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Planned Giving Considers
◦ Donor’s personal goals
◦ Donor’s charitable goals
◦ Most effective gifts
Effective planning enhances all gifts
◦ Expands opportunities for large gifts
◦ Not all gifts are deferred
◦ Involves donors, advisor, and charity
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3.
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Planned Giving focuses you on donor
relationships
Planned Giving allows you to engage with
donors
Planned Giving increases donor gift
capacity
Making a planned gift commitment
increases a donor’s support
Knowing about the planned gifting and
stewarding should increase commitment
to estate planning
Financial Metrics
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Growth rate of annual gift donors
Donor ages
Donor retention rate
Number of contacts with donors
 Single?
 Team?
 Volunteers?
Financial Metrics
 Annual receipts
 Types of gifts
 Known/unknown
 Size
 Average gift size
 Compared to years of giving
Financial Metrics
 Annual gift revenue by type
 Year over year analysis of planned gift revenue to
identify trends
 Annual giving rates of increase for donors with
deferred gift commitments
 Consistency in giving rates for donors with deferred
gift commitments
Non-Financial Metrics
 Repeat gifts from members
 Calls made (stewardship, cultivation, solicitation)
 Major gift calls with legacy idea
 Planned giving proposals
 Gift commitments
 Education events for potential donors
 Marketing articles or asks
Age
Goals
25-40
Generate enough income to survive!
40-55
Build assets – gather and invest – longterm investment horizon
Position for retirement – shorter term
investment horizon
Live on income – preserve principal –
short-term, conservative investment
horizon
55-65
65-on
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Intergenerational transfer of wealth from
1998-2052
$41-$136 trillion in total dollars
$6-$25 trillion in gifts to charity
Interesting observations on giving
attitudes and practices of wealthy
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Your role
◦ Engage the donor
◦ Develop a vision for the gift structure and
impact
◦ Provide options to achieving the goal
(optional)
The donor’s role
◦ Brings charitable intent
◦ The Possessions/assets
◦ Determines the gift form
Building on Knowledge
 Use the information you get to develop your
relationship with that donor
 Invite them to events in their area of interest
 Tell them about advances in the field – by letter, email, or phone
 Continue to develop your knowledge
 Share ways to meet their objectives
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A checklist for goal setting
◦ Providing for spouse
◦ Providing for family (children,
grandchildren, extended family)
◦ Addressing special needs – educational,
rehabilitation, medical, remedial
◦ Desire to maintain control
◦ Desire to allow flexibility
◦ Establishing (meeting) family values
◦ Support specific charities
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Benefits to the donor
◦ Allows the donor to
plan the disposition of
estate and to assign
priorities to meet
goals
◦ Allows donor to make
a larger gift than with
an outright gift
◦ Allows the donor to
“invest” in the future
of the nonprofit
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Benefits to the
nonprofit
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Simple
Easy ask
Builds commitment
Builds future
contentment
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Publicly Traded
Securities
Mutual Funds
Privately Traded
Securities
Real Estate Property
Cash
Bonds
Intellectual Property
Tangible Personal
Property
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The donor’s advisors
◦ Attorney
◦ CPA
◦ Insurance professional
◦ Financial planner
◦ Trust officer
◦ Stock broker
◦ Real estate agent/broker
Ten Things
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2.
3.
4.
Understand and embrace the internal case for
planned giving
Use the right metrics to measure opportunity and
success
Use accounting codes that track results
Oversee trust and estate management to maximize
returns to charity
Ten Things
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6.
7.
Ensure the planned gift (endowment) investment
team works with the planned giving team to
appropriately invest deferred gift assets and
communicate results
Make a regular review of policies affecting planned
gifts
Review internal roadblocks to planned giving
success
Ten Things
Ensure regular reporting on planned giving at the
executive committee and staff levels.
9. Allow planned gift individuals access to members.
10. Take part in donor cultivation, stewardship, and
solicitation
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2.
3.
5 calls
5 thank yous
Attend thank you events
Why the Executive Committee is
Important to Your Success
 You won’t reach full potential without the Conference
Executive support.
 The Conference Executive approves the
budget/financial support for the program
 The board sets priorities for the CEO and through
planning, for the staff
 The board sets and populates the committees.
Why the Executive Committee is
Important to Your Success
 The chair sets the agenda for board meetings and
determine what is reported to the board.
 The board is your link to the community – donors will
see the organization and its needs through the board’s
eyes.
 The board is a group of potential donors!
Your Challenges In Engaging the
Executive Committee
 Each board member has his or her own idea about “planned
giving”.
◦ Some are positive.
◦ Some are negative.
 Most members measure success by the dollars coming
through the door in that year.
 The economy is driving greater needs – and creating greater
concerns – than usual.
◦ Donor may quit giving or give less.
◦ With the stock markets up and down, interest rates up or down,
inflation and donors have less to give.
◦ Gas prices, food prices, inflation in general….creating lots of
pressures.
Your Challenges in Engaging
the Executive Committee
 Planned giving concepts are complicated.
 Planned gifts are deferred – how could revocable gifts
that might come in ten years from now be important?
The Factors for Success
In Planned Giving
 The staff and volunteers must create a plan
 Build infrastructure, such as donor base and relationships
with advisors
 Create goals and reports
 Charge the development committee with responsibility
 Create marketing materials
 Review investment policies
 Adopt gift acceptance policies
 Create professional advisory council
 Create newsletters, contacting plan
The Factors for Success
in Planned Giving
 The Executive Committee must understand and
embrace Planned Giving & Trust Services
 The Desire that is in our Members
 Planned Giving is an Extension of Stewardship
 It is Stewarding Accumulated Possessions
 An Enhanced Support for the Gospel Commission
 A Donors Gift can Increase
Start With an Education
 What is planned giving? Planned Giving is the
Process of Best Gift Planning which involves:
 the donor
 the donor’s professional advisors
 the charity
 The Planning Allows the Donor to:
 select the best asset
 select the best method of making the gift
 select the best timing for the gift
 design a gift that best meets the charity’s needs
Tips for Education
 Create a Volunteer Group and ask/appoint a Vibrant,
Compelling Volunteer as Chairperson
 Use the volunteer to take the recommendations to the
Executive Committee
 Use the Volunteer to be an advocate for Planned Giving
Tips for Education
 Bring the internal case for support to the officers
 Does the organization serve a long-term purpose?
 Are you experiencing cyclical economic variances?
 Do you face increasing operating costs?
 Do you have programs you would like to fund – but don’t
have the resources?
 Do you anticipate needs for future programs?
 Do you face increasing competition for funds?
 Are you losing donors through attrition?
Everyone Has a Role in the Success of the
Program – Especially the Executive
Committee
 Expanding a development program takes more
staff and volunteer support than an annual giving
program:
 Planned gifts involve non-cash gifts – many of which
may have liability
 Planned gifts may require additional time and expertise
 Planned gifts require patience
 Planned gifts involve the organization’s best donors
The Volunteers can
 Assist in design and
planning
 Recommend gift
acceptance policies
 Support investment
policies
 Support ethical
guidelines
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Establish goals
Provide leadership
Be consistent
Identify donors
Visit potential donors
Write or Email thank
you notes
 Outreach to
professionals
Leadership Duties
 Drive strategic planning
 Define Giving Opportunities
 Ensure Conference Executive
 Draft Resolution to Commit
Committee
 Make regular Reports to
Conference Executive
Committee
 Recruit a Planned Giving
Committee
 Set Goals
Gifts to Donor’s Directions
 Assign Oversight of any
Created Endowment
 Establish Distribute Plans
 Support Planned Giving &
Trust Services
Checklist for Planned Giving Directors
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Annual report
Goals for coming year
Marketing objectives, plan, support
Training
Budget
Committee
 Thank yous
 New/old members
 Set schedule for coming year
Final Thoughts
 In short, it’s pretty easy
 Articulate your organization’s needs and expectations
 Use a process that keeps you focused on finding the
right employee/volunteer
 Address problems early
 Help integrate the employee/volunteer with the team
 Provide positive feedback
Final Thoughts
 Success is not serendipitous
 Planning
 Preparation
 Placing value on donor relationship
 Support from the top is essential and will lead to
success
Final Thoughts
 Planned giving will strengthen the charity’s
development culture
 Teach executive committee members much about their
own planning
 Build a solid base of support for your charity’s future
 Get the board involved early in the process – and keep
them involved
 Understand the importance of building relationships –
long-term relationships – with donors
 Steward your donors
 Measure your results
“You Make A Living By What
You Get………But You Make A
Life By What You Give”