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Building A Planned Giving Program

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Understand Five Steps to Conducting Successful Planned Giving and Endowment ... Possible pro bono assistance from marketing professionals. United Way of America ... – PowerPoint PPT presentation

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Title: Building A Planned Giving Program


1
Building A Planned Giving Program
2008 Great Rivers Conference Wednesday, February
13, 2008 Jan L. Bates, CFRE
2
Session Objectives
  • Why Does Your United Need or Want a Planned
    Giving Program
  • Provide an Overview of Planned Giving
  • Getting Started
  • Roles of Staff, Volunteers, Advisors
  • Finding a Champion
  • Rationale for Case Development Policies
  • Evaluating a Planned Giving Program
  • Understand Five Steps to Conducting Successful
    Planned Giving and Endowment Programs

United Way of America
3
External Influences
  • Corporate downsizings
  • Flat participation
  • Corporate charitable interests closely aligned
    with strategic marketing
  • Competition for the charitable dollar
  • E-based fundraising
  • In 2005, 26 of campaign was designated

4
What is an Endowment?
Principal
Income
United Way
United Way of America
5
Planned Giving is…
A donor service...
A gift planning technique that enables donors to
make gifts of assets to United Way.
6
Giving Technique
  • Payroll Deduction is a technique for giving
    income
  • Planned Giving is a technique for giving assets

United Way of America
7
Wealth is in Assets Today
United Way of America
8
Bequest Potential
  • 50 of population dies without a will
  • Of those who have a will, 50 are out-of-date
  • Only 8 of those who have a will include a
    charitable provision
  • Only 20 of those who file estate taxes (lt1 of
    the population), include a charitable provision
  • Only 3 of Tocqueville givers made a planned
    giving commitment
  • Over 60 of planned giving income is from bequests

9
Status of Will (General Population) 2006 UWA
Public Opinion Poll
10
In the Years Ahead There Will Be Two Types of
United Ways
  • Extinct
  • Endowed

11
Planned Giving Overview
  • 2008 Great Rivers Conference

12
Planned Giving involves
  • Donors choose the timing of the gift (now or
    later)
  • Planning on the part of the donor…It is a Stop
    and Think
  • gift
  • A team effort (donor, financial or legal
    advisor, gift planner)
  • Some gifts return an income
  • Enhanced tax benefits, lower cost of giving

13
Three Ways to Hold Endowment Funds
1
2
Within United Way
United Way
Foundation Created by United Way
3
United Way
Community Foundation
United Way of America
14
Community Foundations and United Ways Compete or
Collaborate?
  • On-going Grants
  • Health/Human Service Focus
  • Broad and Diverse Donor Base
  • Broad and Diverse Decision Makers
  • Endowment is a Means to an End
  • One-time Grants
  • Broad Focus
  • Narrow and Affluent Donor Base
  • Small Number of Decision Makers
  • Endowment is an End

15
The purpose of the Endowment Fund is to diversify
and expand United Ways resources by investing
planned gifts such as bequests and trust gifts
Endowment Fund Purpose
  • Increase resources beyond what is possible
    through the annual campaign
  • Stabilize the community against fluctuations in
    the annual campaign
  • Provide a flexible source of funding to respond
    to emergencies or emerging issues

United Way of America
16
SEVERAL WAYS TO USE FUNDS
  • Endow special project or initiative
  • Field of interest
  • Unrestricted endowment fund
  • Strategic operations endowment

Tocqueville Weekend 2/28-3/3
17
Planned Giving Vehicles
2008 Great Rivers Conference
18
Building Blocks for a Stronger Community
19
Review Again….. Why Planned Giving and Endowment
  • Tax-wise giving options increase a donors
    capacity to care
  • Endowment income enhances and sustains the impact
    of community care agenda
  • Provides long-term planning for the community
    needs
  • Provides a strategic operating endowment to plan
    for technical vitality, technology growth, and
    capital investment

20
When You Come To A Fork In The Road . . .
Take it. Yogi Berra
Are you going to take the road?
21
Getting Started 5 Steps
2008 Great Rivers Conference
22
Wait a minute……
  • Finding a Champion

23
Five Steps to Planned Giving Success
  • Develop Your Case
  • Start With Bequest
  • Contact Your Long-term Donors
  • Develop Your Policies
  • Marketing

United Way of America
24
What is a Case?
  • Roadmap
  • Business plan
  • Vision and specific goals for a planned giving
    program for your United Way.

25
Why?
  • Any charity can promote the benefits
  • of planned giving and/or a major gift
  • Benefits alone dont make the charity
  • unique in stakeholders eyes

26
Donors want to know … WHY United Way? You need
to… - Articulate the case - Respond to
objections
27
Why Do a Case?
  • Will the stakeholders support the program?
  • Will it compete?
  • Campaign
  • Agencies
  • Community Foundation
  • Why do you need it?
  • How will funds be used?
  • Where will they be invested?
  • How much will it cost?

28
HOW?
  • Board Approves Goals And Vision Committee
  • Goals And Vision Committee Obtains Feedback
  • Committee Creates Their Vision
  • Board Approves Vision

United Way of America
29
Outcomes
  • Build support/ownership/empowerment
  • Confirm the business need
  • Identify customer needs
  • Identify resources
  • Provide benchmarks
  • Provide compelling case to educate and
  • cultivate prospects and donors and partners
  • A Plan for I M P A C T!

30
Bequest Program
  • Staff Makes Commitments
  • Messages On Agendas, Letterhead, etc.
  • Senior Mailing List Developed
  • Wills Identification Mailing
  • Legacy Recognition Society Created
  • Board Approached
  • On-going Mailings

United Way of America
31
Top 10-20 Prospects
  • Staff Develops Draft Prospect List
  • (Most Loyal And Long-term)
  • Planned Giving Committee Recruited
  • List Reviewed With Committee
  • Research Conducted On List
  • Planned Giving Advisory Committee Recruited
  • Top 10-20 Prospects Contacted

My story Lesson learned
United Way of America
32
Policies (Professional Program)
  • Prospect List Developed Of Top Professional
  • Review List With Various Volunteers
  • Recruit Professional Advisors To Help
  • Advisors Review Case And Develops Policies
  • Professional Cultivation Plan Developed

United Way of America
33
Marketing
  • Materials For Giving Stock
  • Loyal (Diamond) Donor Program
  • Tocqueville Legacy Circle
  • Cultivation Brochure Developed
  • Recognition Society Material Developed
  • Advertising Plan Developed
  • Seminars Held

United Way of America
34
Evaluating a Planned Giving Program
2008 Great Rivers Conference
35
Evaluation success…
36
Report Sheet On Activities
37
Roles Staff and Volunteers
2008 Great Rivers Conference
38
Staff and Volunteer Roles
  • Staff
  • Provide staff support for volunteers
  • Develop systems to communicate importance of
    bequests and other planned gifts
  • With volunteers, identify prospects, manage
    make calls
  • Implement marketing strategies produce
    collateral material

United Way of America
39
Staff and Volunteer Roles
  • Volunteers
  • Serve on vision task force and EPG committee
  • Cultivate, solicit, and make calls
  • Professional advisors assist in articulation of
    policies, develop strategies to educate
    prospects, and cultivate other professional
    advisors
  • Possible pro bono assistance from marketing
    professionals

United Way of America
40
If there is a trap out there … we find it!
41
Show Stoppers
  • Not taking the time to do a case
  • No consistent, quantifiable story
  • More likely to take a lower priority
  • Immediate needs
  • Long-term commitment
  • Fear
  • Viewed as competitive (campaign, agencies,
  • community foundation)
  • Stakeholders not informed/involved

42
Help from United Way
  • United Way Retiree Association
  • Training
  • Telephone And Onsite Consulting
  • Best Practices
  • Online Endowment and Planned Giving Toolkit
  • Link To Planned Giving Website www.uwgift.org
  • Turn-key Vehicles
  • Pooled Income Fund
  • National Charitable Gift Annuity Program
  • Strategies Newsletter

United Way of America
43
Planned Giving is...
a long term, low key, education effort-
Collaboration, not competition
Guided by the values of United Way and our
mission
44
Good luck…..get started….ask for help when needed…
Questions Answers
Thanks for coming…..
Jan L. Bates, CFRE batesjanet2005_at_sbcglobal.net
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