Planned Giving Marketing-- Legacy Leadership Program Rich Fox, FRSA, Chairman & CEO, Rich Fox & Associates, Inc. Contact: foxrich@aol.com (831) 659-1123

Legacy Leadership Program This session is meant to be interactive– so please ask questions and share your experiences.

Legacy Leadership Program Top of the Pyramid

Legacy Leadership Program Top of the Pyramid What is the value of a bequest?

Legacy Leadership Program Top of the Pyramid What is the value of a bequest? Who leaves a bequest?

Legacy Leadership Program Top of the Pyramid What is the value of a bequest? Who leaves a bequest? How do we find them?

Targeting – Caring About Cause How do people show they care?

Targeting – Caring About Cause Current and lapsed donors

Targeting – Caring About Cause Current and lapsed donors Volunteer

Targeting – Caring About Cause Current and lapsed donors Volunteer Multi-year

Targeting – Caring About Cause Current and lapsed donors Volunteer Multi-year Multi-gift

Targeting – Caring About Cause Current and lapsed donors Volunteer Multi-year Multi-gift Monthly giver

Targeting – Caring About Cause Current and lapsed donors Volunteer Multi-year Multi-gift Monthly giver Minimum gift level

Targeting – Caring About Cause Current and lapsed donors Volunteer Multi-year Multi-gift Monthly giver Minimum gift level Staff

Targeting – Caring About Cause Current and lapsed donors Volunteer Multi-year Multi-gift Monthly giver Minimum gift level Staff Legacy Inquirers

Targeting – Caring About Cause What are some other ways that people show they care?

Targeting – Caring About Cause Gift at or above top ask level

Targeting – Caring About Cause Gift at or above top ask level Viral fundraiser — asks others to give

Targeting – Caring About Cause Gift at or above top ask level Viral fundraiser — asks others to give Toured or visited

Targeting – Caring About Cause Gift at or above top ask level Viral fundraiser — asks others to give Toured or visited Event attendee

Targeting – Caring About Cause Gift at or above top ask level Viral fundraiser — asks others to give Toured or visited Event attendee Updates donor record voluntarily

Targeting – Caring About Cause Gift at or above top ask level Viral fundraiser — asks others to give Toured or visited Event attendee Updates donor record voluntarily Phone number provider

Targeting – Caring About Cause Gift at or above top ask level Viral fundraiser — asks others to give Toured or visited Event attendee Updates donor record voluntarily Phone number provider E-mail address provider

Targeting – Caring About Cause Gift at or above top ask level Viral fundraiser — asks others to give Toured or visited Event attendee Updates donor record voluntarily Phone number provider E-mail address provider Beneficiary of your organization

Targeting – Excess Estate Who has something to leave to you?

Targeting – Excess Estate No Living Children

Targeting – Excess Estate No Living Children No Spouse

Targeting – Excess Estate No Living Children No Spouse No Siblings or other natural heirs

Targeting – Excess Estate No Living Children No Spouse No Siblings or other natural heirs Remaining Assets

Targeting – Other Factors What other factors should you consider?

Targeting – Other Factors Older

Targeting – Other Factors Older Maximum gift level

Targeting – Other Factors Older Maximum gift level Board Members

Targeting – Other Factors Older Maximum gift level Board Members Do not contact & Do not call lists

Targeting – Other Factors Older Maximum gift level Board Members Do not contact & Do not call lists Already committed to Legacy

Legacy Basics What should you have in place when you begin?

Legacy Basics Mission Statement

Legacy Basics Mission Statement– What are your doing for the world? Can you tell us your mission statement?

Legacy Basics Mission Statement Case Statement

Legacy Basics Case Statement— Includes your mission, vision and values statements, and should clearly answer why your donor should leave you a bequest. Do you have a planned giving case statement?

Legacy Basics Mission Statement Case Statement Legacy Brochure or One Sheet

Legacy Basics Legacy Brochure or One Sheet— Should include your mission and case statements, along with the legal name of your organization and the language needed for your donor to designate your organization as a beneficiary of his/her will. Do you have one?

Legacy Basics Mission Statement Case Statement Legacy Brochure or One Sheet Legacy Web Page linked to Home Page

Legacy Basics Legacy Web Page linked to Home Page The information in your Legacy Brochure or One Sheet should also be easily accessible on your website. Are you doing this?

Legacy Basics Mission Statement Case Statement Legacy Brochure or One Sheet Legacy Web Page linked to Home Page Legacy information check boxes

Legacy Basics Legacy information check boxes— Every acknowledgement of a gift should include a reply device providing an opportunity for your donor to check a box in order to receive information on how to make an estate gift to your organization. Do you do this?

Legacy Basics Mission Statement Case Statement Legacy Brochure or One Sheet Legacy Web Page linked to Home Page Legacy information check boxes Legacy Society

Legacy Basics Legacy Society— Many organizations have a Legacy Society to recognize donors who have included the organization in their will. Society members receive regular communications and often receive invitations to events. Do you have a Legacy Society?

Opt-Out Pre-Call Letter Why write to the prospect first?

Opt-Out Pre-Call Letter Thank you

Opt-Out Pre-Call Letter Thank you What they have helped you accomplish

Opt-Out Pre-Call Letter Thank you What they have helped you accomplish Not asking for another donation

Opt-Out Pre-Call Letter Thank you What they have helped you accomplish Not asking for another donation Seeking leaders to set an example

Opt-Out Pre-Call Letter Thank you What they have helped you accomplish Not asking for another donation Seeking leaders to set an example Explain program

Opt-Out Pre-Call Letter Thank you What they have helped you accomplish Not asking for another donation Seeking leaders to set an example Explain program Refer to pledge form

Opt-Out Pre-Call Letter Thank you What they have helped you accomplish Not asking for another donation Seeking leaders to set an example Explain program Refer to pledge form Their name to serve as an example

Opt-Out Pre-Call Letter Thank you What they have helped you accomplish Not asking for another donation Seeking leaders to set an example Explain program Refer to pledge form Their name to serve as an example Explain opt-out

Opt-Out Pre-Call Letter Thank you What they have helped you accomplish Not asking for another donation Seeking leaders to set an example Explain program Refer to pledge form Their name to serve as an example Explain opt-out Thank them again

Opt-Out Pre-Call Letter Thank you What they have helped you accomplish Not asking for another donation Seeking leaders to set an example Explain program Refer to pledge form Their name to serve as an example Explain opt-out Thank them again P.S.

Very, Very, Very, Very, Very, Very Soft Service Call Softly-softly approach.

Very, Very, Very, Very, Very, Very Soft Service Call Mature callers.

Very, Very, Very, Very, Very, Very Soft Service Call Not calling for gift -- refer to the letter

Very, Very, Very, Very, Very, Very Soft Service Call Not calling for gift -- refer to the letter Calling to explain and answer questions

Very, Very, Very, Very, Very, Very Soft Service Call Not calling for gift -- refer to the letter Calling to explain and answer questions Explain program

Very, Very, Very, Very, Very, Very Soft Service Call Not calling for gift -- refer to the letter Calling to explain and answer questions Explain program Key is to set an example – no minimum

Very, Very, Very, Very, Very, Very Soft Service Call Not calling for gift -- refer to the letter Calling to explain and answer questions Explain program Key is to set an example – no minimum Discuss anonymity, should they wish

Very, Very, Very, Very, Very, Very Soft Service Call Not calling for gift -- refer to the letter Calling to explain and answer questions Explain program Key is to set an example – no minimum Discuss anonymity, should they wish Will send language and helpline number

Very, Very, Very, Very, Very, Very Soft Service Call Not calling for gift -- refer to the letter Calling to explain and answer questions Explain program Key is to set an example – no minimum Discuss anonymity, should they wish Will send language and helpline number Ask if any questions & if they’ll consider

Very, Very, Very, Very, Very, Very Soft Service Call Not calling for gift -- refer to the letter Calling to explain and answer questions Explain program Key is to set an example – no minimum Discuss anonymity, should they wish Will send language and helpline number Ask if any questions & if they’ll consider If reluctant, apologize and thank them

When They Sign Pledge Form Follow through on your promise, so they will follow through on theirs.

When They Sign Pledge Form Inscribe name immediately

When They Sign Pledge Form Inscribe name immediately Send thank you with codicil language and helpline number

When They Sign Pledge Form Inscribe name immediately Send thank you with codicil language and helpline number Send or deliver certificate or plaque

Very, Very, Very, Very, Very, Very Soft Reminder Letters and Calls Have all of your follow up in place.

Cultivate and Bond You have now found a major donor prospect!

Cultivate and Bond Regular letters

Cultivate and Bond Regular letters Regular phone calls

Cultivate and Bond Regular letters Regular phone calls Personal visits and invitations to tour

Cultivate and Bond Regular letters Regular phone calls Personal visits and invitations to tour Legacy Leadership Society events

Cultivate and Bond Regular letters Regular phone calls Personal visits and invitations to tour Legacy Leadership Society events Newsletters

Cultivate and Bond Regular letters Regular phone calls Personal visits and invitations to tour Legacy Leadership Society events Newsletters Upgrade to existing Legacy Society

Cultivate and Bond Regular letters Regular phone calls Personal visits and invitations to tour Legacy Leadership Society events Newsletters Upgrade to existing Legacy Society Possible discussion of lifetime gifts

Does it work? Yes!

Usual Results What should you expect?

Usual Results About 1% say they have already named you in their estate plans

Usual Results About 1% say they have already named you in their estate plans About 1% say they will name you in their estate plans

Usual Results About 1% say they have already named you in their estate plans About 1% say they will name you in their estate plans About 10% say they will consider naming you in their estate plans

Human Rights Organization -- Current Donors Donors who had made at least one gift in the past twelve months.

Human Rights Organization -- Current Donors 1% joined in response to the letter

Human Rights Organization -- Current Donors 1% joined in response to the letter 5% more joined in response to the call

Human Rights Organization – Current Donors 1% joined in response to the letter 5% more joined in response to the call 30% more seriously considering

Human Rights Organization – Monthly Giving Donors Donors who had committed to open ended, automatic monthly giving.

Human Rights Organization – Monthly Giving Donors 3.5% joined in response to the letter

Human Rights Organization – Monthly Giving Donors 3.5% joined in response to the letter 11% more joined in response to the call

Human Rights Organization – Monthly Giving Donors 3.5% joined in response to the letter 11% more joined in response to the call 22% more seriously considering

Human Rights Organization – Monthly Giving Donors Over the next 10 years, this organization obtained distributed estate gifts and irrevocable commitments totaling over $10,000,000.

Visual History Foundation -- Survivor/Non-Donors Holocaust survivors who had given their testimony, but had never donated.

Visual History Foundation -- Survivor/Non-Donors .4% joined in response to the letter

Visual History Foundation -- Survivor/Non-Donors .4% joined in response to the letter 5.9% more joined in response to the call

Visual History Foundation -- Survivor/Non-Donors .4% joined in response to the letter 5.9% more joined in response to the call 25.1% more seriously considering

Religious Affiliated Nursing Home— Recent Donors Donors who had made at least one gift in the past twelve months.

Religious Affiliated Nursing Home— Recent Donors 1.6% joined in response to the letter

Religious Affiliated Nursing Home— Recent Donors 1.6% joined in response to the letter 7% more joined in response to the call

Religious Affiliated Nursing Home— Recent Donors 1.6% joined in response to the letter 7% more joined in response to the call 14.4% more seriously considering

National Catholic Children’s Charity- Specially Selected Current Donors In this, the 4th Legacy Leadership campaign, donors were specially selected based upon modeling of results from the 3 earlier Legacy Leadership campaigns for the organization.

National Catholic Children’s Charity- Specially Selected Current Donors 2.2% joined in response to the letter

National Catholic Children’s Charity- Specially Selected Current Donors 2.2% joined in response to the letter 6.4% more joined in response to the call

National Catholic Children’s Charity- Specially Selected Current Donors 2.2% joined in response to the letter 6.4% more joined in response to the call 24% more seriously considering

Planned Giving Marketing-- Legacy Leadership Program Rich Fox, FRSA, Chairman & CEO, Rich Fox & Associates, Inc. Contact: foxrich@aol.com (831) 659-1123