1. Planned Giving Marketing-- Legacy Leadership Program
Rich Fox, FRSA,
Chairman & CEO,
Rich Fox & Associates, Inc.
Contact:
(831)

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

3. Legacy Leadership Program
Top of the Pyramid

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

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

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

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

8. Targeting – Caring About Cause
Current and lapsed donors

9. Targeting – Caring About Cause
Current and lapsed donors
Volunteer

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

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

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

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

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

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

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

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

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

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

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

21. 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

22. 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

23. 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
address provider

24. 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
address provider
Beneficiary of your organization

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

26. Targeting – Excess Estate
No Living Children

27. Targeting – Excess Estate
No Living Children
No Spouse

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

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

30. Targeting – Other Factors
What other factors should you consider?

31. Targeting – Other Factors
Older

32. Targeting – Other Factors
Older
Maximum gift level

33. Targeting – Other Factors
Older
Maximum gift level
Board Members

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

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

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

37. Legacy Basics
Mission Statement

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

39. Legacy Basics
Mission Statement
Case Statement

40. 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?

41. Legacy Basics Mission Statement Case Statement
Legacy Brochure or One Sheet

42. 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?

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

44. 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?

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

46. 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?

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

48. 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?

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

50. Opt-Out Pre-Call Letter
Thank you

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

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

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

54. 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

55. 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

56. 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

57. 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

58. 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

59. 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.

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

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

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

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

64. 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

65. 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

66. 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

67. 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

68. 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

69. 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

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

71. When They Sign Pledge Form
Inscribe name immediately

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

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

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

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

76. Cultivate and Bond
Regular letters

77. Cultivate and Bond
Regular letters
Regular phone calls

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

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

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

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

82. 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

83. Does it work?
Yes!

84. Usual Results
What should you expect?

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

86. 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

87. 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

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

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

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

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

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

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

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

95. 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

96. 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.

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

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

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

100. 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

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

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

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

104. 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

105. 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.

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

107. 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

108. 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

109. Planned Giving Marketing-- Legacy Leadership Program
Rich Fox, FRSA,
Chairman & CEO,
Rich Fox & Associates, Inc.
Contact:
(831)