avoid capital gains

Stock Calculator: http://apps.unitedway.org/stock

Gifts That Help Tomorrow

Donor

Family

Will, Life Insurance,

Retirement Plan

United Way

Gifts That Return An Income

Donor

GiftRemainder

Value

Inco

me

Present Interest

Future Interest

Three Planned Giving Prospect Pools

Loyal

•Long-Term

•Loyal Contributors

•Direct Mail

•Bequests and Gift Annuities

Leaders

•Board and Volunteer leaders

•Leadership /Tocqueville

•One-on-one contact

•“Endow or Perpetuate” Their Annual Gift

Transformational

•High Wealth Individuals

•Corporations

•Foundations

•Outright Gift

•Endowment Campaign

Rank Your Prospects3=High; 2=Medium; 3=Low

Prospect Capacity Access Interest Total

Mary Smith 3 1 1 5

Bob Green2 3 2 7

Jane Doe 2 2 2 6

Case For Planned Gift

1. Provides Growth Not Possible Through Annual Campaign

2. High Return On Investment (ROI)

3. Enhances Annual Campaign

4. Donors Like Choices

http://bcove.me/uvfxjezv

http://bcove.me/fs474ww2

http://bcove.me/ahlft4yp

VOLUNTEER INTERVIEWS:

Engaging Prospects In The Planned Giving Conversation

1. How Did You Get Involved With United Way?

2. Why Have You Continued To Invest In United Way Over The Years?

3. Where Does United Way Rank In Your Giving Priorities?

4. Have You Ever Considered Making A Planned Gift To United Way?

Questions