Changing the Culture:

Building Planned Gifts into Donor StrategiesKAREN TURPIN, COLLEGE OF THE HOLY CROSS

JEAN DOLE & JUDY JANSSEN, MARQUETTE UNIVERSITY

Our Perspectives Pressing the Refresh: Leveraging Annual Giving & Reunions & Campaign: Changing the Culture

◦ College of the Holy Cross Revitalizing An Existing Program: Forecasts, Ratings & Prospect Plans

◦ Marquette UniversityManaging Relationships: Legacy Society & Stewardship

◦ College of the Holy Cross & Marquette University

Why Donors Like Planned Giving Now Appeal to donors Market fluctuations Insecure about future finances; outliving their resources

More and more donors may be turning to revocable gifts to make their major gift

Planned gifts provide a significant source of cash additions to endowments. They include realized bequests, life income gifts, or other vehicles

Life income gifts provide for a certain financial future

Anticipated bequests allow for projecting future cash flows

Gift Planning gives donors AND SOLICITORS a broader range of options

Why We Like Planned Giving Now

Hitting the ‘Refresh’ Button: The Story at College of the Holy Cross

KAREN TURPIN, DIRECTOR OF GIFT PLANNING

COLLEGE OF THE HOLY CROSS

Hitting the ‘Refresh’ Button Holy Cross has historically been an annual fund shop. Top 10 nationally among alumni participation, => 50%. In past, Bequest Chairpersons for each class, but no sustained effort year over year for increasing planned gifts. Life income program < 20 years old. Most importantly, culture change required to elevate gift planning – deepen understanding and expand the conversation.

Shift from a Service to an Integrated Part of Advancement Build awareness and greater understanding about Gift Planning among both inside and outside constituencies.• Inside – Institutional Advancement Committee; Finance; staff; frontline

fundraisers• Outside – Prospect visits!

More regular and consistent marketing• Showcase IMPACT stories• Highlight 1843 Society leadership• Expand donor stories

Reunion Planning Workshops• Dedicated gift planning communications: 50/55/60th • Expand to 35/40/45th reunions

Elevating Gift Planning at Holy Cross

Articulate Gift Planning as a priority equal to the Holy Cross Fund and Capital Gift initiatives and position Gift Planning in Holy Cross’s comprehensive gift model.

Demonstrate Board Commitment to Gift Planning: lead by action and testimony.

Increase marketing and visibility of Gift Planning.

Promote and grow the 1843 Society membership.

Actively promote and widely steward planned gifts.

Comprehensive Giving

$150,000Be-quest Intention

$150,000Holy Cross Fund Five-

Year Pledge

$200,000En-dowed Schol-arship Five-Year Pledge

Bequest or Planned Gift

HCF ($30k x 5 yrs)

Scholarship ($40k X 5 yrs)

Example: $500,000 Total Gift$30,000 would count toward HCF goal

Multi-Year Pledge

Planned Gifts at Work: Feature Stories in HC Magazine; eNews; GP website

A Lifelong Commitment:Bill Maloney’s ’59 Dedication to Holy Cross Comes Full Circle with His Recent Bequest

Giving and Receiving at the Same Time:Ken Padgett ’66 P11, 07, 05

For more information or to compare planned gift options, click here.

How we do it | Marketing & Engagement

Revitalizing A Program – At Marquette Create a planned giving prospect rating Embrace revocable gifts Integrate with 12 month prospect plan Change the conversation with donors

Planned Giving Prospect RatingBEFORE

Manual review of lists◦ LTG◦ 10+ years consecutive giving◦ Age◦ Marital status◦ Kids◦ Rating

Time consuming Inconsistent

AFTER

Based on analytics Assigned a rating (Tier 1 to Tier 5) Coded with attribute in Raisers Edge Increased visibility & exposure Collaboration

What’s In the Model?

Variables that Mattered:• Child is an alum (Yes or no)• Parent is an alum (Yes or no)• Spouse is an alum (Yes or no)• Have a volunteer assignment (Yes or no)• Has a visit action (Yes or no)• Lifetime giving (not including planned gift)• Constituent is rated (Yes or no)

Variables That Didn’t Make the Final Model• Gender• Ethnicity• Marital Status• Sibling is an alum (Yes or no) • Has a prospect manager assignment (Yes or no)• Cluster (from an external data service)

Embrace Revocable Gifts Determine value of existing planned gift portfolio

◦ Conducted audit of realized bequests◦ Determined average bequest value◦ Applied to planned gifts with no stated dollar value◦ Totaled value of portfolio◦ Demonstrated importance of program to University leadership◦ Possible future application: campaign counting

Give regional fundraisers credit◦ Make it count (just like cash gifts)◦ Activity metrics: # solicitations and # documented planned gifts (level 1 and 2)◦ Collaboration (focus on joint visits with planned giving officers)◦ Training (basics, strategy, role playing & technical brown bags)

Integrate with Prospect Plans Prospect Plans (12 months prior to solicitation)

◦ PM specifies planned giving ask in plan

Strategy conversation with planned giving officer◦ 12 months out for principal gift prospect◦ 6 months out for all others via office hours

Quarterly tracking sessions to review planned giving solicitations

Change the Conversation Overcome obstacles Make it easy Use testamentary scholarship agreements

A FUNDRAISER’S TESTIMONIAL

JUDY JANSSEN

Success in the Field

FY '14 FY '150

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

My Numbers

More effective qualification process Focus on execution of multiple steps necessary to close P1s Changed the conversation – “If you could give me a conservative estimate of what your estate gift is worth today” Greater confidence in PG discussions which translated to prospects $.19M

23 solicitations$559,557

$6.8M

23 solicitations$7,737,175

FY '13 FY '14 FY '15

$.98M

$5.2M

$2.6M

By The Numbers – All Realized Bequests

FY '13 FY '14 FY '15

$3.3M $4.5M

$17.8M

By The Numbers –Irrevocable & Revocable

42 Gifts

16 Gifts 17 Gifts

New Legacy Society Members

FY 14' FY 15'

24

42

Managing Relationships: Legacy Society & Stewardship

At Marquette: Legacy Society & Stewardship

Custom

Stewardship Plans

System Stewardship & Giving Societies

Our Donor Relations team drives the planning with prospect manager to: Leverage the foundation of system stewardship &

giving societiesBuild on customized stewardship plan (P1s, P2s &

Stewardship)Integrate stewardship of principal gift prospects & top

benefactors

Outcome: More meaningful interactions with donors, resulting in long-term retention, additional gifts & campaign success

$26.81 billionAccording to Giving USA 8%, or $26.81 billion, came to charity in 2013 from bequests

$6.3 trillionCenter on Wealth and Philanthropy at Boston College estimates $6.3 trillion to charity from bequests

People like bequests!

Bequests are: Affordable – Flexible – Inclusive – Tax Wiseand are MISSION DRIVEN!

Bequest Fun Facts

The Holy Cross Legacy Society

Created to honor the spirit of philanthropy that has nurtured and sustained Holy Cross for more than 170 years, the 1843 Society recognizes those individuals who have thoughtfully included a gift to the College in their estate plans through a will, trust, retirement plan, life insurance policy, or life-income gift such as a charitable gift annuity or charitable remainder trust.

Membership is entirely voluntary, and there is no immediate gift, minimum gift level, or minimum age required to become a member. Simply notify the Office of Gift Planning of your gift intentions so that we can warmly welcome you and extend an invitation to our annual celebratory events.

By joining the 1843 Society, you become part of the Holy Cross legacy and will help to inspire others to support the College with future gifts.

For members who are 70 years of age or older, providing simple documentation of a gift intention will allow that future gift to be counted in your current Reunion Class Gift totals.

If you haven't already, we encourage you to consider your own legacy and contact the Office of Gift Planning to discover how you can realize your philanthropic goals.

Ken Padgett '66 Barbara Richardson '78 Matt Donovan '99

Co-chairs for the 1843 Society

Questions?