Transcript Building Block 6 Presentation

Building Block 6
Major Gift Planning
Planned Giving
Strategic Plan Integration
What You Will Learn in This Unit
• What “major gift planning” includes and entails
• How to set up and implement a more successful
major/planned giving program
• Why marketing your planned giving program is
the most critical aspect of your plans
• A look back at the entire curriculum – Alpha to
Omega with some final reflections
• A look forward to planning and implementation,
working with your consultant
Guest Faculty
• We welcome OPB’s Major Gift Planning
Team:
• Maynard Orme - President and CEO
• Jeff Wright - Director of Capital Campaigns
and the Program Development
Fund
• Cheryl Ikemiya - Director of Leadership Giving
• Mel Waggoner - Director of Planned Giving
Review of Implementation Assignment
for BB6
• You were to meet with your development
and/or management team and review the
Integrated Development Plan template,
focusing on the planning implications for
your major and planned giving programs,
and how they relate to the following:
Implementation Assignment for BB6
• Identification of giving opportunities for major gifts
• Communication with Membership and other
departments about prospect identification, information
and “moves management”
• Staffing and budget needs
• Case development (including MVV)
• Board and non-board volunteer involvement
We did not ask that this assignment be turned in,
but we hope the results will be something you can
share with the consultant assigned to starting in
June
Check In
• Comments or feedback from the
implementation assignment?
• Use the * key on your phone pad – we will
take 3 comments or questions
Major Gift Planning
•
•
Why we have shifted to this description for
major and planned giving
What it entails relative to
1.
2.
3.
4.
5.
Prospect review
Volunteer involvement and training
Development staff communication
Donor-centered approach
Marketing and messages
1. Prospect Review
• Provides a much broader spectrum for
considering potential larger donors
• By looking at both major and planned
giving potential, the asset/income balance
revealed by research can be taken fully
into consideration
• Much more strategic
2. Volunteer Involvement and Training
• Volunteers, with few exceptions, are not
planned giving specialists, but there are
“cues” they should be alerted to when
making a major giving call that could lead
to a planned gift (instead or both)
• Volunteers may be more uncomfortable
about planned giving discussions than
they are about major gift asks – you will
need to address that
3. Development Staff Communication
• Ever on the alert for an emerging major/planned
giving profile
• Membership staff is crucial – most planned gifts
come from regular members whose gifts may
not be large
• Long-time auction and pledge volunteers are
likely candidates
• Both kinds of giving require much more attentive
analysis of data base
• Stewardship of current donors aids the eventual
success
4. Donor-Centered Approach
• Their needs, not ours
• A gift that is good for them, and good for
the station
• Two ears/one mouth ratio is critical
• Finding the appropriate “investment
vehicle” for the donor is a win/win
• Gifts beget gifts: protecting the long term
investment
5. Marketing and Messages
• All the message lessons come into play when
you are talking about a major immediate
investment or an investment in the future
• The case has to stand strong, as does
confidence that your station will be around when
the donor is not
• On-air marketing of planned giving is increasing;
we need to do the same for outright major giving
OPB’s Approach to Major Gift Planning
• Turning the webcast over for the next 40
minutes to the OPB Team – they will talk
about how they did what they have done
and how they are doing their outreach and
messaging for their Campaign for the
Future
• We will have one “check in” after 15
minutes for questions and comments
OREGON PUBLIC BROADCASTING
Bringing It All Together
Planned Gifts and Major Gifts
DEVELOPMENT
OREGON PUBLIC BROADCASTING
Maynard Orme
President and CEO
Jeff Wright
Director of Capital Campaigns &
Program Development Fund
Cheryl Ikemiya
Director of Leadership Giving
Mel Waggoner
Director of Gift Planning
DEVELOPMENT
Planned Giving
From San Jose to Portland
Why bringing it all together
is so important
DEVELOPMENT
MAJOR GIFTS AT OPB
Beginnings
• The Oregon Story
• OPB’s Major Gift Volunteers
• The Major Giving Continuum
DEVELOPMENT
MAJOR GIFTS AT OPB
Beginnings
• The Oregon Story
• OPB’s Major Gift Volunteers
• The Major Giving Continuum
DEVELOPMENT
OPB DEVELOPMENT
Volunteer Organization Chart
DEVELOPMENT COMMITTEE
WILLIAM R. SWINDELLS, Chair
NOVA SOCIETY
Peter & Cinda Hoffman
CAMPAIGN FOR THE FUTURE
Chair to be announced
Co-chairs
CORNERSTONE COUNCIL
Dick Kohnstamm/Mary Meikle
Co-Chairs
Development/Marketing Team
OPB AMBASSADORS
BUSINESS PARTNERS
Regional Representation
Jon Denney, Chair
Development/Membership Focus
Goal: $18 million
Willamette Valley Team
Program Development Fund
Chair to Be Announced
Future Fund Team
Tony Van Vliet, Doug Tunnell, Geoff Guilfoy
Larry Ruben, Chair
Eugene/Springfield Team
Mary Ann Moore
Central Oregon Team
Peter Schenck, Mary Bryant, Jodie Hueske
Eastern Oregon Team
Henry Lorenzen
Oregon Coast Team
DEVELOPMENT
MAJOR GIFTS AT OPB
Beginnings
• The Oregon Story
• OPB’s Major Gift Volunteers
• The Major Giving Continuum
DEVELOPMENT
MAJOR GIFTS AT OPB
The Nova Society
• The Birth of a Society
• Moves Management
• Campaigning & Annual Major Gifts
DEVELOPMENT
MAJOR GIFTS AT OPB
Scenes from annual
Nova Society Celebration
DEVELOPMENT
MAJOR GIFTS AT OPB
Nova Society & Major Gift Planning
Working together to grow
the long term impact of investment and
the long term engagement of donors
DEVELOPMENT
PLANNED GIVING AT OPB
Beginnings
•
•
•
•
That lucky envelope
Good old Maynard
Coming from nowhere
What to say – and to
whom
• Testing the waters
DEVELOPMENT
OPB Cash Endowment
1992-2004
$9,000,000
$8,000,000
$7,000,000
$6,000,000
$5,000,000
$4,000,000
$3,000,000
$2,000,000
$1,000,000
$0
1992
1994
DEVELOPMENT
1996
1998 2000
2002
2004
PLANNED GIVING AT OPB
Lessons Learned
• Don’t be intimidated
• Our most efficient fundraising tool
• Marketing, marketing and more marketing
• Not just a lick and a promise
• The most important lesson of all
DEVELOPMENT
PLANNED GIVING AT OPB
Don’t Despair!
PG-NOW to the rescue!
DEVELOPMENT
OREGON PUBLIC BROADCASTING
Questions
(Use the * key on your phone pad)
DEVELOPMENT
DEVELOPMENT
OPB CAMPAIGN FOR THE FUTURE
Goal
Strategy
Execution
DEVELOPMENT
Using the OPB Experience At Your Station
• A story of steady progress, bold innovation and
persistent engagement of donors in a dream
• Marketing for the future – “Who will answer our great
grandchildren’s questions” can be adapted in most
stations
• PG-NOW website is yet another tool we have for building
MGI and planned giving
• Coordination of several types of campaigns need not be
daunting: it takes communication, determination,
patience, team work, a shared vision and great
leadership. Thanks, OPB!
Putting It All Together:
Where We Have Been, Where We Are Going
Where We Have Been….
• We began with case development (mission,
vision and values) because it is the bedrock of
all that we do
• Looking at board leadership led many of you into
new considerations of volunteer involvement
• Understanding the important role of staff
leadership in this program placed new levels of
concern on you and the anticipation of change
Putting It All Together:
Where We Have Been, Where We Are Going
• Prospect research and systems analysis raised more
resource questions than anticipated, pointing out some
glaring inadequacies for many in your support systems
• Drilling down on the elements of cultivation, solicitation
and stewardship gave you quick tools for addressing
some immediate needs while continuing your longerterm strategies
• Finally, putting it all together in an Integrated
Development Plan has begun for many stations or will
begin with the assignment of your consultant
Lessons Learned from This Side of the
Webcast and While on the Road
• There is enormous need in our communities for what we
are doing: in spite of resource scarcity in many stations,
the will is there to meet those needs by increasing
resources
• We can achieve the potential impact of the MGI, but it
will depend on these things:
• An integrated approach to development (no “silos”)
• Internal marketing of the development process to develop that
“full development team” and create the culture of philanthropy
• Leadership that begins at the top
• Greater attention to consistency in messages – using new and
innovative approaches to content and delivery
Putting It All Together:
Where We Have Been, Where We Are Going
Where We Are Going….What’s next for the MGI
• Implementation consultants start in June. Prior to
that:
• Continue work on the Integrated Development
plan
• Complete:
• Curriculum Evaluation
• Self-Assessment
• Goals
Comments Invited Now
• In addition to your written evaluation, we
would like to hear from you now with your
comments and your questions on anything
from mission, vision and values to the
Integrated Development Plan
• Use the * key on your telephone key pad
to participate
A Thank You from Kay
• For sustaining participation through a time
of great challenge and change
• For your “between webcast” emails
(particularly those mission statements)
• For accelerating my learning curve!
• For taking this seriously, yet having fun
• Thank you!
… and A Thank You from Robert
• For your willingness to embrace change
• For your support of your colleagues
• For your engagement (and that of so many
among your staff and volunteers)
• For your commitment to a new relationship
with your communities
Building Block 6
Major Gift Planning
Planned Giving
The Integrated Development Plan