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2 FROM THE CORNER OF YOUR DESK planned giving on a shoestring FRASER GREEN good works
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FROM THE CORNER OF YOUR DESK planned giving on a shoestring
FRASER GREEN good works
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1. People 2. Money 3. Guiding Principles 4. 12 Tips (please ask as we go!)
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PEOPLE
How many living Canadians have already made charitable bequests?
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1.5 MILLION living Canadians – and more coming!
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Age cohorts: at first, I thought it was all Civics
Civics – born before 1946
great depression/wars (hot & cold)
Boomers – 1946-1966
Beatles/moon landing/feminism
Gen Xers – 1967- 1979
HIV/AIDS, Berlin Wall, 1 parent families
Boom Echo – 1980 – 2001
internet, 9/11, Iraq
2014 Proved me wrong. Turns out it’s not cohort, it’s turning 60. Look for: • 60+ • loyal supporter • homeowner! • (bonus clues: goes to
church, no dependents)
Email me [email protected] for your copy of State of the Legacy Nation 8
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Direct mail donors are KICKASS Legacy prospects! (In fact, future legacy revenue makes direct mail worthwhile today.)
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8.5 million homeowner households in Canada 3.7 million of those have paid off their mortgage
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How many legacy gift prospects do YOU have?.
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MONEY
• 27 M Canadian adults • 56% have wills • 11% of those with wills have named charities • est. 4 bequests/donor • average bequest = $25,000
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$165 BILLION!
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$20 bills
end to end 66X
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0
200
400
600
800
1,000
1,200
$ (
in m
illi
on
s)
2003 2007 2011 2015 2019 2023
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0
200
400
600
800
1,000
1,200
1,400
1,600$ (
in m
illi
on
s)
2003 2007 2011 2015 2019 2023
Legacy
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0
200
400
600
800
1,000
1,200
1,400
1,600
$ (
in m
illi
on
s)
2003 2007 2011 2015 2019 2023
Legacy
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0
500
1,000
1,500
2,000
2,500$ (
in m
illio
ns)
2003 2007 2011 2015 2019 2023
Combined
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• Average house price $484,000
• 8.5 million homeowners
• 43% paid off mortgages
• 3.7 million paid off houses
• Paid off homes are worth $1.8 TRILLION!
• Even 5% of that is $90 billion
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What kind of legacy gift revenue might YOU be able to earn?
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PRINCIPLES
#1 - it’s the WILL!
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“Have any of
you ever heard of gift annuities
or charitable remainder trusts?”
Find a legacy webpage that focuses on gift vehicles
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gift in will bequest
legacy gift
(hint: present them in this order)
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Pssst: You should NEVER use the words ‘planned giving’ with your donors.
#2 – WHY, not HOW!
Someone decided that donors were already going to make legacy gifts – and that they needed help with the paperwork. How RIDICULOUS is that?
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Instead of a bunch of tax guys talking to each other, why don’t we listen to donors?
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inspiration, not instruction
#3 – Press emotional buttons!!
HAPPINESS
SADNESS
ANGER
FEAR
Emotional Anthropology
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altruism autobiography
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Keep in mind that your donors emotions are connected to your mission and cause more than to your organization.
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What Maya Angelou said…
#4 – tell stories!
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‘Humans are not ideally set up to understand logic; we ARE ideally set up to understand stories.’
Cognitive scientist Roger C. Schank
‘The story is the basic tool of the human mind for the purpose of understanding. There have been great
societies that did not use the wheel, but there have been no societies that did not tell stories.’
Novelist Ursula K. Le Guin
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Examples: • Odyssey • Iliad • Rocky • Shawshank Redemption • Wizard of Oz • Lord of the Rings
Empathy and pain.
The brain reacts to emotionally
painful stories the same way it
does when the body is injured.
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#5 – Fraser’s golden rule
40% 30% 20% 10%
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40% donor 30% cause 20% organization 10% money (gift)
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If you don’t know who Russell James is, you should start paying attention today…
MRI’s and donors thinking about gifts.
How freakin’
brilliant is that?
Donor testimonials are most powerful
persuaders – and count toward the 40%
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“The institution
has no needs”
Sy Seymour
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12 TIPS
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Plenty Canada My first fundraising gig in 1989 Annual revenue $500K About 5,000 donors Small potatoes If I went back now, what would I do?
How I came up with these tips – method acting. Here’s what I’d do if I went back (28 years later!)
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Tip 1
Define your audiences
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For example: 1. ‘retail’ insiders 2. ‘wholesale’ prospects 3. ‘wholesale’ suspects 4. broad ‘community’
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Tip 2
Recruit your one true champion
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He or she will be the one to lead the charge
with your ‘retail’ insiders.
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Tip 3
Get VERY clear on ultimate goal and milestones on the way…
• I like 20% of fundraising revenue as a destination
• Establish current legacy revenue level
• Set milestones along about a ten year path.
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Steven Covey is right…
Maybe that goal is just for you, for now.
Or maybe you can share it with your champion.
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Tip 4
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Find your first storyteller
Make your interview a masterpiece
• Tell me about your childhood…
• Who taught you to be generous?
• How do you want to be remembered?
• When you look back, what are you most proud of?
• What’s the footprint you’ll leave on the world?
IMHO – the interview matters more than the writing! 64
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Tip 5
Now, begin to tell the story…
Start by drafting a 4-page persuasive testimonial letter from your storyteller.
No pitch & no ask.
“I’ve shared my story with you today because…”
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Tip 6
Repurpose your content!
Now, take your
letter and shorten it to fit different channels & formats.
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Tip 7
Buckslips – cheap & easy!
Create an all-purpose, go anywhere, use all-the time
Buckslip – and send it with tax receipts, newsletters – everything you can think of!
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Tip 8
Look for an easier ’yes’ from your leadership
Negotiate for a small percentage of your next bequest to be reinvested in legacy gift marketing.
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Tip 9
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Work hard to share the credit for the next bequest. Next bequest: share credit!
Pizza Cake
Something!
Dallas/Fort Worth Children’s Hospital tip.
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Tip 10
If you’re a fundraiser, (and I hope you are!)
recruit an estate administration expert
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Tip 11
2 minute testimonial
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Tip 12
A paragraph or two in your thank you letters
A number of our donors and volunteers have been asking me lately if we accept gifts in wills. Indeed we do! Charitable bequests are a critically important source of income for Save the Pussycats, and the donors who have left those gifts have saved the lives of countless thousands of desperate kitties over the past thirty years. If you consider yourself a true kitty lover – and if you like the ideas of extending that love beyond your lifetime, I would encourage you to consider making such a gift yourself.
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Bonus Tip ;-)
Write a second story: a legacy gift at work…
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