Claire Meyerhoff and Gail Perry present a Planned Giving Intensive to help you establish a constant flow of generous, bequest gifts to your nonprofit.

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?

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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.

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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.

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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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17. 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
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???

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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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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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29. 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
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.

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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!

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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

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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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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