Developing A Planned Giving Marketing Plan · Developing A Planned Giving Marketing Plan ....

Developing A Planned Giving Marketing Plan

Presented by: Timothy D. Logan, ACFRE

May 19, 2011

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May 19, 2011 Timothy D. Logan, ACFRE


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Timothy D. Logan, ACFRE

Timothy D. Logan, ACFRE is Vice President and Senior Consultant of Planned Giving Services and Nonprofit Healthcare Services for RuffaloCODY. Tim has worked in both the for-profit and nonprofit sectors and has over 29 years' experience in fund raising, nonprofit management and direct response marketing. In addition to holding the ACFRE credential, he holds a Masters of Nonprofit Management (MNO) degree. Tim's background in the nonprofit sector includes 17 years' experience at the local and national levels. Tim has been a local Executive Director for the Muscular Dystrophy Association, in Harrisburg, PA and for the Leukemia Society of America in Cleveland, OH. Nationally, he was a fund raising consultant for American Diabetes Association and the American Heart Association. He has served as Director of Development Services with Epilepsy Foundation was Director of Individual Giving at USO World Headquarters, and most recently served as the Senior Director of Development for the National Osteoporosis Foundation. His 14 years of Planned Giving experience includes working with advisors, developing donor relationships, and designing effective planned gift marketing and communication strategies. Tim has also spent 12 years as a direct response fund raising consultant. In addition to managing multi-million dollar direct response programs, he has been a leader in developing innovative direct response programs targeted to major and planned giving donors. Tim is past president of the Mandel Center Alumni Association at Case Western Reserve University. He is a past board member of AFP, Greater DC chapter, and a past member of the AFP National Professional Education committee. Tim is a member of the National Capital Gift Planning Council in Washington, DC. He is active in the Direct Marketing Association Nonprofit Council. An AFP certified instructor, he is a seasoned lecturer and author on fundraising and nonprofit management.

Developing A Proactive Planned Giving

Marketing Plan


AFP Web Conference

July 27, 2010 1

AFP Web/AudioconferenceMay 19, 2011

DEVELOPING A PLANNED GIVING MARKETING PLAN

Presented by Timothy Logan, ACFRE

Vice President, Senior ConsultantRUFFALOCODY

Timothy D. Logan, ACFRETimothy D. Logan, ACFRE is Vice President and Senior Consultant of

Planned Giving Services and Nonprofit Healthcare Fundraising for

RuffaloCODY. He has worked in both the for-profit and nonprofit sectors

and has over 31 years’ experience in fund raising, nonprofit management

and direct response marketing.

Tim’s background in the nonprofit sector includes 17 years’ experience at

the local and national levels. He has also spent 14 years as a direct

response fund raising consultant. In addition to managing multi-million

dollar direct response programs, he has been a leader in developing

innovative direct response programs targeted to major and planned giving

donors. His 18 years of Planned Giving experience includes working with

advisors, developing donor relationships, and designing effective planned

giving marketing and communication strategies.

Tim holds a Masters of Nonprofit Management (MNO) from Case Western

Reserve University. An AFP certified instructor, he is a seasoned lecturer

and author on fundraising and nonprofit management


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Developing A Proactive Planned Giving Marketing

Plan

Timothy D. Logan, ACFREAFP Webconference

May 19, 2011


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Session Objectives• Use the Annual Fund to identify the best/most

qualified PG prospects in your data base– Using wealth information and PG scoring models

• Understand the benefits of proactive PG marketing

• Recognize the importance of using segmentation in PG Marketing

• Discuss the seven steps to develop an Integrated Planned Giving Marketing Plan

Planned Giving Marketing

Planned Giving in the Development Process


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Your Objectives

• Immediate impact– More gifts– Accelerated gift income

• Long-term, increase program performance

The Second Donor Pyramid

Annual

Giving

Major

Giving

Planned

Giving


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PG Trends• Web• Wills/CGA’s comprise bulk of gifts

– CRT’s decreasing

– Donor advised funds & family foundations• (NPT: Krause and Mangone)

• Stand alone programs decline– Increased collaboration with major gifts

• Mass appeal marketing losing effectiveness

• Special populations (Sterling)

Planned Giving Marketing

• Identify prospects who are ready for Moves Management (Face to Face)

• Find prospects who are ready now


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July 27, 2010 6

Three Stages of Planned Giving

• Marketing• Gift Planning• Stewardship

The Development Gap


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July 27, 2010 7

5 Steps to Close the Development Gap

• Identify your best prospects• Develop Segments for Marketing• Implement a Marketing Program• Qualify Individual Donors• Develop Clusters

– Education/Stewardship– Cultivation/Solicitation path

Identifying Planned Giving Donor Prospects

Giving AnalysisEnhanced Data Scoring


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July 27, 2010 8

Continuous Lifetime GivingThe Giving Lifecycle

Dove, et al, 2002.

Purpose of the Annual Fund

• Secure New Donors• Secure Annual Gifts• Upgrade Existing Donors• Identify Major and Planned Giving

Prospects


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Analyzing Annual Giving Behavior—File Analysis

• Measures of Affinity– Loyalty, Passion,– If it’s about building a relationship, how do

we measure the strength of that relationship?

• Measures of Ability– Wealth, Assets

• Need to look at total donor relationship

The Biggest Predictor…

• Major Gifts– Annual gift size is the single largest

predictor of future large gifts• Planned Giving

– Frequency of AF Giving is the single largest predictor of Planned Gifts


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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.)

• What data can we use to analyze the file?


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Internal Data

• Demographic information• email address• Source of Name• Gift History/Cumulative Giving• LOTOF• Donor Interest

– Obtained actively or passively

External Data

• Age• Marital Status• # of Children• Education• Income• Stock/real estate holdings• email address


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Types of Analysis• Giving Patterns

– Number of Gifts• Over a specified period

– Length of time on the file (LOTOF)– Age– Gender

• more important for messaging than for selection• RFM• High Affinity non-donors• Enhanced data selects

PG Affinity Indicators

• PG Society• Attended events, reunions• Board, past Board• Volunteer• Season tickets• Travel program (**)


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Lifestage Annual Fund

• Donors go through a cycle• Identify and target older, lapsing Annual

Fund donors• Develop relationship with Institution• Begin Planned Gift Marketing• Annuitize Annual Fund Gift

Using Enhanced Data

Wealth InformationPG Scoring Models


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Enhanced/Other Selects-External

• Age• Wealth rating/Planned Giving indicators

– You can help make these pay off!• Recent death in household• Donors to other charities• Lack of presence of living children (**)

– James, 2008

• Birth of first grandchild– James, 2008

• Church Attendance– Rooney 2008

Enhanced/Other Selects--Internal

• Multi-Newsletter responders• Upgrade/Downgrade

– Age, # gifts, LOTOF• Title/Gender--Miss• Specific school/college, specific program• Donor loyalty scores• Volunteered email• Web hits


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Donor Rating Scores

• Point System• Pyramid• Passion Index

Planned Giving Prospect Matrix

High $, Low Affinity

If we could only get

them to give us a million

(Bill Gates, Joan Kroc)

High $, High Affinity

You already know them.

You have buildings

named after them.

Low $, Low Affinity

You don’t want to

spend money on them

Low $, High Affinity

They want to know more

Wealth

High

Low

High

Donor Affinity/Philanthropic Intent

Low

c 2005 Timothy D. Logan, ACFRE


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©Jerold Panas, Linzy &

Partners

Developing a Proactive Planned Giving Marketing

Plan


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Step 1

File Segmentation For Planned Giving

Self-selected or Proactive?


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Self-Selected or Proactive?

• Proactive Marketing produces results and identifies more Planned Gifts.

The Most Important Factors

• Age• Frequency of giving• Length of Time on file (LOTOF)• Recency of giving• Other key Touch Points


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PG Segmentation Hierarchy

1. Multi-year/multi-givers cut by age2. Internal affinity scores

• Including Affinity Touch Points3. PG scores4. Use wealth rating if appropriate for gift

©2009 Timothy D. Logan, ACFRE

PG Constituent Segmentation Matrix

Few Gifts, High Affinity

Former Faculty, Employees

Grateful Patients

Board

Awardees

Many Gifts, High Affinity

Multiple Year Givers

Legacy Society

Few Gifts, Low Affinity

Advisors

PG Committee

Many Gifts, Low Affinity

Parents

Affinity

High

Low

HighNumber of Gifts

Low

c 2006 Timothy D. Logan, ACFRE


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Rosso’s Concentric Circles

39

Major

Donors

Managem

ent staffBoard

Henry Rosso

The Principles, Techniques of Fundraising, Student Workbook

What About Non-Donors?

• High affinity non-donors• Donor loyalty scores• Affinity indicators

– Based on Touch Points


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Step 2

Which Type of Planned Gift?

Segmentation for Gifts

• Age based gifts– Bequest, CGA, Retirement assets

• Wealth based gifts– Trust, DAF

• Other/Combination– Life Estate, Insurance, Deferred CGA, PIF


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Age Based Gifts• Well…..Age (55 to 80)

• Other analyses based on direct mail RFM analysis

• Recency of giving (24 months)• Frequency of giving

– Over a specified period (70%)—Sagrestano

– Length of time on the file (LOTOF)• Average gift is NOT important• Title/Gender—(dearth of results data)

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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At What Age, Wealth?

Dove, et al. 2002.

Step 3

What is the Purpose of the Message?


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Purpose of the Marketing Message

• Education• Top of Mind• Stewardship• Call to Action/Ask

Step 4

Choose the Marketing Media


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PG Marketing Methods• Direct Mail• Newsletters• Web• Telephone• E-mail• Press Releases• Professional Networks• Donor Seminars• Face-to-face

Purpose of the MediumMarketing Channel• Direct Mail piece, postcard• Newsletter• Website• Email• Magazine• Telephone• Visits• Seminars, Events• Professional Networks

Purpose• Identify• Educate• Educate, Top of Mind• Identify• Top of Mind• Qualify, Call to Action• Qualify, Call to Action• Educate, Qualify• Educate, Identify, Top of

Mind


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Continuum of Direct Response

Face

to

Face

Telephone

Call

Video

Tape

Direct

Mail

Mass

Ads

INTERACTIVE NON-INTERACTIVE

PERSONALIZATION

TARGETING

Step 5

Develop a Donor Centered Message


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Identify the Value Thread

• Build the bridge in your messaging.• ―If I am a 60 year old with a $7 million

estate—I need to know my $7 million will be put to good use—or I will give it elsewhere.They need to show me that they know me.‖

From Kay Sprinkel


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Donor Centered Messaging

• Crafting your legacy• Unlock the value of your assets• Using your real estate creatively• Increase your retirement income• Providing income to your elderly parents• Paying for college for your children or

grandchildren

Sagrestano, 2008

PG Donor Clusters

Adding the Donor’s Information


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Cluster Marketing• Age• Planned giving readiness• Immediacy of Gifts• Comfort with legacy/death• Wealth• Existing Legacy Society Member• Board Members, Development Committee

members, etc.• Assigned to a gift officer

Cluster Examples• Named you in will, is not decision maker• Donors who have included you in their

estate plans and are over 80• Loyal donor who has high wealth• Donors who indicated a concern about

income who have requested CGA information

• Donors who have a PG with another institution


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Special Populations• These are really clusters• Older, divorce, living together• Older females living together (sisters)• Gay/lesbian couples

– Lack of presence of children• Cindy Sterling, 2005

• Boomers (now turning 60)– DINKS

Cluster Messaging

• Thank you’s

• Birthday cards• Holiday Cards• Donor milestones• Program involved donors• Travel donors• Special planning/tax considerations


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Step 6

Planning Your Strategy

Planned Giving Marketing Matrix

40's 50's 60's 70's 80's 90's

Life Event First Will Investment Retirement Death of Spouse Change in ControlLife Stage Planning Earning Responsibility Security LegacyTheme Education Charitable Intent Financial Planning Affairs in Order Make a DifferenceMessage Education Top of Mind Call to Action Call to Action Stewardship, EducationPlanned Gift Wills Bequests, CGAs Bequests, CGA's Wills, CGA's CGA'sWealth CLT CLT, Deferred CGA CRT's, Deferred CGA CRT's CRT'sAnnual Fund Involvement Growth AF Triage Cut-back Nondonor

C,2006 Timothy D. Logan, ACFRE


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Planned Giving Marketing Plan Shell

Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

DIRECT RESPONSE

CLUSTERS

EVENTS

FREE RIDERS

TRIPS/VISITS

Planned Giving Marketing PlanJan Feb Mar Apr May June July Aug Sep Oct Nov Dec

DIRECT RESPONSENewsletter NL CGA NL--Beq NL--IRA roll-overNL CoverMailings March Mailing<50 Will Planning NL CVR>50 Charitable Bequest NL CVR>50 +$ CRT NL CVR NLCVR>69.5 NL CVR IRA Roll-overHigh Freq Givers TM Qualification TM TM TMLapsed LSAF

CLUSTERSSociety Survey Event Homecoming TG NoteFinancial Advisors Email Email Email Email Email EmailNotes/Cards BD BD/VD BD BD BD BD BD BD BD BD BD TG BDDecision Makers Wills Seminar Homecoming

EVENTSWills Seminar Employee

FREE RIDERSMagazine/Newsltr AD AD AD AD

TRIPS/VISITS CASE Conf Southwest US NCPG--D.C.



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Planned Giving Marketing PlanAge Distribution

40 50 60 70 80

Jan NL--CGA NNL--CGA NL--CGA

Feb

Mar Will Planning Will Planning Charitable Bequest IRA Roll over IRA Roll overCLT CRT

AprMay

NL Bequest NL Bequest NL Bequest NL Bequest NL Bequestemessage

JunJulAugSepOctNovDec


Step 7

Check for Message Integration


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An Integrated Department

• Free Rider Opportunities• Using the Phone• Your Major Gift Officers• Check your website

PG Free Rider Opportunities

• Annual fund mailings• Annual fund telephone program• Articles in Newsletters• Ads in Alumni Magazine• Web site• Acknowledgements• Travel Program


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Free Rider Methods

• Brochure• Seasonal Brochure• Ads• Buck slip/return card• Donor Profiles/Testimonials• Quizzes

The One Thing

• The one hard and fast rule:• Do not combine asks in one message• OKAY to gather data

– One or two quick screening questions


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Train Your AF Callers• Planned Giving Knowledge• Say ―Thank You‖

• Capturing comments– What to listen for

• Planned Giving Clues– Personal– Financial– Lifestage

Use the Phone to Qualify

• It is only through the phone that you can ultimately determine if the donor is qualified and motivated to consider a planned gift. – Do they have a will– Do they have a PG with other charities– Do they have children– Do they have passion for making a gift to you– Are they ready now?


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Who is best to make the calls?1. The fundraiser that will ultimately be

working with that donor. Creates an opportunity to build rapport.

2. An employee of the organization that knows it, knows the fundraisers and can make the ―handoff‖ once they determine the level of qualification and motivation

3. Outsource the calls to a third party telemarketing firm

From Gordon Smith, National Jewish MedicalCenter

Face to FaceThe MGO’s Role—PG

Colombo• Structure

– How—outright, multi-year, asset with income back• Assets

– What—cash, securities, real estate, retirement, intellectual property, business interest

• Timing– When—all now, some later, scheduled, deferred, at

death• Motivation

– Why—charitable intent, taxes, legacy, project, position


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Check Your Website

• Easy to Navigate?– What’s it called

– How many clicks• Here’s looking at you, kid!

– Photo of you and your team• Gift calculator

Steps to Develop Your Plan• Step 1: Identify/Segment• Step 2: What type of Planned Gift?• Step 3: Purpose of Message• Step 4: Choose Medium• Step 5: Develop a Donor Centered

Message • Step 6: Message Strategy/Planning• Step 7: Message Integration


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In Summary

1. Cultivating PG donors is rooted in AF/Direct Response

Create a loyalty giving club

2. Proactive Marketing is key--Every PG prospect doesn’t raise their hand

Use data analysis to select your PG donors

3. Take 7 steps to develop an Integrated Planned Giving Marketing Plan

Questions?

Timothy D. Logan, ACFREVice President, Senior ConsultantRuffaloCODYPlanned Giving [email protected]

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Presented by: Timothy D. Logan, ACFRE

Full participation in this session is applicable for 1.5 points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification. Signed__________________________________________________________

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• FEBRUARY 24, 2011, THURSDAY It’s Not About You, It’s About Them: the New Imperative in Corporate Fundraising Jason Saul, Author

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• MAY 19, 2011, THURSDAY Developing a Planned Giving Marketing Plan Timothy Logan, ACFRE

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• AUGUST 24, 2011, WEDNESDAY Raising More Money From Your Business Community Linda Lysakowski, ACFRE

• SEPTEMBER 15, 2011, THURSDAY Face-to-Face Basics: Integrating Individuals into Your Development Plan Amy Eisenstein, CFRE

• SEPTEMBER 28, 2011, WEDNESDAY Nonprofit Internet Management Strategies, Tools and Trade Secrets Ted Hart, ACFRE

• OCTOBER 4, 2011, TUESDAY Structuring Your Development Office for Success Monique Hanson, Sally McMillan

• OCTOBER 27, 2011, THURSDAY From Boomers to Echo Boomers: Giving Across the Generations June Bradham, CFRE, Rachel Hutchisson & Tucker Branham, CFRE

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