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Canadian overview on how to establish and maintain a strong insurance fundraising program. A good program promotes strong philanthropy. We worked hard on this - if you use some or all of it, please give us credit.
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(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Seven ways to ensure your insurance program doesn’t kill you
(Canadian)
Ann Rosenfield, CFRE(developed with Ruth D’Souza)
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
7 Ways to Success
Are you thinking of starting an insurance program but not sure where to begin?
Is your insurance program running you (instead of the other way around)?
Do you have tough questions about an insurance policy and not sure who to ask?
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
We are under the cone of silence
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Starting an insurance programGetting off on the right foot
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Way #1Set the ground rules
Recommended rules◦Minimum amount◦Paid off within a given, short, period
◦Donor agreement◦Managing communications
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Way #2Get help
Ensure you have reliable, unbiased, advice
Canadian Association of Gift Planners (CAGP)- $290+tax
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
CAGP
Planforgifts.com
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
CAGP
A Charitable Guide to Planning Giving WebsiteDeWayne Osbourn
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
CAGP
Planned Giving for Canadians
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Way #3Not so fast with the charity partner
Three hard questions◦Does the fundraiser know what they’re talking about?
◦Does the charity has access to appropriate infrastructure?
◦Does the charity have the infrastructure to manage a 30 year relationship?
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Way #3Not so fast with the professional advisor
Three hard questions◦How does the advisor get paid?
◦What is in it for them to “volunteer?”
◦Do you have the expertise to ensure the donor and charities interest are protected?
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Running your programDon’t let your program run you
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Way #4How to grow
How will you market?Who will you target?
◦Consortium Ads Free Wills Month Free Wills Program
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Free Wills Month
Could be adapted to Life Insurance
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Free Wills Program
Could be adapted to life insurance
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Way #4How to grow
How will you market?◦Consortium Ads
Free Wills Month Free Wills Program
◦Mail/Phone◦Collective Forum
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Collective Forum
This approach has also been tried in Ottawa with good results
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Way #5Who will you target?
Under 70 years oldStrong data
◦>= $100 single donation
◦< $5,000 single donation
◦3 or more gifts◦Multi-affiliated
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Way #5Who will you target?
Over 70 years oldWeak data
◦Event participants◦In memory/In celebration donors
◦Lottery/raffle ticket purchasers
◦Auction donor/buyer◦Gift in kind donor
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Way #6Stewardship
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Way #7Don’t be afraid to say “No, thank you.”
Decline an offerCash in a policy on
premium offset
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Recap
Are you thinking of starting an insurance program but not sure where to begin? ◦Set the ground rules◦Get help - CAGP◦Not so fast with the charity partner/professional
advisorsIs your insurance program running you
(instead of the other way around)? Do you have tough questions about an
insurance policy and not sure who to ask?
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Recap
Are you thinking of starting an insurance program but not sure where to begin?
Is your insurance program running you (instead of the other way around)? ◦How to grow - Marketing◦ Who will you target?◦Stewardship◦Don’t be afraid to say “No, thank you”
Do you have tough questions about an insurance policy and not sure who to ask?
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
Thank you!arosenfield@woodgreen.org
(c) 2011 Ruth D'Souza and Ann Rosenfield, CFRE
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