The document emphasizes the importance of planned giving for nonprofits, highlighting its projected growth and potential impact on securing future support. It provides guidance on how organizations can encourage donors to consider legacy gifts and how to effectively communicate planned giving options. Additionally, it includes practical tips on messaging, donor stories, and the process of asking for these contributions.

1. WELCOME INSIDERS!
www.pgagency.com/gailperryinsiders

2. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
www.pgagency.com
About Claire &

3. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
Planned Giving for All!

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SHE’S YOUR DONOR.
MEET MELINDA
She makes regular gifts
She cares deeply
about the cause
She can help secure the future
of your nonprofit! How?

5. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
With a Legacy gift.
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BASICS
PLANNED GIVING

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Planned giJs represent 9%
of all donaNons in 2016
2016
2030
Planned giJs are projected to be
20% of all donaNons by 2030
9%
20%
Charitable bequests will double in
the next 20 years.

8. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
Why? $6 Trillion in charitable
bequests from baby boomers.
$56T
$36T
$27T
$5.6T
EsNmated transfer of wealth from boomers
between 2007 and 2061
Bequests to Heirs
Bequests to chariNes (Includes $20.6T in life9me giving)
Federal estate taxes

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Charitable bequests =
3x bigger than total
lifetime giving.

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BEQUESTS IN A WILL OR TRUST

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RETIREMENT PLAN GIFTS

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LIFE INSURANCE GIFTS

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PLANNED GIFTS
ARE PEOPLE GIFTS
PEOPLE LIKE MELINDA

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Right now, some of your donors are
considering making charitable
planned gifts. These gifts can
transform lives in our community.

15. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
But how do you
start asking for
these gifts?
You just do.
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In person, and in your marke9ng
and communica9ons.
There are many simple ways
to encourage planned gi=s.
You don’t need to be an
expert or understand tax laws.
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MESSAGING, MARKETING
& COMMUNICATIONS

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PLANNED GIVING
MESSAGING, MARKETING & COMMUNICATIONS
What do your people see?

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1
Your back end
THE TWO BASICS
EssenNal Messaging in ExisNng
CommunicaNons
2

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An Advisor page on
your website?
A basic leave-behind about
planned gifts?
Do you have…

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1
WHAT TO
ADVISOR PAGE
PUT ON YOUR
2
3
4
Legal Name & Address
Tax ID
Sample Bequest Language
Contact Info for Person to Call
www.YourNonprofit.org/plannedgiving

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WHAT TO
LEAVE-BEHIND
PUT ON YOUR 2
3
Legal Name & Address
Tax ID
Sample Bequest Language
Contact Info for Person to Call4
1
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ESSENTIAL MESSAGING
IN EXISTING COMMUNICATIONS
NewsleCers, buckslips, annual
report, social media, signs at
events, etc.
What to say???

24. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
Our Advisor Page has suggested bequest language
for your will or trust and all the charitable planning
informaRon your advisor needs.
AAnimallRescue.org/Advisors
Thank you!
Kathy Campbell, Director
900-000-1234 Campbell@aanimallrescue.org
Ready to update your estate plans?
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Please let me know, even if you wish your gi[
remain anonymous. It’s important your bequest is
worded correctly.
AAnimallrescue.org/PlannedGiving
Thank you!
Kathy Campbell, Director
900-000-1234 Campbell@AAnimallrescue.org
Is Animal Rescue named in your will?
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26. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
You can even put your URL on
the back of a business card!
AAnimallRescue.org/Advisors
How handy!w w w. p g a g e n c y. c o m / g a i l p e r r y i n s i d e r s

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Your Organiza7on
is available to
accept bequests.
People name your
organiza7on in
their plans.
You organiza7on
is “businesslike”
WHAT DO THESE MESSAGES CONVEY?
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When Melinda
names a charity
in her will, she
want’s to know
it’s going to be
around for a
long time. This is
her Legacy.
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BEYOND THE BASICS
Donor stories are IT!

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27%
85%
36%

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Why are donor stories IT?
They communicate key
planned giving themes.

33. Key
planned
giving
themes
Social norm
(he did this, I could, too)
PracNcality and Pride
Confidence in your
OrganizaNon’s stability
How to take the next step
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34. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
Newsleker
E-NewsleCer
Social Media
Ways-to-Give Guide
Basis of a Peer Leker
Basis of a PR Effort
Where to
put the
story

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Your donor has a
great charitable
story to tell.

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It’s about why
she cares - not
about how your
nonprofit serves
its mission.

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Stick to the heart of
the story, listen for
a few great quotes
and keep your story
very brief.

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Your goal is to draw attention to
key philanthropy messages and the
all-important “call to action.”

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Here are the important elements
of a donor profile…
PHOTO: A high-quality, relevant photo helps tell your story!
QUOTE Quotes are heardelt comments that add meaning, color and context.
Surprising headlines draw in your reader and promote
your philanthropy message.
HEADLINE (Tip: “Donor Story” isn’t a headline.)
Feature a specific call to action. Consider using a question, which is more engaging.
CALL TO ACTION

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DONOR STORY DO’S & DONT’S

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Do feature your
“everyday philanthropist!”

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A retired teacher or
nurse is a good choice
for a profile because
they’re relatable.

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A wealthy donor may say
“just don’t make me look rich.”
Refer to them as a “retired
businessman” or don’t mention
their occupation.

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Don’t gush
about the person!

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You may be tempted to say
glorious things, but referring to
your donor as a “community
leader who sits on many boards,”
sounds boastful.

46. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
Most people are modest,
so don’t create content
your donor may be
embarrassed to share.

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Do listen closely,
and note the good stuff!

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When interviewing a donor,
listen with your emotions.

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If the person says something that
makes you smile, laugh or moves you -
that’s probably a good quote.

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Write light,
bright & tight!

51. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
Your readers can tune out
at any moment, so write in
a one-on-one, engaging and
conversational style.

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Keep it short by losing
flowery descriptions.
Use single words instead of
phrases. “Ahead of schedule” is just
a longer way of saying “early.”

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Public Relations idea for you…

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Make this into a sign,
put it in your lobby and take it to events.
At your event, have
cupcakes, freebies and
planned giving information.

56. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
LEGACY
SOCIETIES

57. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
In person
communications
AKA “the ask”
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Asking doesn’t have to be…

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- Scary!

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Asking isn’t necessarily “Asking.”
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61. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
Asking can be…
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62. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
Listening

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Seeking advice

64. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
Starting a
Conversation
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65. w w w. p g a g e n c y. c o m /g a i l p e r r y i n s i d e r s
Chatting
about
something
new

66. Right now, your donors are ready
to make the gift of a lifetime.
Are you ready?
www.pgagency.com/gailperryinsiders
info@pgagency.com