Proactive Planned GivingGetting to the AskAnn Rosenfield, CFRE

Proactive Planned Giving Similar to major gift fundraising,

effective data mining and proactive relationship building is an efficient way to raise funds for your organization’s future needs. In this session, you will learn how to turn your reactive Gift Planning program into a proactive program where you initiate relationships and consistently “make the ask.”

Agenda Family First Why your direct response person is your new

best friend Volunteer Case Study You be the expert! Proactive Relationship Building (Marketing) Cool ideas Marketing Case Study You be the expert! Questions welcome

Family first“When a person leaves you in their will, they are elevating your charity to the status of family” – Malcolm Burrows

Family firstFamily status

All Current donors

All with a will or trust

Current donors with a will or trust

No offspring

19.1% 32.7% 36.4% 50.0%

Kids only 7.3% 10.9% 13.0% 17.1%

Grandkids 4.1% 6.8% 7.2% 9.8%

Family first Salutation “Miss” is relevant due to

marital status and lack of kids, not gender

Family first – charity family Board Past Board Volunteers Monthly donors Clients/service users

Not relevant data Gender Income Education Race

Why your DM person is your best friend

Strong Data >= $100 single donation < $5,000 single donation 3 or more gifts Multi-affiliated

Weak Data Event participants In memory/In celebration donors Lottery/raffle ticket purchasers Auction donor/buyer Gift in kind donor

All Rules Have Exceptions DUC

Volunteer Case Study

You be the expert!

Proactive Relationship Building (Marketing)“Bequests are the life gift that is death activated” - XX

Talk so people will listen “Helping others” “Religious beliefs” “Giving back to society”

Sweet spot Ages 40 – 50 (Sargeant) Ages 45-54 (Kou, et al.)

Approaches Who’s your market? How do you talk to them now?

Effectiveness Preferred does not = effective “Effective” is not the same as “like”

What to do Mail Phone Newspaper ads – in a consortium Focus groups Seminars Newsletters Online

Cool ideas

Cool ideas London Health Sciences

Cool ideas Lifetime legacies

Cool ideas Royal Lifeboat Letter - confirmation

Consortium news ads

Soffi

Not just for bequests … Direct solicit

Life insurance – especially for charities like PLAN

Annuities

Marketing Case Study

You be the expert!

Recap Family First Why your Direct Response person is

your new best friend Proactive Relationship Building

(Marketing) Cool ideas

Thank you!