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

63
The Creation and Implementation of a Gift Policy & Marketing Planned Giving Setting up and marketing a basic planned giving program Marc A. Pitman, The Fundraising Coach, www.fundraisingcoach.com TWITTER @marcapitman

Upload: darius

Post on 26-Feb-2016

65 views

Category:

Documents


0 download

DESCRIPTION

The Creation and Implementation of a Gift Policy & Marketing Planned Giving. Setting up and marketing a basic planned giving program. Marc A. Pitman, The Fundraising Coach, www. fundraisingcoach.com. TWITTER @ marcapitman. Billions of dollars given . - PowerPoint PPT Presentation

TRANSCRIPT

Page 1: 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

Page 2: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Billions of dollars given

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

Page 3: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

What would it cost to rename?

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

Page 4: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Naming opportunities

Page 5: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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.

Page 6: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

You need a plan

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

Page 7: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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.

Page 8: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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

Page 9: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby steps to a gift policy

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

Page 10: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby steps to a gift policy

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

2. What will help you get there?

Page 11: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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?

Page 12: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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?

Page 13: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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?

Page 14: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #1: Core Values

Page 15: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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?

Page 16: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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”

Page 17: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #2: What will it cost?

Case statementGiftRangeCalculator.com

Page 18: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #2: What will it cost?

Case statementGiftRangeCalculator.com

These are outlined in Ask Without Fear!

Page 19: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #3: Acknowledgement

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

Page 20: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #3: Acknowledgement

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

Naming opportunities

Page 21: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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

Page 22: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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!

Page 23: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #4: Easy to process?

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

Page 24: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #4: Easy to process?

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

Page 25: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #4: Easy to process?

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

Page 26: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #4: Easy to process?

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

Page 27: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #4: Easy to process?

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

Page 28: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #4: Easy to process?

Sample stock wording

Page 29: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #4: Easy to process?

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

Page 30: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #4: Easy to process?

Sample Corporate Match wording

Page 31: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #5: More complex?

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

Page 32: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #5: More complex?

Sample bequest wording–Wills/Bequests

Page 33: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #5: More complex?

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

Page 34: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #5: More complex?

Sample life insurance wording

Page 35: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #5: More complex?

Sample life insurance wording

Page 36: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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

Page 37: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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”

Page 38: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #5: More complex?

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

Page 39: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #5: More complex?

Sample land/real estate listing

Page 40: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #5: More complex?

Sample land/real estate listing

Page 41: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #5: More complex?

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

Page 42: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #5: More complex?

Sample closely held stock wording

Page 43: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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

Page 44: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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!

Page 45: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #5: More complex?

Sample annuities/trusts wording

Page 46: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Baby step #5: More complex?

A few others–Gifts-in-Kind–Art

Page 47: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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!

Page 48: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

We’ve already walked you through a template.

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

Now you’re template ready!

Page 49: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Inland Foundation

Sample “Ways to Give” Page

Page 50: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Inland Foundation ExamplesOthers

–Standards for Excellencewww.standardsforexcellence.org

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

Church Management

Sample “Ways to Give” Page

Page 51: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Marketing Planned Giving

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

$25 billion!

Page 52: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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!

Page 53: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Not for “specialists”

Blackbaud White Paper

Page 54: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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

Page 55: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Matures still very generous

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

Fixed income isn’t stopping giving

Page 56: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

Long-term, not quick fix

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

Often the EXPENDABLE part

Page 57: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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

Page 58: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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

Page 59: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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

Page 60: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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.

Page 61: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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/

Page 62: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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

Page 63: The Creation and Implementation of a Gift Policy & Marketing Planned Giving

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

[email protected]