Many donors are interested in making a gift in their will to charity. This presentation outlines the characteristics of those donors and approaches used by charities as part of fundraising. I worked hard on this presentation, please don\’t copy it, or parts of it, without recognizing authorship.

1. Proactive
Planned
Giving
Getting to the Ask
Ann Rosenfield, CFRE

2. Proactive Planned Giving
 Similar to major gift fundraising, effective
data mining and proactive relationship
building is an efficient way to raise funds
for your organization’s future needs. In
this session, you will learn how to turn your
reactive Gift Planning program into a
proactive program where you initiate
relationships and consistently “make the
ask.”

3. Agenda
 Family First
 Why your direct response person is your new
best friend
 Volunteer Case Study
 You be the expert!
 Proactive Relationship Building (Marketing)
 Cool ideas
 Marketing Case Study
 You be the expert!
 Questions welcome

4. Family first
“When a person leaves you in
their will, they are elevating
your charity to the status of
family” – Malcolm Burrows

5. Family first
Family All Current All with a Current
status donors will or trust donors
with a will
or trust
No 19.1% 32.7% 36.4% 50.0%
offspring
Kids only 7.3% 10.9% 13.0% 17.1%
Grandkids 4.1% 6.8% 7.2% 9.8%

6. Family first
 Salutation
“Miss” is relevant due to marital
status and lack of kids, not gender

7. Family first – charity family
 Board
 Past Board
 Volunteers
 Monthly donors
 Clients/service users

8. Not relevant data
 Gender
 Income
 Education
 Race

9. Why your DM
person is your
best friend

10. Strong Data
 >= $100 single donation
 < $5,000 single donation
 3 or more gifts
 Multi-affiliated

11. Weak Data
 Event participants
 In memory/In celebration donors
 Lottery/raffle ticket purchasers
 Auction donor/buyer
 Gift in kind donor

12. All Rules Have Exceptions
 DUC

13. Volunteer
Case Study

14. You be the
expert!

15. Proactive
Relationship
Building
(Marketing)
“Bequests are the life gift
that is death activated” -
XX

16. Talk so people will listen
 “Helping others”
 “Religious beliefs”
 “Giving back to society”

17. Sweet spot
 Ages 40 – 50 (Sargeant)
 Ages 45-54 (Kou, et al.)

18. Approaches
 Who’syour market?
 How do you talk to them now?

19. Effectiveness
 Preferred does not = effective
 “Effective” is not the same as “like”

20. What to do
 Mail
 Phone
 Newspaper ads – in a consortium
 Focus groups
 Seminars
 Newsletters
 Online

21. Cool ideas

22. Cool ideas
 London Health Sciences

23. Cool ideas
 Lifetime legacies

24. Cool ideas
 Royal Lifeboat Letter - confirmation

25. Consortium news ads

26. Soffi

27. Not just for bequests …
 Direct solicit
 Life insurance – especially for charities like
PLAN
 Annuities

28. Marketing
Case Study

29. You be the
expert!

30. Recap
 Family First
 Why your Direct Response person is your
new best friend
 Proactive Relationship Building
(Marketing)
 Cool ideas

31. Thank you!