Starting Your Shop

Nicole EngdahlJJ van Haelewyn

Overview

Getting Started – Setting It Up Making the Ask Overcoming Pitfalls Marketing/Stewardship Appendix - Samples

Getting Started

Bank Planned Giving Software Database 800 number Some simple planned giving materials

Basic Building Blocks - Bequests

Include language anywhere/everywhere“Have you included us in your will? Here’s

how…”Please consider including us in your will or

bequest People who put you into their will think of

your organization as part of their family.

Basic Building Blocks - Annuities

Charitable Gift AnnuitiesFollow ACGA guidelinesState Registrations

Deferred Gift AnnuitiesDo you want to have them? If yes, do you want to cap them?

Making the Ask

Initial Phone Call Sample Questions (Appendix A) What to Send Follow-up Phone Call Tips Visits

Tips on Initial Phone Call

What inspired you to call today? What is your connection to us? What do you like most about our work? Have you ever set up an annuity (of any kind) before? Describe CGA in layman’s terms. Do you have a sense of how this will impact our organization? Are there any family members that you would like to take care of

and still support us? Do you have any CD’s coming due and what rate are you currently

earning? Here’s what other people are in your situation are doing…

What to Send

Send SIMPLE letter and basic illustration Describe what they will receive, what it will

do for your organization and encourage them to review with their advisor

Include personal illustration (PG Calc) Include profile of individual who has set up

an annuity (ABC)

Follow-up Phone Call Tips

Call 7-10 days after sending materials “I am an officer from NGS who has confidential

conversations with people about estate planning.”

Confirm that they received materials Avoid questions with yes/no answers What aspect of the CGA most appeals to you? If they say “no” ask: Is it the timing? Is it the

amount of the gift? Is it the type of asset?

Visits

If possible invite them to your headquarters because that’s where the action is

Secure anchor visits first and then fill in with prospects

I’m going to be in your area Pick a neutral spot for the first meeting Want to give you an update Won’t ask you for more money Drop by with gift

Visits

Ask if you can take notes/take photos Share one or two recent success stories Learn more about their life and interest in your

organization Find out if they have created a will Ask them to consider leaving a bequest Ask them to help us spread the word and share

their story to inspire others

Overcoming Pitfalls

Put it in writing – document everything Urgency – follow up and follow through Space – give them time to consider Gatekeepers – encourage them to go over with

everyone who might be involved with the gift Advisors Other Family

Other Organizations – we’re all in this together

Marketing Ideas

Language Ad Flyers/Leave Behinds Stewardship

Language

Include PG language in anything and everything Receipts

Have you included us in your will? Would you like to learn more about a charitable gift that gives

back? Newsletters

Donor stories next to mission stories Press Releases

A portion of this project was made possible by the Estate of... Email tag line

Sample Language

I have already included you in my will or other estate plans.

I would consider including you in my will. Would you like to know how to increase

your income, get a tax deduction and help your favorite charity at the same time?

Donor Ads

Having any ad is better than having no adGet the word out there

Having a donor ad is better than a generic adPeople relate to other people

Having a donor ad with a return is bestHighest response came when they could send

it in rather than just call (anonymity)

Flyers & Leave Behinds

ABCs of program with basics on one side and donor story on the back

Overview of Legacy SocietyFocus on your org’s history and legacy

Application/Membership FormsSometimes you leave right away, sometimes

you send later

Stewardship

Birthday Cards Valentines Thanksgiving “Thank-a-thon” Holiday Cards Legacy Society Certificate (or other

exclusive item; sculpture, paperweight, etc.

Stewardship – other basics

Free Subscription to Your Org’s Magazine or Newsletter

Invitations to Lectures, Events and TripsBehind the Scenes event

Mail/Email Updates with “Insider Information” Include Legacy Society in mailing of press

releases or quarterly stewardship report

Appendix

A. Sample QuestionsB. Sample LetterC. ABC – BequestD. ABC – AnnuitiesE. Legacy Society OverviewF. CGA Application FormG. Legacy Society Membership FormH. Donor AdI. Legacy Society Certificate

A. Sample Questions How did you first come to know National Geographic? What about our work do you find the most compelling? Why? What have you read from us that you have enjoyed, found helpful or informative? What do you like to accomplish with your philanthropy? What factors go into your philanthropic decisions? Tell us a little about your background. How and why have you settled on your life’s work? What are the guiding principles that have helped you achieve in your business

life? (Personal life?) (Philanthropic life?) (Volunteer life?) To what extent does our work/mission dovetail with your beliefs? How so? If you could pass along a lesson to (the next generation / children / grandchildren)

what would that be? What is it about NGS that led you to consider putting us in your estate plans? What would you say to others who are considering making a gift to National

Geographic?

B. Sample Letter

C. ABC - Bequests

D. ABC – Gift Annuity

E. Legacy Society Overview

F. CGA Application Form

G. Legacy Society Membership Form

H. Donor Ad

I. Legacy Society Certificate

Thank You!Please feel free to contact us with any

questions:

JJ van Haelewynjvanhael@ngs.org

(202) 862-8664

Nicole Engdahlnengdahl@ngs.org

(202) 775-6597