Guaranteed Simple Steps to Raise Planned Gifts

transcript

Sponsored by: A Service

Guaranteed Simple Steps to

Raise Planned Gifts

Viken Mikaelian

November 14, 2012

Advising nonprofits in:

• Strategy

• Planning

• Organizational Development

www.synthesispartnership.com

(617) 969-1881

info@synthesispartnership.com

INTEGRATED PLANNING

www.mission.do

Today’s Speaker

Viken Mikaelian CEO

PlannedGiving.Com,

VirtualGiving.Com Assisting with chat questions: Jamie Maloney, Nonprofit Webinars

Hosting:

Sam Frank, Synthesis Partnership

Marketing planned

gifts is complex,

expensive, time

consuming and a pain

in the gluteus

maximus.

1288 Valley Forge Road, Building #82 | Valley Forge, Pennsylvania 19460 | 800-490-7090

Viken Mikaelian CEO & Founder

1288 Valley Forge Road, Building #82 | Valley Forge, Pennsylvania 19460 | 800-490-7090

Guaranteed Simple Steps to Raise Planned Gifts

| 1288 Valley Forge Road, Building #82 | Valley Forge, Pennsylvania 19460 | 800-490-7090

Common Sense Planned Giving:

Focus on gifts anyone can make.

Bequests

Appreciated Stuff

Life Insurance

What is special about these gifts?

Do not affect cash flow

Easy to give and receive

Do not require a lawyer

Much has changed over the last 30 years:

The way we market

The way we buy

The patience of the prospect

The traditional donor (older generation) gave you the money and left. They were very loyal.

The new donor (younger generation) wants complete oversight.

Marketing these gifts.

Stop telling the prospect we can’t wait for him to die.

Benefits vs. Features

Stop talking to

yourself.

Bequest, Bestow, Bequeath?

Donor to VP:

Is the Foundation on the ground floor or basement?

“ ”

You can make a gift

that costs nothing

during your lifetime.

Did you know giving

stock could be more

beneficial than giving

Did you know you can

make a gift and receive

guaranteed income

for life?

Did you know your

IRA could be taxed up

to 70% if given to

your heirs?

Do you have your own

elevator pitch?

Remember …

Keep your

communication fresh,

upbeat and exciting.

If I can show you a way to redirect your taxes to benefit your family, your community and our mission, will you give me a half an hour to discuss that with you?

” Jack Miller

Pittsburgh

History and

Landmarks

Foundation

What works. What

doesn’t.

Planned Giving is not

Fundraising.

Think Marketing,

Sales and

Relationships.

Don’t make your

prospect think.

Less is More.

Social Media

Print Media

Choose Your Right

Prospects.

Micro-Targeting Most direct mail people fail to understand:

Narrow your list and

make it your focus.

Micro-Targeting Number one predictor:

Loyalty.

US mail, not e-blasts,

is still the preferred way

to receive information.

73% to 18%

The day I listen to the

Zoo about how to

restructure our portfolio,

I’ll send our broker there

to feed the elephants.

Avoid death brochures.

Solicitation letters.

Columns and Articles

“Having

Day?”

Reason

#27 for

updating

your will.

Public Relations

Donor stories motivate

others to give and generate

second time gifts.

Never use one medium to market to your prospects.

We think we’re special and…

we think we deserve a pass.

Unload Negative

Attitudes. The scarcity mindset.

“In an effort to keep our costs low and use our resources to provide more food, we have reduced the size of our Annual Report. Please go to our website for a list of donors, volunteers and community partners.”

“We need the funds now to

maintain our property today.”

Your donor hears:

“Give us some bucks now to take us out of our misery.”

“We’re working on

supporting

our future, so we can

continue

doing what we do today,

even better, tomorrow.”

“We’re waiting to

develop a formal

program in order to

proceed.”

Treat your donors as friends and your prospects

as donors.

No one Googles Unitrusts First Thing in

the Morning.

Use common sense marketing… it’s all about relationship and sales.

Find listings for our current season of webinars and register at:

NonprofitWebinars.com

Guaranteed Simple Steps to Raise Planned Gifts

Business