https://bloomerang.co/resources/webinars/ Lori Kranczer will review why the legacy case statement is the foundation to your legacy program, how it shapes your communications and how to draft an effective one for your organization.

1. LEGACY GIVING ESSENTIALS
Crafting the Legacy Giving Case
Statement (to get more gifts!)
Presented by Lori Kranczer
Founder, Everyday Planned Giving, LLC
January 2020

2. About Me
• 19 years experience in
planned giving fundraising
• Headed up national planned
giving (legacy) programs
including a $125M
endowment campaign
• Managed 3 cohorts of
nonprofits bringing in almost
$60M in legacy expectancies
within 5 years
• Have taught planned giving
widely, including at NYU
• Live in Brooklyn, NY with my
husband and 2 small legacies
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3. You are in the right place if
• You understand that legacy giving is an important part
of a fundraising program.
• You want more information about how to deepen your
relationships with your donors to make impactful gifts.
• You want to know how to craft a meaningful legacy
giving case statement.
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4. You are not in the right place if
• You don’t think legacy giving is an important way to
increase revenue
• You believe that what you are doing is just fine
• You think the legacy gifts “just happen” without effort
• You think that starting a legacy program will be
expensive or time-consuming
• You want to “set it and go”
• You think your donors will give a legacy gift regardless
of your marketing message
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5. What you will learn today
• What is legacy giving?
• Why you need legacy giving.
• What is a legacy giving case statement?
• Why you need a strong case statement.
• How you can use it to attract your donors and
get more gifts.
• What makes a good case statement?
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6. What is Legacy Giving?
• It is part fundraising and part financial/estate
planning
• Value-based gift; secondarily motivated by taxes
• Typically, a person’s final, or ultimate, gift to an
institution
• Primarily gifts from wills/estates, but can also be
current gifts such as endowments and life income
gifts such as charitable gift annuities
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7. Why You Need Legacy Giving
• Impactful giving
• Deeper donor connections
• Dependable future revenue
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8. Question: Do you already
have a legacy giving
case statement?

9. What a Legacy Case Statement is
NOT
• Mission statement
• Recitation of your history
• Description of programs and services
• Campaign brochure
• A fancy, expensive, glossy document
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10. Why you need a legacy
giving case statement
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11. You’ll be able to ask for legacy
gifts
• It will give the reasons why LEGACY and not
ANNUAL.
• It will talk about your successes and your
challenges.
• It will talk about your future and where you are
headed.
• It promotes deeper connection and better
conversations with donors.
• Better conversations lead to more gifts.
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12. It will keep you focused
• What do you need for the future?
• When and how much?
• It can be used to develop categories of funding
• It can be used to strategize your conversations.
• Having strategic conversations will save you
more time,
• Saving time can lead you to more
conversations with donors (and more gifts)
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13. You will use it for your marketing
• Your case statement will have a focused need.
You can take that information and turn it into:
oBrochure
oTagline
oDirect mail letters
oCTA
• Increasing your donors’ awareness leads to
more conversations. More conversations lead
to more gifts.
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14. It will keep you consistent
• Staff will understand the future needs of the
org
• Staff and leadership will be on the same page
• Marketing message will be the same
• Donors will understand why you need legacy
gifts
• Clarity increase conversations which leads to
more gifts
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15. What makes a great
legacy giving case
statement?
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16. Elements of a case statement
• Mission/History (keep it short/what makes you
special)
• List your successes (ensure that you have
stability and longevity)
• What are your challenges (why do you need
legacy giving)?
• Transition to the legacy ask
• Contact information
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17. Format and tone
• Donors’ voice and point of view
oTheir investment
oCasual and friendly
• Storytelling
• Values
• Internal: include a work plan
• External: 1 to 2 pages
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18. Example
• Our donors’ generous support directly affects
the access of millions of people around the
world – whether they are art-lovers, educators,
students … your legacy allows them the same
moving experience you feel through these
great works of art. Your passion for art is
personal. Your decision to create a legacy gift
for ORG will impact everyone.
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19. Example
• In today’s ever-changing world, one thing has
remained constant. Supporters like you -
parents, alumni, grandparents, and
community members have made our
organization who and what we are today,
shaping the journeys of our young adults’
tomorrows.”
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20. NEXT STEPS
• Check to see whether you have a legacy giving
case statement
oIf so, does it need updating? Are you using it? Do
people know about it?
• Craft (or revise) a legacy giving case statement
oNeed inspiration? Speak with some engaged
donors
• Join the Free Facebook group, Legacy Giving
Made Simple for more resources –
www.facebook.com/groups/everydaypg
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21. QUESTIONS?
Contact me!
Lori Kranczer, Esq.
Founder and Principal Consultant,
Everyday Planned Giving, LLC
Lori@everydayplannedgiving.com
Join our closed Facebook group
www.facebook.com/groups/everydaypg
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