Stammer, Stutter, ...Pause…
How to Start the Planned Giving Conversation without Choking!
Katherine Swank, J.D., Senior Planned Giving Professional
Summary
Planned gifts have often been thought of as the private purview of credentialed development,
legal, and financial professionals. With terms like “present value methodology,” “four-tier
system of taxation,” and “current IRS-mandated discount rate,” it’s no wonder why many of us
feel this way and hesitate to enter into discussions about planned gifts. Studies and talks with
donors, however, remind us that the tax benefits of making planned gifts are not the primary
reason they are made. Donors want to make a difference in the world they live in, both now
and in the future. Conversations about planned gifts are easy if you understand human nature
and understand the basics of carrying on a conversation. Throw out the law school admissions
form on your desk and learn to talk with donors about their dreams and wishes for your
organization with ease!
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Many people agree that their largest gift to charity would be through their estate plan
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When it comes to high net worth households, well over half say they have already made a
planned gift
You Don’t Have to be a ‘Know-it-all’ - The most successful planned gift fundraisers are People-People
The Secret to being a good planned gift professional is:
 To make your own planned gift first
© Blackbaud Inc. 2013
Mid-Iowa Planned Giving Council | October 21, 2013
Stammer, Stutter, ...Pause…
How to Start the Planned Giving Conversation without Choking!
Katherine Swank, J.D., Senior Planned Giving Professional
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Close your door for one hour every day and make calls to segments of planned gift
prospects and donors; they’re waiting to meet you
Set reasonable activity goals for prospect contact and track your activity of phone calls, meetings
and letters to know your personal conversion rate
Know how to reach your goals
 Example Goal: 20 confirmed bequest intentions this year through personal contact
 You will need to meet with a minimum of 60 prospects per year
 5 per month x 12 months
 If your conversion rate from completed calls to appointment is 4:1
 You will need to talk to 240 people a year to get 60 appointments
 If your conversion rate from call attempts to completed calls is 5:1
 You will need to attempt 1,200 calls per year
 That’s equal to 23 calls per week
 Or 5 calls every day
Post a friendly note or door tag so that others will not disturb you
Schedule phone-calling time as a meeting on your daily work calendar
Choose differing times during the week
 Early morning, early afternoon, late afternoon, evening hours 2-3
nights a month
Consider using an outline to get the conversation started
 Read the Blackbaud white paper that accompanies this presentation:
How to Talk with Donors about Planned Gifts
Offer an Inviting Environment
Have a Conversation Plan
“We met at the …….”
“The President suggested I call you…”
“Would you be available to meet with me for lunch next week?”
© Blackbaud Inc. 2013
Mid-Iowa Planned Giving Council | October 21, 2013
Stammer, Stutter, ...Pause…
How to Start the Planned Giving Conversation without Choking!
Katherine Swank, J.D., Senior Planned Giving Professional
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“I’m calling to thank you…”
“We’re reaching out….”
“Your opinion – your thoughts – your input…”
Use language that works for you
Overcome Objections
Reach Out; Get Out
 Meet at a neutral setting like a restaurant or a café, unless there is a reason to invite
them to your offices
 Objective
 Learn why the prospect is involved, explore his/her interest in programmatic
areas, explore his/her interest in the community
Listen More Than You Speak
 Use a series of open-ended questions
 What first brought your attention to the National Multiple Sclerosis Society?
 Are you receiving any of our publications?
 Did you see the last issue?
 What article or story was most interesting or most hopeful to you?
 What do you think we do best?
 Is there any area of the organization where you could see yourself becoming
more involved?
Talk about Giving Decisions
Keep the Relationship Going
You have a large qualified pool of planned giving prospects
The Payoff is Mission Funding
Focus on Your Best Prospects
Segment
 Analytic modeling
 Organizational profile
© Blackbaud Inc. 2013
Mid-Iowa Planned Giving Council | October 21, 2013
Stammer, Stutter, ...Pause…
How to Start the Planned Giving Conversation without Choking!
Katherine Swank, J.D., Senior Planned Giving Professional
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Target market
 By gift type
Don’t blanket market multiple vehicles
 Dilutes your message
 Confuses your audience
Be Inclusive with Marketing
 Start by Marketing Simple Gifts
 Add Other Gifts as Appropriate
Use marketing techniques that work
Don’t be tempted to do what others have done if it isn’t right for you or isn’t working
Contact Conversion Rates
 Face-to-face visits are by far the most effective way to close planned gifts
Marketing:
 Donor Stories
 Are among the most effective marketing tactics for garnering planned gift leads
 Focus on your message
 Create interest and appeal
 Tell simple stories, capture hearts
 Make it personal
 Simple Messages Work
 It’s about why the legacy was made
 Not how the gift was made
 Nor the amount of the gift
When it’s Time to Make the Ask
 “As you plan for the future, would you consider making a legacy gift to Planned
Parenthood? A gift of $70,000 or higher will make the impact you are interested in.
We would expect a gift of that size to affect the lives of thousands.”
 “In addition to your ongoing annual support, would you join me as a Legacy Society
member? Our average bequest gift is usually between $15,000 and $30,000. Are you
in a position to consider a gift of that amount?”
© Blackbaud Inc. 2013
Mid-Iowa Planned Giving Council | October 21, 2013
Stammer, Stutter, ...Pause…
How to Start the Planned Giving Conversation without Choking!
Katherine Swank, J.D., Senior Planned Giving Professional
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“If it would be helpful, I can provide you with sample gift language for your
review and consideration.”
 Larger planned gift asks are often formal
 Use a simple proposal:
 Case statement on the importance of planned gifts to your organization
 Formal ask letter and ask amount
 Representative donor legacy story or description of the expected impact of the
future gift
 Short list of the gift restriction language that you prefer, including your desire
for unrestricted gifts
 Getting Help
 Reach out to your colleagues
 Look to your Board for expertise
 Development committee or National office, for affiliated organizations
 Network at this meeting 
 Ask for referrals of local advisors
 Find a mentor
 Read articles and books on planned giving vehicles
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Katherine E. Swank, J.D.
Senior Consultant
Target Analytics, a Blackbaud Company
Headquarters: Charleston, South Carolina
Office Location: Colorado
Phone: 843-670-7278
Email: Katherine.Swank@Blackbaud.com
Company URL: www.Blackbaud.com/TargetAnalytics
Twitter: @KatherineSwank
LinkedIn: http://www.linkedin.com/in/katherineswank
Blackbaud Publications: http://www.blackbaud.com/company/experts/katherine-swank.aspx
About Katherine:
With more than 25 years of legal and nonprofit management experience, Katherine Swank has raised
approximately $215 million for national healthcare and public broadcasting organizations, as well as an
independent law school. Her primary focus is in planned and major giving.
Prior to joining Target Analytics in May 2007, Ms. Swank was the national director of gift planning at the
National Multiple Sclerosis Society, where she provided fundraising consulting services to the Society’s
chapter leadership and development staff for more than six years. She has been an affiliate faculty
© Blackbaud Inc. 2013
Mid-Iowa Planned Giving Council | October 21, 2013
Stammer, Stutter, ...Pause…
How to Start the Planned Giving Conversation without Choking!
Katherine Swank, J.D., Senior Planned Giving Professional
member of Regis University’s Masters in Global Nonprofit Leadership degree program in Denver for the
past 13 years, teaching classroom and online courses on wealth and philanthropy.
She holds an independent studies degree from the University of Northern Colorado and a law degree
from the Drake University School of Law in Des Moines, Iowa. She is a member of the State Bar of
Arizona, a former staff member of the Arizona Bar Foundation and a past president of the Colorado
Planned Giving Roundtable.
Katherine has been inducted into Target Analytics’ Hall of Fame, which recognizes team members that
epitomize excellence in service and was named as one of the top ten participant-rated speakers at
Blackbaud’s 2010 Conference for Nonprofits.
Check out Other Presentations and White Papers from Katherine:
Blackbaud Publications: http://www.blackbaud.com/company/experts/katherine-swank.aspx
Presentations at SlideShare, including this presentation: http://www.slideshare.net/kswank/
© Blackbaud Inc. 2013
Mid-Iowa Planned Giving Council | October 21, 2013