there is money out there. viken mikaelian, ceo plannedgiving.com
TRANSCRIPT
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There IS Money Out
There.Viken Mikaelian, CEOPlannedGiving.Com
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1If you’re not asking your prospects for planned gifts … someone else is.
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Eventually that “someone
else” will steal your ca$h gifts, too.
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5% of this nation’s wealth is in hard-to-get cash. 95% is in easy-to-get assets.
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4Those who even dabble in planned giving eventually earn 50% to 100% more than those who don’t.
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A typical planned gift is 200 to 300 times the size of a donor’s largest annual gift.
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Planned gifts do not affect prospects’ cash flow. They’re easy to give (and to receive).
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Prospects are eager to make a planned gift, but simply don’t know how.
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Prospects making gifts through their wills typically increase their annual support. Why?
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Anyone can make a planned gift. And it’s easy.
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Planned Giving is a people business. If you love people, you’ll raise more money than you’ve ever imagined.
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1Where Is The
Money?
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Common Sense Planned Giving:
Focus on gifts anyone can make.
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BequestsAppreciated StuffLife InsuranceIRAs
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What is special about these gifts?Do not affect cash flowEasy to give and receiveDo not require a lawyer
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2How Do You Get
The Money?
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Much has changed overthe last 30 years:
The way we marketThe way we buyThe patience of the prospect
and
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Stop telling the prospect we can’t wait for him to die.
Benefits vs. Features
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Micro-Target
Number one predictor:
Loyalty.
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Donor to VP:Is the Foundation
on the ground flooror basement?
“”
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You can make a gift that costs nothing during your lifetime.
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Did you know you can make a gift and receive guaranteed income for life?
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Do you have your own elevator pitch?
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If I can show you a way to redirect your taxes to benefit your family, your community and our mission, will you give me a half an hour to discuss that with you?
“
” Jack MillerPittsburgh, PA
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Solicitation letters.
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Estate Planning Education
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Columns and Articles
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Public RelationsDonor stories motivate others to give and generate second time gifts.
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3Some
Challenges to Overcome.
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Vanilla Marketing.Make Them Complain.
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Shiny Objects of the Year
Social MediaE-MarketingLatest Research and Discovery
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US mail, not e-blasts,is still king in getting responses.
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Treating Planned Giving as if It’s Fundraising.
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Bequest,Bestow,Bequeeeth?(Don’t Make Your Prospect
Think)
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Single Shot or “Binge” Marketing
If you are going to mail once and stop, stop before you mail the one mailing.
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Sending Out Death Brochures.
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Using one medium to market to your prospects.
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“We need the funds now to
maintain our property today.”
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Your donor hears: “Give us some bucks now totake us out of our misery.”
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“We’re working on supporting
our future, so we can continue
doing what we do today,even better, tomorrow.”
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4Idea Center!
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Know Your Prospect.(serious)
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4The End is Near
1288 Valley Forge Road, Building #82 | Valley Forge, Pennsylvania 19460 | 800-490-7090
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“We’re waiting to develop
a formal program in order
to proceed.”
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Treat your donors as friendsand your prospects
as donors.
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No one Googles Unitrusts First Thing
in the Morning.
Use common sense marketing… it’s all about relationship
and sales.
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Planned gifts can get complicated.Marketing them shouldn’t be.
Resources:AreYouReadyForPlannedGiving.com
PGIQ.comWhatIsPlannedGiving.com
PlannedGiving.com