lizotte-widyaratne philanthropic consulting services lwpcs.ca presentation by sue widyaratne bba,...
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LIZOTTE-WIDYARATNE PHILANTHROPICCONSULTING SERVICES
lwpcs.ca
Presentation by
Sue Widyaratne BBA, CFRE & Marie Lizotte, CFRE
to AFP Southeastern Ontario Chapter
INTEGRATING PLANNED GIVING AND OTHER
DEVELOPMENT PROGRAMS
National Philanthropy Day
November 17, 2010
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CONTENT
Brief explanation of planned giving and its characteristics.
Importance of an integrated development program. Maximize opportunities. Real life examples.
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DEFINITION OF PLANNED GIVING
Planned Giving is the donor-centered process of planning charitable gifts, whether current
or future gifts, that meets philanthropic goals and balances personal, family, and tax
considerations.
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HOW DO PEOPLE GIVE?
Cash Gifts Bequests
Securities Life Insurance
Charitable Annuity RRSP/RRIF
Real Estate Charitable Remainder Trust
Other Property
PRESENT & FUTURE GIFTS
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Planned gifts are based on the donor’s timing – not your organization’s timing.
Only 1 in 10 who makes a charitable bequest will tell about intention. (Source: FLA Group – Legacy Research)
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Why do people choose to support an organization?
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THE DONOR PYRAMID
Source: AFP First Course
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AN INTEGRATEDDEVELOPMENT PROGRAM
Majorgiving
Annualgiving
Plannedgiving
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PLANNED GIVING & ANNUAL GIVING
Survey of Canadian direct mail donors by FLA Group:
92% have a will. 17% have already made a charitable bequest. A further 18% are considering making a bequest. The majority have never been asked to make a
bequest by any of the charities they support!!
1 in 3 Canadians would include a charity in their will if asked to do so!
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PLANNED GIVING & ANNUAL GIVING
Monthly Donors - proven most likely to commit to a planned gift over other types of annual donors.
Consistency of giving vs. size of gift. Drop in gift size or discontinued gift – often a sign
of retirement.
Pay attention to these donors!
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PLANNED GIVING & ANNUAL GIVING
Since Planned Giving is based on donor’s timing – important to constantly reinforce the message.
Marketing Tools: Check-off boxes on direct mail coupons. Inserts with tax receipts:
Articles of interest “For Your Information”. Planned giving brochure or buck slip.
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PLANNED GIVING & ANNUAL GIVING
Surveys. Thank you calls + deliver tax receipts. Suggest estate gift that generates same annual
income. Legacy Leaders / Legacy Innovation Campaigns.
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PLANNED GIVING & ANNUAL GIVING
Add committed PG donors to mailing list with permission.
Don’t take off PG & MG donors unless requested.
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PLANNED GIVING &MEMORIAL DONATIONS
Create a memorial fund. Augment with an estate gift. Involve the whole family.
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PLANNED GIVING & MAJOR GIFTS
Opportunity to create urgency to commit the planned gift sooner.
Mini Major Gift Campaigns. Create endowment now – memorialized with
bequest later. Expand role of Major Gifts Committee. Stewardship is critical – generates unexpected gifts.
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PLANNED GIVING &CAPITAL CAMPAIGNS
Time-limited - opportunity to create urgency. Campaign donors good prospects for planned gifts.
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PLANNED GIVING &SPECIAL EVENTS
Telethons / Radiothons. Events involving groups (cultural, alumni, etc).
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OTHER RESOURCES FOR IDENTIFYING PLANNED GIVING PROSPECTS
Volunteers – board and committee members. Employees.
Don’t forget to solicit them + ask them to open doors.
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OTHER MARKETING IDEAS
Please consider a planned gift to (name of your organization).
Add this as a PS on all your letters and emails. On business cards. Any other material that is handed out to the public.
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REMEMBER
Everyone is capable of a planned gift and therefore everyone is a prospect!
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SUMMARY
Integrating planned giving into the overall development program ensures that best strategies are put in place
for moving the donor up the donor pyramid.
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THANK YOU
QUESTIONS?