Building Relationships One Planned Giving Donor At A Time

1
Building RelationshipsOne Planned Giving Donor
At A Time

• L. Alayne Metrick, FAHP
• June 2003

2
History of Hospital and Foundation

• Foundation for 585 bed teaching hospital formed
  in 1892 by the Sisters of St. Joseph.
• Many small unsolicited bequests.
• Hospital serves densely populated 25 of our
  patients come from the local catchment community
  of 300,00 including homeless, under-house those
  suffering from HIV/AIDS.

3
History of Hospital and Foundation

• 40, of patients, come from the GTA.
• Rest from Ontario, Canada.
• Recently merged with former Wellesley Central
  Hospital.
• In a position to be a world-class institution
  excellent researchers and quaternary tertiary
  health services.

4
History of Planned Giving At SMH

• 1996 1999 under 100 confirmed planned gifts.
• Turnover in staff.
• Unable to recruit good people with specific
  expertise in planned giving.
• Developed Board.

5
2000 Marketing Plan

• Tele-Mail campaign.
• Focus on low-end donors.
• No competition with campaign.
• Targeting bequests

6
Outcomes

• To communicate a dialogue with supporters about
  current/future needs.
• Build relationships to enhance future/current
  annual/major gifts.

7
Phase I

• Solicitation
• Education of telemarketing team.

8
Phase II

• Confirmation
• Mail fulfillment program.
• Follow-up phone call.

9
Phase III

• Stewardship
• Capture data from campaign.
• To secure bequests in the will.
• Ensure some cash gifts.
• Hire part-time planned giving staff to cultivate
  and follow-up with donors.

10
Follow-Up in Subsequent Years

• Special appeal to 66 volunteers.
• Special appeal to 48 retired physicians.
• Developed planned giving newsletter and Christmas
  cards.
• Paid personal visits.
• Planned giving focus in regular newsletter.

11
Stewardship

• Donor event for Planned Giving donors.
• Developed stewardship society annual lunch.
• Planned Giving donors are invited to donor tours.