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 Sulmanstacys@acwis.org

Davida Isaacson

davida@davidaisaacsonconsulting.com