using the phone to find planned giving donors in your annual fund timothy d. logan, acfre
TRANSCRIPT
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Using the Phone to Find Planned Giving Donors in Your Annual
FundTimothy D. Logan, ACFRE
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Planned Giving Marketing
Planned Giving in the Development Process
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The Planned Giving Market
• $40 Trillion in wealth transfer
• Revalidated 2 times
• Birth rates
• New NonProfit Times Study
• 2.4 million Americans die each year
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Planned GiftsBenefits to Your Institution
• Established long-term relationship with the donor
• Provides future funds
• Encouraged donors to think about assets as potential gifts
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Planned GiftsBenefits to the Donor
• Opportunity to give• Income tax deductions• Income—fixed or variable• Retirement income• Reduction of capital gains tax• Potential for increased income• Asset management• Pass an asset to an heir
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The Pyramid of Giving
DonorContact
DonorGrowth
DonorCommit
ment
AnnualGiving
MajorGiving
PlannedGiving
Investment
Involvement+Interest+
Information+Identification+
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The Pyramid of Giving
AnnualGiving
MajorGiving
PlannedGiving
60%
20%
20%
Percentage of Dollars
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The Second Donor Pyramid
AnnualGiving
MajorGiving
PlannedGiving Planned G
iving
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The “Second” Pyramid
• Identification
• Qualification
• Cultivation
• Education
• Stewardship
• Solicitation
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Dove, et al. 2002.
Integrated Annual Fund Program
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Three stages of Planned Giving
• Marketing
• Gift Planning
• Stewardship
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Every Annual Fund Donor is a Planned Gift Prospect
• 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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Marketing
• Direct Mail– Check box on reply card
• Newsletters
• Planned Gift Mailings
• Web
• Telephone
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Ladder of Effectiveness
• Person to Person• Personal letter with phone follow-up• Personal phone call with follow-up letter• Personal letter• Personal phone call• Fund raising benefit• Telemarketing• Impersonal letter/direct mail• Door-to-door• Product sales• Media Advertising
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Continuum of Direct Response
Faceto
Face
TelephoneCall
VideoTape
DirectMail
MassAds
INTERACTIVE NON-INTERACTIVE
PERSONALIZATION
TARGETING
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Timothy D. Logan, ACFRE
Donor Pyramid with Direct Response Continuum
Face to Face
Mass Ads
Direct Mail
Video Tape
Telephone Call
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The Development Gap
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Integrated Planned Giving
• Apply direct response techniques to fill the gap– Two way communication
– More personal
– Measurable and repeatable
• Direct Response Moves Management– Every contact with the donor affects affinity
– Every contact should move the donor toward making a (Planned) gift
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Gift Planning
• Will commitment by mail or phone
• Collecting information for a CGA illustration
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Planned Giving Essentials
What you need to know to talk with donors
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Planned Giving Alphabet Soup
Bequest
Property
Gifts that generate income for the donor
Simple Charitable Gift Annuity (CGA)
Charitable Remainder Trust (CRUT,CRAT)
Charitable Lead Trust (CLUT, CLAT)
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Planned Gifts
• Bequest
• Charitable Gift Annuity
• Charitable Remainder Trust
• Life Estate Contract
• Charitable Lead Trust
• Life Insurance Policy
• Pooled Income Funds
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Bequests
• Bequests– Specific– Residuary– Contingency
• Trusts– Family– Living– Vs. Annuity or Unitrust
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Life Income Gifts
• Gift provides payment to donor during life– Charitable Gift Annuity– Charitable Remainder Trust– Pooled Income Fund
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Charitable Gift Annuities
• Guaranteed payment for life
• Rates recommended by ACGA– Institution to retain one-half of gift
• Single or dual life
• Donor’s age is key factor
• Never quote rates
• Adds two years to a donor’s life
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Trusts
• Remainder Trusts– Charity keeps the remainder– Annuity trust (CRAT) vs Unitrust (CRUT)
• Lead Trusts– Charity receives interest for a period of years– Annuity trust (CLAT) vs Unitrust (CLUT)
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Stewardship
• Thank you calls
• Birthday cards/holiday cards
• Caller training– Legacy Society– Events on campus
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Using the Phone to Qualify Donors
Finding the Needle in the Haystack
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Finding leads is the easy part
• Enhanced data selects
• Flag (plus)
• High Affinity non-donors
• Total donor relationship
• Age based/wealth based gifts
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RuffaloCODY Planned Giving Services
• Building the relationship– Identify Planned Giving donor prospects
• Annual Giving is the single largest predicator of future large gifts
• Use direct response file analysis
• Pre-call FLAG data analysis– Frequency, LOTOF, Age, Gender
• Select donors to call
• Pre-call notification card
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Robert F. Sharpe, Jr.
The Later Years
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Age Based Gifts
• FLAG• Frequency of giving
– Over a specified period
• Length of time on the file (LOTOF)• Age• Gender• Title • Recent death in household• Specific School or College
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Age Based Gifts
• FLAG (plus)
• Title
• Recent death in household
• Specific School or College
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Gifts of Wealth
• Length of time on the file (LOTOF)• Largest one-time gift (LOTG)
• Total cumulative giving
• Wealth rating indicator
• Prospect research
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Dove, et al, 2002.
Continuous Lifetime GivingThe Giving Lifecycle
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Lifestage Annual Fund
• New RuffaloCODY program
• Identify and target older, lapsing Annual Fund donors
• Develop relationship with Institution
• Begin Planned Gift Marketing
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Who we don’t want
• Anyone assigned to a gift officer
• Off the chart wealth
• Legacy Society Members*– * unless to discover the specifics of their gift
• Board Members, Development Committee, etc.
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RuffaloCODY Planned Giving Services
• Qualify prospects interest– Based on admissions recruitment– Meaningful call by specially trained, interested
callers– Gather important and useful information
• Gift discovery—Named, Planned to Name• Knowledge of Planned Giving• Appropriate follow-up• Passion for (making gift) to client
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The One thing
• The one hard and fast rule:
• Do not combine asks in one message
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RuffaloCODY Planned Giving Services
• Cultivate donor interest
• RuffaloCODY DRPG Donor Matrix– Combines
• Data analysis
• Call results
– Provides accurate assessment of annual fund donors value as a Planned Giving prospect
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RuffaloCODY Planned Giving Services
• Educate high potential planned giving prospects– Named/Planned to Name– Desires visit from client development staff– Additional information on planned giving– Additional information on institution
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RuffaloCODY Planned Giving Services
• Stewardship—An on-going commitment
• RuffaloCODY committed to working with our clients to build lifetime relationships– Hot leads –directly to PG Officer– Warm leads—second call
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RuffaloCODY Planned Giving Services
• Solicitation
• Done by client’s Planned Giving Staff
• Data Integrity
• Do not have to register
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Probability/Possibility
• Capacity• Likelihood• Data• Wallet
• Propensity• Affinity• Current Interest• Heart
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Does this really work
• Client builds the relationship
• Refusal rate
• Does not affect annual fund
• Length of call
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Does this really work- part deux
• Success stories
• 250 new prospects and a house
• $500,000 in confirmed gifts at 9 cents cost
• We’ve been waiting for your call
• More bequests than last three years combined
• $455,000 in confirmed gifts at 2 cents cost
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Results
• 8 out of 10 participate in survey
• 5% were quality Planned Giving Prospects
• Additional 27% requested educational materials
• 50% RuffaloCODY identified important other information about finances, advisors, etc.
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Planned Giving in the Annual Fund Call
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Annual Fund vs Planned Giving
• Annual Fund• Call is transaction
oriented• Call follows script• Caller part of process• Solicitation done by
caller
• Planned Giving• Call is relationship
oriented• Script follows call• Caller visible• Solicitation done by
client
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Caller Profile
• Gender
• Age
• Life Experience
• PG Knowledge
• Training
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Train Your AF Callers
• Planned Giving Knowledge• Listen• Capturing comments
– What to listen for
• Planned Giving Clues– Financial– Lifestage
• Repeat and Ask
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In the Will
• Thank you!
• What is the donor’s interest/passion
• Do you have any specific areas of interest?
• What motivated you to make this gift?
• Have you made gifts like this to other charities?
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Planned Giving CommentsPersonal
• Spouse is recently deceased
• Prospect in bad health
• Spouse in bad health
• Prospect is facing retirement
• Prospect is primary caregiver for spouse/relative
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Planned Giving CommentsFinancial
• Mentions sale of assets (business)• Gives information about assets (stocks,
property)• Expresses concern about market• Has concerns about limited income• Is very knowledgeable about Life Income
Gifts• Mentions tax savings
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Talking Planned Giving
• Mr/Mrs Donor, if you were able to do____and make a gift to _____ would you be interested in finding out how
• Mr/Mrs Donor, many gifts, like a CGA provide income for life and allow you to make a gift to ______. Would you like to find out…..
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Working with the Planned Giving Office
• Provide name of Planned Giving Officer– Include in script– Callers provide to donors
• Transfer comments to Planned Gift Officer– Report back to callers
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Planned Giving CommentsLifestage
• Can’t help like I used to
• You send me too much mail
• I get too much mail asking for money
• Since spouse passed away, trying to “stay involved”
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Progress Growth Chart
Development Stages
Beginning Advancing Integrating Who Inexperienced
Vendor Experienced Facilitator
Mature Strategist
What Product Orientation
Mission Orientation
Partnership Orientation
Techniques Sell Products/ raise money
Solicit contributions develop relationships
Match resources/ needs, involve total organization
Results Transfers Involvement Investment
Rosso
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Telephone Fund Raising
• Negative Attitude– Most of us measure telemarketing by the
attitudes and perceptions we personally hold about it
– Ken Burnett, Relationship Fund Raising
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RuffaloCODY
Timothy D. Logan, ACFRE
Vice President, Senior Consultant
Planned Giving Services
800-756-7483