Transcript Positioning Planned Giving From The Beginning

Positioning Planned Giving From
The Beginning
Gary W Dodge, CSPG
Director Planned Giving & Trust Services
General Conference of Seventh-day Adventist
World Church Headquarters
12501 Old Columbia Pike
Silver Spring, Maryland, USA, 20904
Lake Near Mount Adams
June 27 Cold Lake Kayaking
June 30 Climbing Mount Saint Helens
Developing A Planned Giving Program
What Do Donors Want To Know
11% of Donors Learn From Associations with a Charity
or a Charity Representative
Newsletters and Journals
Testimonial Articles – Success Stories – How To
How Gifting Works
What Historically Happens to Bequest
Donor Recognition
34% of Donors Heard About Planned Giving from
Direct Mail:
Audience Saturation
 General or Target Audience
Arrange to meet with Giving Groups
Promoting Gift Stories
Offer Complementary Brochures
Ascertaining Group Needs
Greatest Generation
(Ages 85 plus; WWII, Depression Ages 85-95)
 Boomers: turn 66 this year!
 Gen X-ers: Why Estate Plan is Important
 Auxiliary Support Groups
 Current and Former Conference & Union Leaders
 Promote Selected Topics
 Estate Planning
Bequest Boom Coming 2011-2020
38 Million boomers turn age 66
7,000 Per day turn 66
Where are the Boomers?
How are they Communicating?
Bequest Opportunity
Average age of first will:
44
Average age of first bequest
49
Average age Bequest Donor:
58
79% Bequest donors have Relationships with the
Charity
Foundation of Fundraising
Prescription
• Get People Interested
– In The Charity’s Cause
• Seek Out Their Ideas
– Seek Suggestions for the Charity’s Cause
• Demonstrate Results
– Purpose is to Demonstrate how a Charity is
putting Donor’s Contributions to Good Use.
Personal Calls
What do Donors like to talk about
 What do you think is the most significant
invention during your lifetime?
 What do you think is your greatest success?
 What do you hope is your legacy?
 Have you ever thought about making a
bequest to a charity?
 Would you consider making a bequest?
 Interested in information about making a gift that
helps grandchildren and charity?
Tips to Remember
80%-85% of planned gifts are bequests
Average bequest equals $45,000
Four out of five bequests are previously unknown
Use Electronic Approaches
Cost effective strategies
ROI - Return On Investment – NAD & Institutions 2011
Conferences
Institutions
$315,000,000 per FTE
$714,000,000 per FTE
Web Based Opportunities
Meet the People at a Common location
Oregon Magnate Leaves Bequests
 How Much?
$175 – Million
 Coe Manufacturing
Company
 Fred W. Fields
 President and Owner
 Sold the Company 2000
 Died December 2011
 Age 88
• Oregon Community
Foundation Bequest
Recipient
• Conditions – “wanted his
bequest to create an arts
& education fund to
benefit organizations in
Oregon”
What The Gift Signals:
The power of maintaining a good reputation and nurturing
relationships with potential donors even if it does not
immediately result in big gifts.
Mr. Williams says “As we’ve gone back and talked to
people who knew Fred well, what we found is that he was
having contact with people who trusted us and he
obviously valued their opinions. He knew what we were
doing”.
It’s a great reminder that you’re always planting seeds –
sometimes you don’t always know when or where the
harvest is going to come from.”
Capitalize on National/Regional Publications
 Crescendo International
 Chronicle of Philanthropy
 Partnership for Philanthropy Planning
 Add your www.willplan.org to your Websites
 Reference your www.willplan.org in Conference/Union
Publications
 Include Reference Topics for Donor – www.urweb.org
 Add, “visit your www.willplan.org” to signature line of
Email
 Use video/U-tube/Facebook Donor Testimonials
Want to Begin or Expand?
• Your organization has limited resources.
• You are responsibility for more than one
department.
• You agree the members should be aware of
Planned Giving & Trust Services.
• You are already stretched and starting or
expanding this program appears to be too much.
• Create a realistic plan that you can implement!
Age Demographics for Those With Bequest in
Place
Age
Bequest Study
HNW Philanthropy
Study
30-40
8.9%
1.4%
40-50
28.1%
9.4%
50-60
21.9%
19.3%
60-70
20.6%
27.5%
70-80
11.0%
25.1%
80+
8.9%
17.3%
Age Demographics for Those Willing to
Consider a Bequest
Age
Bequest Study
% of Sample
30-40
18%
18.2%
40-50
28%
28.8%
50-60
24%
18.3%
60-70
5%
10.9%
70-80
3%
7.8%
80+
1%
3.7%
Bequest Intention Potential
>$25,000
$25,000 to
$49,999
$50,000
to
$74,999
$75,000 to
$99,999
$100,000+
Bequest
currently in
place
6.6%
7%
7.6%
6.5%
10%
Would
consider
putting a
bequest in
place
28.4%
34.6%
28.8%
25.99%
35.63%
5 Reasons Planned Gifts Create a Positive
Giving Impact
1.
2.
3.
4.
Gift planning focuses you on donor relationships
Gift planning allows you to engage with donors
Gift planning increases donor gift capacity
Making a planned gift commitment increases
annual giving
5. Knowing about the planned gift (and stewarding)
should increase the estate commitment
Everyone Leaves a Legacy……
For Some it is Intentional