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Integrating Major Gift & Planned Gift Programs

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Integrate a major gift program and a planned gift program for even greater success.

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Integrating Major Gift & Planned Gift Programs

  1. 1. Dana R. Todsen, ACFRE President Todsen & Associates, LLC Integrating Major & Planned Gift Programs into Your Campaign
  2. 4. Integrating Major & Planned Gift Programs into Your Campaign
  3. 5. <ul><li>Twelve firms studied the characteristics of 218 charitable donors. </li></ul><ul><li>Discretionary income >$1 million who had made gifts >$50,000. </li></ul>Integrating Major & Planned Gift Programs into Your Campaign
  4. 6. The Seven Typologies <ul><li>Communitarians : “Doing good makes good sense.” </li></ul><ul><ul><li>26% of givers. </li></ul></ul><ul><ul><li>Often local business owners. </li></ul></ul><ul><ul><li>Don’t just give, get involved. </li></ul></ul><ul><ul><li>Benefit is the network. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  5. 7. <ul><li>Devout : “Doing good is God’s will.” </li></ul><ul><ul><li>21% of givers. </li></ul></ul><ul><ul><li>Give 94% to churches. </li></ul></ul>The Seven Typologies Integrating Major & Planned Gift Programs into Your Campaign
  6. 8. <ul><li>Investor : “Doing good is good business.” </li></ul><ul><ul><li>15% of givers. </li></ul></ul><ul><ul><li>One eye on the cause, and one on taxes. </li></ul></ul><ul><ul><li>Give broadly. </li></ul></ul>The Seven Typologies Integrating Major & Planned Gift Programs into Your Campaign
  7. 9. The Seven Typologies <ul><li>The Socialite : “Doing Good is Fun.” </li></ul><ul><ul><li>11% of givers. </li></ul></ul><ul><ul><li>Enjoy social network. </li></ul></ul><ul><ul><li>Special events. </li></ul></ul><ul><ul><li>Not board members. </li></ul></ul><ul><ul><li>Give to arts and education. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  8. 10. <ul><li>Altruist : “Doing Good Feels Right” </li></ul><ul><ul><li>9% of givers. </li></ul></ul><ul><ul><li>The Selfless Donor. </li></ul></ul><ul><ul><li>Moral imperative. </li></ul></ul><ul><ul><li>Tend not to serve on boards. </li></ul></ul><ul><ul><li>Give more to social causes. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign The Seven Typologies
  9. 11. <ul><li>The Repayer : “Doing Good in Return” </li></ul><ul><ul><li>10% of givers. </li></ul></ul><ul><ul><li>Constituents first, donors second. </li></ul></ul><ul><ul><li>Have personally benefited. </li></ul></ul><ul><ul><li>Feel loyalty, obligation. </li></ul></ul><ul><ul><li>Give to hospitals, schools . </li></ul></ul>The Seven Typologies Integrating Major & Planned Gift Programs into Your Campaign
  10. 12. <ul><li>The Dynast : “Doing Good is a Family Tradition” </li></ul><ul><ul><li>8% of givers. </li></ul></ul><ul><ul><li>Inherited wealth. </li></ul></ul><ul><ul><li>Believe it is expected. </li></ul></ul><ul><ul><li>Variety of causes; each generation chooses its own. </li></ul></ul>The Seven Typologies Integrating Major & Planned Gift Programs into Your Campaign
  11. 13. Who will give to you?
  12. 14. Philanthropy Based in values Development Uncovers shared values Fund Raising Gives people opportunities to act on their values Kay Sprinkel Grace High Impact Philanthropy Integrating Major & Planned Gift Programs into Your Campaign
  13. 15. Transactional Bell Curve Traditional Method Kay Sprinkel Grace High Impact Philanthropy
  14. 16. Transformational Infinity Loop Kay Sprinkel Grace High Impact Philanthropy
  15. 17. Integrating Major & Planned Gift Programs into Your Campaign
  16. 18. Gift Pyramid Planned Gifts Major Gifts Annual Gifts Participation Active Involvement Increasing Commitment Long-term Investment Constituent or predisposed to the cause
  17. 19. Three Types of Organizational Gifts: Current/operational tied to calendar 100% asking Capital/project tied to special gifts 50% cultivation 50% asking Planned/ultimate tied to need of the individual 90% cultivation 10% asking Integrating Major & Planned Gift Programs into Your Campaign
  18. 20. Integrating Major & Planned Gift Programs into Your Campaign
  19. 21. <ul><ul><li>What is a Major Gift? </li></ul></ul><ul><ul><li>Each organization must define. </li></ul></ul><ul><ul><li>Best definition: “A stop and think about gift”. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  20. 22. <ul><ul><li>Major and Planned Gifts are Everything? </li></ul></ul><ul><ul><li>Gift tables are changing. </li></ul></ul><ul><ul><li>Donors are much more selective. </li></ul></ul><ul><ul><li>Constituency wants to do what they can. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  21. 23. <ul><ul><li>What is a Gift Table? </li></ul></ul><ul><ul><li>A standard of giving, the gift table is a concrete mathematical demonstration of the essential importance of major gifts to a successful capital campaign. </li></ul></ul><ul><ul><li>A tool representing gifts to date. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  22. 24. <ul><li>Why and When Should You Develop a Gift Table? </li></ul><ul><ul><li>Indicates number and size of gifts needed. </li></ul></ul><ul><ul><li>Test for leadership gifts needed. </li></ul></ul><ul><ul><li>Required for a feasibility study. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  23. 25. <ul><li>Why and When Should You Develop a Gift Table? </li></ul><ul><ul><li>Defines the goals that must be set. </li></ul></ul><ul><ul><li>Raises donors’ sights. </li></ul></ul><ul><ul><li>An essential management tool. </li></ul></ul><ul><ul><li>An evaluation tool. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  24. 26. <ul><li>Who Uses the Gift Table? </li></ul><ul><ul><li>Staff </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><ul><li>Management </li></ul></ul><ul><ul><li>Donors </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  25. 27. <ul><li>Standard of Giving in a Campaign: </li></ul><ul><ul><li>Top Gift: 10 - 15% of goal (minimum). </li></ul></ul><ul><ul><li>Top 12 - 15 Gifts: </li></ul></ul><ul><ul><ul><li>Equates to 40 - 50% of goal. </li></ul></ul></ul><ul><ul><li>Next 100 - 150 Gifts: </li></ul></ul><ul><ul><ul><li>An additional 35 - 40% of goal. </li></ul></ul></ul><ul><ul><li>Balance of Gifts: 10 - 15% of goal. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  26. 28. <ul><li>Rule of Thirds: </li></ul><ul><ul><li>One will give nothing. </li></ul></ul><ul><ul><li>One will give a token gift. </li></ul></ul><ul><ul><li>One will give what you ask. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  27. 29. <ul><li>Break Down the Campaign into Mini-Campaigns: </li></ul><ul><ul><li>Advance gifts. </li></ul></ul><ul><ul><li>Leadership gifts. </li></ul></ul><ul><ul><li>Major gifts. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  28. 30. <ul><li>What is a Planned Gift? </li></ul><ul><ul><li>Future gift. </li></ul></ul><ul><ul><li>Gifts requiring professional assistance: </li></ul></ul><ul><ul><li>Real Estate </li></ul></ul><ul><ul><li>Securities </li></ul></ul><ul><ul><li>Personal Property </li></ul></ul><ul><ul><li>Gift of assets rather than cash. </li></ul></ul><ul><ul><li>Estate gift. </li></ul></ul><ul><ul><li>Gift of accumulated wealth. </li></ul></ul>All of the above are major gifts! Integrating Major & Planned Gift Programs into Your Campaign
  29. 31. <ul><li>Planned Gifts Are Now More Important to Success: </li></ul><ul><ul><li>20 - 25% of goal. </li></ul></ul><ul><ul><li>Include endowment. </li></ul></ul><ul><ul><li>Recognize gifts in campaign. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  30. 32. <ul><li>Planned Giving Shouldn’t Be Optional: </li></ul><ul><ul><li>Enhances your program. </li></ul></ul><ul><ul><li>Allows you to serve a more sophisticated donor. </li></ul></ul><ul><ul><li>Provides long-term security. </li></ul></ul><ul><ul><li>Personal wealth growing rapidly. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  31. 33. <ul><li>Why We Should All Raise PGs </li></ul><ul><ul><li>May be the only way donor is able to make a major gift. </li></ul></ul><ul><ul><li>May be the only way donor is comfortable making a major gift. </li></ul></ul><ul><ul><li>A fundraiser who can’t recognize a PG prospect and close a gift is not doing all he/she can do for their organization. </li></ul></ul><ul><ul><li>A sustained effort brings a regular major gifts. </li></ul></ul>Integrating Major & Planned Gift Programs into Your Campaign
  32. 34. <ul><li>“ Planned Gifts that have been recorded for more than 3 years begin to mature at 10% to 12% annually.” </li></ul><ul><li>Ford-Thompson, 2006 </li></ul>Integrating Major & Planned Gift Programs into Your Campaign

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