Welcome to Insert Title of Your Session

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Welcome toPlanned Giving Taking it to the Next
Level.

• Please take this time before the start of
• the session to silence your cell phone or pager.
• Your feedback is valuable. At the end of the
  session,
• we ask that you take a moment to complete an
  evaluation form.
• Thank you.

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Introductions

• Julie Feely, Director of Gift Planning Oregon
  Public Broadcasting
• Louise Gregory, Associate Director of
  Development, Principle Gifts California
  Academy of Sciences
• Tell us briefly who you are and your planned
  giving experience

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Step One Infrastructure

• Getting organized will save time and avoid
  headaches!

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Components of a Successful Planned Giving Program

• Laying the Foundation
• Marketing/Cultivation
• Prospecting and Solicitation
• Stewardship
• Volunteers and Allied Professionals
• Evaluation

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Partners, Resources, Tools

• Planning
• Tracking and database systems
• Case statement from mission statement
• Policies
• Partners

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Challenge Message Points

• Harold and Arlene Schnitzer CARE Foundation
  pledged 1.5 million to OPB provided that OPBs
  endowment grows to 20 million over six years
• OPBs endowment is a carefully managed reserve
  account, much like a savings account.
• OPBs endowment provides a predictable and
  stable source of funding for the station.
• OPBs endowment ensures that OPB remains
  independent and financially strong.

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Brand Message Points

• OPB is Oregon
• Oregonians share common values
• We have curious minds, we care about the world we
  live in
• We have opinions. We are respectful and
  thoughtful
• OPB is the force that spreads ideas, serves and
  unites Oregonians
• OPB is a cause. Join us.

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Policies

• Gift acceptance
• What types of gifts will you accept?
• Endowment
• Where does the money go?
• Planned Giving
• How will you do business?

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Partners

• Community Foundations
• Consultants
• Board

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Step Two Marketing

• Sharing your mission, vision, and values

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Marketing Plan

• Realistic (based on staff, time and financial
  resources)
• Simple and consistent messaging
• Beauty of bequests

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Goals of Marketing Plan

• Influence new gifts
• Steward existing gifts
• Build relationships

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Know Your Audience

• Analyze current donors and their profiles
• Conduct focus groups
• Poll volunteers
• Understand what motivates

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Follow-Up

• Personal meetings
• Correspondence
• Gift illustrations Planned Giving Software
• Phone calls
• Invitation to estate planning presentations and
  other appropriate events

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Review Marketing Plan Annually

• Planned Giving can be like fishing you dont
  always know when theyll bite!
• Dont stop your marketing plan
• Evaluate and build on it

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Step ThreeMoves Management

• Prospecting, cultivation, and asking for the gift

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Identifying and Ranking Prospects

• Older 70 plus
• May be modest donors
• Possibly no children
• Longevity on the file
• Rank based on ability and likeliness to give
• Screen with staff and volunteers
• Create tiered solicitation plan

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Prospect list and ranking
Tier Readiness Name Amount Interest Assigned
1 A John Doe 100K Nature JF
2 B Jane K. 50K News LL
3 C Jake L. 25K History JJ
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Ideas for Engaging Prospects

• Invite to special event
• Serve on committee
• Seek their advice/input on an issue
• Ask them to host an event
• Participate in a feasibility study
• Others?

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Solicitation Plan

• Research prospect
• Identify motivations
• Create strategy
• Engage volunteers and/or senior staff
• Personal ask is most effective - 75-80 success
  rate

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Strategy Sheet

• John and Jane Doe
• Ask 100,000
• Purpose Endowment Challenge
• Who Julie and David
• When Before Dec. 31
• Why should they give
• Background and next steps
• Timeline
• Proposal deadline Oct. 15

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The Ask

• Use people stories and exciting projects
• Listen to the prospect ask questions
• Hear charitable and personal objectives
• Discuss what their gift will do
• Identify options
• Ask for a specific amount or range

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Conversation Cues

• Anticipating change in ownership of assets
• Might use income for self or another person
• Tired of property management
• Reviewing estate and financial plans
• May want/need to support other charities 
• Genuinely wish they could make a gift 

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Overcoming Objections

• I need to talk with my spouse
• I dont have that kind of cash
• Time limit on conversation
• Offers smaller gift
• Lost my checkbook
• Others. . .

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Follow-up

• Personal thank you note
• Call report
• Database update
• Stewardship and more stewardship

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Step Four Stewardship

• You just cannot say thank you enough!

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Stewardship

• Goals
• Deepen relationship with donors
• Solidify gift commitment
• Encourage lifetime giving
• Identify volunteers

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Strategies

• Emphasize recognition and benefits
• Stay in touch with personal contacts and unique
  opportunities
• Celebrate what their future gift will do
• Invite them to increase their involvement

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Stewardship Plan

• Thank for support
• Regular Insider information
• Recognition events
• Insider experiences
• Advance their individual interests
• Personal attention
• Other ideas?

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Benefits and RecognitionIdeas

• VIP Thank-you letter
• Annual lunch or dinner
• Donor newsletter/e-news
• Behind-the-scenes experience
• Ex. Attend a broadcast
• Liaise with institution VIPs
• Ex. Meet an on-air host
• Donor listing, signage etc.
• Gift Ex. Lapel pin, book

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Donor Circle

• Create a gift club with catchy name
• Outline benefits
• Use volunteers

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Donor Circle Launch Ideas

• Personal letter to donors
• Ads/Announcements
• Follow-up calls
• Involve volunteers

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Donor Circles as Recruiting Tool

• Solicit targeted audience
• Group meetings with follow-up
• Host Committee with prospect identification and
  solicitation role

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Step Five Volunteers

• Essential members of the planned giving team!

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Volunteers

• Is it really worth the time and effort?
• YES, if you do it right!

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Volunteer Goals

• Extend staff resources
• Expand the philanthropic network
• Extend the knowledge base
• Increase giving (their own and others)
• Bring credibility to the ask

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Strategies

• Board
• Development advisory committee
• Producers Circle Council
• Steering Committee
• Professional Advisors Council

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Volunteer Roles

• Ambassadors
• Build relationships within community
• Advocates
• Building partnerships with other organizations
• Taking stations case to lawmakers, etc.
• Askers
• Asking peers for time, talent, treasure

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Recruiting and Keeping Volunteers

• Determine what and who you need
• Identify existing contacts (and their contacts)
• Create job descriptions
• Recruit with clear expectations
• Keep engaged meetings, correspondence etc

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Step Six Evaluation

• Examine your plans!

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Planned Giving Program Evaluation

• Evaluate all activities and identify improvements
• Did events accomplish their goals?
• Was follow-up effective?
• Did mailing get a good response? Why?
• Did you do enough personal visits?

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Closing

• Additional Questions and thoughts
• Contact us
• jfeely_at_opb.org
• lgregory_at_calacademy.org

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On-line resources

• http//majorgiving.cpb.org
• http//www.pg-now.org