PLANTING SEEDS FOR LEGACY GIVING Minnesota Planned Giving Council Annual Conference November 15-16, 2017
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
PLANTING SEEDSFOR LEGACY GIVING
Minnesota Planned Giving Council
Annual Conference
November 15-16, 2017
SETTINGEXPECTIONS
Of course, direct inquiries and disclosures are great and
measurable! But, our expectations are to:
• Build awareness of St. Thomas as a legacy giving option
• Educate about planned giving gift vehicles
• “Be there” when a donor is ready to have the conversation
Marketing plan
Detailed plan outlining strategies and tactics for reaching our various audiences for the year
• Keeps us focused on priorities
• Helps with planning timelines, budget
• Review results for next year’s plan
Some highlights…
Tactics: donor newsletter
Your St. Thomas Legacy newsletter
– 3 issues: spring, fall, year-end
– Print version: age 60+
– Email version: age 30-59
– UST and Crescendo content,
UST design
– Donor story
– Team photo
– Self mailer
– Affixed reply envelope
Tactics: donor newsletter (cont.)
Trying new format
-- 6-panel self mailer
-- Tear-off reply card
Tactics: advisor newsletter
Crescendo advisor e-newsletter
– 3,250 individuals
– Average open rate = 25%
– Monthly
– Customize header with value-
added UST event notice
– Team photo in footer
– Positions UST as a partner/
resource
Tactics: education tools
• Planning Your Legacy guide
• Customized briefs
• Postcards/e-blasts specific to
vehicles
• Estate planning
• Finn Legacy
brochure
• Website
Tactics: Marketing to the PG Pyramid
St. Thomas PG Pyramid
• Tracks donors along a
continuum
• Interest levels from 1-7
• Your St. Thomas Legacy
newsletter to all levels
• New: Crescendo GiftLegacy
newsletter twice monthly to
level 3 (strong interest) 1
2
3
4
5
6
7
Prospect – after visit or research, GO suspects would be good PG prospect.
Some Interest – GO had conversation with prospect about Planned
Giving and prospect shows willingness to discuss.
Strong Interest – Prospect requested PG information and/
or may want to see PG options/illustrations.
Promise – GO asks prospect for PG gift and
prospect promises to complete PG soon.
Unconfirmed Gift – have verbal
OR written confirmation of completed gift
Confirmed Gift – have verbal AND
written confirmation, but no dollar value.Eligible for Finn Society!
Fully Doc d – booked in
Banner. Have dollar estimate, may not have designation. Counts as new money.
PG Pyramid
8 - Pending Estate – Donor of
confirmed PG is now deceased and we are waiting for gift
9 - Realized Estate – Final gift
received from donor. May be booked PG pledge payment or unexpected PG gift.
Submitted Proposal created
LOI w/o dollar amtMay have contingency.
Stewardship starts here.
Confirmed pledge entered into Banner via green sheet. Proposal
updated to granted status.
Gift entered into Banner
- milestone
GO Contact Reports
Proposals
Pledges
PG Contact Reports
Link
Link
Case study:IRA charitable rollover 2016
April, September, December:
• Newsletter articles
June:
• Letter to existing IRA donors letting them know it is
October
• Partner with Annual Fund: buck slip in fall solicitation
November
• Postcard mailing to age 70+ (8,550 people)
December
• E-blast to age 70+
IRA charitable rollover
Same visual design to reinforce message
IRA charitable rollover
$8,700
$376,375
$84,179
$132,700
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
2012 2013 2104 2105
IRA Gifts Received (by calendar year)
# gifts 6 38 16 21
IRA charitable rollover
$8,700
$376,375
$84,179
$132,700
$408,179
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
2012 2013 2104 2105 2016
IRA Gifts Received (by calendar year)
# gifts 6 38 16 21 44
Same money, different pot?
Did the IRA charitable rollover help us attract new
donors?
Not in FY17.
About half (20) were first-time IRA donors – and all
20 were already regular annual donors.
However…
Of these 20 donors, 17 increased their gift from
previous levels – most at least doubling the amount!
Total gift increase from FY16 = 248%
While the IRA rollover gift vehicle did not bring in
new donors (yet!), it greatly increased the dollar
amount given by existing donors.
IRA rollover opportunities
2017: same tactics, new
design
Long-term: rollover gifts tell
us who has IRAs -- cultivation
for future planned gifts.
• Beneficiary designation
• Options for life income
Marketing results
Going on year three of current marketing strategies:
• IRA rollover gifts
• Visibility – donors are referencing materials
• Steady flow of inquiries and leads for planned gifts
• Disclosures
Planting seeds that will bear fruit when donor is ready!
LEAVING A LEGACYFOR THE COMMON GOOD
Jennifer Bennett
(651) 962-6944
Chris Fahey
(651) 962-6897
www.stthomaslegacy.org
Related Documents
