Positioning Planned Giving From The Beginning

Gary W Dodge, CSPG

Director Planned Giving & Trust ServicesGeneral Conference of Seventh-day Adventist

World Church Headquarters12501 Old Columbia Pike

Silver Spring, Maryland, USA, 20904

June 27 Cold Lake KayakingJune 30 Climbing Mount Saint Helens

Lake Near Mount Adams

Developing A Planned Giving Program

What Do Donors Want To Know

11% of Donors Learn From Associations with a Charity or a Charity Representative

Newsletters and JournalsTestimonial Articles – Success Stories – How ToHow Gifting Works What Historically Happens to BequestDonor Recognition

34% of Donors Heard About Planned Giving from Direct Mail:

Audience Saturation General or Target Audience

Arrange to meet with Giving Groups

Promoting Gift Stories

Offer Complementary Brochures

Ascertaining Group Needs

Greatest Generation (Ages 85 plus; WWII, Depression Ages 85-95)

Boomers: turn 66 this year!

Gen X-ers: Why Estate Plan is Important

Auxiliary Support Groups

Current and Former Conference & Union Leaders

Promote Selected Topics

Estate Planning

Bequest Boom Coming 2011-2020

38 Million boomers turn age 66

7,000 Per day turn 66

Where are the Boomers?

How are they Communicating?

Bequest Opportunity Average age of first will: 44

Average age of first bequest 49

Average age Bequest Donor: 58

79% Bequest donors have Relationships with the Charity

Foundation of Fundraising Prescription

• Get People Interested– In The Charity’s Cause

• Seek Out Their Ideas– Seek Suggestions for the Charity’s Cause

• Demonstrate Results– Purpose is to Demonstrate how a Charity is

putting Donor’s Contributions to Good Use.

Personal CallsWhat do Donors like to talk about

What do you think is the most significant invention during your lifetime?

What do you think is your greatest success? What do you hope is your legacy? Have you ever thought about making a

bequest to a charity? Would you consider making a bequest? Interested in information about making a gift that

helps grandchildren and charity?

Tips to Remember

80%-85% of planned gifts are bequests

Average bequest equals $45,000

Four out of five bequests are previously unknown

Use Electronic Approaches

Cost effective strategies

ROI - Return On Investment – NAD & Institutions 2011Conferences $315,000,000 per FTEInstitutions $714,000,000 per FTE

Web Based Opportunities

Meet the People at a Common location

Oregon Magnate Leaves Bequests

How Much?

$175 – Million Coe Manufacturing

Company Fred W. Fields President and Owner Sold the Company 2000 Died December 2011 Age 88

• Oregon Community Foundation Bequest Recipient

• Conditions – “wanted his bequest to create an arts & education fund to benefit organizations in Oregon”

What The Gift Signals:The power of maintaining a good reputation and nurturing relationships with potential donors even if it does not immediately result in big gifts.

Mr. Williams says “As we’ve gone back and talked to people who knew Fred well, what we found is that he was having contact with people who trusted us and he obviously valued their opinions. He knew what we were doing”.

It’s a great reminder that you’re always planting seeds – sometimes you don’t always know when or where the harvest is going to come from.”

Capitalize on National/Regional Publications Crescendo International Chronicle of Philanthropy Partnership for Philanthropy Planning Add your www.willplan.org to your Websites Reference your www.willplan.org in Conference/Union

Publications Include Reference Topics for Donor – www.urweb.org Add, “visit your www.willplan.org” to signature line of

Email Use video/U-tube/Facebook Donor Testimonials

Want to Begin or Expand?• Your organization has limited resources.• You are responsibility for more than one

department.• You agree the members should be aware of

Planned Giving & Trust Services.• You are already stretched and starting or

expanding this program appears to be too much. • Create a realistic plan that you can implement!

Age Bequest Study HNW Philanthropy Study

30-40 8.9% 1.4%

40-50 28.1% 9.4%

50-60 21.9% 19.3%

60-70 20.6% 27.5%

70-80 11.0% 25.1%

80+ 8.9% 17.3%

Age Demographics for Those With Bequest in Place

Age Demographics for Those Willing to Consider a Bequest

Age Bequest Study % of Sample

30-40 18% 18.2%

40-50 28% 28.8%

50-60 24% 18.3%

60-70 5% 10.9%

70-80 3% 7.8%

80+ 1% 3.7%

Bequest Intention Potential

>$25,000 $25,000 to$49,999

$50,000 to

$74,999

$75,000 to $99,999

$100,000+

Bequest currently in

place

6.6% 7% 7.6% 6.5% 10%

Would consider putting a

bequest in place

28.4% 34.6% 28.8% 25.99% 35.63%

1. Gift planning focuses you on donor relationships2. Gift planning allows you to engage with donors3. Gift planning increases donor gift capacity4. Making a planned gift commitment increases

annual giving5. Knowing about the planned gift (and stewarding)

should increase the estate commitment

5 Reasons Planned Gifts Create a Positive Giving Impact

Everyone Leaves a Legacy……

For Some it is Intentional