Workshop 2 – February 20, 2013 Board Engagement, Prospecting and Marketing Presented by: Bryan Clontz, CFP®, President Charitable Solutions, LLC.

Workshop 2 – February 20, 2013 Board Engagement, Prospecting

and Marketing

Presented by: Bryan Clontz, CFP®, President

Charitable Solutions, LLC

Agenda• Quick Summary of Session 1: Introduction to

Endowment Fundraising• Case Statement Show and Tell• Bequest Data and Profiles• Three-Prong Prospecting Plan• How Do We Engage Our Board?• Key Bequest Marketing Goals• Team Exercise: Board Engagement, Prospecting

and Marketing• Key Bequest Marketing Mistakes• Homework for Next Meeting

Session 1 Summary• CJL will change the Jewish fundraising

culture and will accelerate 10-15 year lag of endowment/planned giving conversations

• Simple bequests (wills, retirement plans, insurance) are 90% of all planned gifts

• Competition is everywhere and Jewish donors are giving endowment gifts everywhere except the Jewish community

• CJL is an unbelievably successful franchise model in use in over 40 other communities – just follow the formula!

Ideal Bequest Donor

• 80 Year-Old+ Widow• $75,000 Income+• Childless• 80% Never Notify the

Charity (Privacy)• Strong Desire to Give

Back• Finalizing Estate Plans

Ideal Bequest Donors #2

• 58-62 years old• Revise their

wills/estate plans 12 minutes after the last child graduates

• Likely engaged on volunteer basis

Three-Pronged Approach to Bequest Prospecting

Level One – Current/Past Board, Staff and Close Friends1. Encourage/Strive 100% Participation

2. Provide Easy Solutions

Level Two – Long-Term Donors1. Develop Lists of Consistent Donors (Narrow to 10-50 – Achievable Goal)

2. Couple “ask” with other fundraising efforts, thank yous, etc.

Level Three – General Donor Community1. Include Two Boxes on Pledge Cards

2. Include Testimonial Article in Every Newsletter/Magazine

Board Engagement

1. Select Board/Volunteer Champion2. Make Endowment Case to Board3. Champion Invites Them to “JOIN ME” in

CJL4. Goal is 100% Board Participation5. Follow Up Individually with Board

Members6. Use “Top Ten Legacy Giving Ideas”

(see handout in packet)

Key Bequest Marketing Goals• Donors Must Know You are in the Bequest

“Business”• Build “Shelf-Space” • Develop Momentum from the Leadership

Down: “Lead by Example” “Join Me” “Follow Me”

• Articulate Critical Importance of Bequests as the Primary Endowment Funding Vehicle

• Perpetuate A Cultural Shift to Bequest Giving: Bequest language on all materials

• Write Down Key Board Champion• Identify Who Can Provide Names of Past Board

Members, Closest Friends, Loyal Donors/Volunteers

• ID Who Will Customize & Maintain Consistent Progress/Donor Reports: Format provided by Ilana

• ID Who Will Help Implement Action Plan Steps • ID Who Will Disseminate CJL Marketing Pieces:

Foundation to provide consistent CJL marketing pieces including the logo, electronically for your use

• ID Who Will Write Articles/Testimonials for Internal and Community Publications: Ilana will assist with this effort

Team Exercise

Bequest Prospecting Mistakes

• Failing to Get Board To Buy-In and Leading By Example

• Spending Too Much Money on Marketing Pieces

• Having Too Many Prospects• Spending Too Much Time on Prospect

Research• Always Getting Ready to Get Ready to Have

a Conversation

• Your last will and testament is your final teaching.

• What do you want it to say?

Rabbi Mordechai Liebling

• Select/Recruit Board Champion – Present at Board or Solidify 15 Minute Presentation at Future Meeting (Always Give a CJL Update at Board Meetings)

• Utilize CJL Staff Support/Materials• Develop Prospecting Plan (see Team Exercise)• Bring Prospecting Plan and Board Meeting Report to

Next Training• Steering Committee Member Lily will Review Vetting

Procedure (Lists due 2/28)

Next Steps – Homework and CJL Support