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Planned Giving in a
Small Shop: It CAN
    Be Done!
       Ligia Peña
   Fundraising Coach
    ligia@diversa.ca
     www.diversa.ca
       @lpdiversa
Time for a POP Quiz!
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.
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
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
Time for a POP Quiz!
Time for a POP Quiz!



From the list below, pick out the correct statement
about planned giving.
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
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
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
Time for a POP Quiz!
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:
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
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
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
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
Time for a POP Quiz!
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.
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
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
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
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
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
Time for a POP Quiz!
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.
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
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
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
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
Time for a POP Quiz!
Time for a POP Quiz!


Answer true or false to this statement:
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:
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
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
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
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
CAGP defines PG ....
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.
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.
We’re getting old
We’re getting old


Statistics Canada’s calculations:
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
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
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
Planned giving vehicles
Planned giving vehicles


Bequests:
Planned giving vehicles


Bequests:

✓ Specific
Planned giving vehicles


Bequests:

✓ Specific
✓ Residual
Planned giving vehicles


Bequests:

✓ Specific
✓ Residual
✓ Contingent
Planned giving vehicles
Planned giving vehicles


Life insurance:
Planned giving vehicles


Life insurance:

✓ Transfer of ownership
Planned giving vehicles


Life insurance:

✓ Transfer of ownership
✓ Existing policy - premiums owing
Planned giving vehicles


Life insurance:

✓ Transfer of ownership
✓ Existing policy - premiums owing
✓ Donation of a new policy, see this example ...
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
Planned giving vehicles
Planned giving vehicles

Life insurance:
Planned giving vehicles

Life insurance:

✓ Transfer of ownership
Planned giving vehicles

Life insurance:

✓ Transfer of ownership
✓ Existing policy - premiums owing
Planned giving vehicles

Life insurance:

✓ Transfer of ownership
✓ Existing policy - premiums owing
✓ Donation of a new policy
Planned giving vehicles

Life insurance:

✓ Transfer of ownership
✓ Existing policy - premiums owing
✓ Donation of a new policy
✓ Charity primary beneficiary
Planned giving vehicles

Life insurance:

✓ Transfer of ownership
✓ Existing policy - premiums owing
✓ Donation of a new policy
✓ Charity primary beneficiary
✓ Charity co-beneficiary
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
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
Other planned giving vehicles
Other planned giving vehicles

✓ Charitable gift annuities
Other planned giving vehicles

✓ Charitable gift annuities
✓ Charitable remainder trusts
Other planned giving vehicles

✓ Charitable gift annuities
✓ Charitable remainder trusts
✓ Life insurance groups
Other planned giving vehicles

✓ Charitable gift annuities
✓ Charitable remainder trusts
✓ Life insurance groups
✓ Ecological gifts
Other planned giving vehicles

✓ Charitable gift annuities
✓ Charitable remainder trusts
✓ Life insurance groups
✓ Ecological gifts
✓ Interest-free loans
Other planned giving vehicles

✓ Charitable gift annuities
✓ Charitable remainder trusts
✓ Life insurance groups
✓ Ecological gifts
✓ Interest-free loans
✓ Strip bonds
Other planned giving vehicles

✓ Charitable gift annuities
✓ Charitable remainder trusts
✓ Life insurance groups
✓ Ecological gifts
✓ Interest-free loans
✓ Strip bonds
✓ Residual Interest
Other planned giving vehicles

✓ Charitable gift annuities
✓ Charitable remainder trusts
✓ Life insurance groups
✓ Ecological gifts
✓ Interest-free loans
✓ Strip bonds
✓ Residual Interest
✓ RRSP & RRIF
Getting started ...
Getting started ...

A. Who receives planned gifts?
Getting started ...

A. Who receives planned gifts?

B. Should every charity set up a planned giving
programs?
Getting started ...

A. Who receives planned gifts?

B. Should every charity set up a planned giving
programs?

C. When’s it time to start?
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?
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?
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?
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?
Getting started ...
Getting started ...

H. We don’t meet the criteria, what do we do?
Getting started ...

H. We don’t meet the criteria, what do we do?

I. How will it be funded?
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?
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.
Who are the prospects?
Who are the prospects?


➡ Donors who have contributed for many years
Who are the prospects?


➡ Donors who have contributed for many years
➡ Meet with them to introduce them to
  planned giving concepts
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
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
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
Marketing is key
Marketing is key


✓ Continuity
Marketing is key


✓ Continuity
✓ Consistency
Marketing is key


✓ Continuity
✓ Consistency
✓ Repetition
Marketing is key


✓ Continuity
✓ Consistency
✓ Repetition
✓ Cumulative effect
10 Commandments
of PG marketing
10 Commandments
       of PG marketing
By Phyllis Freedman : http://www.smart-
giving.com/
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.
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.
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.
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.
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”.
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.
10 Commandments
of PG marketing
10 Commandments
      of PG marketing
VII: Thou shall always include suggested
language.
10 Commandments
      of PG marketing
VII: Thou shall always include suggested
language.
VIII: Thou shall make the materials your
own.
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.
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.
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 ...
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.
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.
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.
To sum up ...
To sum up ...

1. Familiarize yourself with key planned giving
terms
To sum up ...

1. Familiarize yourself with key planned giving
terms

2. Surround yourself with knowledgeable people
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.)
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
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
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
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
Thank you and
  good luck!
     Ligia Peña
 Fundraising Coach
  ligia@diversa.ca
   www.diversa.ca
     @lpdiversa

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Planned Giving in a Small Shop

  • 1. Planned Giving in a Small Shop: It CAN Be Done! Ligia Peña Fundraising Coach ligia@diversa.ca www.diversa.ca @lpdiversa
  • 2. Time for a POP Quiz!
  • 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
  • 6. Time for a POP Quiz!
  • 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
  • 11. Time for a POP Quiz!
  • 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
  • 17. Time for a POP Quiz!
  • 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
  • 24. Time for a POP Quiz!
  • 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
  • 30. Time for a POP Quiz!
  • 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.
  • 41. We’re getting old Statistics Canada’s calculations:
  • 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
  • 48. Planned giving vehicles Bequests: ✓ Specific ✓ Residual
  • 49. Planned giving vehicles Bequests: ✓ Specific ✓ Residual ✓ Contingent
  • 52. Planned giving vehicles Life insurance: ✓ Transfer of ownership
  • 53. Planned giving vehicles Life insurance: ✓ Transfer of ownership ✓ Existing policy - premiums owing
  • 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
  • 58. Planned giving vehicles Life insurance: ✓ Transfer of ownership
  • 59. Planned giving vehicles Life insurance: ✓ Transfer of ownership ✓ Existing policy - premiums owing
  • 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
  • 66. Other planned giving vehicles ✓ Charitable gift annuities
  • 67. Other planned giving vehicles ✓ Charitable gift annuities ✓ Charitable remainder trusts
  • 68. Other planned giving vehicles ✓ Charitable gift annuities ✓ Charitable remainder trusts ✓ Life insurance groups
  • 69. Other planned giving vehicles ✓ Charitable gift annuities ✓ Charitable remainder trusts ✓ Life insurance groups ✓ Ecological gifts
  • 70. Other planned giving vehicles ✓ Charitable gift annuities ✓ Charitable remainder trusts ✓ Life insurance groups ✓ Ecological gifts ✓ Interest-free loans
  • 71. Other planned giving vehicles ✓ Charitable gift annuities ✓ Charitable remainder trusts ✓ Life insurance groups ✓ Ecological gifts ✓ Interest-free loans ✓ Strip bonds
  • 72. Other planned giving vehicles ✓ Charitable gift annuities ✓ Charitable remainder trusts ✓ Life insurance groups ✓ Ecological gifts ✓ Interest-free loans ✓ Strip bonds ✓ Residual Interest
  • 73. Other planned giving vehicles ✓ Charitable gift annuities ✓ Charitable remainder trusts ✓ Life insurance groups ✓ Ecological gifts ✓ Interest-free loans ✓ Strip bonds ✓ Residual Interest ✓ RRSP & RRIF
  • 75. Getting started ... A. Who receives planned gifts?
  • 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?
  • 83. Getting started ... H. We don’t meet the criteria, what do we do?
  • 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.
  • 87. Who are the prospects?
  • 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
  • 94. Marketing is key ✓ Continuity
  • 95. Marketing is key ✓ Continuity ✓ Consistency
  • 96. Marketing is key ✓ Continuity ✓ Consistency ✓ Repetition
  • 97. Marketing is key ✓ Continuity ✓ Consistency ✓ Repetition ✓ Cumulative effect
  • 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.
  • 106. 10 Commandments of PG marketing
  • 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.
  • 115. To sum up ...
  • 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

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