9/24/2018

1

Planned GivingT h e B a s i c s

WHAT IS ITTHE

CHALLENGEMAKING A

PLANRESOURCES

WHAT IS ITTHE

CHALLENGEMAKING A

PLANRESOURCES

Planned Giving What is it? PLANNED GIVING

Home, 47%

2nd Home, 13%

Furniture, 5%Checking, 1%

Savings, 2%

Investments, 3%

IRA, 26%

Cars, 3%

2016 Bequests = $31,760,000,000

How big is $30 Billion

108,843 Feet

9/24/2018

2

35,000 Feet

PCUSA = 360 Feet

PCUSA$102,000,000

108,843 Feet

ANNUAL GIVING

PLANNED GIVING&

PLANNED GIVING

ANNUAL GIVING(lifetime)

2.74XLifetime annual giving

Relative

Size

Planned Giving

Data from presentations by Russell James, Texas Tech University

5%9.5%

…of Americans

have a

charitable

estate plan.

…of donors giving

$500+/year have a

charitable estate plan.

28%…say they would

consider a gift through

their estate.

80%…make gifts during their

lifetime.

23%are

willing…

but have

not.

…relatively

UNTAPPED…IMPROVE annual

giving

…BIGGERthan imagined

2.74Xthe size of lifetime

gifts to the charity.

75%average annual

giving increase after

adding charitable

beneficiary to estate

plan.

23%are willing… but

have not.

PCUSA

CHURCHES

REPORTING

DATA

MEMBERS

BEQUESTS

# Receive

% Receive

Avg. for ALL

Avg. for BRC*

2010 2011 2012 2013 2015 2016

10,662 10,751 10,630 10,039 9,643 9,451

8,369 8,219 7,807 7,892 6,999 6,738

2.01M 1.95M 1.95M 1.81M 1.6M 1.54M

$98M $143M $106M $108M $104M $102M

2364 2179 2050 2040 1834 1783

27.4% 26.5% 26.3% 25.8% 26.2% 26.4%

$9K $13K $10K $10K $11K $11K

$41K $65K $51K $52K $56K $57K

*Bequest Receiving Church

9/24/2018

3

4-5% 9-10%

BEQUESTS

As a percentage of charitable revenue

All

PCUSAAll

Non-Profits

$11,000

10-12%

Bequest-

Receiving

PCUSA

$57,000

4-5%

BEQUESTS

As a percentage of charitable revenue

All

PCUSA

$11,000

10-12%

Bequest-

Receiving

PCUSA

$57,000

WHAT IS ITTHE

CHALLENGEMAKING A

PLANRESOURCES

(1) Increasing Competition for Charitable Dollars

(2) Our tactics have not changed from when there was no competition and when we were younger and simpler

CONTEXT

Staff

• Dozens. Even 100+

• Full Time

Large Budget

• Support: Marketing & Admin

• Professional (CFRE)

• Goals (Contacts and $)

LARGE NON-PROFIT CHURCH

• No staff

Staff

• Volunteer

• Minimal experience

• None

• None

Budget = small

9/24/2018

4

Can’t change competition

But…

The local church has the COMPETITIVE ADVANTAGE.

COMPETITIVE ADVANTAGE:

Having our audience meet within our walls

every week.

Having our audience

meet within our walls

every week.

Regular givers

Regular volunteers

Participate(d) in leadership

… for their lifetime

Spend life’s most important moments here

Open

Inclined

Favorably Inclined

VERY Inclined

Pillar

WHO MAKES A PLANNED GIFT

WHAT IS ITTHE

CHALLENGEMAKING A

PLANRESOURCES

Policies

Endowment or Reserve: Where do planned gifts Go?

Distributions: How will funds be used?

Committee and structure

Legacy Circle

Groundwork Decisions… m a y t a k e a w h i l e

Next Step: AWARENESS

Donor Idea Gift

9/24/2018

5

Broadcast Targeted Responsive

BASIC EXPANSIVE ADVANCED

Broadcast

BASIC EXPANSIVE ADVANCED

Each Year12421

Blurbs

ArticlesAnnouncementsLegacy Sunday

Brochure(s)Web Pages

Always

• Inspirational

• Estate Planning

• Gratitude

• Personal (Testimonials)

• Recognize Past Gifts

• Acknowledge What Gifts Have Done

BasicsContent Hints

BasicsBulletin Blurbs

The Gift of a Lifetime:

A will represents a person’s final wishes and intentions. After providing for

your loved ones, please consider one final testament of faith through a

bequest in your Will or living trust that provides enduring support for our vital

work. For many of us, this will be the most significant gift we will make – our

gift of a lifetime.

BasicsNewsletter Articles

Jean went home to be with the Lord on August 27, 2002, at age 82. She

never married, but had two cousins who lived in Missouri, so most folks

who knew Jean said she had no close family. I’ve thought about that

phrase – “no close family”. The more I’ve thought about it, the more

strongly I feel that Jean Smith had more close family than most of us will

ever have. And most of her close family was centered at her beloved

church. Yes, Jean remembered her family – her church family – in her

will. You and I were part of Jean’s family.

BasicsAnnouncements

We met here, we were married here, our kids were baptized here.

In a place where everything changes so fast, this church has been

our constant, our foundation.

Thank you, our church family, for being there for us, carrying us

through some of our hardest times and greatest moments. We

want to be there for you too, so we wanted you to know that you

are a part of our estate plans.

9/24/2018

6

BasicsLegacy Sunday

• Sermon

• Seminar – on Estate Planning and/or

leaving a Christian Legacy

BasicsPlanned Giving Web Pages

BasicsPlanned Giving Brochures Expansive

More than the minimum

Basic Expansive Advanced

ExpansiveEstablish a Planned

Giving Committee

Basic Expansive Advanced

ExpansiveMake a Plan

Basic Expansive Advanced

9/24/2018

7

WHAT IS ITTHE

CHALLENGEMAKING A

PLANRESOURCES

Top 5 Challenges

(& Remedies)

# 5 - Loss of momentum (12 months in)

# 4 - Technique-focused (instead of inspirational)

# 1 - Pastor disinterest

# 3 - All committee activities = endowment management

# 2 - Distrust of endowment

# 1 - Pastor support and involvement

# 2 – Regular Congregational Communications

# 5 – Case Statement

# 4 – Planned Giving Committee

# 3 – Multi-Year Effort

TOP 5 COMMON PRACTICES

Of top bequest-receiving Churches

C o m m u n i c a t i o n s

2017May Jul Sep Nov 2017 Mar May

Webinar Overview

5/12/2016Orientation Office Hours07/19/2016

Office Hours

11/16/2016

Office Hours

1/11/2017

Office Hours

3/8/2017

Office Hours: 1-Year Check-In

5/10/2017

5/17/2016 -5/25/2016

Register

5/26/2016 - 6/3/2016 Survey Participants

6/4/2016 - 6/30/2016 Set Baseline Structure (if needed)

6/4/2016 - 7/8/2016 Materials Development

7/1/2016 - 9/15/2016

9/1/2016 - 12/31/2016 Communications (Lo Intensity)

1/1/2017 - 5/15/2017 Communications (Higher Intensity)

Calendar

Materials Editing and Approval

Office Hours

9/14/2016

Today

9/24/2018

8

Planned Giving

Season

0

1

2

3

4

5

6

7

8C

O

M

M

U

N

I

C

A

T

I

O

N

S

Planned Giving Annual Giving

Annual

Giving

takes leadPlanned

Giving

takes lead 1. Web pages

2. Intro Article:

Your Pitch or

Template

3. E-Newsletter

(same

content as

#2)

4. Introductory

Blurb

WHAT

1. Invitation

Article/Letter

2. Blurb:

Invitation

3. Brochure

4. Response

Card

5. Leadership

Introduction

WHY

1. Legacy

Sermon

2. Minute for

Ministry

3. Staff Protocol

and Ed.

(Overview

and Intake

docs)

4. Response

Letter

5. Intention

Form

HOW

MAR APR MAY JUN

1. Article: Letter

to Our

Children

2. Minute for

Ministry

3. Blurb: Teach

TEACH

1. Web pages

2. Intro Article:

Your Pitch or

Template

3. E-Newsletter

(same

content as

#2)

4. Introductory

Blurb

WHAT

MAR APR MAY JUN1

Inserted

• Welcome Message

• Point of Contact

1. Web pages

2. Intro Article:

Your Pitch or

Template

3. E-Newsletter

(same

content as

#2)

4. Introductory

Blurb

WHAT

MAR APR MAY JUN2

1. Web pages

2. Intro Article:

Your Pitch or

Template

3. E-Newsletter

(same

content as

#2)

4. Introductory

Blurb

WHAT

MAR APR MAY JUN3

https://spark.adobe.com/page/JNGz4kkrDYv6B/

1. Web pages

2. Intro Article:

Your Pitch or

Template

3. E-Newsletter

(same

content as

#2)

4. Introductory

Blurb

WHAT

MAR APR MAY JUN4

9/24/2018

9

1. Web pages

2. Intro Article:

Your Pitch or

Template

3. E-Newsletter

(same

content as

#2)

4. Introductory

Blurb

WHAT

1. Invitation

Article/Letter

2. Blurb:

Invitation

3. Brochure

4. Response

Card

5. Leadership

Introduction

WHY

MAR APR MAY JUN

1. Invitation

Article/Letter

2. Blurb:

Invitation

3. Brochure

4. Response

Card

5. Leadership

Introduction

WHY

MAR APR MAY JUN1

1. Invitation

Article/Letter

2. Blurb:

Invitation

3. Brochure

4. Response

Card

5. Leadership

Introduction

WHY

MAR APR MAY JUN2

1. Invitation

Article/Letter

2. Blurb:

Invitation

3. Brochure

4. Response

Card

5. Leadership

Introduction

WHY

MAR APR MAY JUN3-

4

• Information updated.

• Message updated on inside panel

1. Invitation

Article/Letter

2. Blurb:

Invitation

3. Brochure

4. Response

Card

5. Leadership

Introduction

WHY

MAR APR MAY JUN5

Include:

• Marketing samples

• Educational Overview

• Response Mechanism

1. Invitation

Article/Letter

2. Blurb:

Invitation

3. Brochure

4. Response

Card

5. Leadership

Introduction

WHY

MAR APR MAY JUN5

9/24/2018

10

1. Web pages

2. Intro Article:

Your Pitch or

Template

3. E-Newsletter

(same

content as

#2)

4. Introductory

Blurb

WHAT

1. Invitation

Article/Letter

2. Blurb:

Invitation

3. Brochure

4. Response

Card

5. Leadership

Introduction

WHY

1. Legacy

Sermon

2. Minute for

Ministry

3. Staff Protocol

and Ed.

(Overview

and Intake

docs)

4. Response

Letter

5. Intention

Form

HOW

MAR APR MAY JUN

1. Legacy

Sermon

2. Minute for

Ministry

3. Staff Protocol

and Ed.

(Overview

and Intake

docs)

4. Response

Letter

5. Intention

Form

HOW

APR MAY JUN 1

Legacy Sermon

Most effective moment.

1. Legacy

Sermon

2. Minute for

Ministry

3. Staff Protocol

and Ed.

(Overview

and Intake

docs)

4. Response

Letter

5. Intention

Form

HOW

APR MAY JUN 2

Minute for Ministry

either

the why of planned giving

or

a testimonial

1. Legacy

Sermon

2. Minute for

Ministry

3. Staff Protocol

and Ed.

(Overview

and Intake

docs)

4. Response

Letter

5. Intention

Form

HOW

APR MAY JUN

WHAT STAFF

NEED TO KNOW

Planned Giving?What and Why

Primary Church Contact?

Where’s the Expertise?

3

1. Legacy

Sermon

2. Minute for

Ministry

3. Staff Protocol

and Ed.

(Overview

and Intake

docs)

4. Response

Letter

5. Intention

Form

HOW

APR MAY JUN

WHAT STAFF

NEED TO KNOW

Planned Giving?

HOW

3

1. Legacy

Sermon

2. Minute for

Ministry

3. Staff Protocol

and Ed.

(Overview

and Intake

docs)

4. Response

Letter

5. Intention

Form

HOW

APR MAY JUN

WHAT IF SOMEONE CALLS IN?

KNOW THE PLANNED GIVING PERSON

3

9/24/2018

11

1. Legacy

Sermon

2. Minute for

Ministry

3. Staff Protocol

and Ed.

(Overview

and Intake

docs)

4. Response

Letter

5. Intention

Form

HOW

APR MAY JUN

THEY SAID YES!!

So what now?

4

1. Legacy

Sermon

2. Minute for

Ministry

3. Staff Protocol

and Ed.

(Overview

and Intake

docs)

4. Response

Letter

5. Intention

Form

HOW

APR MAY JUN

Response to Member

who says yes

4

1. Legacy

Sermon

2. Minute for

Ministry

3. Staff Protocol

and Ed.

(Overview

and Intake

docs)

4. Response

Letter

5. Intention

Form

HOW

APR MAY JUN

Form to attach

to:Response to

Member who says

yes

5 Thank you