3. Time for a POP Quiz!
The definition of planned giving is making a gift with
the right asset, in the right way, at the right time for
the right purpose.
4. Time for a POP Quiz!
The definition of planned giving is making a gift with
the right asset, in the right way, at the right time for
the right purpose.
☐ True
5. Time for a POP Quiz!
The definition of planned giving is making a gift with
the right asset, in the right way, at the right time for
the right purpose.
☐ True
☐ False
7. Time for a POP Quiz!
From the list below, pick out the correct statement
about planned giving.
8. Time for a POP Quiz!
From the list below, pick out the correct statement
about planned giving.
☐ Tax and financial benefits are the main
motivating factors in planned gifts
9. Time for a POP Quiz!
From the list below, pick out the correct statement
about planned giving.
☐ Tax and financial benefits are the main
motivating factors in planned gifts
☐ A planned gift is always made later - a person’s
death
10. Time for a POP Quiz!
From the list below, pick out the correct statement
about planned giving.
☐ Tax and financial benefits are the main
motivating factors in planned gifts
☐ A planned gift is always made later - a person’s
death
☐ The most common type of planned gift is a
bequest by will
12. Time for a POP Quiz!
When assessing your readiness to start a planned
giving program, you should look at your current
donor base. Before starting your planned giving
program, a rule of thumb is that you need a
minimum of:
13. Time for a POP Quiz!
When assessing your readiness to start a planned
giving program, you should look at your current
donor base. Before starting your planned giving
program, a rule of thumb is that you need a
minimum of:
☐ At least 100 donors who have given to you every
year for the past 3 years, and at least 1000 donors
over the age of 50
14. Time for a POP Quiz!
When assessing your readiness to start a planned
giving program, you should look at your current
donor base. Before starting your planned giving
program, a rule of thumb is that you need a
minimum of:
☐ At least 100 donors who have given to you every
year for the past 3 years, and at least 1000 donors
over the age of 50
☐ Experience soliciting major gifts
15. Time for a POP Quiz!
When assessing your readiness to start a planned
giving program, you should look at your current
donor base. Before starting your planned giving
program, a rule of thumb is that you need a
minimum of:
☐ At least 100 donors who have given to you every
year for the past 3 years, and at least 1000 donors
over the age of 50
☐ Experience soliciting major gifts
☐ If not a planned giving person, then at least a
lawyer and an accountant on your board
16. Time for a POP Quiz!
When assessing your readiness to start a planned
giving program, you should look at your current
donor base. Before starting your planned giving
program, a rule of thumb is that you need a
minimum of:
☐ At least 100 donors who have given to you every
year for the past 3 years, and at least 1000 donors
over the age of 50
☐ Experience soliciting major gifts
☐ If not a planned giving person, then at least a
lawyer and an accountant on your board
☐ Minimum of 5 years with an active fundraising
programs
18. Time for a POP Quiz!
You should set realistic goals for each phase of your
new planned giving program. Which one of the
following goals would not make sense for year one.
19. Time for a POP Quiz!
You should set realistic goals for each phase of your
new planned giving program. Which one of the
following goals would not make sense for year one.
☐ Create your case for support
20. Time for a POP Quiz!
You should set realistic goals for each phase of your
new planned giving program. Which one of the
following goals would not make sense for year one.
☐ Create your case for support
☐ Develop your basic policies and procedures
21. Time for a POP Quiz!
You should set realistic goals for each phase of your
new planned giving program. Which one of the
following goals would not make sense for year one.
☐ Create your case for support
☐ Develop your basic policies and procedures
☐ Solicit the board to give their own planned gifts
22. Time for a POP Quiz!
You should set realistic goals for each phase of your
new planned giving program. Which one of the
following goals would not make sense for year one.
☐ Create your case for support
☐ Develop your basic policies and procedures
☐ Solicit the board to give their own planned gifts
☐ Raise $100,000 in new planned gifts
23. Time for a POP Quiz!
You should set realistic goals for each phase of your
new planned giving program. Which one of the
following goals would not make sense for year one.
☐ Create your case for support
☐ Develop your basic policies and procedures
☐ Solicit the board to give their own planned gifts
☐ Raise $100,000 in new planned gifts
☐ Develop and begin to implement your
marketing plan
25. Time for a POP Quiz!
When it comes to planned giving, it’s important that
your ‘behind the scenes’ administrative systems are in
order. Pick out the most important element that
should be in place.
26. Time for a POP Quiz!
When it comes to planned giving, it’s important that
your ‘behind the scenes’ administrative systems are in
order. Pick out the most important element that
should be in place.
☐ Maintain a tickler system allowing you to follow
up with your donors in a timely and appropriate
way
27. Time for a POP Quiz!
When it comes to planned giving, it’s important that
your ‘behind the scenes’ administrative systems are in
order. Pick out the most important element that
should be in place.
☐ Maintain a tickler system allowing you to follow
up with your donors in a timely and appropriate
way
☐ Ensure all gifts can be receipted and
acknowledged promptly
28. Time for a POP Quiz!
When it comes to planned giving, it’s important that
your ‘behind the scenes’ administrative systems are in
order. Pick out the most important element that
should be in place.
☐ Maintain a tickler system allowing you to follow
up with your donors in a timely and appropriate
way
☐ Ensure all gifts can be receipted and
acknowledged promptly
☐ Call members of your planned giving advisory
committee on a monthly basis
29. Time for a POP Quiz!
When it comes to planned giving, it’s important that
your ‘behind the scenes’ administrative systems are in
order. Pick out the most important element that
should be in place.
☐ Maintain a tickler system allowing you to follow
up with your donors in a timely and appropriate
way
☐ Ensure all gifts can be receipted and
acknowledged promptly
☐ Call members of your planned giving advisory
committee on a monthly basis
☐ Have your planned giving policies and
procedures reviewed by a lawyer
31. Time for a POP Quiz!
Answer true or false to this statement:
32. Time for a POP Quiz!
Answer true or false to this statement:
Your organization might consider partnering with a
local community foundation so you can have en
endowment fund. All community foundations share
these features:
33. Time for a POP Quiz!
Answer true or false to this statement:
Your organization might consider partnering with a
local community foundation so you can have en
endowment fund. All community foundations share
these features:
- They are public charitable organizations
34. Time for a POP Quiz!
Answer true or false to this statement:
Your organization might consider partnering with a
local community foundation so you can have en
endowment fund. All community foundations share
these features:
- They are public charitable organizations
- They hold permanent endowment funds
35. Time for a POP Quiz!
Answer true or false to this statement:
Your organization might consider partnering with a
local community foundation so you can have en
endowment fund. All community foundations share
these features:
- They are public charitable organizations
- They hold permanent endowment funds
- They support community organization within a
defined geographic area
36. Time for a POP Quiz!
Answer true or false to this statement:
Your organization might consider partnering with a
local community foundation so you can have en
endowment fund. All community foundations share
these features:
- They are public charitable organizations
- They hold permanent endowment funds
- They support community organization within a
defined geographic area
- Can legally hold endowment funds for other
registered charities
38. CAGP defines PG ....
Gift planning is the donor-centered
process of planning charitable gifts,
whether current or future gifts, that
meets philanthropic goals and
balances personal, family, and tax
considerations.
39. The cause 1%
2% 20% 77%
Your personal values 2% 4% 29% 65%
The charitable organization 2% 5% 26% 67%
Tax savings 7% 16% 47% 29%
The timing of the charitable request 16% 29% 41% 14%
Personal control or advisory role in use of donation 26% 33% 28% 14%
Personal/family legacy for the future 31% 32% 22% 15%
Long-term giving through a private foundation 41% 40% 15% 4%
Public recognition 60% 29% 9% 2%
0% 38% 75% 113% 150%
Not at all important Not too important Somewhat important Very important
The timing of the charitable request Personal control over, or an advisory role in the use of the donation Personal/family legacy for the future Long-term giving through a private foundation
Public recognition
Source: Scotia Private Client Group survey, June 2006.
42. We’re getting old
Statistics Canada’s calculations:
- The number of people over the age of 65
went from 2.4 million in 1981 to 4.2 million
in 2005
43. We’re getting old
Statistics Canada’s calculations:
- The number of people over the age of 65
went from 2.4 million in 1981 to 4.2 million
in 2005
- Estimated to increase to 9.8 million in
2026
44. We’re getting old
Statistics Canada’s calculations:
- The number of people over the age of 65
went from 2.4 million in 1981 to 4.2 million
in 2005
- Estimated to increase to 9.8 million in
2026
= colossal wealth transfer
54. Planned giving vehicles
Life insurance:
✓ Transfer of ownership
✓ Existing policy - premiums owing
✓ Donation of a new policy, see this example ...
55. Life insurance example
• Female donor, non-smoker, aged 32 years old
• Purchases a life insurance policy and transfers
ownership to the organization
• Premiums are of $420 per year for 10 years
• The organization will receive death benefit of $25,000
• Net cost of this gift, after tax savings = $2,470
Gift to the organization as owner and
beneficiary (death benefit of the policy) $25,000
Annual premium payment (payable over 10 years) $420
Charitable tax receipt $420
Annual tax savings (tax credit of 48%) $173
Net cost of annual premium (after tax savings) $247
True cost of gift ($ 247 X 10 years) $2,470
60. Planned giving vehicles
Life insurance:
✓ Transfer of ownership
✓ Existing policy - premiums owing
✓ Donation of a new policy
61. Planned giving vehicles
Life insurance:
✓ Transfer of ownership
✓ Existing policy - premiums owing
✓ Donation of a new policy
✓ Charity primary beneficiary
62. Planned giving vehicles
Life insurance:
✓ Transfer of ownership
✓ Existing policy - premiums owing
✓ Donation of a new policy
✓ Charity primary beneficiary
✓ Charity co-beneficiary
63. Planned giving vehicles
Life insurance:
✓ Transfer of ownership
✓ Existing policy - premiums owing
✓ Donation of a new policy
✓ Charity primary beneficiary
✓ Charity co-beneficiary
✓ Charity is contingent beneficiary
64. Securities
Gift of cash Gift of
proceeds securities
Fair market value of stocks $10,000 $10,000
Cost of stocks $1,000 $1,000
Capital gain $9,000 $9,000
Taxable capital gain (based on a 50% tax $4,500 $0
rate)
Charitable tax receipt for the donation $10,000 $10,000
Income tax credit for the donation $5,000 $5,000
Maximum tax on the capital gain ($4,500 x 50%) = $0
$2,250
Net financial advantage of the gift ($5,000 - $2,250) = $5,000
$2,750
76. Getting started ...
A. Who receives planned gifts?
B. Should every charity set up a planned giving
programs?
77. Getting started ...
A. Who receives planned gifts?
B. Should every charity set up a planned giving
programs?
C. When’s it time to start?
78. Getting started ...
A. Who receives planned gifts?
B. Should every charity set up a planned giving
programs?
C. When’s it time to start?
D. Planned giving vs Endowment program?
79. Getting started ...
A. Who receives planned gifts?
B. Should every charity set up a planned giving
programs?
C. When’s it time to start?
D. Planned giving vs Endowment program?
E. We’re ready, what do we do?
80. Getting started ...
A. Who receives planned gifts?
B. Should every charity set up a planned giving
programs?
C. When’s it time to start?
D. Planned giving vs Endowment program?
E. We’re ready, what do we do?
F. Who’s on the planned giving committee?
81. Getting started ...
A. Who receives planned gifts?
B. Should every charity set up a planned giving
programs?
C. When’s it time to start?
D. Planned giving vs Endowment program?
E. We’re ready, what do we do?
F. Who’s on the planned giving committee?
G. How will the program be staffed?
84. Getting started ...
H. We don’t meet the criteria, what do we do?
I. How will it be funded?
85. Getting started ...
H. We don’t meet the criteria, what do we do?
I. How will it be funded?
J. How do we count & recognize the gifts?
86. Getting started ...
H. We don’t meet the criteria, what do we do?
I. How will it be funded?
J. How do we count & recognize the gifts?
K. How a consultant can help.
88. Who are the prospects?
➡ Donors who have contributed for many years
89. Who are the prospects?
➡ Donors who have contributed for many years
➡ Meet with them to introduce them to
planned giving concepts
90. Who are the prospects?
➡ Donors who have contributed for many years
➡ Meet with them to introduce them to
planned giving concepts
➡ Work with 1 or 2 volunteers
91. Who are the prospects?
➡ Donors who have contributed for many years
➡ Meet with them to introduce them to
planned giving concepts
➡ Work with 1 or 2 volunteers
➡ Get all board members to make a planned
gift & encourage them to approach their
network
92. Who are the prospects?
➡ Donors who have contributed for many years
➡ Meet with them to introduce them to
planned giving concepts
➡ Work with 1 or 2 volunteers
➡ Get all board members to make a planned
gift & encourage them to approach their
network
➡ Establish a planned giving society
99. 10 Commandments
of PG marketing
By Phyllis Freedman : http://www.smart-
giving.com/
100. 10 Commandments
of PG marketing
By Phyllis Freedman : http://www.smart-
giving.com/
I: Thou shall rethink what 60, 70, 80
even 90 look like.
101. 10 Commandments
of PG marketing
By Phyllis Freedman : http://www.smart-
giving.com/
I: Thou shall rethink what 60, 70, 80
even 90 look like.
II: Thou shall use a serif font and large
point size font.
102. 10 Commandments
of PG marketing
By Phyllis Freedman : http://www.smart-
giving.com/
I: Thou shall rethink what 60, 70, 80
even 90 look like.
II: Thou shall use a serif font and large
point size font.
III: Thou shall not reverse white type out
of color.
103. 10 Commandments
of PG marketing
By Phyllis Freedman : http://www.smart-
giving.com/
I: Thou shall rethink what 60, 70, 80
even 90 look like.
II: Thou shall use a serif font and large
point size font.
III: Thou shall not reverse white type out
of color.
IV: Thou shall speak plain English, omit
the technical.
104. 10 Commandments
of PG marketing
By Phyllis Freedman : http://www.smart-
giving.com/
I: Thou shall rethink what 60, 70, 80
even 90 look like.
II: Thou shall use a serif font and large
point size font.
III: Thou shall not reverse white type out
of color.
IV: Thou shall speak plain English, omit
the technical.
V: Thou shall design for “skimmers”.
105. 10 Commandments
of PG marketing
By Phyllis Freedman : http://www.smart-
giving.com/
I: Thou shall rethink what 60, 70, 80
even 90 look like.
II: Thou shall use a serif font and large
point size font.
III: Thou shall not reverse white type out
of color.
IV: Thou shall speak plain English, omit
the technical.
V: Thou shall design for “skimmers”.
VI: Thou shall address unspoken donor
objection.
107. 10 Commandments
of PG marketing
VII: Thou shall always include suggested
language.
108. 10 Commandments
of PG marketing
VII: Thou shall always include suggested
language.
VIII: Thou shall make the materials your
own.
109. 10 Commandments
of PG marketing
VII: Thou shall always include suggested
language.
VIII: Thou shall make the materials your
own.
IX: Thou shall use testimonials.
110. 10 Commandments
of PG marketing
VII: Thou shall always include suggested
language.
VIII: Thou shall make the materials your
own.
IX: Thou shall use testimonials.
X: Thou shall always incorporate a call to
action.
111. 10 Commandments
of PG marketing
VII: Thou shall always include suggested
language.
VIII: Thou shall make the materials your
own.
IX: Thou shall use testimonials.
X: Thou shall always incorporate a call to
action.
Plus 3 extras ...
112. 10 Commandments
of PG marketing
VII: Thou shall always include suggested
language.
VIII: Thou shall make the materials your
own.
IX: Thou shall use testimonials.
X: Thou shall always incorporate a call to
action.
Plus 3 extras ...
XI: You shall always be real in
communications with donors.
113. 10 Commandments
of PG marketing
VII: Thou shall always include suggested
language.
VIII: Thou shall make the materials your
own.
IX: Thou shall use testimonials.
X: Thou shall always incorporate a call to
action.
Plus 3 extras ...
XI: You shall always be real in
communications with donors.
XII: “Remember XYZ in your will” on all
XYZ newsletter mailings.
114. 10 Commandments
of PG marketing
VII: Thou shall always include suggested
language.
VIII: Thou shall make the materials your
own.
IX: Thou shall use testimonials.
X: Thou shall always incorporate a call to
action.
Plus 3 extras ...
XI: You shall always be real in
communications with donors.
XII: “Remember XYZ in your will” on all
XYZ newsletter mailings.
XIII: Thou shall show the face of your work.
116. To sum up ...
1. Familiarize yourself with key planned giving
terms
117. To sum up ...
1. Familiarize yourself with key planned giving
terms
2. Surround yourself with knowledgeable people
118. To sum up ...
1. Familiarize yourself with key planned giving
terms
2. Surround yourself with knowledgeable people
3. Take it one step at a time (policies, etc.)
119. To sum up ...
1. Familiarize yourself with key planned giving
terms
2. Surround yourself with knowledgeable people
3. Take it one step at a time (policies, etc.)
4. Find 1 “champion” on your board
120. To sum up ...
1. Familiarize yourself with key planned giving
terms
2. Surround yourself with knowledgeable people
3. Take it one step at a time (policies, etc.)
4. Find 1 “champion” on your board
5. Learn from other pros
121. To sum up ...
1. Familiarize yourself with key planned giving
terms
2. Surround yourself with knowledgeable people
3. Take it one step at a time (policies, etc.)
4. Find 1 “champion” on your board
5. Learn from other pros
6. Market your program
122. To sum up ...
1. Familiarize yourself with key planned giving
terms
2. Surround yourself with knowledgeable people
3. Take it one step at a time (policies, etc.)
4. Find 1 “champion” on your board
5. Learn from other pros
6. Market your program
7. Talk to donors, again & again & again
123. Thank you and
good luck!
Ligia Peña
Fundraising Coach
ligia@diversa.ca
www.diversa.ca
@lpdiversa