stacy sulman american committee for the weizmann institute of science davida isaacson isaacson...
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Stacy SulmanAmerican Committee for the Weizmann Institute
of Science
Davida IsaacsonIsaacson Consulting Inc.
Planned Giving Starts with Direct Response
What is Planned Giving?DefinitionAssets vs. IncomeOptional and Additional Ways to
Make Gifts
Some StatisticsIn 2010 Giving by bequest was
$22.83 billion (up 18.8%). (Charity Navigator)
In 2010, more than $3 billion was distributed from charitable remainder trusts for charitable purposes. (IRS)
Nearly 72% of immediate gift annuities are issued to donors 80 or older. (ACGA)
Who Makes Planned Gifts
Who Makes Planned GiftsDemographics
◦Age 80+
Long-term givers◦10+ years of giving
Role of ADVISORS
Motivations for Planned Giving
• Competition is doing it!
• Tax advantages for donors
• Build endowment – perhaps
More (important?) motivations
Motivations…Family legacy
Family philanthropy (role modeling)
Helping make the world a better place
Making your mark in the world
Organizational PerspectiveWhat should your organization
look like?◦Longevity◦File size◦Financial stability◦Future outlook◦Board Buy-in
Direct Mail and Planned GivingData Mining
◦Identify and set criteria
Age: e.g. Donors age 75 and above Capacity: e.g. $100K+ or sizeable giving
history History of giving: e.g.10 years gift any size Active prospects: e.g. Responded to previous
mailings
Content
• The soft direct mail look and feel
• Choosing the signer
•Material Education focused Have you updated your will? A way to make a gift and get a payment
for life . . . How to reduce estate taxes and leave a
legacy
OUTCOMES and Next Steps
Expectations/Results
Evaluation
Follow-up and keeping in touch◦Ongoing stewardship◦Next mailing
Getting the Word OutExisting direct mail materials
◦Where do the responses go?◦Who looks at them?◦Tracking and responding.
Discreet Planned Giving Materials
◦Get them to read it! Heavy on visuals
◦Mission, mission, mission◦Legacy◦Recognition Society◦Return postcard/envelopes
Responses . . . (When they call you back or send
in form)Follow-up packetsFollow-up calls, meetingsMoving donor to next levelDonor’s privacy?
On-LineUtilizing existing streamsSimilar strategies as snail mailTailoring to the on-line audienceEmail exhaustion a problem?
Thank you!
Sponsored byThe Greater New York Chapter Association of Fundraising Professionals
Stacy [email protected]
Davida Isaacson