1. How the Right Marketing Strategies Can Enhance Your Planned Giving Program Part 1: How to Identify Planned Giving Prospects Part 2: How the Right Marketing Strategies Can Enhance Your Planned Giving Program Lawrence Henze, J.D. Managing Director September 11, 2008

2. Lawrence C. Henze, J.D. | Page #2 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Our Agenda  Planned giving in recessionary times  Planned giving review –Planned gift types –Donor development and planned giving myths –Planned giving profiles  Planned giving marketing –Ideas that work  Summary

3. How the Right Marketing Strategies Can Enhance Your Planned Giving Program Planned Giving in Recessionary Times Now Is Not the Time to Stop Your Efforts

4. Lawrence C. Henze, J.D. | Page #4 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Recession? Stagflation?  Or is it “troubling times” or “a lot of uncertainty”?  Regardless, difficult economic times affect fundraising  How does a recession affect planned giving?

5. Lawrence C. Henze, J.D. | Page #5 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Recession and Planned Giving  February 7 edition of The Chronicle of Philanthropy –Several articles on this and related topics  Basically two points of view: –Contract marketing efforts and avoid long-range gift maturity dates, or –Planned giving, particularly bequests, fit in conservative economic times

6. Lawrence C. Henze, J.D. | Page #6 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. My Thoughts on a Recession and Planned Giving  No, I do not like recessions  But I like planned giving opportunities, particularly bequests and annuities, during these times  Do not forego future opportunities for current savings –2007 study reports that 50% of bequests are first inked between the ages of 40-60  Act intelligently based on strong market research, that is the best way to become cost effectiveness

7. How the Right Marketing Strategies Can Enhance Your Planned Giving Program Planned Giving Overview What Is Planned Giving and Who Are Your Prospects?

8. Lawrence C. Henze, J.D. | Page #8 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Page #8 © 2006 Blackbaud What is Planned Giving?  A planning process that considers the effects of a gift to charity and the donor's estate (technical)  A giving process that honors the donor’s desire to do something special and to give back (emotional)  Most common (or popular) types of planned gifts –Bequest –Charitable Gift Annuity –Charitable Remainder Trust –Charitable Lead Trust –Donor Advised Fund –Private Foundations –Life Insurance –Life Estate –Pooled Income Fund

9. Lawrence C. Henze, J.D. | Page #9 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Page #9 © 2006 Blackbaud Planned Giving – Ways to Give  Bequest – A provision in your will to pass money to a charitable organization upon your death or the death of a spouse. Typical clauses include an outright amount, a percentage of the assets, or the residual of the estate.  Charitable Gift Annuity – You give money to a charity, which promises to pay you a fixed amount regularly for life. Although part of the annuity payments are taxable, you’ll also receive an upfront income tax deduction for the amount estimated to end up with the charity

10. Lawrence C. Henze, J.D. | Page #10 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Page #10 © 2006 Blackbaud Planned Giving – Ways to Give  Charitable Remainder Trust (CRT) – an irrevocable trust pays a specified annual amount to 1 or more people for a fixed period of years, or for the life of an individual(s). At end of the term, remaining trust property is distributed to charity. –CRAT: fixed annuity –CRUT: fixed percentage of trust value (varies annually)  Charitable Lead Trust – Essentially the reverse of a charitable remainder trust. You transfer assets to a trust and a charity receives a payment stream. And the end of the trust’s term, what’s left goes to heirs.

11. Lawrence C. Henze, J.D. | Page #11 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Page #11 © 2006 Blackbaud Planned Giving – Ways to Give  Donor-Advised Fund – You give a lump sum to a charitable fund and get an immediate tax deduction. The fund legally controls the money, but the donor recommends how it is distributed and to which charities.  Private Foundation – You set up a charitable entity, with funds that usually come from your family, rather than the public. It makes grants to support a charitable mission. You’ll have a lot of control over the foundation’s decisions, but private foundations can be expensive to run and have less favorable tax rules than public charities.

12. Lawrence C. Henze, J.D. | Page #12 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Page #12 © 2006 Blackbaud Planned Giving – Ways to Give  Life Estate – The donor gives her house or farm to the charity and retains the right to live there through the remainder of her life. An immediate income tax deduction is available to the donor. Charity may sell property upon donor’s death.  Pooled Income Fund – donors contribute to a fund, proceeds are shared based on percentage of contributions. Operates like a mutual fund. Appreciated property contributions benefit from capital gains protection. When income beneficiaries die, their shares transfer to the charity.

13. How the Right Marketing Strategies Can Enhance Your Planned Giving Program A Little Bit of Knowledge What You Know About Planned Giving Prospects Will Increase Your Marketing Effectiveness

14. Lawrence C. Henze, J.D. | Page #14 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Steps in the Donor Pyramid Planned Giving is at the top of the pyramid, but is not necessarily a last gift

15. Lawrence C. Henze, J.D. | Page #15 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Ultimate Giving  Every individual has an “ultimate gift”  Ultimate gifts may be any level, any type (including $0)  Ultimate giving does not place a higher value on “major” gifts  Find ultimate giving profiles, develop appropriate marketing strategies, close more gifts!  Most major donors are also planned giving prospects, not true in reverse!

16. Lawrence C. Henze, J.D. | Page #16 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Donor Profiling  Highest scores and high assets  Further qualification and research  Immediate individual cultivation  Lower likelihood scores, but high target giving ranges and assets  Need to be sold on your mission  Longer term cultivation  High likelihood scores and mid-level target giving ranges  Implement targeted upgrade, mid-level major gift strategies  Increase annual giving  Low likelihood scores and low target giving ranges  Minimize investment  Consider reduced resource application

17. Lawrence C. Henze, J.D. | Page #17 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Planned Giving Facts  Bequests constitute almost 90% of all planned gifts made –More than 80% of these are unknown at present  Annuities constitute another 5-6% of all planned gifts  You can have a successful planned giving program without focusing on trusts (the complicated stuff!)

18. Lawrence C. Henze, J.D. | Page #18 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Planned Giving Facts  You may have more dollar potential in planned giving than major giving  Why people give (NCPG survey) –97% say they care about the charity –87% desire to do something special –35% tax planning –22% know charity’s representative

19. Lawrence C. Henze, J.D. | Page #19 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author.  We often consider planned giving to be a second-tier strategy  Extremely passive solicitation methods  Appeals are broad based and require request for more information  Expectations are unreasonably low –1% response rate to planned giving mailings Planned Giving Facts

20. Lawrence C. Henze, J.D. | Page #20 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Age and Planned Giving

21. Lawrence C. Henze, J.D. | Page #21 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Planned Giving Propensity

22. Lawrence C. Henze, J.D. | Page #22 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Planned Giving by Gift Type  Bequests: –Two primary age groups: late 40s to late 50s, and 65-78. –Loyal donors, lower amounts –Comfortable with debt –Mid-to-upper middle income –Tend to live in one home for longer times –Children in college or have education-related debt –Charitably inclined –Volunteers

23. Lawrence C. Henze, J.D. | Page #23 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author.  (Traditional) Charitable Gift Annuities: –Ages: mid-70s and older –Retired –Fiscally conservative –Uncomfortable with debt –Not wealthy (or do not think they are) –Are or were loyal donors, usually very low amounts –Charitably inclined –Worried about outliving their resources –Frequently single (widowed females Planned Giving by Gift Type

24. Lawrence C. Henze, J.D. | Page #24 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author.  Charitable Remainder Trusts: –Ages: mid-50s to 70 –Fiscally savvy and often aggressive investors –Very comfortable with debt –Wealthy or very affluent –Less likely to be loyal donors, but average gifts are high –Charitably inclined, often are major donors as well –Likely to have retained financial counsel Planned Giving by Gift Type

25. Lawrence C. Henze, J.D. | Page #25 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Personal follow up and cultivation, note overlap with other PG types and annual/major potential as well More specific direct marketing, segmenting by gift type Send appropriate marketing material for general “seed planting” BequestAnnuityCRT Excellent Likelihood 927413236 Very Good Likelihood 2,5131,134384 Good Likelihood 3,4362,185858 Segmentation and Cultivation… …of Planned Giving Prospects

26. Lawrence C. Henze, J.D. | Page #26 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Profile Summary  Strong correlation with annual giving loyalty and planned giving  Do not let giving amount control decision to solicit for planned gifts  Do not let cash rule the day

27. How the Right Marketing Strategies Can Enhance Your Planned Giving Program Planned Giving Marketing Let Common Sense Prevail

28. Lawrence C. Henze, J.D. | Page #28 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Planned Giving Marketing – Basic Axioms  Certain types of planned gifts are more “marketable” than others –Annuities –Bequests  Highly technical gifts very difficult to market  Just starting? Small staff? –Bequests and annuities, or just bequests, will be enough

29. Lawrence C. Henze, J.D. | Page #29 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Simple Ideas Everyone Can Use  Many new marketing initiatives will have little budgetary impact  Better targeting, reduced mailings, and comprehensive and integrated communications are within your reach!  Avoid falling into the trap of duplicating the efforts of others without evidence that it works!  Thinking outside of the box: –The limitations of “we have always done it this way”

30. Lawrence C. Henze, J.D. | Page #30 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Making the Case for Planned Gifts  85% of respondents to a national survey said that they found out about charitable gift annuities through one of several informational channels initiated by the organization including: –written materials, –a visit with a representative, and –financial seminars

31. Lawrence C. Henze, J.D. | Page #31 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Business Card Marketing

32. Lawrence C. Henze, J.D. | Page #32 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Business Card Marketing  We know you use your cards to “win” free lunches  They make great bookmarks  The back is great for shopping lists, and  The back is great for estate planning information!!!

33. Lawrence C. Henze, J.D. | Page #33 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. I give ($) (%) of my estate to the Lost in Space Foundation, P.O. Box 1727, Lafayette, CA 94549 to provide funding for the ongoing activities of the Foundation as determined by the board of trustees (or for the purpose of _________________) Tax ID 00-0000000 Business Card Marketing

34. Lawrence C. Henze, J.D. | Page #34 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Annual Reports and Newsletters  Probably numerous organizational publications that may be used to promote planned giving  Donor recognition –Loyalty giving clubs  Donor stories and testimonials important –Do not forget that smaller gifts are important –Not just the mega-gifts!  Do not try to accomplish too much with each publication –Coherent simplicity  Consider different versions by audience type –Targeted issues will boost interest and response

35. Lawrence C. Henze, J.D. | Page #35 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Donor Stories  We know you have to use the mega-gift stories  However, these stories are “relative” to only a small number of prospects  Find the stories in which your donors are thrilled to do something special, and happy that a planned gift made it possible  Appeal to their highest calling, move their hearts

36. Lawrence C. Henze, J.D. | Page #36 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Advertising and Newsletters In the RPF tri-annual Members-only newsletter, The Key and in Regional in Nature, a bi-monthly newspaper insert guide to Regional Parks

37. Lawrence C. Henze, J.D. | Page #37 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. More on Cultivating Loyalty  Loyal donors give at least 60% of the time  Often exhibit habitual giving patterns  Habitual giving offers opportunity to reduce solicitations and create more donor-centered environment –Anniversary date giving  Look at all types of loyalty: –Volunteerism –Membership –Ticket buying

38. Lawrence C. Henze, J.D. | Page #38 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. More on Cultivating Loyalty  Survey loyal donors to determine their interests, wants –Why do they give? –Which programs do they like the most? –What would they like to change about their relationship with your organization? –Act upon the information  Also survey other individuals on your database to determine their interests and feelings

39. Lawrence C. Henze, J.D. | Page #39 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Direct Mail and Messaging  Remember importance of annual giving to planned giving success –Multiple opportunities to spread the word  Set sights on higher response rate by employing a better targeting method –1% unreasonably low  Direct mail is passive by nature –Plan follow-up for highly-rated prospects –Asking is not the sole purpose

40. Lawrence C. Henze, J.D. | Page #40 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Messaging  Creating interest and appeal  Making that interest and appeal personal  A clear, easy-to-understand message  Keeping it simple –Remember, most attorneys are unable to explain the difference between giving instruments  Few words  Tell stories, capture hearts

41. Lawrence C. Henze, J.D. | Page #41 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Messaging  Eliminate technical language: –CRUT – is it a unitrust or a terrible skin disease? –CRAT – is it an annuity trust or litter box residue? –NIMCRUT – is it a net income with makeup charitable remainder unitrust or the current trendy term for numbskull?

42. Lawrence C. Henze, J.D. | Page #42 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Messaging  Discuss one subject at a time  Don’t provide a marketing menu  Disclaimers –Yes – We recommend that you consult with an attorney or financial planner prior to finalizing your gift plans –Our research indicates that most individuals who give bequests or annuities outlive actuarial lifetime projections by 12-13 years! –Yes, it is true, but this is not a smart marketing approach!

43. Lawrence C. Henze, J.D. | Page #43 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. How to Write a Direct-Marketing Piece  Pick one subject  List all the attributes of that gift  Divide into two groups: –Motivators –Details  Pick the motivators for your marketing piece  Details do not work well for marketing

44. Lawrence C. Henze, J.D. | Page #44 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Motivators and Details - Bequests  Deeply care for your mission  Want to leave a legacy  No current financial impact  May designate use of gift  Revocable, maintain control of assets  Reciprocal benefits  May designate amount, percentage, or residual  Simple to do  Opportunity to make a significant gift  Private  Create it and forget it

45. Lawrence C. Henze, J.D. | Page #45 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. You Choose the Motivators  Deeply care for your mission  Want to leave a legacy  No current financial impact  May designate use of gift  Revocable, maintain control of assets  Reciprocal benefits  May designate amount, percentage, or residual  Simple to do  Opportunity to make a significant gift  Private  Create it and forget it

46. Lawrence C. Henze, J.D. | Page #46 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Ideas That Work  Give substance and meaning to planned giving –Reciprocal giving –Generational giving –Annual gift endowment

47. Lawrence C. Henze, J.D. | Page #47 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Ideas That Work  Sell big, write small –Use few words to market a big concept –In marketing materials, it is the giving concept, and not its technical operation, that will promote interest

48. Lawrence C. Henze, J.D. | Page #48 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author.  Use website to share information  Provide calculation tools  Testimonials  Use email to drive prospects to website, invite to seminars, thank  Email and the internet may be very effective with the younger bequest prospects Internet and Email

49. Lawrence C. Henze, J.D. | Page #49 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Seminars  Invite prospects who benefit from the information  Remain a valuable marketing tool  Focus on a few key items  Donor participation

50. Lawrence C. Henze, J.D. | Page #50 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author.

51. Lawrence C. Henze, J.D. | Page #51 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Employing a Marketing Consultant  What are you able to do? –Important to look like your organization  Question everything –Set your own goals  Less can be more  Concentrate on the big picture –Integration of all fundraising messages

52. Lawrence C. Henze, J.D. | Page #52 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Organizational Publications & Stand Alones

53. Lawrence C. Henze, J.D. | Page #53 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. The Best for Last – Personal Cultivation  See “How To Talk with Donors about Planned Gifts”, a new white paper by my colleague, Katherine Swank, J.D.How To Talk with Donors about Planned Gifts  Free time to cultivate relationships –Evaluate time management –Prioritize –Manage these priorities

54. How the Right Marketing Strategies Can Enhance Your Planned Giving Program So You Think You Are Ready to Market More Effectively? Checklist

55. Lawrence C. Henze, J.D. | Page #55 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Checklist  Integrated campaign?  Investigated all communication streams?  Planned giving is a Tier 1 emphasis?  Know your planned giving prospects? –By type of giving vehicle?  Donor relations recognizes loyalty?  Staff is aware of planned giving?  Marketing materials emphasize emotion and commitment and mission?  Volunteer expertise arranged?

56. Lawrence C. Henze, J.D. | Page #56 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Danger Will Robinson!!!!!!

57. Lawrence C. Henze, J.D. | Page #57 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Avoid Becoming “Lost in Space”  Planned giving marketing success requires PATIENCE!  Encourage interaction with donors  Take the time to do this right and good results will follow  Planned giving is not a quick cure!  If you are just starting a program, prepare key players for a long-term commitment  Set expectations accordingly!

58. Lawrence C. Henze, J.D. | Page #58 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Motivate the Reader to Respond Give a reason to notify: “If you have made an estate provision for the Gardens, or a planned or deferred gift, please let us know so we can welcome you into the Perennial Friends Society and make sure your gift intentions are properly carried out.”

59. Lawrence C. Henze, J.D. | Page #59 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Planned Giving Marketing Success  Prospect identification is the science  Relationship building is the art  Marketing is the practice  Patience is more than a virtue, it is a necessity

60. Lawrence C. Henze, J.D. | Page #60 © 2008 Blackbaud Finding and Marketing to Planned Giving Prospects This presentation contains confidential and proprietary information. It may not be used, distributed, copied, or printed without the expressed permission of the author. Summary and Questions  Contact me: Lawrence Henze Lawrence.Henze@Blackbaud.com 843-991-9921 Lawrence.Henze@Blackbaud.com  New Book: Building a Planned Giving Program from the Ground Up http://www.blackbaud.com/bb/desktopreference/boostgiving.aspx http://www.blackbaud.com/bb/desktopreference/boostgiving.aspx  White Papers: http://www.blackbaud.com/company/resources/whitepapers/whitepapers.aspx http://www.blackbaud.com/company/resources/whitepapers/whitepapers.aspx  Check out: www.leavealegacy.org