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Assessing Your Planned Giving Program

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C. Planned Giving Marketing. Marketing budget. Marketing annual plan # Targeted mail pieces ... annual training plans. Professional memberships, participation ... – PowerPoint PPT presentation

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Title: Assessing Your Planned Giving Program


1
Assessing Your Planned Giving Program
  • Doug McDaniel JD, CFRE
  • The Salvation Army Eastern Territory
  • 440 West Nyack Road, West Nyack, NY 10994
  • 845-620-7319, douglas_mcdaniel_at_use.salvationarmy.o
    rg

2
Assessing Your Planned Giving Program
  • Institutional factors
  • The existing planned giving program
  • Planned Giving Marketing
  • Office Operations
  • Planned Giving Staff

3
Perspective in viewing planned giving programs
  • Some things we expect to see in every program
  • Organizations are very different
  • Degree of optimum achievement within an
    organization

4
A. Institutional Factors/Questions
  • Age of the organization
  • Expected duration, perception of this by
    constituents
  • Stated vision for the future
  • Planned giving case for support
  • General practices on use of matured planned gifts
    in the past, future expectations
  • Extent of such receipts
  • Extent of outright stock and bond, property gifts

5
A. Institutional Factors/Questions
  • Level of leadership interest and support
  • CEO
  • Board
  • Chief Development Officer
  • Senior staff
  • Have any of these made a planned gift
  • Date of last organizational strategic plan
  • Development annual and strategic plans
  • Extent of policies that relate to planned
    givinggift acceptance policies, allocation of
    undesignated planned gift maturities

6
A. Institutional Factors/Questions
  • How does the organization raise funds?
  • Data systems in place
  • Organizational communication channels
  • Five year trends in fundraising revenue, of
    annual donors, overall revenue, net revenue,
    programmatic statistics
  • Size of endowments and reserves

7
A. Institutional Factors/Questions
  • Is there a detailed analytics report on the donor
    database?
  • Size and geographical dispersion of the donor
    file
  • Who has personal contact with donors and
    prospects for gifts among staff and volunteers
  • By personal mail
  • By personal email
  • By telephone
  • Face to Face

8
B. Planned Giving Program
  • Is there a program
  • How long in operation
  • Program description and plan of operation
  • Policies and procedures
  • Annual budget
  • Staffing level, full and part time, budgeted vs.
    in place

9
B. Planned Giving Program
  • Amount of prior matured planned gifts attributed
    to the program, total matured planned gifts (last
    five years)
  • and value of known planned giving commitments
  • Bequest commitments, living donors
  • Other revocable commitments, living donors
  • Gift annuities
  • CRTs
  • Other gifts
  • Same info for pg production last three years
  • PG Annual production goal
  • Annual production plan, long range plan
  • 12. Number of annual stock and bond gifts for
    organization

10
B. Planned Giving Program
  • Number of planned giving donors
  • Stewardship plan, how, by whom
  • 14. Number of inquirers on record
  • Follow up plan, how, by whom
  • 14a.Same for other identified prospects
  • Is there a list of the top 10
  • donor/prospects in the PG office with
  • plan and target?

11
B. Planned Giving Program
  • , size, type of planned gifts in
    negotiation/serious discussion currently
  • Budget for planned giving
  • Personnel
  • Benefits, etc.
  • Marketing
  • Travel
  • Training
  • Equipment
  • Consultant/legal counsel
  • Other
  • 17a. Budget management, preparation, variance
    reports

12
B. Planned Giving Program
  • Donor database
  • How are planned gift records maintained
  • Leads and inquiries
  • Moves management
  • Calendaring
  • Contact records
  • Technical Software type, users
  • Legal counsel for planned giving
  • Percent of practice devoted to advising
  • charities on planned giving, estate
    planning
  • practice

13
B. Planned Giving Program
  • What institution/broker handles stock and bond
    gifts for the organization
  • Who handles calls for securities and property
    gifts, who handles internal processingbackground,
    qualifications
  • Management of life income funds and
    administration, back office
  • Decedents estates processingwho, what
    departmentaccess to death notices and estate
    distribution info
  • Organizations capacity to handle real estate
    gifts

14
B. Planned Giving Program
  • Equipment
  • Office and standard furnishings
  • Networked computers
  • Access to main database
  • Notebook computers
  • Remote access
  • Dictation, cell phones, GPS, mapping
    software
  • Color printer
  • Storage

15
C. Planned Giving Marketing
  • Marketing budget
  • Marketing annual plan
  • Targeted mail pieces
  • , volume of mass communications
  • Planned giving collateral
  • Web, electronic marketing
  • Seminar marketing

16
C. Planned Giving Marketing
  • Legacy/recognition society
  • Planned gift events
  • Advisor marketing
  • Professional advisory council
  • Lead fulfillment processes
  • What organizational constituents are off limits

17
C. Planned Giving Marketing
  • Referrals
  • Internalleadership
  • Internal--program staff
  • Internalother development staff
  • Volunteers
  • Advisory council
  • PG donors
  • Other

18
C. Planned Giving Marketing
  • Integration with overall Development
  • PG piggybacking
  • Presence in house organs
  • Events strategies inclusion
  • Ability to send PG messages to annual donors
  • Assignment system
  • Cross referrals and consults
  • Regular prospect review
  • PG in development dept plans and meetings
  • Board of Trustees
  • PG presentations
  • Development and/or PG committee
  • Trustees with planned gifts or referrals

19
C. Planned Giving Marketing
  • Decedents estates
  • PG communications with fiduciaries
  • PG communications with heirs and
  • beneficiaries
  • Stewardship and condolences
  • practices
  • 18. PR and program communication
  • flow to planned giving

20
D. Planned Giving Office Operations
  • Data managementpg records and overall
    development records
  • Lead recording and tracking
  • Contact records practice and maintenance
  • Location of office, proximity to development,
    program, main office
  • File security

21
E. Planned Giving Staff
  • Org Chart and personnel roster
  • Job descriptions
  • Full time or part time PG
  • Defined by proportion of time allocated
  • Extent of back office duties
  • Resume, qualifications, experience of staff
    (certificationsJD, CFP, CGPA, etc.)
  • Performance evaluations of staff
  • Goals and objectives

22
E. Planned Giving Staff
  • PG Training Completed
  • PG annual training plans
  • Professional memberships, participation
  • Facility with PG software
  • Familiarity with estate and asset transfers,
    financial concepts, income and estate taxation,
    property ownership
  • Ability to recognize gift planning issues in the
    planning process
  • Supervisory responsibility
  • Secretarial, support staff

23
E. Planned Giving Staff
  • Professional staff time allocation
  • Monthly donor, prospect personal
  • visits and phone calls
  • Monthly other constituent
  • connections
  • Monthly proposals made
  • Monthly days in field connecting with
  • donors/prospects vs. office time
  • Monthly time on meetings, reports,
  • organizational happenings

24
E. Planned Giving Staff
  • Lead follow up
  • Achievement of consistent timely follow
  • up
  • Degree of persistencemulti follow ups
  • Monthly prospect phone call
  • Lead follow up recording
  • Business miles logged monthly
  • Nights on the road monthly

25
E. Planned Giving Staff
  • History of achieving goalslast two
  • years
  • Production
  • Organizational definition of
    production
  • of deferred gifts
  • of outright gifts
  • Supervisory capability of director

26
E. Planned Giving Staff
  • Capacity of staff to communicate
  • complex gift techniques and information in an
    understandable way
  • Capacity of staff to communicate programs
    and organizational mission
  • Has each PG staff member made a planned gift

27
Assessing Your Planned Giving Program
  • Institutional factors
  • The existing planned giving program
  • Planned Giving Marketing
  • Office Operations
  • Planned Giving Staff
  • --Plus Thoughts for the Future--
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