Guaranteed Simple Steps to Raise Planned Gifts

Guaranteed Simple Steps to
Raise Planned Gifts

Viken Mikaelian

November 14, 2012

A Service
Of: Sponsored by:

INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
• Strategy
• Planning (617) 969-1881
• Organizational Development info@synthesispartnership.com

A Service
Of: Sponsored by:

www.mission.do

A Service
Of: Sponsored by:

Today’s Speaker

Viken Mikaelian
CEO
PlannedGiving.Com,
VirtualGiving.Com
Assisting with chat questions: Hosting:
Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis Partnership

A Service
Of: Sponsored by:

Marketing planned
gifts is complex,
expensive, time
consuming and a pain
in the gluteus
maximus.
1288 Valley Forge Road, Building #82 | Valley Forge, Pennsylvania 19460 | 800-490-7090

Guaranteed Simple
Steps to Raise
Planned Gifts

Viken Mikaelian
CEO & Founder

&

1288 Valley Forge Road, Building #82 | Valley Forge, Pennsylvania 19460 | 800-490-7090

Common Sense
Planned Giving:
Focus on gifts
anyone can
make.
| 1288 Valley Forge Road, Building #82 | Valley Forge, Pennsylvania 19460 | 800-490-7090

Bequests
Appreciated Stuff
Life Insurance
IRAs

What is special about
these gifts?
Do not affect cash flow
Easy to give and receive
Do not require a lawyer

Much has changed
over
the last 30 years:
The way we market
and The patience of the
The way we buy

prospect

The traditional donor
(older generation) gave
you the money and left.
They were very loyal.


The new donor
(younger generation)
wants complete
oversight.


Marketing these
gifts.


Stop telling the
prospect we can’t
wait for him to die.

Benefits vs.
Features

Stop talking to
yourself.


Bequest,
Bestow,
Bequeath?

Donor to VP:
“ Is the Foundation on
the ground floor
or basement?
”

You can make a gift
that costs nothing
during your lifetime.


Did you know giving
stock could be more
beneficial than giving
cash?


Did you know you can
make a gift and receive
guaranteed income
for life?


Did you know your
IRA could be taxed up
to 70% if given to
your heirs?


Do you have your own
elevator pitch?


Remember …
Keep your
communication fresh,
upbeat and exciting.

“ If I can show you a way
to redirect your taxes to
benefit your family, your
community and our mission,
will you give me a half
an hour to discuss
”
Jack Miller

that with you? Pittsburgh
History and
Landmarks
Foundation


What works.
What
doesn’t.


Planned Giving is not
Fundraising.

Think Marketing,
Sales and
Relationships.

Don’t make your
prospect think.

Less is More.


Social Media


Print Media


Choose Your Right
Prospects.


Micro-Targeting
Most direct mail people
fail to understand:
Narrow your list and
make it your focus.


Micro-Targeting
Number one predictor:
Loyalty.


US mail, not e-blasts,
is still the preferred way
to receive information.
73% to 18%


The day I listen to the
Zoo about how to
restructure our portfolio,
I’ll send our broker there
to feed the elephants.


Avoid death brochures.


Solicitation letters.

Columns and Articles


“Having
a Bad
Heir
Day?”
Reason
#27 for
updating
your will.

Public Relations
Donor stories motivate
others to give and generate
second time gifts.


Never use one medium to
market to your prospects.


We think we’re special
and…
we think we
deserve a pass.


Unload Negative
Attitudes.
The scarcity
mindset.


“In an effort to keep our costs
low and use our resources to
provide more food, we have
reduced the size of our Annual
Report. Please go to our
website for a list of donors,
volunteers and community
partners.”

“We need the funds now to
maintain our property today.”


Your donor hears:
“Give us some bucks now to
take us out of our misery.”


“We’re working on
supporting
our future, so we can
continue
doing what we do today,
even better, tomorrow.”

“We’re waiting to
develop a formal
program in order to
proceed.”


Treat your donors as friends
and your prospects
as donors.


No one Googles
Unitrusts First Thing in
the Morning.

Use common sense
marketing… it’s all about
relationship and sales.

Find listings for our current season
of webinars and register at:

NonprofitWebinars.com

A Service
Of: Sponsored by:

Guaranteed Simple Steps to Raise Planned Gifts

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