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Planned Giving Marketing-- Legacy Leadership Program
Rich Fox, FRSA, Chairman & CEO,Rich Fox & Associates, Inc.Contact: [email protected]
(831) 659-1123
Legacy Leadership Program
This session is meant to be interactive– so please ask questions and share your experiences.
Legacy Leadership Program
Top of the PyramidWhat is the value of a bequest?Who leaves a bequest?How do we find them?
Targeting – Caring About Cause
Current and lapsed donorsVolunteerMulti-yearMulti-giftMonthly giverMinimum gift level
Targeting – Caring About Cause
Current and lapsed donorsVolunteerMulti-yearMulti-giftMonthly giverMinimum gift levelStaff
Targeting – Caring About Cause
Current and lapsed donorsVolunteerMulti-yearMulti-giftMonthly giverMinimum gift levelStaffLegacy Inquirers
Targeting – Caring About Cause
Gift at or above top ask level Viral fundraiser — asks others to give
Targeting – Caring About Cause
Gift at or above top ask level Viral fundraiser — asks others to giveToured or visited
Targeting – Caring About Cause
Gift at or above top ask level Viral fundraiser — asks others to giveToured or visitedEvent attendee
Targeting – Caring About Cause
Gift at or above top ask level Viral fundraiser — asks others to giveToured or visitedEvent attendeeUpdates donor record voluntarily
Targeting – Caring About Cause
Gift at or above top ask level Viral fundraiser — asks others to giveToured or visitedEvent attendeeUpdates donor record voluntarilyPhone number provider
Targeting – Caring About Cause
Gift at or above top ask level Viral fundraiser — asks others to giveToured or visitedEvent attendeeUpdates donor record voluntarilyPhone number providerE-mail address provider
Targeting – Caring About Cause
Gift at or above top ask level Viral fundraiser — asks others to giveToured or visitedEvent attendeeUpdates donor record voluntarilyPhone number providerE-mail address providerBeneficiary of your organization
Targeting – Excess Estate
No Living ChildrenNo SpouseNo Siblings or other natural heirsRemaining Assets
Targeting – Other Factors
OlderMaximum gift levelBoard MembersDo not contact & Do not call listsAlready committed to Legacy
Legacy Basics
Mission Statement–
What are your doing for the world?
Can you tell us your mission statement?
Legacy Basics
Case Statement—
Includes your mission, vision and values statements, and should clearly answer why your donor should leave you a bequest.
Do you have a planned giving case statement?
Legacy Basics
Legacy Brochure or One Sheet—
Should include your mission and case statements, along with the legal name of your organization and the language needed for your donor to designate your organization as a beneficiary of his/her will.
Do you have one?
Legacy Basics
Mission StatementCase StatementLegacy Brochure or One SheetLegacy Web Page linked to Home Page
Legacy Basics
Legacy Web Page linked to Home Page
The information in your Legacy Brochure or One Sheet should also be easily accessible on your website.
Are you doing this?
Legacy Basics
Mission StatementCase StatementLegacy Brochure or One SheetLegacy Web Page linked to Home PageLegacy information check boxes
Legacy Basics
Legacy information check boxes—
Every acknowledgement of a gift should include a reply device providing an opportunity for your donor to check a box in order to receive information on how to make an estate gift to your organization.
Do you do this?
Legacy Basics
Mission StatementCase StatementLegacy Brochure or One SheetLegacy Web Page linked to Home PageLegacy information check boxesLegacy Society
Legacy Basics
Legacy Society—
Many organizations have a Legacy Society to recognize donors who have included the organization in their will. Society members receive regular communications and often receive invitations to events.
Do you have a Legacy Society?
Opt-Out Pre-Call Letter
Thank youWhat they have helped you accomplishNot asking for another donation
Opt-Out Pre-Call Letter
Thank youWhat they have helped you accomplishNot asking for another donationSeeking leaders to set an example
Opt-Out Pre-Call Letter
Thank youWhat they have helped you accomplishNot asking for another donationSeeking leaders to set an exampleExplain program
Opt-Out Pre-Call Letter
Thank youWhat they have helped you accomplishNot asking for another donationSeeking leaders to set an exampleExplain programRefer to pledge form
Opt-Out Pre-Call Letter
Thank youWhat they have helped you accomplishNot asking for another donationSeeking leaders to set an exampleExplain programRefer to pledge formTheir name to serve as an example
Opt-Out Pre-Call Letter
Thank youWhat they have helped you accomplishNot asking for another donationSeeking leaders to set an exampleExplain programRefer to pledge formTheir name to serve as an exampleExplain opt-out
Opt-Out Pre-Call Letter
Thank you What they have helped you accomplish Not asking for another donation Seeking leaders to set an example Explain program Refer to pledge form Their name to serve as an example Explain opt-out Thank them again
Opt-Out Pre-Call Letter
Thank you What they have helped you accomplish Not asking for another donation Seeking leaders to set an example Explain program Refer to pledge form Their name to serve as an example Explain opt-out Thank them again P.S.
Very, Very, Very, Very, Very, Very Soft Service Call
Not calling for gift -- refer to the letterCalling to explain and answer questions
Very, Very, Very, Very, Very, Very Soft Service Call
Not calling for gift -- refer to the letterCalling to explain and answer questionsExplain program
Very, Very, Very, Very, Very, Very Soft Service Call
Not calling for gift -- refer to the letterCalling to explain and answer questionsExplain programKey is to set an example – no minimum
Very, Very, Very, Very, Very, Very Soft Service Call
Not calling for gift -- refer to the letterCalling to explain and answer questionsExplain programKey is to set an example – no minimumDiscuss anonymity, should they wish
Very, Very, Very, Very, Very, Very Soft Service Call
Not calling for gift -- refer to the letterCalling to explain and answer questionsExplain programKey is to set an example – no minimumDiscuss anonymity, should they wishWill send language and helpline number
Very, Very, Very, Very, Very, Very Soft Service Call
Not calling for gift -- refer to the letterCalling to explain and answer questionsExplain programKey is to set an example – no minimumDiscuss anonymity, should they wishWill send language and helpline numberAsk if any questions & if they’ll consider
Very, Very, Very, Very, Very, Very Soft Service Call
Not calling for gift -- refer to the letterCalling to explain and answer questionsExplain programKey is to set an example – no minimumDiscuss anonymity, should they wishWill send language and helpline numberAsk if any questions & if they’ll considerIf reluctant, apologize and thank them
When They Sign Pledge Form
Inscribe name immediatelySend thank you with codicil language
and helpline number
When They Sign Pledge Form
Inscribe name immediatelySend thank you with codicil language
and helpline numberSend or deliver certificate or plaque
Very, Very, Very, Very, Very, Very Soft Reminder Letters and Calls
Have all of your follow up in place.
Cultivate and Bond
Regular lettersRegular phone callsPersonal visits and invitations to tourLegacy Leadership Society events
Cultivate and Bond
Regular lettersRegular phone callsPersonal visits and invitations to tourLegacy Leadership Society eventsNewsletters
Cultivate and Bond
Regular lettersRegular phone callsPersonal visits and invitations to tourLegacy Leadership Society eventsNewslettersUpgrade to existing Legacy Society
Cultivate and Bond
Regular lettersRegular phone callsPersonal visits and invitations to tourLegacy Leadership Society eventsNewslettersUpgrade to existing Legacy SocietyPossible discussion of lifetime gifts
Usual Results
About 1% say they have already named you in their estate plans
About 1% say they will name you in their estate plans
Usual Results
About 1% say they have already named you in their estate plans
About 1% say they will name you in their estate plans
About 10% say they will consider naming you in their estate plans
Human Rights Organization -- Current Donors
Donors who had made at least one gift in the past twelve months.
Human Rights Organization -- Current Donors
1% joined in response to the letter5% more joined in response to the call
Human Rights Organization – Current Donors
1% joined in response to the letter5% more joined in response to the call30% more seriously considering
Human Rights Organization – Monthly Giving Donors
Donors who had committed to open ended, automatic monthly giving.
Human Rights Organization – Monthly Giving Donors
3.5% joined in response to the letter11% more joined in response to the call
3.5% joined in response to the letter11% more joined in response to the call22% more seriously considering
Human Rights Organization – Monthly Giving Donors
Human Rights Organization – Monthly Giving Donors
Over the next 10 years, this organization obtained distributed estate gifts and irrevocable commitments totaling over $10,000,000.
Visual History Foundation --Survivor/Non-Donors
Holocaust survivors who had given their testimony, but had never donated.
Visual History Foundation --Survivor/Non-Donors
.4% joined in response to the letter5.9% more joined in response to the call
Visual History Foundation --Survivor/Non-Donors
.4% joined in response to the letter5.9% more joined in response to the call25.1% more seriously considering
Religious Affiliated Nursing Home—Recent Donors
Donors who had made at least one gift in the past twelve months.
Religious Affiliated Nursing Home—Recent Donors
1.6% joined in response to the letter7% more joined in response to the call
Religious Affiliated Nursing Home—Recent Donors
1.6% joined in response to the letter7% more joined in response to the call14.4% more seriously considering
National Catholic Children’s Charity-Specially Selected Current Donors
In this, the 4th Legacy Leadership campaign, donors were specially selected based upon modeling of results from the 3 earlier Legacy Leadership campaigns for the organization.
National Catholic Children’s Charity-Specially Selected Current Donors
2.2% joined in response to the letter
National Catholic Children’s Charity-Specially Selected Current Donors
2.2% joined in response to the letter6.4% more joined in response to the call
National Catholic Children’s Charity-Specially Selected Current Donors
2.2% joined in response to the letter6.4% more joined in response to the call24% more seriously considering
Planned Giving Marketing-- Legacy Leadership Program
Rich Fox, FRSA, Chairman & CEO,Rich Fox & Associates, Inc.Contact: [email protected]
(831) 659-1123