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PLANTING SEEDSFOR LEGACY GIVING
Minnesota Planned Giving Council
Annual Conference
November 15-16, 2017
SETTINGEXPECTIONS
Of course, direct inquiries and disclosures are great and
measurable! But, our expectations are to:
• Build awareness of St. Thomas as a legacy giving option
• Educate about planned giving gift vehicles
• “Be there” when a donor is ready to have the conversation
Marketing plan
Detailed plan outlining strategies and tactics for reaching our various audiences for the year
• Keeps us focused on priorities
• Helps with planning timelines, budget
• Review results for next year’s plan
Some highlights…
Tactics: donor newsletter
Your St. Thomas Legacy newsletter
– 3 issues: spring, fall, year-end
– Print version: age 60+
– Email version: age 30-59
– UST and Crescendo content,
UST design
– Donor story
– Team photo
– Self mailer
– Affixed reply envelope
Tactics: donor newsletter (cont.)
Trying new format
-- 6-panel self mailer
-- Tear-off reply card
Tactics: advisor newsletter
Crescendo advisor e-newsletter
– 3,250 individuals
– Average open rate = 25%
– Monthly
– Customize header with value-
added UST event notice
– Team photo in footer
– Positions UST as a partner/
resource
Tactics: education tools
• Planning Your Legacy guide
• Customized briefs
• Postcards/e-blasts specific to
vehicles
• Estate planning
• Finn Legacy
brochure
• Website
Tactics: Marketing to the PG Pyramid
St. Thomas PG Pyramid
• Tracks donors along a
continuum
• Interest levels from 1-7
• Your St. Thomas Legacy
newsletter to all levels
• New: Crescendo GiftLegacy
newsletter twice monthly to
level 3 (strong interest) 1
2
3
4
5
6
7
Prospect – after visit or research, GO suspects would be good PG prospect.
Some Interest – GO had conversation with prospect about Planned
Giving and prospect shows willingness to discuss.
Strong Interest – Prospect requested PG information and/
or may want to see PG options/illustrations.
Promise – GO asks prospect for PG gift and
prospect promises to complete PG soon.
Unconfirmed Gift – have verbal
OR written confirmation of completed gift
Confirmed Gift – have verbal AND
written confirmation, but no dollar value.Eligible for Finn Society!
Fully Doc d – booked in
Banner. Have dollar estimate, may not have designation. Counts as new money.
PG Pyramid
8 - Pending Estate – Donor of
confirmed PG is now deceased and we are waiting for gift
9 - Realized Estate – Final gift
received from donor. May be booked PG pledge payment or unexpected PG gift.
Submitted Proposal created
LOI w/o dollar amtMay have contingency.
Stewardship starts here.
Confirmed pledge entered into Banner via green sheet. Proposal
updated to granted status.
Gift entered into Banner
- milestone
GO Contact Reports
Proposals
Pledges
PG Contact Reports
Link
Link
Case study:IRA charitable rollover 2016
April, September, December:
• Newsletter articles
June:
• Letter to existing IRA donors letting them know it is
October
• Partner with Annual Fund: buck slip in fall solicitation
November
• Postcard mailing to age 70+ (8,550 people)
December
• E-blast to age 70+
IRA charitable rollover
Same visual design to reinforce message
IRA charitable rollover
$8,700
$376,375
$84,179
$132,700
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
2012 2013 2104 2105
IRA Gifts Received (by calendar year)
# gifts 6 38 16 21
IRA charitable rollover
$8,700
$376,375
$84,179
$132,700
$408,179
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
2012 2013 2104 2105 2016
IRA Gifts Received (by calendar year)
# gifts 6 38 16 21 44
Same money, different pot?
Did the IRA charitable rollover help us attract new
donors?
Not in FY17.
About half (20) were first-time IRA donors – and all
20 were already regular annual donors.
However…
Of these 20 donors, 17 increased their gift from
previous levels – most at least doubling the amount!
Total gift increase from FY16 = 248%
While the IRA rollover gift vehicle did not bring in
new donors (yet!), it greatly increased the dollar
amount given by existing donors.
IRA rollover opportunities
2017: same tactics, new
design
Long-term: rollover gifts tell
us who has IRAs -- cultivation
for future planned gifts.
• Beneficiary designation
• Options for life income
Marketing results
Going on year three of current marketing strategies:
• IRA rollover gifts
• Visibility – donors are referencing materials
• Steady flow of inquiries and leads for planned gifts
• Disclosures
Planting seeds that will bear fruit when donor is ready!
LEAVING A LEGACYFOR THE COMMON GOOD
Jennifer Bennett
(651) 962-6944
Chris Fahey
(651) 962-6897
www.stthomaslegacy.org
