Keys to Success
Presented By:
Jim Gumpert, Sr. Director,
Planned Giving Club
Services
Boys & Girls Clubs of
America
Teachable Point of View
“Any Charity regardless of size
or location can and should have
a planned giving component as
part of their overall
resource development program.”
Why is Planned Giving important?
• Individual Giving
• Financial Stability
• Donors like making them!
Getting Started
 Build a Coalition – CEO and
key board member
 A Selling Proposition – what
is the case
 Prepare the Strategy –
start with the Board
Getting the Board on board
• Start with a Board resolution
• Create a Planned Giving
Program
• Establish a Legacy Society
• Added benefit – permission to
ask
Find a Champion
Recruit a Champion from your Board
• Is seen as a leader by others
•
Has a passion for this work
•
Has or will make a planned gift
•
Leads the Heritage Club
membership drive
Board Presentation
•
Ways to make a Planned Gift
•
What is the Legacy Society
•
Invite to become a member
•
Importance of Board leadership
What is a Planned Gift?
 Any gift greater than writing a
check.
 Any gift that requires some
planning and the assistance of a
qualified individual in order to
make the gift.
 For our purposes, a deferred
gift – one that is received in the
future as the result of some
future event.
Ways to make a Planned Gift
 Bequests
 Beneficiary Designations
• Life Insurance
• Retirement Accounts (IRAs)
• “Will substitutes”
 Charitable Gift Annuities
 Charitable Trusts
What is the Legacy Society
 A Recognition Society for
individuals who include your
organization in their will or
estate plans
 A stewardship tool that can
help secure the gift
Use a Founding Members
strategy
 Set a campaign time
frame
 Start with your leadership
 Adds urgency and creates
early success
Follow Up is Crucial
•
All Board meetings
•
Club website or newsletter
•
Donor wall
•
Kick-off Event
Take it beyond the Board
• Former Board members
• Longtime donors and
volunteers
• Club website and newsletter
• Local estate planning pros
Marketing
Estate gifts are easy to do
but difficult to talk about.
•
“Whatcha gonna leave us when
you’re dead?”
• How can we better approach
our best donors about this
very delicate subject?
Marketing
Membership Drive
• “Would you consider
becoming a member of
the Legacy Society?”
• Provide the Legacy
Society Enrollment Form
• Allow donor to choose
from a “menu of gifts”
(Ways to Give)
Marketing
•
Acquisition of new members
•
“Never Sleep” marketing
•
Board members as ambassadors
•
Recognition and cultivation events
•
Constant, consistent, systemic
Importance of Stewardship
Include PG in your Stewardship Plan
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Plan every contact for the year
Assign contacts
Include personal visits and
telephone calls
Hand deliver what you usually
mail
4 Touches
Stewardship
1. Most important function of
the Recognition Society
2. Multiple contacts per year
3. Localized and personalized
4. Make them feel SPECIAL!
Stewardship
Some examples:
• Charity newsletter (3-4x/yr)
• Birthday, Anniversary or
Holiday cards
• Personal notes (CEO, Board)
• Annual and special reports
• Receptions
• Visits, visit, visit
• Solicit their opinions
Add Advanced Gifts
Some examples:
• Charitable Gift Annuities
• CRTs
• CLTs
• Real Estate
• Life Estate
Sustaining the Effort
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Biggest Challenge
On-going Marketing
Proactively identify prospects
Cultivate annual donors, closer
relationships
Solicit membership
Focus on simple gifts to start
Add advance gifts
Importance of Stewardship
Questions??