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What You Need to Know About Planned Giving
When Planned Giving Is Not All That You Do
Presented by:
Timothy D. Logan, FAHP, ACFRE
August 12, 2015
1:00 – 2:30 p.m. Eastern
Noon – 1:30 p.m. Central
11:00 a.m. – 12:30 p.m. Mountain
10:00 –11:30 a.m. Pacific
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The Association of Fundraising Professionals
WEB/AUDIOCONFERENCE 2015
August 12, 2015
Timothy D. Logan, FAHP, ACFRE
What You Need to Know About Planned Giving When Planned Giving Is Not All That You
Do
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SITE ROSTER
Timothy D. Logan, FAHP, ACFRE
Timothy D. Logan, FAHP, ACFRE is Vice President, Donor Engagement Strategy at Innovairre Communications where he develops multichannel strategy for data-driven digital fundraising and donor-engagement. His passion is using data to connect donors with nonprofit philanthropy. Tim has been a leader in developing innovative multichannel direct response programs targeted to major and planned giving donors and has worked extensively in developing grateful patient programs for hospitals. His most recent work focuses on omnichannel donor communication using social channels and digital communication to increase fundraising and donor engagement. Tim has worked in both the for-profit and nonprofit sectors and has 35 years’ experience in fund raising and nonprofit management. He holds a Masters of Nonprofit Management (MNO) from Case Western Reserve University, Cleveland, OH. He holds ACFRE advanced certification from the Association of Fund Raising Professionals and is a Fellow of the Association of Healthcare Philanthropy (FAHP). Tim is one of only six fundraising professionals to hold both advanced certifications. Tim’s background in the nonprofit sector includes 17 years’ experience working for national health organizations. His roles have ranged from local chapter fundraising to Chief Development Officer positions at the national level. Tim’s experience includes working for USO, Muscular Dystrophy Association, American Diabetes Association, and the National Osteoporosis Foundation, among others. Tim has also spent 18 years as a direct response fund raising consultant managing multi-million dollar direct response programs. An AFP certified Master Instructor since 2002, he is a seasoned lecturer and author on fundraising and nonprofit management.
8/10/2015
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AFP WebinarAugust 12, 2015
What You Need to Know About Planned Giving:
When Planned Giving Is Not All You Do®
Presented by Timothy D. Logan, FAHP, ACFREVice President, Donor Retention
Innovairre Communications
TIMOTHY D. LOGAN, FAHP, ACFREVICE PRESIDENT, DONOR RETENTION STRATEGY
INNOVAIRRE COMMUNICATIONS
Timothy D. Logan, FAHP, ACFRE is Vice President, Donor Engagement Strategy at Innovairre Communications where he develops multichannel strategy for data-driven digital fundraising and donor-engagement. Tim has been a leader in developing innovative multichannel direct response programs targeted to major and planned giving donors. He has 35 years’ experience in fund raising and nonprofit management and holds a Masters of Nonprofit Management (MNO) from Case Western Reserve University.
An AFP certified Master Instructor since 2002, he is a seasoned lecturer and author on fundraising and nonprofit management.
8/10/2015
2
Session Objectives
• Discuss the most common planned gift properties• Bequests
• Charitable Gift Annuities
• Charitable Remainder Trusts
• Charitable Lead Trusts
• Look at donor characteristics of each gift
• Look at ways to market each gift
Donors Know about Planned
Giving
• 8 % Have made
• 14% Considering
• 7% Never heard of
• 34% learn about bequests from
Charities’ published materials
Source: NCPG Survey (now NPPP)
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Planned Giving Defined
• Requires Advisor
• Gift of an asset
– We don’t want their money, we want their. . .
Planned Giving Defined
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Or Their….
Our Donors Can Donate Their…
Farm Mineral Rights Business
Ranch Timber Rights Livestock, crops
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The Donor’s Team
• Attorney
• Accountant
• Broker(s)
• Financial Planner
• Life Insurance Agent
• Family
Donors’ Fears
• Outliving Assets
• Paying Capital Gains Taxes
• Control
• Family members/special needs
• Children/Grandchildren’s college
• Possibility of extended illness
• Giving it all away
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Planned Giving Officers
• Wear bow-ties or scarves
• Are sail boaters, not power boaters
• Are concerned with relationships—not
transactions
• Embrace processes not actions
• Eat dinner with donors at 4pm
The Three Stages of Planned
Giving
• Marketing
• Stewardship
• Gift Planning
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The Planned Giving Funnel
• Every donor—has capacity to make a bequest
• Many donors—have capacity to fund a charitable gift annuity (CGA)
• Some donors—can also fund other gift instruments (charitable lead trust, charitable remainder trust, etc.)
Planned Giving Alphabet
SoupBequest
RLE
CGA, Deferred CGA, Simple CGA, Dual CGA
CRAT, CRUT
CLAT, CLUT
NIMCRAT, NIMCRUT
NIMCRUT with flip provision
LIG
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Types of Gifts
Bequest Gift
Property—land, home, farm, ranch
Stocks
Life Income Gifts
Retained (or partial) interest
Rights (mineral, timber)
Insurance (insured interest, paid-up
policy, beneficiary)
What you need to know
1. Revocable vs Irrevocable Gifts
2. What a Testamentary Gift is
3. What a Life Income Gift is
4. Types of Gifts
5. What a Codicil is
6. Pension Beneficiary Designations
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What you need to know
7. Difference between a bequest and a living trust
8. Difference between a living trust and a trust
9. Three types of CGA and how they work
10. Trusts
-- Charitable Lead Trust vs Charitable Remainder Trust
--Annuity trust vs Unitrust
—
Planned Gifts
• Bequest
• Charitable Gift Annuity*
• Charitable Remainder Trust*
• Life Estate Contract
• Charitable Lead Trust
• Life Insurance Policy
• Pooled Income Funds*
• Donor Advised Fund
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Life Income Gifts
• Gifts in Green (*) are Life Income Gifts
• Gift provides payment to donor during
life
– Charitable Gift Annuity
– Charitable Remainder Trust
– Pooled Income Fund
Revocable Gifts
• Revocable--Gift can be retracted
– Bequest
– Revocable Trust
– Pension beneficiary
– Life Insurance beneficiary
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Irrevocable Gifts
• Gift cannot be reversed
– Donor has lost control
– This provides the tax benefits
– All Life Income Gifts
• CGA
• CRAT, CRUT
• CLAT, CLUT
• Pooled Income Fund
• Donor Advised Fund
• Life Estate Contract
Bequests
• Bequests—gift through a will
• Testamentary Gift—realized at death
• Easily revised through a codicil
• Accommodates a variety of assets
• Drafted properly, reduces estate taxes
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Three Types of Bequests
• Specific—restricted
• Specific—Unrestricted
– Specific amount
– Specific piece of property
• Residuary
– Usually a percentage
• Contingency
– Something else must come to pass
Sample Bequest Language
• Do you provide to your donors
• Is it on your website
• Legal name and address
• Contact information
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Will vs Trust
• Will
– Probate process
• Trusts
– Work like a will
– Protect family assets
Bequest Donor
• Desires flexibility or revocable gift
• Likes privacy of will/trust
• Possibility gift will grow as estate grows
• Wants to remain anonymous
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Charitable Gift Annuities
• Three types
• Simple, Dual-life, Deferred
• Fixed payment for life
• Mix of ordinary, capital-gain and tax free
income
• A moderate income tax deduction
• Average age is 79
CGA Rates
• Guaranteed payment for life
• Rates recommended by American
Council on Gift Annuities (ACGA)
• Donor’s age is the key factor
• Institution to retain one-half of gift
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CGA Rate Table• Single Life CGA Rate Table
Age Rate
66 4.8
67 4.8
68 4.9
69 5
70 5.1
75 5.8
80 6.8
85 7.8
90 9
95 and Over 9
Source: ACGA
CGA Donors
• Wants immediate income
• Likes simplicity of CGA agreement
• Wants to provide beneficiary with partly
tax free income
• Makes small, often repeat gifts
• Wants the greater income this option
gives older annuitants
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Charitable Remainder Trusts
• Consult a Professional
• Remainder Trusts
– Charity keeps the remainder
• Lead Trusts
– Charity receives interest for a period of
years
– Principal reverts to donor or designee
Charitable Remainder Trusts
• Income for life (variable or fixed)
• High Minimum--$100,000 and up
• Funded by cash or highly appreciated
securities or real estate
• A separately invested trust
• Flexible, specific investment possibilities
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Annuity Trust vs Unitrust
• A unitrust pays the beneficiary a fixed
percentage of the principal of the trust as it is
revalued annually
• Able to make additional contributions to the
trust
• A charitable remainder annuity trust pays the
beneficiary a fixed dollar amount, which is
determined when the trust is established
• Not able to make additional contributions
Annuity vs Unitrust Donor
• Annuity Trust Donor prefers a fixed payment
• Has giving ability of $100,000 or more
• Has property that has grown substantially in value
• Unitrust Donor want to see income rise as value of
trust increases
• Makes small repeat gifts
• Will tolerate some risk
8/10/2015
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Charitable Lead Trust
• Income to charity for term of years
• Fits with estate plan
• Provided tax relief
• Flexible to return assets or to pass on
• Funded by securities, businesses, real
estate
Charitable Lead Trust Donors
• Want to make a current gift
• Has income producing assets
• Has given to charities in the past
• Needs to transfer assets to heirs
• Has more income than can consume
8/10/2015
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MARKETING PLANNED GIFTS
(Back to) The Planned Giving
Funnel• Where do you spend your
resources:
• Every donor—has capacity to make a bequest
• Many donors—have capacity to fund a charitable gift annuity (CGA)
• Some donors—can also fund other gift instruments (charitable lead trust, charitable remainder trust, etc.)
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Type of Gift
• Gift of Age
– Bequest
– CGA
• Gift of Wealth
– CRT
– CLT
Who to Market
• Gifts of Age
– Age and Loyalty
• Gifts of Wealth
– Wealth
– Wealth and Loyalty
– Wealth and need
8/10/2015
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How to Market
• The older the donor, the more you
invest
• Do not mix messages in direct response
– You want a gift or a planned gift
• Plant seeds—market at all ages
When to Market
• Bequests-- 40-45, 55-80
• CGA—45 with wealth; 65-85
• CRT—65-80
• CLT—45-65
©Timothy D. Logan, ACFRE, 2013
8/10/2015
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Planned Giving Marketing Matrix
40's 50's 60's 70's 80's 90's
Life Event First Will Investment Retirement Death of Spouse Change in Control
Life Stage Planning Earning Responsibility Security Legacy
Theme Education Charitable Intent Financial Planning Affairs in Order Make a Difference
Message Education Top of Mind Call to Action Call to Action Stewardship, Education
Planned Gift Wills Bequests, CGAs Bequests, CGA's Wills, CGA's CGA's
Wealth CLT CLT, Deferred CGA CRT's, Deferred CGA CRT's CRT's
Annual Fund Involvement Growth AF Triage Cut-back Nondonor
C,2006 Timothy D. Logan, ACFRE
The MGO Million Dollar Question
• The question is not what type of gift to
focus on
• The question is how can you blend the
gift to help your donor get to a million
dollars?
• Planned Gifts are part of a blended gift.
8/10/2015
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Detective Columbo
Just one more
question…..
Face to Face
The Gift Officer’s Role—PG Columbo
• Structure
– How—outright, multi-year, asset with income back
• Assets
– What—cash, securities, real estate, retirement, intellectual property, business interest
• Timing
– When—all now, some later, scheduled, deferred, at death
• Motivation
– Why—charitable intent, taxes, legacy, project, position
8/10/2015
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Gift Planning
• Consult a professional
• Have a professional advisory board
• Know when to seek advice
Acknowledgements
• ldsphilanthropies.org
• acga-web.org
• plannedgiving.med.upenn.edu
• Peggy Wallace Bender, CFRE
March 11, 1997: Finding the Fit: Prospects
and Gift Profiles, NSFRE, Dallas, Texas
– Still with us in spirit
8/10/2015
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If You Want To Learn More--Training• National Partner for Philanthropic Planning
(NPPP)
National Conference, Local Councils
• American Council on Gift Annuities (ACGA)
Bi-annual Conference
• Indiana University Center on Philanthropy
• AHP Madison Institute
• Vendor Partners (who offer training)
Sharpe, Pentera, Newkirk, Crescendo, PG Calc,
Thompson & Associates, others
If You Want to Learn More
Books and Publications
• Dr. Russell James—Inside the Mind of the Bequest
Donor
• Brian Sagrestano and Robert Wahlers—The
Philanthropic Companion
• Michael Rosen—Donor-Centered Planned Gift
Marketing
• Debra Ashton, The Complete Guide to Planned Giving
• Robert Sharpe, Planned Giving Simplified
• Doug White, The Art of Planned Giving
• Planned Giving Today
8/10/2015
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If You Want to Learn More--
Research
• Larry Stelter & Company—two studies
on donor behavior
– Discover the Secret Donor
• PPP--Planned Giving in the United
States 2000: A Survey of Donors
Questions
Timothy D. Logan, FAHP,ACFRE
Vice President, Donor Retention
Innovairre Communications
443-278-8341
8/10/2015
27
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Coming Next….
August 25, 2015
1:00 – 2:30 p.m. ET
The Campaign Prequel: Success
Begins Before the Campaign Plan
Matthew Cottle, CFRE
For a listing of the 2015 AFP Webinar Series, please visit our
website at www.afpnet.org in the professional development section.
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What You Need to Know About Planned Giving When Planned Giving
Is Not All That You Do
Presented by:
Timothy D. Logan, FAHP, ACFRE
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of the CFRE International application for initial certification and/or recertification.
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August 12, 2015
What You Need to Know About Planned Giving When Planned Giving Is Not All That You Do
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Association of Fundraising Professionals
2015 WEBINARS Educating Fundraisers in the 21st Century
JANUARY 28, 2015, WEDNESDAY
INTEGRATING PLANNED GIVING INTO
YOUR CAMPAIGN/MAJOR GIFTS
PROGRAM BRIAN SAGRESTANO, JD, CFRE
FEBRUARY 18, 2015, WEDNESDAY
MAKING EACH RUNG COUNT: HOW
TO BUILD A DONOR LADDER THAT
GOES FROM ANNUAL GIFT TO
ULTIMATE GIFT MICHAEL DELZOTTI, CFRE &
CHRISTOPHER KASAVICH, MBA, CFRE
MARCH 4, 2015, WEDNESDAY
IS YOUR ORGANIZATION
SUSTAINABLE? SIMONE JOYAUX, ACFRE
MARCH 17, 2015, TUESDAY
DONOR RETENTION: CURRENT RATES
ARE PLUMMETING! WHAT CAN
EVERY FUNDRAISER DO TO REVERSE
THE TREND JAY LOVE
APRIL 14, 2015, TUESDAY
FUNDRAISING ON A SHOESTRING
(FUNDRAISING FOR THOSE WITH NO
TIME TO FUNDRAISE) ALICE FERRIS, ACFRE & JAMES
ANDERSON, CFRE
APRIL 29, 2015, WEDNESDAY
FIND HIGH CAPACITY PROSPECTS
HIDING IN PLAIN SIGHT RACHEL MUIR, CFRE
MAY 7, 2015, THURSDAY
SEVEN SECRETS OF SUCCESSFUL
SOLICITATIONS
ANNE MELVIN, J.D.
MAY 20, 2015, WEDNESDAY
ENGAGING YOUR BOARD IN
FUNDRAISING FOR THE SMALL SHOP SANDY REES, CFRE
CFRE APPROVED CONTINUING
EDUCATION PROVIDER
EACH WEBINAR SESSION OFFERS
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JUNE 3, 2015, WEDNESDAY
MAKING FRIENDS WITH FINANCIAL STATEMENTS:
ACCOUNTING AND BUDGETING CONCEPTS FOR
FUNDRAISERS STEPHANIE CORY, CFRE
JUNE 18, 2015, THURSDAY WHY AND HOW TO USE SOCIAL MEDIA TO SHOW
GRATITUDE TO DONORS STEVEN SHATTUCK
JULY 15, 2015, WEDNESDAY
WIN WIN WIN: BUILD DEEPER RELATIONSHIPS WITH
YOUR CORPORATE PARTNERS THROUGH CAUSE
MARKETING TANIA LITTLE, CFRE
AUGUST 12, 2015, WEDNESDAY
WHAT YOU NEED TO KNOW ABOUT PLANNED GIVING
WHEN PLANNED GIVING IS NOT ALL THAT YOU DO TIMOTHY D. LOGAN, FAHP, ACFRE
AUGUST 25, 2015, TUESDAY
THE CAMPAIGN PREQUEL: SUCCESS BEGINS
BEFORE THE CAMPAIGN PLAN MATTHEW COTTLE, CFRE
SEPTEMBER 16, 2015, WEDNESDAY
IN IT FOR THE LONG HAUL: HOW DONOR RETENTION
AND MAJOR GIFTS CAN TRANSFORM YOUR NONPROFIT JOHN GREENHOE, CFRE
SEPTEMBER 29, 2015, TUESDAY
CREATIVE AND COMPELLING FUNDRAISING MESSAGES
FOR DIGITAL SOLICITATIONS DERRICK FELDMANN
OCTOBER 14, 2015, WEDNESDAY
SOCIAL MEDIA AND ETHICS IN FUNDRAISING DAVID TINKER, CFRE & LISA CHMIOLA, CFRE
OCTOBER 28, 2015, WEDNESDAY
HOW TO RAISE MAJOR GIFTS THE RIGHT WAY AMY EISENSTEIN, ACFRE & DR. ADRIAN SARGEANT
NOVEMBER 18, 2015, WEDNESDAY
TEN IDEAS TO ELEVATE YOUR SMALL SHOP
FUNDRAISING PROGRAM LIGIA PEÑA, CFRE
DECEMBER 10, 2015, THURSDAY
THE WHATS, HOWS AND WHYS OF MAJOR GIFT
SOLICITATION JILL PRANGER, ACFRE
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January 28, 2015 Brian Sagrestano, JD, CFRE: Integrating Planned Giving into Your Campaign/Major Gifts Program
February 18, 2015 Michael Delzotti, CFRE & Christopher Kasavich, MBA, CFRE: Making Each Rung Count: Building a Donor
Ladder that Goes from Annual Gift to Ultimate Gift March 4, 2015 Simone Joyaux,ACFRE: Is Your Organization Sustainable?
March 17, 2015 Jay Love: Donor Retention
April 14, 2015 Alice Ferris, ACFRE & James Anderson, CFRE: Fundraising on a Shoe String (Fundraising for Those With No
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April 29, 2015 Rachel Muir, CFRE: Find High Capacity Prospects Hiding in Plain Sight
May 7, 2015 Anne Melvin, J.D.: Seven Secrets of Successful Solicitations
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July 15, 2015 Tania Little, CFRE: Win Win Win: Build Deeper Relationships with Your Corporate Partners Through Cause
Marketing August 12, 2015 Timothy D. Logan, FAHP, ACFRE: What You Need to Know About Planned Giving When Planned Giving Is
Not All That You Do
August 25, 2015 Matthew Cottle, CFRE: The Campaign Prequel: Success Begins Before the Campaign Plan
September 16, 2015 John Greenhoe, CFRE: In it for the Long Haul: How Donor Retention and Major Gifts can Transform Your
Nonprofit September 29, 2015 Derrick Feldmann: Creative and Compelling Fundraising Messages for Digital Solicitations
October 14, 2015 David Tinker, CFRE & Lisa Chmiola, CFRE: Social Media and Ethics in Fundraising
October 28, 2015 Amy Eisenstein, ACFRE & Dr. Adrian Sargeant: How to Raise Major Gifts the Right Way
November 18, 2015 Ligia Peña, CFRE: Ten Ideas to Elevate Your Small Shop Fundraising Program
December 10, 2015 Jill Pranger, ACFRE: The Whats, Hows and Whys of Major Gift Solicitation
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