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Proactive Gift Planning
The document outlines strategies for transforming a reactive planned giving program into a proactive one, emphasizing the importance of relationship-building and consistent solicitation. Key elements include understanding donor motivations, utilizing strong data sources, and exploring creative marketing strategies. The session covers various approaches and case studies to enhance fundraising efforts for organizations.
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Proactive Gift Planning
- 1. Proactive Planned Giving Getting to theAsk Ann Rosenfield, CFRE
- 2. Proactive Planned Giving Similar to major gift fundraising, effective data mining and proactive relationship building is an efficient way to raise funds for your organization’s future needs. In this session, you will learn how to turn your reactive Gift Planning program into a proactive program where you initiate relationships and consistently “make the ask.”
- 3. Agenda Family First Why your direct response person is your new best friend Volunteer Case Study You be the expert! Proactive Relationship Building (Marketing) Cool ideas Marketing Case Study You be the expert! Questions welcome
- 4. Family first “When aperson leaves you in their will, they are elevating your charity to the status of family” – Malcolm Burrows
- 5. Family first Family All Current All with a Current status donors will or trust donors with a will or trust No 19.1% 32.7% 36.4% 50.0% offspring Kids only 7.3% 10.9% 13.0% 17.1% Grandkids 4.1% 6.8% 7.2% 9.8%
- 6. Family first Salutation “Miss” is relevant due to marital status and lack of kids, not gender
- 7. Family first –charity family Board Past Board Volunteers Monthly donors Clients/service users
- 8. Not relevant data Gender Income Education Race
- 9. Why your DM personis your best friend
- 10. Strong Data >=$100 single donation < $5,000 single donation 3 or more gifts Multi-affiliated
- 11. Weak Data Event participants In memory/In celebration donors Lottery/raffle ticket purchasers Auction donor/buyer Gift in kind donor
- 12. All Rules HaveExceptions DUC
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- 15. Proactive Relationship Building (Marketing) “Bequests are thelife gift that is death activated” - XX
- 16. Talk so peoplewill listen “Helping others” “Religious beliefs” “Giving back to society”
- 17. Sweet spot Ages40 – 50 (Sargeant) Ages 45-54 (Kou, et al.)
- 18. Approaches Who’syour market? How do you talk to them now?
- 19. Effectiveness Preferred doesnot = effective “Effective” is not the same as “like”
- 20. What to do Mail Phone Newspaper ads – in a consortium Focus groups Seminars Newsletters Online
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- 22. Cool ideas London Health Sciences
- 23. Cool ideas Lifetime legacies
- 24. Cool ideas Royal Lifeboat Letter - confirmation
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- 27. Not just forbequests … Direct solicit Life insurance – especially for charities like PLAN Annuities
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- 30. Recap Family First Why your Direct Response person is your new best friend Proactive Relationship Building (Marketing) Cool ideas
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Editor's Notes
- #6 James – Trends, opportunities and challenges in bequests, endowments and major gifts – Advancing Philanthropy September/October 2008
- #17 Campbell & Co, 2007 – notice no “tax benefits” language
- #20 Mailed 10,000 leads. Called 5,000 had a great response. 5,000 – mail only had no response.
- #21 Remind about Trillium seminars, Community Living seminars