Planned Giving Toolkit

page 12010 Edition: 12-Month Planned Giving Marketing Plan

Solicitation LetterPostcardSolicitation Letter #2

Display AdLegacy Society Luncheon

Postcard #2

Includes:What Works, What Doesn’tResources/ToolsMonthly Planning Calendar

PlannedGiving MarketingPlan For the smaller

to medium-sized non-profit.

12-Month

“The perfect product for those who can’t afford to outsource.”

Valley Forge, Pennsylvania800-873-9203Copyright © 2010, PlannedGiving.Com, LLC

Rev. August 2010


We’re not your average planned giving firm.We offer tools to improve your marketing; time-and money-saving downloadable copy for brochures, articles, letters, ads, and postcards; start-to-finish planned giving marketing toolkits; additional copies of this 12-Month Planned Giving Marketing Plan; Joe McKay’s popular Planned Giving Policy Manual; The Ultimate Quick Reference Planned Giving Pocket Guide; Personal stories and reflections from your peers; and anything that helps you re-charge and re-focus.

Remember us next time you are under a tight deadline with your publication or need to get your planned giving newsletter out — we probably have the article or content you want. Have a question? Our FAQs cover gift plans, tax details and all aspects of marketing.

Read past and current issues of Planned Giving Tomorrow, the only planned giving marketing magazine for all fundraisers.

And finally, you can read our nationally recognized blog. Warning: our contributors tell it as they see it — they’re never bland or tame.

Located in Valley Forge, PA, PlannedGiving.Com is your first — and last — stop for all your planned giving needs.

Truly, there’s something here for everyone.

Copyright and Disclaimer

Publisher: PlannedGiving.Com, llc

Copyright © 2010, PlannedGiving.Com, llc

All rights reserved.

Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without the permission of the copyright owner is unlawful. Requests for permission or further information should be addressed to PlannedGiving.Com at 800-873-9203.

Disclaimer

This publication is designed to serve as a marketing tool, not as a legal guide. It is not intended to provide legal, tax, investment or other professional advice, and it may not be relied on for such advice. For assistance in specific cases, obtain the services of a competent attorney or other professional advisor.

1288 Valley Forge Road, Suite 82, Phoenixville, PA 19460

800-873-9203 [email protected]%


Why a Planned Giving Marketing Toolkit forsmaller to medium-sized non-profits?

Because your annual gifts are down, and your need for long-term, stable •endowment is greater than ever before.

Because your best prospects are already hearing about planned gifts from •the charity down the street.

Because over 85% of all planned gifts are gifts anyone can afford — gifts •through a will (often called bequests*), gifts of a retirement account, gifts of paid-up life insurance, gifts of appreciated securities. (Actually, appreci-ated “anything” that can be appraised and sold.)

Why are these gifts important to you?

It takes no expertise or specialized staff to promote and accept them. You do not need a lawyer, bank, or financial advisor on staff. You can start marketing and closing gifts that make a big difference today.

Most planned gifts can be marketed as “gifts that cost nothing during your lifetime.” Why? Bequests are made after one’s lifetime; insurance, IRAs and securities have already been paid for and are just sitting there. They’re perfect for donors who worry about affording a cash gift.

Taking advantage of this marketing plan and pursuing planned gifts can make a big difference for every organization, and your career, too. (Those who just even dabble in planned giving earn significantly more.) This is the perfect tool to start a planned giving program, or strengthen an existing one.

Remember: less than 5% of this nation’s wealth is in cash. This marketing plan will open the door to the other 95%.

What can this marketing plando for you?Pages 6-8 tell you what marketing documents you need and where to find them. These are a series of letters, postcards and other documents. Don’t at-tempt to write them yourself — use your time more wisely.

Pages 9 through 12 detail your 12-month calendar populated with your task list. Some of the tasks involve sending the items on pages 7– 8, and others involve simple strategies we’ve developed through experience.

It really is very, very simple. And comprehensive.*We’d rather call these gifts through one’s will. Why? Most folks out there do not know the term bequests or to bestow. Others think a bequest is something only rich people can have.

Gifts anyone can afford:

Gifts through one’s will•

Appreciated Securities•

Appreciated “Anything”•

Retirement Plans•

Life Insurance•

Less than 5% of this nation’s wealth is in cash.


What Works & What Doesn’tin planned giving marketing?What Does Not Work:

Repetitive pre-packaged emails. • The e-recipients know that the message is impersonal and generic, and so do the spam-blockers on their computers. Here’s a no-nonsense white paper on planned giving spam: plannedgiving.com/spam. It discusses why you should use e-mail blasts sparingly.

Websites with superfluous links, • deep home pages, too much text, and updated libraries with “exciting” (really?) planned giving news in special reading rooms.

Screening prospects based on just wealth and age (many fundraisers still •market only to seniors — bad idea and we’ll tell you why).

Traditional• planned giving newsletters (they’re not effective and don’t even get read). A newsletter with useful information and donor stories does. PlannedGiving.Com/newsletters.

A single mailing. “• One-step, one-hit marketing is stupid. If you are going to mail one flyer and stop, stop before you mail the one flyer.” [Dan Ken-nedy, a direct-mail response marketing guru.] Repetition is absolutely required to make your program successful.

So...

Planned Giving Marketing: Smoke and Mirrorsor a sure thing?If you’re not sure, maybe it’s time to forget Conventional Marketing Wisdom (CMW) and start thinking strategically.

When you market planned gifts, you are trying to persuade people to do something that most of them don’t even want to think about — permanently transfer assets away from their control and that of their families. Even your simplest promotion (“Remember us in your will”) bogs them down in thoughts of mortality.

The CMW answer?

“More of the same! Wear them down until they get the message!” More newsletters, more mass emails, more deluxe four-color brochures, libraries of tax articles on your website’s “reading rooms”. Simply put, more Overkill Marketing that your prospects tune out.

plannedgiving.com/bequesttoolkit

Please refer to page 15.


The strategic answer? (Read this twice)

A balanced blend of print and electronic messages. Most should be benefits-driven, short and to the point. Why? Because your prospect is inundated with over 3000 marketing messages a day. They’d rather think about buying their next car, a Coke or just about anything before planned giving.

Note that we say “benefits-driven” (such as “you can impact thousands for gen-erations to come”) and not “features-driven.” Features mention death (“when you die, your insurance pays us”). Benefits promote immortality. Features slow down your sales process. Benefits sell the sizzle. And the sizzle keeps your pros-pect focused on your mission, vision, and on making the gift. It’s that simple.

Multi-Channel Marketing (A Fancy Way to Say “Send different things”)

It is also important to vary the media through which you communicate with your prospects. For example, don’t always use email. Use cards, letters, display ads, and (geez, oh-no) the old-fashioned phone. If you stick to one single me-dium, your prospects will “tune you out.” This is a simple sales and marketing strategy used by experts. Oh yes, and don’t forget the face-to-face visits.

Who is Your “Voice” of Planned Giving?

Do you respond better when a bunch of people you may or may not know ask you to do something, or when one person you’ve built a relationship with asks?

When you think of Wendy’s, who do you think of ? Dave Thomas, and he passed away in 2002. Yet Dave developed a “close personal relationship” with millions through a carefully scripted ad campaign and appeared in more than 800 commercial advertisements from 1989 to 2002 — more than any other person in television history. Select someone — a volunteer, your Executive Director, a beloved program officer — and keep having them tell your story... over and over, like Dave.

A simple plan that works.

First and foremost, memorize your planned giving one-liners (we call •these your elevator pitches). They are included in our Ultimate Quick Reference Planned Giving Pocket Guide (www.plannedgiving.com/guide). Develop a visually-based customized planned giving website that engages your readers and then actively leads them to you for follow-up. Make sure the website is not a passive reading room like most other planned giving websites. (When was the last time you were in a reading room? Have you woken up yet?) Reading rooms are not read. Contact VirtualGiving at 800-490-7090. Our friendly and experienced staff will help you develop your customized, donor-centric planned giving website.

Mail a personalized letter highlighting the benefits of giving wisely — •both for the prospect and the non-profit. Include your phone, email and website URL (we’ll show you where to download a sample that you can customize for your institution). Mail this same letter or only a slightly

US mail, not e-blasts, is still the preferred way to receive information.

73% prefer mail;18% prefer the •same content by e-mail

For “Confidential Information” it’s •10% (unchanged from 2004)

70% prefer US mail from •companies they are not doing business with.

For email, the preference is •less than 10%. This makes new customer acquisition tough.

If you take deliverability issues •into account, you have a less than 1% chance your email may be read.


varied version of this same letter three to four times a year. Why the same one? Because chances are only 10-20% of your letters will get read, and less than 5% of those who read them will remember your pitch 4 months later. Besides, you must have as many “touches” in one year as possible. More about such mailings in the 12-month plan.

Select your best prospects, and make sure • not to use wealth and age as your primary predictors. Your best predictor is loyalty — i.e., giving to you consistently regardless of amount.

In place of a traditional planned giving newsletter, mail a • series of com-pelling postcards (covered in the 12-month plan). In our information driven society, newsletters are getting a weaker and weaker response. Newsletters that work include columns that help donors prepare their wills, protect important documents while traveling, and other informa-tion anyone can use. Other things that work are donor lists and focused, benefits-based planned giving articles such as How to Establish an Endowed Scholarship With a Gift That Cost Nothing During Your Lifetime. You’re much better off with a compelling article in your organizational newsletter than publishing a stand-alone planned-giving-only piece.

Develop a series of display ads (similar to a magazine ad). These can be •very effective. (See samples at virtualgiving.com/ads) Place them in your organization’s publications, in commercial publications (if appropriate), and even in packets of material you hand out about your program.

We can help you find the marketing approach that will work for your unique organization:

Developing a planned giving website?• Consider VirtualGiving. They deliver world-class, donor centric, benefits-driven planned giving websites that inform and inspire and help your prospect learn more about leaving a legacy to your organization. And unlike other vendors, they guide the prospect to the right gift plan based on goals and benefits and not based on age. They make planned giving non-intimidating. That means donor centric marketing that is pleasant to read and simple to “get.”

Are you mailing to too many prospects or not enough?• Then uti-lize the PGFinder, a proprietary datamining/screening system that is 91% accurate and uses permutations based on donor loyalty, a much more accurate predictor of planned giving potential than age or wealth.*

Discovered that your planned giving newsletters aren’t work-•ing? (We told you so.) Then put together compelling postcards that get read. Their message is retained even if the card is thrown away. You can download postcard copy at www.plannedgiving.com.

*For more information on PGFinder, call 800-490-7090

Every fundraiser needs this book. See last page for details.


12-Month Planned Giving Marketing Calendar & Worksheetfor the smaller to medium-sized non-profit.Follow this simple timeline to jumpstart your program or give a strong boost to an existing one.

“I just received this toolkit in June. What do I do?” You can start this program anytime... even mid-year or year-end. Any time is a good time to start talking about planned giving. As you read through it, everything will become clear and you’ll even be able to improvise on the timeline. That is, it is easy to make adjustments to the schedule that we suggest.

In addition, all 18 items on the next two pages are a-la-carte. Feel free to pick and choose, and again, modify your timeline. But try to keep the product pretty much intact if possible. Why tamper with a system that has been given so much thought that all you have to do is execute it?

YOUR ROAD TO SUCCESS: We’ve done all the thinking... so you can do your job of market-ing and meeting with prospects!

IMPORTANT

You can begin in any month.•

All 18 items on the next page are a-la-carte. Feel •free to pick and choose, and modify your time-line. But why tamper with a system that works?

If you decide to use all of the documents, •you can purchase them at a 30% discount. Visit: plannedgiving.com/plandocs

Some pieces are used more than once.•


1Marketing medium: Solicitation letter What it covers: Thanks donors for past support; reviews creative ways to give Why: A constant reminder on “ways and whys of giving” is a must How to get it: PlannedGiving.Com/2000

2Marketing medium: Postcard What it covers: General/most popular planned giving options Why: A back-up quick-read summary mailer of the letter in 1 How to get it: PlannedGiving.Com/6000

3Marketing medium: Solicitation letter What it covers: Bequests Why: Revisiting a point made in 1 — A gift that costs nothing during lifetime How to get it: PlannedGiving.Com/2002

4Marketing medium: Testimonial worksheet (free) What it covers: Helps you gather donor testimonials/stories Why: Donor testimonials motivate others to give (and create 2nd time gifts!) How to get it: PlannedGiving.Com/worksheet (PDF)

5Marketing medium: Testimonials/Donor stories (pre-written) What it covers: If you want to facilitate 4 simply purchase pre-written stories and adapt Why: A constant reminder on “ways and whys of giving” is a must How to get it: PlannedGiving.Com/donorstories (you will have many to choose from)

6Marketing medium: Article/column in any or all of the publications your institution mails out What it covers: Bequests; reminds them of your website Why: A good way to back-up your direct mail How to get it: PlannedGiving.Com/7002

7Marketing medium: Newsletter What it covers: Bequests Why: Another medium for your marketing. Make sure it includes testimonials 5 How to get it: PlannedGiving.Com/1001

8Marketing medium: Postcard What it covers: Life Insurance (easy to give) Why: A back-up quick-read summary mailer of the letter in 1 How to get it: PlannedGiving.Com/6004

9Marketing medium: Postcard What it covers: Bequests (easy to make and do not affect cashflow) Why: A back-up quick-read summary mailer of the letter 1 and postcard 2 How to get it: PlannedGiving.Com/6005

bkMarketing medium: Postcard What it covers: Retirement Plans (easy to make and do not affect cashflow) Why: A back-up quick-read summary mailer of the letter in 1 and postcard 2 How to get it: PlannedGiving.Com/6007

Resources You’ll Needover the next year

These are just reference numbers and do not represent a chronological order.

If you decide to use all of the documents on this page and next, you can purchase them at a 30% discount. Visit: PlannedGiving.Com/


blMarketing medium: Postcard What it covers: Year-end giving Why: This is a must for year-end when people are looking for deductions How to get it: PlannedGiving.Com/6001

bmMarketing medium: Postcard What it covers: Year-end giving even if some securities have dipped; has option for CGA Why: Use this card in addition to bl if the economy poses challenges How to get it: PlannedGiving.Com/6002

bnMarketing medium: Display ad in your publication(s) What it covers: General planned giving Why: A sustainable back-up for continuous coverage How to get it: PlannedGiving.Com/5002

boMarketing medium: Solicitation letter What it covers: General planned giving focusing on year-end giving in a “tough year” Why: A sustainable back-up for continuous coverage How to get it: PlannedGiving.Com/2005

bpMarketing medium: Article/Column What it covers: Bequests; reminds them of your website Why: A sustainable back-up for continuous coverage How to get it: PlannedGiving.Com/1006

bqMarketing medium: Postcard What it covers: Bequests (for the faithful older donors) Why: A sustainable back-up for continuous coverage How to get it: PlannedGiving.Com/6006

brMarketing medium: Newsletter What it covers: Bequests Why: Another medium for your marketing. Make sure it includes testimonials 5 How to get it: PlannedGiving.Com/3012

bsMarketing medium: Article/column in any or all of the publications your institution mails out What it covers: Planned giving general; reminds them of your website Why: A good way to back-up your direct mail How to get it: PlannedGiving.Com/1018

Your chronological, month-by-month, step-by-step implementation

Note: If you decide to use all of the suggested documents above, you can purchase them at a 30% discount. Visit: plannedgiving.com/plandocs

For year-end giving

*

*

*

*


Month

1•Introduce(or,reintroduce)plannedgivingtoyourprospectswithapersonalizedletter1. Do this three times a year. Month 1 may be January, July, or any month you choose. The important thing is to get started. Some basic rules to follow: (a) Send it first-class mail (b) Use a live stamp (c) Hand-address the envelopes — do not use labels or window envelopes.

•DevelopaBasicLevelplannedgivingwebsite($1,495/yr)withVirtualGiving,Inc. 800-490-7090

Month

2•Sendoutaplannedgivingpostcardonbequests9 (emphasize that it’s the gift that costs

nothing during lifetime).

•Developadisplayad(likethedisplayadsyouseeinmagazines)coveringplannedgivingin general bn for any or all of the publications that your institution sends out (monthly newsletter, annual report, bulletin, etc.) . Use this ad throughout the year in your publications. Here are sample layouts you can use: PlannedGiving.Com/displayads

Month

3•Makeyourorganization’snewsletterormagazinemoreusefulanddonor-friendlyby

including a column or article on bequests 6.

•Sendoutaninformativesolicitationletteronbequests3.

12-Month Plan


Month

4•Mailaslightlyvariedversionofthesameletter1 you mailed back in Month 1. No need

to re-write it. Your only cost is postage and letterhead.

•Approachyourdonorsfortestimonials.Needatestimonialworksheetyoucandownloadfor free? See 4.

•Ifyoudonothavethetime,orifyouarehavingdifficultygatheringdonorstoriesandneedpre-written stories to start with, See 5.

Month

5•Ifyouhavedonorsreadytobeprofiled,puttogetheranewslettershowcasingthem(em-

phasize vision and mission), with copy on bequests. Here is a powerful newsletter article on bequests – the gift that costs nothing during your lifetime: 7.

•Senda“general”postcard2 on the easiest ways to give. Covers bequests, appreciated securities, IRAs and life income gifts. If you don’t offer one of these gift types, just eliminate it from the card.

Month

6•Makeyourorganization’snewsletterormagazinemoreusefulanddonor-friendlyby

including a column or article on bequests bp. (You may publish this for a different month based on the schedule of your publication.)

•Postcardonlifeinsurance8: Encourage your prospects to give you paid-up life insur-ance policies whose coverage they no longer need. Get them thinking about how using non-cash assets can make it easier for them to give more. Promote this as a gift that does not affect their cash flow.

12-Month Plan


Month

7•Postcard9 on bequests: Targets your faithful donors (the ones who have given almost

every year, regardless of amount) and tells them how their involvement with your organi-zation can continue beyond their lifetimes. The card highlights the simplicity and satisfac-tion of endowing annual giving through a bequest. The copy is clear and persuasive.

Month

8•Postcardbk on Retirement Plans: Strong, persuasive copy that contrasts the tax risks of

passing their retirement plan to heirs, with the tax savings of transferring it to you. Readers are led to you for follow-up information.

•Mailaletter1 very similar to the one you mailed back in Month 1. No need to re-write it from scratch.

Month

9

•BringoldcopyfromMonth5hereonceagain...Postcard2 on general planned giving methods.

•Make your organization’s newsletter or magazine more useful and donor-friendly by in-cluding a column or article bs on bequests. (This may appear in a different month based on the schedule of your publication.)

IF IT IS NEAR YEAR-END:

•Yourfirstpostcardbl (there’s another one to follow next month) on year-end giving: Use the approach of tax-time to motivate your prospects to give. Card describes the benefits of lowering taxes through a charitable deduction and of using the appreciated stock to lever-age a larger gift. Copy also recommends that readers update their estate plans, and closes with a reminder of the ease of making a gift that costs nothing in lifetime.

•Ifithasbeenatoughyear,sendoutthisletterbo at month-end too: Year-End Giving in a Tough Year.

12-Month Plan


Month

10•Solicitationletter3 on bequests.


•Yoursecondpostcardbm on year-end giving: At year-end, your prospects are reviewing their portfolio’s performance, deciding which securities to sell and which to hold on to. This postcard plays off that activity and shows prospects the benefits of using securities to make a gift — even securities that have declined in value this year. Copy highlights giving securities outright and using them to fund a gift annuity. Copy will appeal to both casual and experienced investors.

Month

11•Re-introduceplannedgivingwiththesameletter1 you sent out back in the first month

of this campaign.


•Ifit’sclosetoyear-end,usesolicitationletterbo, “Year-End Giving in a Tough Year” .

Month

12•Usethesamepostcard9 you sent out in Months 2 and 7. Make sure you place donor

testimonials 5 on the card.

•Orsendoutanothernewsletterbr on bequests. Placing donor testimonials in the news-letter will motivate others to give and generate second-time gifts. If you need testimonial copy 5, you can download then customize it.

12-Month Plan

Remember: If you decide to use all of the documents above, you can purchase them at a 30% discount. Visit: PlannedGiving.Com/plandocs


Month Postcard Letter Testimonial Newsletter Article Display Ad Website

1 1Develop Website

2 9 bn

3 3 6

4 1 45

5 2 7

6 8 bp

7 9

8 bk 1

9 2orbl bo bs

10 3bm 3

11 1orbo

12 9 45 br

Monthly Planning Calendar

Use this chart to keep your documents and months organized. If you need to change any of your topics, or add more topics and tools, visit:

store.PlannedGiving.Com (do not use www before the address)

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Contact VirtualG

iving: 800-490-7090; www.virtualgiving.com

REMEMBER You can begin in any month.•Products • bl, bm and bo are specifically written to be used during October through DecemberAll 18 items above are a-la-carte. Feel free to pick and choose, and modify your timeline. • But why tamper with a system that works?If you decide to use all of the documents, you can purchase them at a 30% discount. •Visit: plannedgiving.com/plandocsSome pieces are used more than once.•


Get Your Board ... on Board

A powerful Power Point presentation to convince your board on the importance of planned giving and endowment. Whether you are starting a new program or stregthening an existing one, it’s always important to motivate your board... and get them on board.

And this could be just the tool you need!

It’s designed to be used with board members or other group of volunteers [with a little editing, it could also be used with senior leadership]. It can help them under-stand why planned giving should be an integral part of the fundraising operation or confirm that their decision to have a program was the right one.

Essentially, it helps make the case for planned giving. For a sample of some of the points covered, visit:

plannedgiving.com/board plannedgiving.com/bequesttoolkit

Most planned gifts closed this year will be bequests.So why not power-up your marketing of the gift your donors like best? Get started today, with this ready-to-go toolkit. From start to finish, here are all the materials you’ll need for a successful bequest campaign.

And, it’s two toolkits in one — like buying one and get-ting one free!

The 1. marketing toolkit will help you promote be-quests.The 2. stewardship toolkit will help you acknowledge and steward your newly discovered bequest donors.

Why waste months planning, writing and editing all these documents yourself ? Save time, money, and back-office hassle by opening your Bequest Toolkit today. Make your life, and your job, easier.

You need to be talking to your donors about bequests right now, not months from now, and with this toolkit you can do it.

Everything you’ll ever need... and it’s two toolkits in one.


Use this guide to educate your staff and your board, and to gain more satisfied donors and better financial results for your non-profit. Written in simple, plain English.

This is the insider’s guide to what planned gifts can do for your donors and your organization. This is not another ways-to-give brochure — it’s a “why’s of giving” that helps you understand the ups and downs of different gift planning options for both you and your prospects.

Have it beside you, open, the next time you phone a prospect who has requested information. Carry it on your next road trip. You’ll be up to speed on what gift plans work for which prospects, and ready with Plan B if your first recommendation doesn’t fit your prospect’s needs. And each gift description comes with its own elevator pitch!

This publication will make the relationship among the variety of planned gifts clearer. Outright, estate-plan, life-income? Each has its benefits and challenges — and your job is to find the one that best matches your donor’s objectives while helping your non-profit address its priorities. The Guide will give you the perspective needed to get that job done!

This is the must-have tool for everyone in development. Not just you… for your staff and board members as well. It’s the reference for the rest of us.

Order online (it’s fast and easy) and remember to order copies for your volunteers and your board:

PlannedGiving.Com/guide

Includes • Elevator Pitches that help you say what the prospect wants to hear.

It’s comprehensive• : outright, estate-plan and life income gifts analyzed.

Each gift review includes a summary of its •features, plus benefits and challenges for donor and your organization.

Gift diagrams• simplify each review.

Gifts are arranged in a very logical format.•

Written by four seasoned experts.•Includes a • fold-out cross-reference life income chart illustrating gift benefits and features.Handy 4x9 inch format — fits easily in pocket, •purse or bag.Wire-bound — lays flat on your desk.•Four-color• , attractive format.About 40 easy-to-read pages.•$24.95; quantity discounts online.•

Will KitThis critical gift planning kit is also the perfect networking kit. Give it out to attorneys, financial advisors, board and legacy society members.

PlannedGiving.com/willkit

CGA Mini ToolkitA practical series of documents to help you market Charitable Gift Annuities.

This Combo Pack helps you achieve maximum results and takes the guesswork out of the process. Why waste time deliberating over which pieces to send and in what order to mail them?

This pack of six attention-grabbing CGA marketing pieces will bring results. It will help you raise substantial money through Gift Annuities while advancing your organization’s mission.

PlannedGiving.com/cgamini

2011 Edition

1288 Valley Forge Road, Suite 82, Phoenixville, PA 19460

800-873-9203 [email protected]%

Documents

Planned Giving Toolkit