How to Have Conversations With

Donors About Planned Gifts

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Kathryn W. Miree

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December 9, 2009

Kathryn W. Miree

How to Have Conversations With Donors About Planned Gifts

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KATHRYN W. MIREE PRESIDENT KATHRYN W. MIREE & ASSOCIATES, INC.  Kathryn W. Miree is President of Kathryn W. Miree & Associates, Inc., a consulting firm that works with boards and staff of nonprofits and foundations to develop administrative policies, structure, and planned giving programs. She received her undergraduate degree from Emory University and her law degree from The University of Alabama School of Law.  She spent 18 years in trust banking working with nonprofit endowments and foundations before etablihing Kathryn W. Miree & Associates, Inc. in 1997.  Ms. Miree is a past president of the National Committee on Planned Giving, a past president of the Alabama Planned Giving council, a past president of the Estate Planning Council of Birmingham, Inc. and a past member of the Board of the National Association of Estate Planners & Councils.  She currently serves on the board of United Way of Central Alabama, Inc., as Chair of the Editorial Advisory Committee of NCPG’s Journal of Gift Planning,  on the Editorial Advisory Boards of Planned Giving Today and Planned Giving Design Center, and as a member of the Merrill Lynch National Attorney Advisory Board.  Ms. Miree is a frequent lecturer, co‐author of The Family Foundation Handbook with Jerry J. McCoy (CCH Publishers 2001) and author of The Professional Advisor’s Guide to Planned Giving (CCH Publishers, 2001).  Her clients include a variety of nonprofits and foundations across the country. 

12/8/2009

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AFP Web/AudioconferenceWednesday, December 9, 2009

How to Have Conversations with Donors About Planned Gifts

Presented by K th W Mi J DKathryn W. Miree, J.D.

PresidentKathryn W. Miree & Associates, Inc.

Kathryn W. Miree• President, Kathryn W. Miree

& Associate• B.A., Emory• J.D. University of Alabama

School of Law• 18 years in trust banking• 13 years as consultant to

nonprofits in major gifts, p j g ,planned gifts, endowment

• Active donor, board member, volunteer

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The Value of Gift Planning• Planned giving is the rising star ofPlanned giving is the rising star of

fundraising in this market.• Planned giving is more accurately

described as gift planning.• Gift planning involves:

– The donorTh d ’ d i– The donor’s advisor

– The charity– Working together to create the most effective

gift for the donor and the charity.

Revisiting the Pyramid

PLANNED GIVING

DonorCommitment

Gift OfficerInvolvement

MAJOR GIVING

PLANNED GIVING Involvement

ANNUAL GIVING

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Planning Leverages All Gifts

• Planning enhances all gifts• Planning enhances all gifts.• Concepts can be simple, such as using

appreciated stock.• Or, gift options can be complex such as

funding a charitable remainder trust with u d g a c a ab e e a de usclosely held stock.

Example #1: Accelerating Gifts• Accelerate a gift destined for charity that g y

generates no income:– Life insurance policy that names charity as

beneficiary– Home that will pass to charity at death

A l t b t t t• Accelerate a bequest to create a charitable gift annuity to generate income in retirement.

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Example #2: Use Double-Taxed Estate Assets for Gifts

$250,000 IRA to F il

$250,000 IRA to 5% 20 YFamily 5% 20-Year

CRUTTotal Estate $4,000,000 $4,000,000

Total Taxes on $250,000 IRA

$160,625 $71,286

Effective Tax Rate 64.25% 28.51%

Net Bequest $89,375 $250,000

Net Tax Savings $89,339

Example #3: Gifts To Fund Retirement

Current PayCurrent Pay AnnuityCouple Ages 70, 71Contributed amount $25,000Charitable deduction $7,782.75

$Annuity (5.2%) $1,300.00Tax-free amount $856.70Ordinary income $443.30

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Example #4: Providing Support for Parents

$100,000 6.1% Charitable Gift A itAnnuityCouple Ages 78, 82Principal amount $100,000Charitable deduction $43,173.00Annual income to parents $6,100.00(6.1%)Tax-free portion $4,404.20Ordinary income portion $1,695.80

Reports From the Field: What We Know About Donors

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Bank of America High Net Worth Philanthropy Study

• 2006 Study2006 Study• Focused on philanthropic profile,

motivations and goals of high net worth individuals (income >$200,000, assets >$1 million)

• 3 1% of all U S households• 3.1% of all U. S. households• 98% of group made gift to charity in

2005

Type of Gift Vehicles Used

Type of Gift % Who Have CreatedType of Gift % Who Have CreatedCapital campaign 64.6%Bequest 41.2%Stocks/mutual funds 31.8%Created foundation 19.5%Created donor advised fund

15.9%

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Important Motivations for Giving

Motivation % of RespondentsCitingg

Meet critical needs 86.3%

Giving back to society 82.6%Reciprocity 81.5%B i b t d i d i t 68 5%Bring about a desired impact 68.5%Nonprofits should do what government cannot do

64.4%

Factors That Would Prompt Additional GiftsFactor % of

RespondentsRespondents Citing

Spent less money on administration 74.8%Donor can determine impact of gift 58.3%Donor felt more financial secure 52.0%Donor received better return on 46 6%Donor received better return on investments

46.6%

Donor not already financially committed 40.2%

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2008 High Net Worth Philanthropy Update

Three top reasons donors stoppedThree top reasons donors stopped giving:◦ “No longer feel connected”◦ Wanted to support other causes◦ Solicited too oftenSources of advice:◦ 2006: Peers and nonprofits◦ 2008: Professional advisors

2008 High Net Worth Philanthropy Update

• Setting an example for children is an• Setting an example for children is an important motivation in giving.

• Parents are the leading source of philanthropic education.

• Donors expect transparency, o o s e pec a spa e cy,accountability, and protection of privacy from the charities they support.

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Great Potential for Asset Gifts

• Boston College Social Welfare Institute• Boston College Social Welfare Institute• Intergenerational transfer of wealth from

1998 – 2052• $41 - $136 trillion in transfer of assets• $6 - $25 trillion in gifts to charity• $6 - $25 trillion in gifts to charity• Interest observations on giving attitudes

and habits of wealthy

Center on Philanthropy at IU Bequest Study

• Report in March 2007p• Combined high net worth with surveys

in Indiana, St. Louis, Memphis• Goal to identify potential bequest

donors, and donor motivation• 48.4% had a will

– FindLaw 44.4% (2002)– NCPG 42% (2000)

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Age Demographics for Those With Bequest in Place

Age Bequest Study HNW PhilanthropyPhilanthropy

Study30-40 8.9% 1.4%40-50 28.1% 9.4%50-60 21.9% 19.3%60-70 20.6% 27.5%70-80 11.0% 25.1%80+ 8.9% 17.3%

Age Demographics for Those Willing to Consider a Bequest

Age Bequest St d

% of SampleStudy

30-40 18% 18.2%40-50 28% 28.8%50-60 24% 18.3%60-70 5% 10 9%60 70 5% 10.9%70-80 3% 7.8%80+ 1% 3.7%

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Bequest Intention Potential>$25,000 $25,000

to$49,999

$50,000 to

$74,999

$75,000 to

$99,999

$100,000+

Bequest currently in place

6.6% 7% 7.6% 6.5% 10%

Would consider

28.4% 34.6% 28.8% 25.99% 35.63%consider putting a bequest in place

How to Identify the Best Prospects

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Avoiding the Pitfalls

• Chasing the individuals with high net• Chasing the individuals with high net worth

• Focusing all of your attention on donors who have made the “big gifts” to your charity

• Assuming donors who make small gifts are not capable of making larger or estate gifts

Look for Points of Contact• Donors have more than 1 million choices

(without considering an additional 300,000 churches and religious organizations).

• Donors give where they are the most connect and have the greatest interest –connect and have the greatest interest often that interest is kindled by participation or similar involvement.

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Look for Points of Contact• Connectivity to your charity can

take many forms:take many forms:–For universities, there are reunions,

school events, community gatherings

–For membership organizations, th i ti i tithere is participation

–For service organizations, there are volunteers

Look for Points of Contact

• Other forms of connectivity:• Other forms of connectivity:– Hospitals may have donors as patients– Treat donors as partners – as investors in

your success.

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Look for Points of Contact

• Identifying connected donors:• Identifying connected donors:– Giving history– Boards and advisory boards– Alumni/parent involvement– Multiple generations of students– Participation in events– Other indicators

Talking to Donors About Planned Gifts

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Research Before You Go• Biggest obstacle in talking to donors gg g

about planned gifts is getting the conversation started

• You don’t want to say:– “Are you prepared……”– “Do you have your affairs in order?”– “Do you know you’re going to die?”– “Leave us in your will when you die.”

Research Before You Go• Giving history• Capital campaign donor• Planned gift commitment• Volunteer relationships• Family history with your charity

Specific interests or personal goals• Specific interests or personal goals• Information from public sources• Prospect’s philanthropic history

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Use a Worksheet

• It’s hard to remember everything• It s hard to remember everything.• Use a worksheet.• The goal on the call is to learn more

about the donor and the donor’s connection to and passion for xyz co ec o o a d pass o o ycharity – not to tell them about your charity’s needs.

The Magic QuestionsHow did you first get involved with xyz charity? (assume nothing)When and why did you make your first gift to xyz charity?What is your area of greatest interest at

charit ?xyz charity?

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The Magic QuestionsWhat are xyz charity’s greatest challenges over the next five to ten years?How can you help us address those challenges?Answers to these questions prepare both of o for the con ersationof you for the conversation.

Annual or Major Gift Calls

Ask the magic questionsId tif th d ’ i t tIdentify the donor’s interestsThank the donor for the commitment to xyz charity

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Annual or Major Gift Calls

Leave behind an interest generator◦ How to become a member of xyz charity’s◦ How to become a member of xyz charity s

Legacy Society◦ Ten ways to leave a legacy at xyz charity◦ Three ways to create a gift that pays income in

retirement◦ Four ways to use your home to make a gift◦ Four ways to use your home to make a gift◦ Six ways to structure a bequest◦ Five ways to make a gift without writing a

check

Listening for Opportunities

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The Donor is Tight on Cash• My CD income has been cut

d ti ll I’d lik t k ift b tdramatically….I’d like to make a gift but don’t have the resources.

• I’ve got three children in college. My cash flow doesn’t allow a gift right now.

• I’m holding cash waiting to get back into the investment market.

• Leave behind: – Making a gift with non-cash assets.– Making a gift with writing a check.

The Benefits of Gifts of Appreciated Assets

• I don’t itemize my deductions, so I can’tI don t itemize my deductions, so I can t deduct the gift.

• I have stock I’ve owned for over 30 years –it’s doubled many times.

• I have highly appreciated stock - I hate to pay the capital gains.L b hi d• Leave behind:– Using publicly traded stock to make a gift– Using your home to make a gift

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I’d Like to Make a Gift, But Need Income

I’d like to make a gift b tI’d like to make a gift but….I’m worried about taking care of my parentsI’ve got to put children through college.Our assets were eroded in the stock market –I’m worried about retirement.

What to leave behind:◦ Create a gift that pays income.

Making a Future GiftI would love to create an endowment to honor my sister but I might need thehonor my sister but I might need the assets in retirement.I’m worried about taking care of my parents in the event something happened to me.My parents are the current beneficiaries of

i li imy insurance policies.What to leave behind:◦ Impact the next generation through your will.

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The Donor Needs to Engage in Planning

• I wrote my will when the kids were born.I wrote my will when the kids were born.• Our company attorney drafted a will for me

several years ago – he told me to keep things simple.

• I asked my real estate attorney about a will. He said it was complicated and couldn’t help I don’t really have a goodcouldn t help. I don t really have a good attorney.

• I don’t need an estate plan – we own everything jointly.

The Donor Needs to Engage in Planning

• I understand it costs a lot to get a will.I understand it costs a lot to get a will. I’ll go on line and see if I can find a simple form when I have a chance.

• What to leave behind:– Emphasize planning is a continuing

process:Ch i t• Change in assets

• Change in income level• Change in work status• Change in family status

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A Gift of Retirement AssetsMy retirement plan will pass to my children. My largest asset is my retirement plan – ofMy largest asset is my retirement plan – of course, that passes to my wife at death.It doesn’t look like I’ll pay any estate taxes at death. I’ll leave something for xyz charity, but my family comes first.What to leave behind:◦ How to use your retirement plan to make a gift.

Other Opportunities: Major Financial Events

• Identify and nurture the donor’s vision –Identify and nurture the donor s vision but “today” may not be the right time to execute the plan.

• Look for opportunities such as:– Selling a business

Reducing concentrations in a stock portfolio– Reducing concentrations in a stock portfolio– Selling a home– Retiring and converting assets– Receiving an inheritance

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Push Back From the Economy

• The economy is so uncertain right nowThe economy is so uncertain right now – I’m not making any decisions or distributions until things stabilize.

• Response:– This is an extremely difficult time for many

families at all income levels – we’ve seen a significant increase in the demand forsignificant increase in the demand for services. (Get xyz charity statistics.)

– Your gift could not have any greater impact than this year when the need is so great.

Push Back From the Economy

• All my stocks have losses I’m worriedAll my stocks have losses. I m worried about having enough income in retirement.

• Response:– You may want to talk to your financial advisor

about selling some stocks with losses to offset any gains you’ve taken earlier this year. (Or, th )the reverse)

– Have you considered making your gift by creating a charitable gift annuity? I’d be happy to run an illustration of the benefits for you.

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Push Back From the Economy• I’m worried about my parents – I can’t

really make any major financialreally make any major financial distributions until I’m sure they are alright.

• Response:– It is great that life expectancy is increasing, but it

does mean our parents may outlive their resources.

– Rather than reverse estate planning, consider a charitable gift annuity for their benefit.

Deferred Gift Push Back• My children are my primary beneficiaries –

we’ve left everything to them.y g• Your responses:

– Most individuals prioritize family in their will and have specific goals for family.

– Some individuals who are lifetime charitable supporters leave a percentage of their estates pp p gto charity. For example, 5%, with three children, reduces each child’s share by only 1.66%.

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Deferred Gift Pushback

• You’ve asked the donor to consider an• You ve asked the donor to consider an estate gift and they say they don’t think they can.

• Your responses:– Many members of our Legacy Society y g y y

have made commitments similar to yours.– I would be happy to arrange a time for

____ to talk with you (and your advisor).

Deferred Gift Push Back• I’ve included my church and (favorite charity)

under my will but I didn’t know you needed aunder my will, but I didn t know you needed a bequest

• Responses:– Then I’m glad I raised the question. You have

been such an important donor to us and have already impacted many, many lives.y p y, y

– A gift through your estate will have an ongoing impact to meet needs in the current economy but to fund new programs and projects that will improve lives.

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Steps Following the Call

Look AheadBefore you leave the visit, think about next steps:steps:◦ If the donor has expressed an interest in a

specific project, send more information.◦ If have discussed trends or outcomes – offer to

do research.◦ The donor may have asked about a favorite

professor – check and back with contact info or an update.◦ The donor may have indicated now was not a

good time, but maybe later. Set a tickler.

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Before You Leave the Call, Look Ahead

• Before you leave the visit think about• Before you leave the visit, think about next steps:– You may have discussed estate planning

and offered to send the donor some worksheets or tools.Th d h k d th t– The donor may have asked that you provide him with two or three names of recommended attorneys. Be sure to follow up.

After the Visit

• Record the details of the visit in the• Record the details of the visit in the donor data system.

• If you planted an idea for a deferred or other planned gift, note that as well.

• Identify a reason to follow up, and make de y a easo o o o up, a d a ethat note. (Then, follow through!)

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Keep Track of the Results• Track results to evaluate effectiveness:

– The number of calls on which you had an opportunity to introduce a planned gift idea The number of follow-up donor contacts

– The number of planned gift commitments that resulted from your suggestion

– The consistency and size of the donor’s major gift in the years following the planned gift commitment

Evaluating the Effectiveness of the Call

• Was the prospect qualified?Was the prospect qualified?• Has the prospect been well stewarded? • Was your call the donor’s first visit?• Was the donor expecting your visit? (Did

you do a good job of setting up the call?)Did l thi th ll?• Did you learn anything new on the call?

• Would the call have been better at a different time or in a different location?

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Closing the Gift: Understanding the Donor’s Perspective

Motivations in GivingThe role the charity servesAn appreciation to the charity because of service providedContribution to quality of lifeNonprofit’s role in research or developmentPersonal gratitude for economic success

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Motivations in GivingPersonal gratitude for economic successAn interest in facility community changeInterest in establishing a memorialInterest in recognitionDesire to influence or control charityyGuiltTax incentives

Charitable Objectives in Planning

• Oseola McCarty• Oseola McCarty• Bill Gates• Walter Annenberg• Each donor has personal goals and

objectivesobjectives.• Wealthy donors may have more

complex planning goals.

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The Planning Process• A checklist for goal setting

– Spouse– Children, grandchildren, extended family– Special needs – educational, rehabilitation,

medical, remedial– Maintaining control– Allowing flexibility– Establishing (meeting) family values– Supporting specific charities

The Donor’s Advisors• Many donors go directly to their

advisors– Does your donor have professional

advisors?– Does the donor need recommendations?– What type of advice does he/she need?– What type of advice does he/she need?

• The advisor needs to do the planning –objective, outside party

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Final Thoughts• Long-term commitments have short-term

benefits to your charity.• The key is building a relationship with a

long-term donor and asking him/her to consider a planned gift.Th d ti ll b tt• The donor conversation allows you better insight and understanding of the donor’s giving goals and philosophy.

Final Thoughts

• Your role is more personal than technical• Your role is more personal than technical. Ask the questions, learn the priorities, raise the issues, and bring in the experts.

• If you don’t know the answer, say so. Then, get back with the information.

• Work as a team with others in your organization. You’ll build stronger connections and have greater strength.

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Coming Next – January 13, 20101:00 – 2:30 p.m. EST

Markets Review and Outlook

DAVID MCCABEVice President,

Eaton Vance Investment Counsel

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January 13, 2010 David McCabe, Markets Review and Outlook January 26, 2010 Linda Lysakowski, Evaluation Tools That Can Strengthen Your Development Program February 4, 2010 John Greenhoe, Warming the Cold Call February 25, 2010 Linda Lysakowski, Using Evaluation Tools to Strengthen Your Development Program March 11, 2010 Phil Immordino, Selling Major Sponsors March 24, 2010 Bernard Ross, The Innovation Impulse April 6, 2010 June Bradham, The Truth About What Nonprofit Boards Want: Passion and Partners April 22, 2010 June Bradham, The Truth About What Nonprofit Boards Want: The AlignMint Assessment and Strategies May 6, 2010 Mary Doorley, A Comprehensive Review of Capital Campaigns May 20, 2010 Julia Walker, The Stalled Campaign June 9, 2010 Amy Eisenstein, 50 Asks in 50 Weeks: How to Jumpstart Your Small Development Office June 24, 2010 To Be Announced, Hear from the American Red Cross Expert July 14, 2010 Caleb Rick, Legacy Giving Building Blocks: A Simple Approach to Attracting Long-Term Support July 27, 2010 Timothy Logan, Developing A Planned Giving Marketing Plan August 12, 2010 September 8, 2010 September 23, 2010 Vinay Bhagat, Power Shift: Secrets to Success in the Digital Donor – Centric World October 7, 2010 Erik Daubert, Annual Campaign – Raising More Money with Fewer Resources October 27, 2010 November 16, 2010 Jean Block, Charity or Social Service Business? The Road to Sustainability! December 9, 2010

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