launching a planned giving program for your small shop
TRANSCRIPT
Launching a Planned Giving Program For Your Small Shop
3/31/16 1pm Eastern
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Before we get started »
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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
[email protected] @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
[email protected] @ligiafpena
https://ca.linkedin.com/in/ligiapena
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