PLANNED GIVING PLAN 2016
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- Gillian Newton
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1 PLANNED GIVING PLAN 2016 The Planned Giving program provides donors the opportunity to make a long lasting gift to your organization through an outright or planned gift and recognizes those donors for their foresight. Your entire community provides a tremendous opportunity for planned gifts. Prospects include past and present board members, retired and current staff, and past and current donors. The Board and staff have identified planned giving as a means to provide for the long-term future of the institution and as a high priority for attention in the next three-year planning cycle. Characteristics of a Planned Giving Program: 1. Multi-phase, customized /phone campaigns 2. 90% of all planned gifts are bequests 3. Once donors place nonprofit organizations in their wills, over 95% will never remove the organization 4. Golden Rule #1: Gather (and share) compelling donor stories 5. Golden Rule #2: Get your message out as frequently, consistently, and as broadly as possible 6. Planned Giving Plan: a. narrative: describe goals and major activities to achieve the goals b. timeline: identify major steps in a calendar format 7. One volunteer champion/small dedicated committee 8. Choose a few things to do each year; make it sustainable 9. Good recordkeeping is critical/essential (calls, visits, amounts, new expectancies, other characteristics) Focus Group: A focus group can be used to understand donors and potential donors knowledge of and comfort with the concept of planned or legacy giving. Many people have not made plans for their estates and are uncomfortable discussing topics connected to death. Use of a focus group is encouraged and can give insight into the kind of language and approach to use in planned giving appeals. Possible questions to pose are identified on Attachment A Planned Giving Focus Group Questions. Prospect Identification: Likely candidates for a planned giving gift will be strong supporters of Organization. They must be identified and information on planned giving must be given to them 1. Key Constituents a. Board members, executive staff b. Honorary board members c. Advisory board members d. Retired board members e. Retired staff f. Volunteers g. Attorneys on current, past cases 2. Mine the donor database
2 a. Longevity b. Consistency c. Age overlay d. Wealth indicator secondary 3. Referrals from key constituents, other fundraising staff Donor Stewardship: Once prospective planned giving donors are identified, they must be informed about the Planned Giving program and given the opportunity to consider including a gift to Organization in their will or other estate planning vehicles. Repeat contact with prospective donors will help them feel more comfortable with the idea of a bequest or other donation of assets after their death. In addition to information on planned giving, repeat contacts with prospective donors can include invitations to events, newsletters, s, and talks with staff about current Organization activities. Increased involvement with Organization through volunteering will increase the prospective donor s connection to Organization. Opportunities to volunteer include working on the auction, responding to phone calls on the Information and Referral telephone lines, and doing background work on current legal activities. The more connected a prospective donor is to Organization, the more likely s/he is to make a planned giving gift. Recognition (Legacy Society): Once a planned giving gift is made, and Organization is informed, the gift and the donor should be recognized. A recognition group or legacy society for planned giving donors offers a special way to acknowledge this way of giving. Recognition can also be made in the form of listing donor names in the Annual Report and other materials that are widely distributed; permission from the donor must be secured prior to publishing a donor s name. 1. Personal contact annually at minimum a. Phone call b. Board member visit c. Special name tag at events 2. Keep conversation going with Legacy members, even if they don t give annually 3. Events for Legacy donors (annual?) a. Salon events b. Tours c. Luncheon d. Quarterly newsletter e. Coffee with Lisa Stone First two years: Planned Giving Goals and Activities: Organization will launch the new Planned Giving program and prepare the materials to support it. Necessary activities and time frames are listed in Attachment B Scope of Work. The goal will be to reach all of organization s constituents with the message that a Planned Giving program is now underway. Years 2 and 3, support for the Planned Giving program will occur throughout each year in various forms. See Attachment B Scope of Work. Critical to the success of the Planned Giving program is continued and consistent notice of the program in all of Organization s communications. Organization s Planned Giving information and contacts must be available to its constituents when the constituent begins to think about estate planning: at the right place at the right time. 2
3 There are many ways to deliver the message to consider a planned gift: 1. Go on education visits to potential donors; explain how planned giving works 2. Annual report (impact of planned giving gifts this year mentioned in report, at annual meeting) 3. Newsletter 4. campaign specifically for Planned Giving 5. Planned giving tagline on back of reply envelopes (ie, A bequest is your gift to the future. Please remember Organization in your estate plans. Women s rights. Nothing less. ) 6. Tagline on back of thank you cards 7. Insert to go into thank you card envelopes, other communications envelopes 8. Outgoing phone message 9. At bottom/in signature line of s 10. Very targeted direct mail 11. General fundraising materials 12. Information packets (for press and for new board members) 13. Add to existing general calling program (add sentence or two to script: Are you aware of our Organization Legacy Society? ) 14. Identify planned giving donors at all events 15. Include planned giving info in development reports For 2015 and beyond, staff can develop a calendar of planned giving activities and events based on what has shown results and what has not shown results in 2012, 2013 and Website: A page on the Organization website will be devoted to Planned Giving to explain the opportunity to those using the website. Sample language is identified on Attachment C Sample Website Language. A question to resolve is whether to identify and discuss ways a planned or legacy gift can be made or to list the options and suggest contacting staff. Also a question is whether to include sample language for a bequest through a will or codicil to a will (including this language may demonstrate how straight forward a bequest can be). In a year or so, staff should consider adding donor stories, photos and examples of donor motivation to the website to enhance the engagement by users. As always, any donor information should only be used with written permission from the donor. Direct Mail Appeal Letter: A sample appeal letter is shown in Attachment D Direct Mail Campaign: Sample Appeal Letter. Appeal letters mailed to Organization s mailing list may be a positive, reinforcing method of delivering the announcement of the new Planned Giving program. Language in any Appeal Letter should be consistent with language used in s, on the website and in other forms of communication focusing on Planned Giving. Evaluation: After three years of implementation, staff should evaluate the results of the Planned Giving program and document a history of Planned Giving at Organization. This information will inform a decision to continue the program as is or to adjust and refocus the program as needed. Results of the evaluation should be shared with the Board of Directors. 3
4 Work to be Completed: 1. Organization needs an adopted Gift Acceptance Policy and an Endowment Policy. Part of the discussion will include whether Organization is willing to service as trustee of charitable trusts, whether it will seek and accept gifts for endowment, and whether it will offer gift annuities and/or a pooled income fund. Organization should also address the process for accepting gifts of securities, handling bequest notifications and estate tracking, and acknowledging gifts. 2. Organization also needs to create a legacy society or group to which all planned giving donors may belong for recognition purposes. This group should meet once a year for an unusual and exclusive activity: lunch with attorneys on latest big win case, hike in Discovery Park with Lisa Stone, or wine tasting event with retired women judges. 4
5 Attachment A Planned Giving Focus Group Questions Organization is considering establishing a planned giving or estate gift program. We would like to understand your thoughts about and understanding of planned giving in order to help us determine how we might structure such a program. 1. What does wills, planned giving or estate gift mean to you? 2. Do you have a will or have you done estate planning? 3. What are you favorite causes or the causes most meaningful to you and your family? 4. Have you considered leaving some or all of your estate to your organization? 5. What would cause you/make you more likely to consider making a gift through your will? 6. If you have considered this kind of gift, why is it important to you? What makes this form of giving important to you? 7. If you have made an gift through your will or estate, what groups, individuals or organizations have you supported? If you may consider an estate gift in the future, what groups, individuals or organizations would you consider supporting? 8. How would you like to be recognized? Or have your gift recognized? a. Coffee with the Executive Director? b. Exclusive updates once a quarter? c. Recognition society? d. Name in annual report? e. Annual recognition event? f. Other? 9. When would you like recognition? 10. Which of the following would you be interested n knowing more about, and interested in using, if you were to make a planned or legacy gift? a. Bequest of assets through a will or trust? b. Beneficiary designation of retirement assets or life insurance? c. Charitable gift annuity? d. Charitable lead trust? e. Pooled income fund? f. Retained life estate? g. Other 11. What might be reasons you would not consider making a planned or estate gift? 5
6 Attachment B Scope of Work Year One Activities: Develop Planned Giving Plan Board review and acceptance Gift acceptance policy; endowment policy if desired Gift acceptance procedures (how Organization will seek, receive, administer Planned Giving gifts) Develop Planned Giving tagline (ie, A bequest is your gift to the future. Please remember Organization in your estate plans. Women s rights. Nothing less. Contact Michelle Johnson at or mjohnson@legalvoice.org ) Direct mail printed material announcing Planned Giving program (whole mailing list or selected section?) Add Planned Giving info to newsletter and mail From Lisa Stone announcing Planned Giving program Launch Planned Giving section of website Board training to make Planned Giving asks Staff training (pick up on clues, engage prospects in conversation, relay leads) and Planned Giving Quick Reference Guide (laminated sheet at staff desk with basic PGs, basic tax info, sample bequest language, Legacy Society info, whom to contact for more info) January-March April-June July-September October-December April June June June May June June Sept May Sept Sept 6
7 Identify Top 10 (or possibly 15) prospects Phone calls (by Board? By staff?) to ask if would consider Planned Giving or have questions Include Planned Giving message in all staff signatures Develop and print buck slip on Planned Giving for inclusion in mailings Print new thank you cards with Planned Giving tagline Develop one page Planned Giving sheet for inclusion in general info packets Put outgoing voice mail phone message on all phones Planned Giving article in Annual Report January July July July July July Oct Oct Year Two Activities: Planned Giving info in Organization newsletter From Executive Direct ; focus on Planned Giving program Mention Planned Giving tagline on all outgoing s to constituent mailing list (ie, A bequest is your gift to the future. Please remember Organization in your estate plans. Women s rights. Nothing less. Contact X at Phone number or through ) Education visit to potential donors by Board, by staff Identify Planned Giving donors at all events Kickoff of Legacy Society (event; invite all members) January-March April-June July-September October-December Spring Fall newsletter newsletter March All year All year All year All year Visits 7 Spring Event Kickoff event visits Auction
8 Gather stories: recent gifts, impact of a gift, testimonial from living donor Planned Giving article in Annual Report All year All year All year All year January 2014 Activities: Planned Giving info in Organization newsletter From Executive Direct ; focus on Planned Giving program Mention Planned Giving tagline on all outgoing s to constituent mailing list (ie, (ie, A bequest is your gift to the future. Please remember Organization in your estate plans. Women s rights. Nothing less. Contact X at Phone number or through ) Education visits to potential donors by Board, staff Identify Planned Giving donors at all events Annual event/gathering of Legacy Society; welcome new members Gather stories: recent gifts, impact of a gift, testimonial from living donor Planned Giving announcement in Annual Report January-March April-June July-September October-December Spring Fall newsletter newsletter March All year All year All year All year Visits Cocktails for a Cause Annual gathering visits Auction All year All year All year All year January 8
9 Attachment C Sample Website Language Legal Voice as an example LEGAL VOICE VISIONARIES A Visionary is a friend, family member, volunteer, donor or advocate who cares about the work Legal Voice does and wants to ensure Legal Voice will be here to serve all women and girls until equality is achieved. MAKE A GIFT LEGAL VOICE AND SUPPORT THE CAUSES THAT HAVE BEEN IMPORTANT IN YOUR LIFE A bequest is a provision in your will that thoughtfully and carefully sets aside money or other assets. These assets are then gifted to Legal Voice upon your passing. You can name Legal Voice as the beneficiary of a specific dollar amount, property, or a share of your estate. A bequest can be either donated outright or contingent upon the passing of the named benefactor. MAKE A GIFT TO LEGAL VOICE THROUGH BENEFICIARY DESIGNATIONS YOUR IRA, INSURANCE POLICY OR OTHER ASSETS You may also leave a gift to Legal Voice by designating Legal Voice as the primary beneficiary of a life insurance policy, savings bonds, bank or brokerage accounts, or qualified retirement plan or IRA. It is easy to arrange by completing or amending a beneficiary designation form, which you can usually find on website of the company who is managing those assets. It can be easily changed depending on what is going on with you or your family or life circumstances. You also avoid some income and estate taxes on these types of assets, and your estate receives a deduction for the interest passing to Legal Voice. PLEASE NOTE: You should speak with an attorney or financial advisor to determine how best to support Legal Voice based upon your personal circumstances. Talk to your family and friends about your plans, including your legacy gifts, your personal wishes, and your healthcare directives. If you have left a gift to Legal Voice in your will, or would like more information, please contact B. Michelle Johnson, Director of Development, at x113 or mjohnson@legalvoice.org. Legal Voice also has fun events throughout the year celebrating and acknowledging our Visionaries. You can contact Michelle to learn more about these events. Legal Voice is 501(c)(3) nonprofit organization and your donations are tax deductible to the fullest extent of the law. Our Tax ID number is *** Include pop-outs of LIVING donor stories with PHOTOS on the side. 9
10 Attachment D Direct Mail Campaign: Sample Appeal Letter to introduce planned giving program Dear (Person s name), Intro paragraph should include a bit about how social change is made through your organization. Now you have a way to create a legacy that will help ensure organization remains ready to serve all the women and girls in our lives until we ve won the battle and true equality is achieved. Give with the greatest impact and in the easiest way: include organization in your will or estate plans. These type of gifts including wills, trusts, retirement plans, real estate, and insurance policies are a wonderful way to ensure that your organizations work can be carried on into the future. It s a way to leave your mark and ensure the legacy you leave is a legacy of change. To determine how you can provide support to organization, speak to your financial advisor. There are several options and your choices will be determined by your personal circumstances. Options, and information about them, are available on our website at PLANNING NOW, GIVING LATER We are pleased to recognize those who are providing for the future our organization through their estate plans. After informing us of your plans, we will recognize your important gift in our annual report (with your permission) and offer an insider reception with our executive director. Help us ensure our organization s amazing work! If you have named Organization in your will, we d like to know who you are! To learn more or let us know of your gift, YOUR NAME, Director of Development, at phone number or . Thank you for your thoughtfulness. Sincerely, Your President President, Organization Board of Directors 10
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