stacy sulman american committee for the weizmann institute of science davida isaacson isaacson...
TRANSCRIPT
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Stacy SulmanAmerican Committee for the Weizmann Institute
of Science
Davida IsaacsonIsaacson Consulting Inc.
Planned Giving Starts with Direct Response
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What is Planned Giving?DefinitionAssets vs. IncomeOptional and Additional Ways to
Make Gifts
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Some StatisticsIn 2010 Giving by bequest was
$22.83 billion (up 18.8%). (Charity Navigator)
In 2010, more than $3 billion was distributed from charitable remainder trusts for charitable purposes. (IRS)
Nearly 72% of immediate gift annuities are issued to donors 80 or older. (ACGA)
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Who Makes Planned Gifts
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Who Makes Planned GiftsDemographics
◦Age 80+
Long-term givers◦10+ years of giving
Role of ADVISORS
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Motivations for Planned Giving
• Competition is doing it!
• Tax advantages for donors
• Build endowment – perhaps
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More (important?) motivations
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Motivations…Family legacy
Family philanthropy (role modeling)
Helping make the world a better place
Making your mark in the world
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Organizational PerspectiveWhat should your organization
look like?◦Longevity◦File size◦Financial stability◦Future outlook◦Board Buy-in
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Direct Mail and Planned GivingData Mining
◦Identify and set criteria
Age: e.g. Donors age 75 and above Capacity: e.g. $100K+ or sizeable giving
history History of giving: e.g.10 years gift any size Active prospects: e.g. Responded to previous
mailings
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Content
• The soft direct mail look and feel
• Choosing the signer
•Material Education focused Have you updated your will? A way to make a gift and get a payment
for life . . . How to reduce estate taxes and leave a
legacy
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OUTCOMES and Next Steps
Expectations/Results
Evaluation
Follow-up and keeping in touch◦Ongoing stewardship◦Next mailing
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Getting the Word OutExisting direct mail materials
◦Where do the responses go?◦Who looks at them?◦Tracking and responding.
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Discreet Planned Giving Materials
◦Get them to read it! Heavy on visuals
◦Mission, mission, mission◦Legacy◦Recognition Society◦Return postcard/envelopes
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Responses . . . (When they call you back or send
in form)Follow-up packetsFollow-up calls, meetingsMoving donor to next levelDonor’s privacy?
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On-LineUtilizing existing streamsSimilar strategies as snail mailTailoring to the on-line audienceEmail exhaustion a problem?
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Thank you!
Sponsored byThe Greater New York Chapter Association of Fundraising Professionals
Stacy [email protected]
Davida Isaacson