How Do I Get Involved?Incorporate storiesDraft articlesLocal
NewspaperNewsletterEngage Donorsconsistent outreach programsales
oriented programEngage and visit prospects routinelyPeople give
because someone directly asked them to give
2010 - The Constar Group, LLC
Transfer of WealthSuccessful Marketing Plan18 Month Planning
CalendarDirect Mailing SamplesWebsite AuditAdditional MaterialsWhat
YOU need to do!
After a brief introduction, today we will go over the huge
transfer of wealth taking place in the U.S. More specifically, we
will look at one essential way your organization can tap into this
flow of assets: through charitable gift planning. We will discuss
what makes up a successful marketing plan and then go over the key
components of the planned giving campaign. Finally, we will
highlight what you need to do as a key player in the organization,
to make your own Charitable Gift Planning Campaign a success.
About Constare
*Importance: Charitable Gift Planning can help you capitalize on
the transfer of wealthBenefitsPersonalized: many ways to put
together the plan, making it flexible for your organizations goals
and tailoring it to the donors wishes and available resourcesTax
benefits: favorable choice for donors seeking tax exemptions,
etcAnyone can give: you dont have to be a millionaire. Money can
grow through annuities or you can leave existing assets to a
charity through wills or trusts. There are many possibilities!
The United States sits on the edge of an enormous transfer of
wealth.This means assets of baby boomers will come under new
controlBy 2050 almost $41 trillion will have changed hands between
boomers and their heirs An important opportunity for charities and
non-profits > the process of Planned Giving / Charitable Gift
Planning
In Indiana the transfer of wealth is $310 billionyour
organization should capture some!
Wills, Trusts, Life Insurance, Gift Annuities, Retirement
PlansWe combine these 5 components to create the most flexible
planned giving program that can be tailored to suit a multitude of
situations
*We followed Best Practices to design the most appropriate,
effective and sustainable campaign for the Teacher Grant Endowment
(charitable gift planning campaign).
Guidelines to follow:Maintain consistency with your plan,
releasing a comprehensive suite of informational materials. The
plan should also have a long-term focus as you hope to attract,
engage and secure donors to leave a lasting legacy with your
organization.Print Marketing materials: comprehensive guidebook,
postcards, newsletter, newspaper articlesE-marketing: website with
all print media available as PDFsMedia Relations: WVPE spots and
Michiana Point of View articlesCultivation and Identification of
prospects of the Legacy of LearningPEF donors within the past 5
yearsEducators (current & retired) within South BendInvestment
Advisors within St. Joseph County
*To really resonate, focus on benefit-driven language and avoid
lengthy discussions about the details of the 5 giving vehicles,
which can often become complicated, confusing prospective donors.
Also focus on the legacy of the component of the gift this will
have a lasting impact on future generationsKeep messages brief and
engage prospective donors through print and online media, providing
ample contact information for you organizationRemember who your
target audience is: Seniors, Generation X (roughly age 40-60), and
employees in education
Mailing ListReach all past donors as well as prospective donors
who fall within your target marketList of financial advisors and
investment firms. Local financial advisors and investment firms
should also be on the list since they are experts in this area and
can share your message with clients.12 contacts (not mailings) ,
but can be a variety of means of contact including, but not limited
to:Newsletter, Postcards, Encouraging visits to the PEFs website,
Events, Mailing out thank you cards; personalized letters, etc,
Media Announcements (radio/tv public service announcements,
billboards)Repetition is key for your donors to remember and
recognize your message
*-Suggested overview of how and when to promote the campaign to
grow and develop the Teacher Grant Endowment-You can alter it to
your liking-variety of mediums, to mix up the campaign-postcard
designs/slogans can double as inspiration for media buys such as
sponsorships, billboards, or bus signs. -these times can be
rearranged if the board finds a more suitable order.
Slide Transition: The key to this schedule is flexibility
*The 18 month calendar is broken down into 3 sets of 6 mailings.
Though we have designated a certain topic to be released with each
mailing, you as the Board can have the final say on which postcard
topic (for example) you want to release during which month.
Repetition is key to getting your message across.
SLIDE TRANSITION: Here is a visual representation of what your
mailing schedule may look like according to our custom-timed
releases.
*Your target audience will be contacted once a month by direct
mail. We advise you to run Media Buys and update your Website
constantly throughout this 18-month calendar.
[CLICK MOUSE] We will talk about the first 3-month segment of
this plan to tell you what you as the Board can do to help this
campaign succeed and realize its full potential.*Remember: your
newsletter will compete with every nonprofits newsletter released
within the County
Release 2 per year
Dedicate half a page (if not more), to discussing the different
planned giving vehicles.
Include a story of donors who has given a legacy gift and the
positive experiences the individuals gained from such a gift.
Create a check box on the reply envelope where donors can
indicate whether they are interested in receiving more information
about planned giving or if they already made a gift to the Teacher
Grant Endowment.
*-Postcards are easy, simple and expensive ways to get your
message out there. They have up to a 95% readership rate whereas
newsletters only have a fraction of the people taking them time to
open then and read each page.
-All the postcard backs have the same template, to streamline
the look
-It is important that the postcards direct readers to the
website since the postcards are supposed to be short and simple
*Newspaper reaches a wider readership than newsletters and hit
more than one demographic group.
Emphasize the benefits of the program, and not the features.
We have drafted 6 articles to include in the Michiana Point of
View section of The South Bend Tribune
*Like we addressed before, this key to this plan is flexibility
and repetition. The 3 month cycle I just highlighted repeats
throughout the campaign so that donors eventually recognize your
message and your mission.*Underwriting on public radio, such as
WVPE 20 second spots, including introductory phrase Your
underwriting announcement will be crafted to identify your
organization as a supporter of quality programming available on the
radio. It must comply with all FCC regulations applicable to
noncommercial stations
We'll help you make your on-air announcement most effective.
EXAMPLE: Support for this program is provided in part by The Public
Education Foundation of South Bends Teacher Grant Endowment,
stepping up for South Bend schools. For more information call
283-8039 or visit e d f o dot org
*Influx of internet users, even in the senior age bracket - - -
Vital part in gaining donor supportAllows you to set yourself apart
from the dozens of programs and organizations asking for
supportClear, to-the-point, easy to navigate, user-friendly and
up-to-dateConstantly check for outdated links and informationAvoid
too much text
Two purposes:Information Express your mission and goalsExplain
what Charitable Gift Planning and the various vehicles are; explain
any realted programs (eg. Teacher Grant Endowment)Have a place
where users can add their e-mail address/contact info to your
mailing list2. DonationMaximize the ability to facilitate
contributions:Have a clearly labeled Give Now or Donate button on
your homepageCreate a visual measurement of donations progress
toward your end goal (eg. Thermometer)
*Teacher Life Insurance Policy SheetWebsite information
samplesComprehensive Guidebook*Many new teachers are young hires
and often unmarried and/or without children making them a good
target market
Summarizes the Teacher Grant Endowment and Charitable Gift
Planning
*As Ive said, the website is a key element when it comes to
centralizing your campaign. Create a section on the site explaining
what charitable gift planning is and how donors can participate in
the program.
Always update your website making sure all information and links
are correct.
Include a place where users can make secure donations online and
also explain to them where the money goes. We also recommend you
develop a graphic representation of progress toward your monetary
goal (eg. Thermometer)*We created a Comprehensive Guidebook to
provide donors with an overview of the Teacher Grant Endowment and
the different vehicles through which they can participate in
charitable gift planning.This booklet includes helpful list of
documents needed to draft a will as well as an easy to follow
checklist of critical duties that need to be accomplished when a
loved one passes away.This document is targeted toward prospective
donors and should be made available as a PDF on the website*Get
InvolvedEngage DonorsFinally the critical success for a charitable
gift program is how the mechanisms set up for the dissemination of
information. Everything that is designed within the marketing
portion is essential for gaining more contacts, but remember that
even with a consistent outreach program, this is a sales oriented
program. Meaning that without engaging and visiting prospects
routinely, the marketing will not bring in all donors. It is widely
accepted that people give because someone asked them to give,
directly, and there is no substitute for that same process
here.Incorporate storiesDraft articlesMichiana Point of
ViewNewsletter
*
