Planned Giving Marketing-- Legacy Leadership Program Rich Fox, FRSA, Chairman & CEO, Rich Fox &...

Planned Giving Marketing-- Legacy Leadership Program

Rich Fox, FRSA, Chairman & CEO,Rich Fox & Associates, Inc.Contact: [email protected]

(831) 659-1123

Legacy Leadership Program

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


Top of the Pyramid


Top of the PyramidWhat is the value of a bequest?


Top of the PyramidWhat is the value of a bequest?Who leaves a bequest?


Top of the PyramidWhat 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?


Current and lapsed donors


Current and lapsed donorsVolunteer


Current and lapsed donorsVolunteerMulti-year


Current and lapsed donorsVolunteerMulti-yearMulti-gift


Current and lapsed donorsVolunteerMulti-yearMulti-giftMonthly giver


Current and lapsed donorsVolunteerMulti-yearMulti-giftMonthly giverMinimum gift level


Current and lapsed donorsVolunteerMulti-yearMulti-giftMonthly giverMinimum gift levelStaff


Current and lapsed donorsVolunteerMulti-yearMulti-giftMonthly giverMinimum gift levelStaffLegacy Inquirers


What are some other ways that people show they care?


Gift at or above top ask level


Gift at or above top ask level Viral fundraiser — asks others to give


Gift at or above top ask level Viral fundraiser — asks others to giveToured or visited


Gift at or above top ask level Viral fundraiser — asks others to giveToured or visitedEvent attendee


Gift at or above top ask level Viral fundraiser — asks others to giveToured or visitedEvent attendeeUpdates donor record voluntarily


Gift at or above top ask level Viral fundraiser — asks others to giveToured or visitedEvent attendeeUpdates donor record voluntarilyPhone number provider


Gift at or above top ask level Viral fundraiser — asks others to giveToured or visitedEvent attendeeUpdates donor record voluntarilyPhone number providerE-mail address provider


Gift at or above top ask level Viral fundraiser — asks others to giveToured or visitedEvent attendeeUpdates donor record voluntarilyPhone number providerE-mail address providerBeneficiary of your organization

Targeting – Excess Estate

Who has something to leave to you?


No Living Children


No Living ChildrenNo Spouse


No Living ChildrenNo SpouseNo Siblings or other natural heirs


No Living ChildrenNo SpouseNo Siblings or other natural heirsRemaining Assets

Targeting – Other Factors

What other factors should you consider?


Older


OlderMaximum gift level


OlderMaximum gift levelBoard Members


OlderMaximum gift levelBoard MembersDo not contact & Do not call lists


OlderMaximum gift levelBoard MembersDo not contact & Do not call listsAlready 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 StatementCase 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 StatementCase StatementLegacy 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 StatementCase StatementLegacy Brochure or One SheetLegacy 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 StatementCase StatementLegacy Brochure or One SheetLegacy Web Page linked to Home PageLegacy 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 StatementCase StatementLegacy Brochure or One SheetLegacy Web Page linked to Home PageLegacy information check boxesLegacy 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?


Thank you


Thank youWhat they have helped you accomplish


Thank youWhat they have helped you accomplishNot asking for another donation


Thank youWhat they have helped you accomplishNot asking for another donationSeeking leaders to set an example


Thank youWhat they have helped you accomplishNot asking for another donationSeeking leaders to set an exampleExplain program


Thank youWhat they have helped you accomplishNot asking for another donationSeeking leaders to set an exampleExplain programRefer to pledge form


Thank youWhat they have helped you accomplishNot asking for another donationSeeking leaders to set an exampleExplain programRefer to pledge formTheir name to serve as an example


Thank youWhat they have helped you accomplishNot asking for another donationSeeking leaders to set an exampleExplain programRefer to pledge formTheir name to serve as an exampleExplain opt-out


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


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.


Mature callers.


Not calling for gift -- refer to the letter


Not calling for gift -- refer to the letterCalling to explain and answer questions


Not calling for gift -- refer to the letterCalling to explain and answer questionsExplain program


Not calling for gift -- refer to the letterCalling to explain and answer questionsExplain programKey is to set an example – no minimum


Not calling for gift -- refer to the letterCalling to explain and answer questionsExplain programKey is to set an example – no minimumDiscuss anonymity, should they wish


Not calling for gift -- refer to the letterCalling to explain and answer questionsExplain programKey is to set an example – no minimumDiscuss anonymity, should they wishWill send language and helpline number


Not calling for gift -- refer to the letterCalling to explain and answer questionsExplain programKey is to set an example – no minimumDiscuss anonymity, should they wishWill send language and helpline numberAsk if any questions & if they’ll consider


Not calling for gift -- refer to the letterCalling to explain and answer questionsExplain programKey is to set an example – no minimumDiscuss anonymity, should they wishWill send language and helpline numberAsk if any questions & if they’ll considerIf reluctant, apologize and thank them

When They Sign Pledge Form

Follow through on your promise, so they will follow through on theirs.


Inscribe name immediately


Inscribe name immediatelySend thank you with codicil language

and helpline number


Inscribe name immediatelySend thank you with codicil language

and helpline numberSend 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 lettersRegular phone calls

Cultivate and Bond

Regular lettersRegular phone callsPersonal visits and invitations to tour

Cultivate and Bond

Regular lettersRegular phone callsPersonal visits and invitations to tourLegacy Leadership Society events

Cultivate and Bond

Regular lettersRegular phone callsPersonal visits and invitations to tourLegacy Leadership Society eventsNewsletters

Cultivate and Bond

Regular lettersRegular phone callsPersonal visits and invitations to tourLegacy Leadership Society eventsNewslettersUpgrade to existing Legacy Society

Cultivate and Bond

Regular lettersRegular phone callsPersonal visits and invitations to tourLegacy Leadership Society eventsNewslettersUpgrade to existing Legacy SocietyPossible 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 will name you in their estate plans

Usual Results


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.


1% joined in response to the letter


1% joined in response to the letter5% more joined in response to the call

Human Rights Organization – Current Donors

1% joined in response to the letter5% more joined in response to the call30% more seriously considering

Human Rights Organization – Monthly Giving Donors

Donors who had committed to open ended, automatic monthly giving.


3.5% joined in response to the letter


3.5% joined in response to the letter11% more joined in response to the call

3.5% joined in response to the letter11% more joined in response to the call22% more seriously considering



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.


.4% joined in response to the letter


.4% joined in response to the letter5.9% more joined in response to the call


.4% joined in response to the letter5.9% more joined in response to the call25.1% more seriously considering

Religious Affiliated Nursing Home—Recent Donors

Donors who had made at least one gift in the past twelve months.


1.6% joined in response to the letter7% more joined in response to the call


1.6% joined in response to the letter7% more joined in response to the call14.4% 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.


2.2% joined in response to the letter6.4% more joined in response to the call


2.2% joined in response to the letter6.4% more joined in response to the call24% more seriously considering

Planned Giving Marketing-- Legacy Leadership Program

Rich Fox, FRSA, Chairman & CEO,Rich Fox & Associates, Inc.Contact: [email protected]

(831) 659-1123

Planned Giving Marketing-- Legacy Leadership Program Rich Fox, FRSA, Chairman & CEO, Rich Fox &...

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