planned giving - stewardship kaleidoscope · investments, 3% ira, 26% cars, 3% 2016 bequests =...
TRANSCRIPT
9/24/2018
1
Planned GivingT h e B a s i c s
WHAT IS ITTHE
CHALLENGEMAKING A
PLANRESOURCES
WHAT IS ITTHE
CHALLENGEMAKING A
PLANRESOURCES
Planned Giving What is it? PLANNED GIVING
Home, 47%
2nd Home, 13%
Furniture, 5%Checking, 1%
Savings, 2%
Investments, 3%
IRA, 26%
Cars, 3%
2016 Bequests = $31,760,000,000
How big is $30 Billion
108,843 Feet
9/24/2018
2
35,000 Feet
PCUSA = 360 Feet
PCUSA$102,000,000
108,843 Feet
ANNUAL GIVING
PLANNED GIVING&
PLANNED GIVING
ANNUAL GIVING(lifetime)
2.74XLifetime annual giving
Relative
Size
Planned Giving
Data from presentations by Russell James, Texas Tech University
5%9.5%
…of Americans
have a
charitable
estate plan.
…of donors giving
$500+/year have a
charitable estate plan.
28%…say they would
consider a gift through
their estate.
80%…make gifts during their
lifetime.
23%are
willing…
but have
not.
…relatively
UNTAPPED…IMPROVE annual
giving
…BIGGERthan imagined
2.74Xthe size of lifetime
gifts to the charity.
75%average annual
giving increase after
adding charitable
beneficiary to estate
plan.
23%are willing… but
have not.
PCUSA
CHURCHES
REPORTING
DATA
MEMBERS
BEQUESTS
# Receive
% Receive
Avg. for ALL
Avg. for BRC*
2010 2011 2012 2013 2015 2016
10,662 10,751 10,630 10,039 9,643 9,451
8,369 8,219 7,807 7,892 6,999 6,738
2.01M 1.95M 1.95M 1.81M 1.6M 1.54M
$98M $143M $106M $108M $104M $102M
2364 2179 2050 2040 1834 1783
27.4% 26.5% 26.3% 25.8% 26.2% 26.4%
$9K $13K $10K $10K $11K $11K
$41K $65K $51K $52K $56K $57K
*Bequest Receiving Church
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3
4-5% 9-10%
BEQUESTS
As a percentage of charitable revenue
All
PCUSAAll
Non-Profits
$11,000
10-12%
Bequest-
Receiving
PCUSA
$57,000
4-5%
BEQUESTS
As a percentage of charitable revenue
All
PCUSA
$11,000
10-12%
Bequest-
Receiving
PCUSA
$57,000
WHAT IS ITTHE
CHALLENGEMAKING A
PLANRESOURCES
(1) Increasing Competition for Charitable Dollars
(2) Our tactics have not changed from when there was no competition and when we were younger and simpler
CONTEXT
Staff
• Dozens. Even 100+
• Full Time
Large Budget
• Support: Marketing & Admin
• Professional (CFRE)
• Goals (Contacts and $)
LARGE NON-PROFIT CHURCH
• No staff
Staff
• Volunteer
• Minimal experience
• None
• None
Budget = small
9/24/2018
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Can’t change competition
But…
The local church has the COMPETITIVE ADVANTAGE.
COMPETITIVE ADVANTAGE:
Having our audience meet within our walls
every week.
Having our audience
meet within our walls
every week.
Regular givers
Regular volunteers
Participate(d) in leadership
… for their lifetime
Spend life’s most important moments here
Open
Inclined
Favorably Inclined
VERY Inclined
Pillar
WHO MAKES A PLANNED GIFT
WHAT IS ITTHE
CHALLENGEMAKING A
PLANRESOURCES
Policies
Endowment or Reserve: Where do planned gifts Go?
Distributions: How will funds be used?
Committee and structure
Legacy Circle
Groundwork Decisions… m a y t a k e a w h i l e
Next Step: AWARENESS
Donor Idea Gift
9/24/2018
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Broadcast Targeted Responsive
BASIC EXPANSIVE ADVANCED
Broadcast
BASIC EXPANSIVE ADVANCED
Each Year12421
Blurbs
ArticlesAnnouncementsLegacy Sunday
Brochure(s)Web Pages
Always
• Inspirational
• Estate Planning
• Gratitude
• Personal (Testimonials)
• Recognize Past Gifts
• Acknowledge What Gifts Have Done
BasicsContent Hints
BasicsBulletin Blurbs
The Gift of a Lifetime:
A will represents a person’s final wishes and intentions. After providing for
your loved ones, please consider one final testament of faith through a
bequest in your Will or living trust that provides enduring support for our vital
work. For many of us, this will be the most significant gift we will make – our
gift of a lifetime.
BasicsNewsletter Articles
Jean went home to be with the Lord on August 27, 2002, at age 82. She
never married, but had two cousins who lived in Missouri, so most folks
who knew Jean said she had no close family. I’ve thought about that
phrase – “no close family”. The more I’ve thought about it, the more
strongly I feel that Jean Smith had more close family than most of us will
ever have. And most of her close family was centered at her beloved
church. Yes, Jean remembered her family – her church family – in her
will. You and I were part of Jean’s family.
BasicsAnnouncements
We met here, we were married here, our kids were baptized here.
In a place where everything changes so fast, this church has been
our constant, our foundation.
Thank you, our church family, for being there for us, carrying us
through some of our hardest times and greatest moments. We
want to be there for you too, so we wanted you to know that you
are a part of our estate plans.
9/24/2018
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BasicsLegacy Sunday
• Sermon
• Seminar – on Estate Planning and/or
leaving a Christian Legacy
BasicsPlanned Giving Web Pages
BasicsPlanned Giving Brochures Expansive
More than the minimum
Basic Expansive Advanced
ExpansiveEstablish a Planned
Giving Committee
Basic Expansive Advanced
ExpansiveMake a Plan
Basic Expansive Advanced
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WHAT IS ITTHE
CHALLENGEMAKING A
PLANRESOURCES
Top 5 Challenges
(& Remedies)
# 5 - Loss of momentum (12 months in)
# 4 - Technique-focused (instead of inspirational)
# 1 - Pastor disinterest
# 3 - All committee activities = endowment management
# 2 - Distrust of endowment
# 1 - Pastor support and involvement
# 2 – Regular Congregational Communications
# 5 – Case Statement
# 4 – Planned Giving Committee
# 3 – Multi-Year Effort
TOP 5 COMMON PRACTICES
Of top bequest-receiving Churches
C o m m u n i c a t i o n s
2017May Jul Sep Nov 2017 Mar May
Webinar Overview
5/12/2016Orientation Office Hours07/19/2016
Office Hours
11/16/2016
Office Hours
1/11/2017
Office Hours
3/8/2017
Office Hours: 1-Year Check-In
5/10/2017
5/17/2016 -5/25/2016
Register
5/26/2016 - 6/3/2016 Survey Participants
6/4/2016 - 6/30/2016 Set Baseline Structure (if needed)
6/4/2016 - 7/8/2016 Materials Development
7/1/2016 - 9/15/2016
9/1/2016 - 12/31/2016 Communications (Lo Intensity)
1/1/2017 - 5/15/2017 Communications (Higher Intensity)
Calendar
Materials Editing and Approval
Office Hours
9/14/2016
Today
9/24/2018
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Planned Giving
Season
0
1
2
3
4
5
6
7
8C
O
M
M
U
N
I
C
A
T
I
O
N
S
Planned Giving Annual Giving
Annual
Giving
takes leadPlanned
Giving
takes lead 1. Web pages
2. Intro Article:
Your Pitch or
Template
3. E-Newsletter
(same
content as
#2)
4. Introductory
Blurb
WHAT
1. Invitation
Article/Letter
2. Blurb:
Invitation
3. Brochure
4. Response
Card
5. Leadership
Introduction
WHY
1. Legacy
Sermon
2. Minute for
Ministry
3. Staff Protocol
and Ed.
(Overview
and Intake
docs)
4. Response
Letter
5. Intention
Form
HOW
MAR APR MAY JUN
1. Article: Letter
to Our
Children
2. Minute for
Ministry
3. Blurb: Teach
TEACH
1. Web pages
2. Intro Article:
Your Pitch or
Template
3. E-Newsletter
(same
content as
#2)
4. Introductory
Blurb
WHAT
MAR APR MAY JUN1
Inserted
• Welcome Message
• Point of Contact
1. Web pages
2. Intro Article:
Your Pitch or
Template
3. E-Newsletter
(same
content as
#2)
4. Introductory
Blurb
WHAT
MAR APR MAY JUN2
1. Web pages
2. Intro Article:
Your Pitch or
Template
3. E-Newsletter
(same
content as
#2)
4. Introductory
Blurb
WHAT
MAR APR MAY JUN3
https://spark.adobe.com/page/JNGz4kkrDYv6B/
1. Web pages
2. Intro Article:
Your Pitch or
Template
3. E-Newsletter
(same
content as
#2)
4. Introductory
Blurb
WHAT
MAR APR MAY JUN4
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9
1. Web pages
2. Intro Article:
Your Pitch or
Template
3. E-Newsletter
(same
content as
#2)
4. Introductory
Blurb
WHAT
1. Invitation
Article/Letter
2. Blurb:
Invitation
3. Brochure
4. Response
Card
5. Leadership
Introduction
WHY
MAR APR MAY JUN
1. Invitation
Article/Letter
2. Blurb:
Invitation
3. Brochure
4. Response
Card
5. Leadership
Introduction
WHY
MAR APR MAY JUN1
1. Invitation
Article/Letter
2. Blurb:
Invitation
3. Brochure
4. Response
Card
5. Leadership
Introduction
WHY
MAR APR MAY JUN2
1. Invitation
Article/Letter
2. Blurb:
Invitation
3. Brochure
4. Response
Card
5. Leadership
Introduction
WHY
MAR APR MAY JUN3-
4
• Information updated.
• Message updated on inside panel
1. Invitation
Article/Letter
2. Blurb:
Invitation
3. Brochure
4. Response
Card
5. Leadership
Introduction
WHY
MAR APR MAY JUN5
Include:
• Marketing samples
• Educational Overview
• Response Mechanism
1. Invitation
Article/Letter
2. Blurb:
Invitation
3. Brochure
4. Response
Card
5. Leadership
Introduction
WHY
MAR APR MAY JUN5
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1. Web pages
2. Intro Article:
Your Pitch or
Template
3. E-Newsletter
(same
content as
#2)
4. Introductory
Blurb
WHAT
1. Invitation
Article/Letter
2. Blurb:
Invitation
3. Brochure
4. Response
Card
5. Leadership
Introduction
WHY
1. Legacy
Sermon
2. Minute for
Ministry
3. Staff Protocol
and Ed.
(Overview
and Intake
docs)
4. Response
Letter
5. Intention
Form
HOW
MAR APR MAY JUN
1. Legacy
Sermon
2. Minute for
Ministry
3. Staff Protocol
and Ed.
(Overview
and Intake
docs)
4. Response
Letter
5. Intention
Form
HOW
APR MAY JUN 1
Legacy Sermon
Most effective moment.
1. Legacy
Sermon
2. Minute for
Ministry
3. Staff Protocol
and Ed.
(Overview
and Intake
docs)
4. Response
Letter
5. Intention
Form
HOW
APR MAY JUN 2
Minute for Ministry
either
the why of planned giving
or
a testimonial
1. Legacy
Sermon
2. Minute for
Ministry
3. Staff Protocol
and Ed.
(Overview
and Intake
docs)
4. Response
Letter
5. Intention
Form
HOW
APR MAY JUN
WHAT STAFF
NEED TO KNOW
Planned Giving?What and Why
Primary Church Contact?
Where’s the Expertise?
3
1. Legacy
Sermon
2. Minute for
Ministry
3. Staff Protocol
and Ed.
(Overview
and Intake
docs)
4. Response
Letter
5. Intention
Form
HOW
APR MAY JUN
WHAT STAFF
NEED TO KNOW
Planned Giving?
HOW
3
1. Legacy
Sermon
2. Minute for
Ministry
3. Staff Protocol
and Ed.
(Overview
and Intake
docs)
4. Response
Letter
5. Intention
Form
HOW
APR MAY JUN
WHAT IF SOMEONE CALLS IN?
KNOW THE PLANNED GIVING PERSON
3
9/24/2018
11
1. Legacy
Sermon
2. Minute for
Ministry
3. Staff Protocol
and Ed.
(Overview
and Intake
docs)
4. Response
Letter
5. Intention
Form
HOW
APR MAY JUN
THEY SAID YES!!
So what now?
4
1. Legacy
Sermon
2. Minute for
Ministry
3. Staff Protocol
and Ed.
(Overview
and Intake
docs)
4. Response
Letter
5. Intention
Form
HOW
APR MAY JUN
Response to Member
who says yes
4
1. Legacy
Sermon
2. Minute for
Ministry
3. Staff Protocol
and Ed.
(Overview
and Intake
docs)
4. Response
Letter
5. Intention
Form
HOW
APR MAY JUN
Form to attach
to:Response to
Member who says
yes
5 Thank you