How to stimulate the easiest gifts to make – planned gifts that secure an institution’s future! Gain insights to develop and execute strategies so that you help stakeholders plan the management of assets and simplify the disposition of estates to ensure benefit to family, friends and your nonprofit mission. Learn how to blend personal solicitation and marketing to enhance planned giving. A donor-centered approach to demystify planned gift vehicles and their benefits will be outlined. By understanding the principal motivations of potential donors and matching these to available planned gift vehicles, thoughtful nonprofit board members, executives and advancement leaders will benefit stakeholders and the nonprofit institution. Components and relative benefits of bequests in wills, annuities, a variety of trusts, retirement accounts and other planned gifts to nonprofits are described, along with how to build a comprehensive program that provides estate, taxation and wealth management information. The respective roles of planned giving newsletters, seminars, financial and legal advisors, board trustees and individual visits will be described. This webinar will offer ways to make planned giving productive anytime, anywhere. Hear how to execute planned giving strategies that bring real returns on investment.

1. Planned Giving Strategies that Work
Rod Miller
www.ExecIAE.com
September 15, 2010
Use Twitter Hashtag #npweb
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3. Today’s Speaker
Rod Miller
www.ExecIAE.com
Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: Chris Dumas, FirstGiving

4. Planned Giving Strategies that Work
Rod Miller, CEO
Executive Institutional Advancement Exchange
www.ExecIAE.com

5. What is a Planned Gift?
1. Made during an individual’s life
2. Benefits nonprofit (NPO) in future
3. After death of the individual and/or beneficiary
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6. Common Planned Gifts
• Outright gift in future (even to annual fund)
– Stocks/bonds
– Real estate, antique or other property
– Retirement fund
• Trust instrument or bequest in Will
– Irrevocable
– Revocable
• Annuity or variable asset
• Life insurance
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7. Bequest in Will
• Make and review
– Seek % of estate
– Restricted/unrestricted
– Beware narrow terms of application
• Change with Codicil
– Have wording readily available
(obtain legal advice)
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8. Why Emphasize Planned Giving
Estimated 50% to 66% people die without a Will
USA (66% of African-American/75% of Hispanic populations)
Canada, Australia, Great Britain…
Rapidly growing assets of ageing baby boomers
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9. Essentials for Success
Older people
Assets
% of estate
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10. Operating Priorites
• Planned, energetic engagement
• Understand planned gift principles
• Respect individual’s family/financial needs
• No specific advice or influence
• Frequent, creative communications
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11. What to Emphasize
“Good advice for gift planners: stop talking about tax savings and
the technical aspects of gifts.
Instead, combine the emotional appeal of your mission with the
impact the donor’s gift can make, and you will have a winning
formula.”
- Phyllis Freedman, “Planned Giving Blogger”
July 20, 2010
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13. Focus Future
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14. Focus Future
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15. Focus Future
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16. Focus Future
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17. Value of Planned Gift to Donors
• Opportunity to make a larger gift
• Avoid capital-gains tax
• Retain individual income
• Convert a highly appreciated asset
• Set value of assets for tax purposes
• Cut taxes on transfer of owned business
• Pass assets to heirs and/or NPO
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18. Types of Givers
• Impulsive
• Habitual
• Careful
• Thoughtful
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19. Align Expectations and Efforts
• 100-day plan to
execution
• Personal engagement
(board trustees, CEO,
advancement)
• Initial 5 to 7 year
commitment
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20. 100-day Plan to Execution
1. Return on Investment (R.O.I.)
2. Task force for planned gifts
3. Policy for gift acceptance
4. Actions for planned giving team
5. Highest potential planned givers identified
6. Schedule visits for engagement
7. Follow-through benchmarked to best practice
Commence initial execution and engagement for results.
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21. Measure R.O.I. Benchmarks
1. Strategy
How well matched: stakeholder
values/mission
2. Operations
What pace: discovery, engagement, asking
3. Behavior
What priority: on big opportunities
Goal
Build capacity of each Planned Giving Officer
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22. Capacity per Planned Giving Officer
• Make/coordinate minimum 5 visits per week, in year-1
• By year-3, some closures on planned gift instruments
• Within 5-7 years, planned gifts may provide income
• Some estimate planned gifts at 10 times what’s notified
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23. 1. Planned Gifts Task Force
Purpose: identify and help engage new potential donors
– understood limited term > “thanks” > new blood
Good leadership – succession, mix board trustees and peers
– Diversity of background, sex, occupation, geography, etc (“right”
people)
Action meetings/agenda/minutes
– Strong staff support
– Invited, informed, involved and thanked
– Interesting meetings
(pre-planning with chair, solicitation materials)
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24. NPO Stakeholders
Board
•Network
NPO Family Previously
• Management Involved
• Staff • Board
• Clients • Staff etc
• Patients • Clients
• Students • Contacts
• Parents • Professions
Community Affiliates
• On/Near Site
• Any who value services
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25. Discover Planned Gift Potential
“Easiest gift to make…”
• Engage planned gifts task force at board-level
• Gather information from members of institution
• Mine institution’s database
• Showcase benefits from planned gifts
• Frequent news items/newsletters/updates
• Information seminars on planned giving
• Inform financial/legal professionals
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26. 2. Build Relationship for Change
Discover
who
cares
Partner Engage
for
remedy CEO
Share
Suggest
interests
options
& values
Listen
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27. Most Effective Communication
Personal visits by
1. board-level peer
2. CEO
3. advancement professional
Additional visits by board member/CEO/professional
Each followed by a personal
1. letter (with visit/telephone follow-up)
2. phone call, with brief follow-up letter
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28. 3. Marketing Support
1. Brochure/web
– How to make planned gift to NPO
2. Word-of-mouth, viral
– Launch and repetition: “NPO accepts planned gifts/how”
3. NPO web/publications/mailings
– Advertise: “Photo + 50-150 word stories on who benefits”
4. Community affiliates/community news
– For information: “Photo + 250 word story on who benefits”
5. Estate, wealth management sessions
– Specialist information offered by NPO
6. NPO planned giving newsletter
7. Media-worthy stories
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29. Marketing Support/2
One well-briefed
NPO point-of-contact
for
Planned Giving inquiries
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30. Overview Planned Gift Vehicles*
Planned Gift Charitable Deferred Charitable Grantor Lead Retained Life
Gift Charitable Remainder Annuity Estate
Elements Gift Annuity Trust Trust
Annuity
Income No more than No more than One or more NPO None
Beneficiary 2 individuals 2 individuals individuals
Holds Remainder NPO NPO NPO Donor NPO
Rate of Return Funct. Age/# Funct. Age/# Min. of 5% Variable Not Applicable
beneficiaries beneficiaries market value
Payments to Fixed amount Fixed, deferred Fixed Fixed amount None
Beneficiary payment percentage
Term Life income Life income Life inc. ben… Life/spec. term Life of spouses
Federal Taxation Portion Portion Inc. tax-free… May be... Appraise value
State/City Tax Varies Varies Varies Varies Varies
Rec. Min. Gift $10,000 $10,000 $100,000 Open Personal Res…
Accepted Assets Cash/stock Cash/stock Cash/stock… Cash/other… Real Estate
Rec. Min. Age of 65 35 60 No minimum To set
Beneficiary
• For Example Only: obtain advice from qualified
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lawyers on all details

31. Comparison of Options
Computer simulations available
to project examples, based on
variables of age, asset base,
percentage returns (where applicable)…etc.
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32. Inform Legal/Finance Professionals
Keep interaction based on “information-only”
• Lunch/breakfast briefing about NPO (on-site)
– Tour examples of how bring benefit
– NPO planned giving materials
Presented by CEO
• Visits/mailings: NPO planned giving materials
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33. Estate/Tax Planning Update
• Seminar on ways to
– Reduce taxes on income, capital gains and estates
– Use a trust to control assets and pass assets to heirs
– Plan a financially secure retirement
– Bypass capital gains taxes on stocks, real estate etc.
– Plan gift arrangements to maximize your estate and family
inheritance
Presented by qualified (institutional) lawyer… free
… no solicitation
© Executive Institutional Advancement Exchange LLC 2010
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34. Family Wealth Management
• (Live-in) Workshop(s) on ways to
– Sustain philanthropic intent of parents/grandparents
– Use various trusts to save income, gift and estate taxes
– Provide for children’s or grandchildren’s education/future
– Obtain valuable tax and other financial benefits from gifts
– Plan for IRA distributions and beneficiary arrangements
– Establish or maintain family foundation
Conducted by NPOs professionals, with qualified
(institutional) lawyers/financial planners… free
… no solicitation
© Executive Institutional Advancement Exchange LLC 2010
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35. 100-day Plan to Execution
1. Expect R.O.I.
2. Planned gift task force
3. Gift acceptance policy
4. Agree team actions
5. Identify high potential
6. Schedule visits
7. Follow-through benchmarked
to best practice
…Secure initial results
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36. Suggested Reading
Philip S. Brain Jr., “Establishing a Planned Giving Program” in Henry A. Rosso, Achieving
Excellence in Fund Raising, San Francisco: Jossey-Bass, 1991
Rod Miller, “Beyond Benchmarking Institutional Advancement: Jump-Start to Fund
Raising Excellence” in D. Cushman and S. King (Eds), Excellence in Communicating
Organizational Strategy, Albany, NY: The State University of New York Press, 2001
(Sample on-line via GOOGLE)
Gerard M. Condon, Esq and Jeffrey L. Condon, Esq, Beyond the Grave: the right way
and the wrong way of leaving money to your children (and others), New York, Harper,
2001 © Executive Institutional Advancement Exchange LLC 2010
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and register at
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Chris Dumas
Chris@NonprofitWebinars.com
707-812-1234
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