"the power of the narrative in legacy giving ... the missing piece“ gary macdonald leave...

"The Power of the Narrative in Legacy Giving ... The Missing Piece“

Gary MacDonald Leave a Legacy - May 21, 2014

Perspective

The Charity World82,000 Registered Charities In Canada

Plus80,000 Not Registered

Expenses Up & Government Funding Shrinking

What are your challenges?

4 types of Givers•Tippers•Buyers•Donors•Investors

New Perspective

Missing Below the Water Line

Urgency & Gifts

Urgency“The Window”

65+ Civic Generation

(Born before or during WW2)

14 Billion over next 14 years

Anticipated in Legacy gifts in CanadaAverage Legacy Gift – $20,000

2010 Legacy Poll Findings by Fraser Green•% of all adults who have a will? •43%•53%•63%•73%

At what age does it jump to 80% who have wills?

What is the percentage of people who have already named a charity in their will?

Best Strategy For Narrative Approach

People - Volunteer Driven

• Selecting the right volunteers (Criteria)• Character • Listener• Connector• Committed to a legacy gift personally• Knows little about planned giving• Not a current financial planner

Resources Printed MaterialVideo’sOnline ResourcesList of approved Lawyers & Financial AdvisorsBusiness Card with Volunteer’s NameSample Script for PresentationOther?...

Training• Volunteer is selected and screened• Should be aware of the organization• Coached in articulating the impact clearly• Give volunteer access to Leave a Legacy Group for

networking and support.

Partnerships• Local “Leave a Legacy” Group or CAGP (Canadian Association of Gift

Planners)• AFP (Association of Fundraising Professionals)• Access to other charities and partners to ask questions• Leave a Legacy National Website• Other partnerships…

Warning / Caution• Be aware of undue influence with the potential donor• Directing someone to a specific partner (Lawyer or Advisor)• Directing someone to a specific product (I.E. ONLY insurance)

First Steps• Start with yourself• Board • Volunteers and former board members• Build legacy giving into all communications. Not, “would you

consider us in your will”, but a testimony of someone who has done it or someone who did and the impact today.• Focus on narrative (stories) and get coached is needed. Remember

that your sharing impact not product or process.• Add to your web site and include legal name and charity #

Suggestions from Fraser Green

• Tell stories of others who have made a bequest. Deeply personal. WHY not HOW.

• Speak to the cause not the organization. People give to the UW to help homeless.

• Past – Present & Future. What are the needs 15 years from now.• Never tell a donor that they need a will or give financial advice.• Reassure donor that you will be careful with their money.• Use BIG serif fonts. 13 point min. Clean layout. Photos of money at

work. Shots of board members around a table accomplish nothing.

Example Of A Volunteer’s Presentation

“Hospice Kingston”

Prime the Pump - Table Groups1. Pick a movie, play, book, song, poem or TV show that has had a

deep impact on you. (You can pass if you wish)2. Share briefly what it is and why it is impactful to you? (45

seconds each) 3. What is it about that impact that aligns with the mission or

outcomes of the current organization you serve or volunteer with?

Q & A

Gary MacDonaldClearview Consulting and

Training

www.clearviewcc.ca1.888.494.1027

gmacdonald@clearviewcc.ca