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PG & SoMe:
Planned Giving & Social Media
NextGen:Charity 2010
delivered by
Tony Martignetti, Esq.
Martignetti Planned Giving Advisors, LLC
November 19, 2010
@TonyMartignetti #NextGen10
http://www.mpgadv.com 2
Where Weʼre Headed
• What is Planned Giving
• Why is it important
• How is Planned Giving done
• Who are the best prospects
• Traditional prospect outreach
• Using social media properties
• Continuing Ed.
@TonyMartignetti #NextGen10
http://www.mpgadv.com 3
What is Planned Giving
A method of charitable giving that involves
the donorʼs consideration of their
retirement plan and family estate plan,
and
Usually (not always) accrues cash to a
non-profit at the donorʼs death
@TonyMartignetti #NextGen10
http://www.mpgadv.com 4
Why Is Planned Giving
Important
• Build endowment
• Help through next recession
• Lifetime relationships
• Welcome those with modest incomes
• Your competitors are asking
@TonyMartignetti #NextGen10
http://www.mpgadv.com 5
How is Planned Giving Done
• Revocable gifts (your donors can take them back)
-- very valuable to your program
-- Charitable bequests
-- Living trusts
-- Beneficiary designations
• Irrevocable gifts
@TonyMartignetti #NextGen10
http://www.mpgadv.com 6
Charitable Bequests
• Not hard to do
• Except, unlikely youʼll be told
• Xcellent for people of modest means
• Tax deduction for estate doesnʼt matter
• Gain cash, property, anything of value
• Even though revocable, valuable
• Not necessarily small if “residual”
@TonyMartignetti #NextGen10
http://www.mpgadv.com 7
Living Trusts
• Check your checks
“revocable living trust” “living trust” “revocable trust” “trustee”
• Help donor make you remainder beneficiary
• A way to avoid probate
• Received at death
• I see easy transfer to you
• True, no deduction doesnʼt matter
• You get trust remainder quickly
@TonyMartignetti #NextGen10
http://www.mpgadv.com 8
Beneficiary Designations
• Life Insurance
• Retirement plans
-- IRA, 401(k), 403(b), Small Employer
Pension (SEP), SIMPLE IRA
• Commercial annuities
• Bank and brokerage accounts
• Any asset with a beneficiary designation
@TonyMartignetti #NextGen10
http://www.mpgadv.com 9
Where We Are
• What is Planned Giving
• How is Planned Giving done
Revocable gifts
Irrevocable gifts
pay life income
@TonyMartignetti #NextGen10
http://www.mpgadv.com 10
Irrevocable Gifts That Pay Life
Income
Donor
donorʼs
death
nonprofit
lifetime income
cash, stock,
real estate
planned
gift
@TonyMartignetti #NextGen10
http://www.mpgadv.com 11
The Life Income Gifts
(a/k/a love those acronyms)
• Charitable Remainder Annuity Trust (CRAT)
-- fixed income for life
• Charitable Remainder Unitrust (CRUT)
-- variable income for life
• Charitable Gift Annuity (CGA)
-- fixed income for life
-- lower minimum gift than charitable trusts
@TonyMartignetti #NextGen10
http://www.mpgadv.com 12
Charitable Remainder Trusts
• Income tax charitable deduction when trust created
• Typical is husband & wife getting income
-- “income beneficiaries”
• You are remainder beneficiary
• One trust can benefit multiple nonprofits
-- “Iʼd like to help you but I have other charities I support”
-- “You can help us all”
• Hard to do for less than $100,000
@TonyMartignetti #NextGen10
http://www.mpgadv.com 13
Charitable Gift Annuity
• Fixed income for life to 2 “annuitants”
• Typical is husband and wife
• Income tax charitable deduction
• At death of annuitant(s), whatʼs left is a gift to one
nonprofit
• Substantial web of state regulation for approval,
especially in CA, NJ & NY
@TonyMartignetti #NextGen10
http://www.mpgadv.com 14
Where We Are
• What is Planned Giving
• How is Planned Giving done
Revocable gifts
Irrevocable gifts
pay life income
donʼt pay life income
@TonyMartignetti #NextGen10
http://www.mpgadv.com 15
Irrevocable Gifts That Donʼt Pay
Life Income
• Life insurance ownership
• Retained Life Estate
• Charitable Lead Trust
@TonyMartignetti #NextGen10
http://www.mpgadv.com 16
Life Insurance Ownership-
Nonprofit Owns Policy
• Charitable deduction
-- your donor loves you
• An increase in your net assets
--cash surrender value
-- your CFO loves you
@TonyMartignetti #NextGen10
http://www.mpgadv.com 17
Retained Life Estate
• Not just primary residence
• Expiration, then transfer by deed to nonprofit
• Wave bye-bye “remainder interest”
• Yet retain “life interest”
• Or, a/k/a Life Estate
• Report upfront, immediate deduction
• Keeps donor paying taxes, maintenance, insurance,
repairs
@TonyMartignetti #NextGen10
http://www.mpgadv.com 18
Charitable Lead Trust
Model: Donor
2- income
for
period of years
Nonprofit
3- close of trust
1- cash, stock,
real estate
Lead
Trust
Heirs
@TonyMartignetti #NextGen10
http://www.mpgadv.com 19
Where We Are
• What is Planned Giving
• Why is it important
• How is Planned Giving done
Revocable gifts
Irrevocable gifts
pay life income
donʼt pay life income
• Who are the best prospects
@TonyMartignetti #NextGen10
http://www.mpgadv.com 20
Who Are The Best Prospects-
Where To Look
• Board, for leadership gifts
• Other current donors
• Exclude events & last yearʼs dinner honoree
(unless committed)
@TonyMartignetti #NextGen10
http://www.mpgadv.com 21
Who Are The Best Prospects
• Age 60 and over
• Consistent donors (they love your work)
-- Ignore gift size
• Any income & asset level
• May need income supplement
• Single, female, widowed, heirless (ideal)
• Women outlive men; critical to Planned Giving
@TonyMartignetti #NextGen10
http://www.mpgadv.com 22
This Sickens Me
“A few female friends and I have let it be known to some of the nonprofit organizations
we support financially that we would like to explore planned giving options that
include their charity. None of the three organizations I mentioned this to have
followed up with me...my women friends have had similar experiences. And each
time I share the story at a fundraising training I collect another example of a
woman who has dropped hints, left messages, sent emails or boldly said
something about estate planning & planned giving and they've been ignored or
forgotten.
“The age group I'm referring to is mid-40's to mid-60's. We have disposable income
now but will have more to share later. Some of us don't have children to leave our
assets to and others of us simply want to leave a legacy gift in addition to anything
we'll do for our families.”
@TonyMartignetti #NextGen10
http://www.mpgadv.com 23
Where We Are
• What is Planned Giving
• Why is it important
• How is Planned Giving done
Revocable gifts
Irrevocable gifts
pay life income
donʼt pay life income
• Who are the best prospects
• Traditional prospect outreach
• Using social media properties
@TonyMartignetti #NextGen10
http://www.mpgadv.com 24
Traditional Prospect Outreach
• Personalized direct mail
• Publications
• Face-to-face meetings
• Seminars
• Events
• Board meetings
• Web
• ALL relevant & integrated with social media work
@TonyMartignetti #NextGen10
http://www.mpgadv.com 25
Using Social Media Properties
• Penetration 20% among 60+
--rising at steep, increasing rate
• Email most common & comfortable
• Facebook most common property
-- the kids & grandkids
• Grave privacy concerns
-- Liking; chat; external sites
@TonyMartignetti #NextGen10
http://www.mpgadv.com 26
Using Social Media Properties
“Social media, done well,
strengthens the bond between the
nonprofit and its constituents.”
(Nonprofits and Social Media Ain't Optional
http://www.ventureneer.com)
@TonyMartignetti #NextGen10
http://www.mpgadv.com 27
Using Social Media Properties
That leaves you with:
Willing but skeptical novices
Fish where the fish are
Bait with what they like to eat
@TonyMartignetti #NextGen10
http://www.mpgadv.com 28
Using Social Media Properties
• Concerns about identity theft
-- Physical address, every page
-- Contact: phone number with name and
dept.
• Concerns about ease of use
-- Make the font larger and have easy page mods
-- Make it clear and easy
@TonyMartignetti #NextGen10
http://www.mpgadv.com 29
Using Social Media Properties
The Basics Still Apply
-- Strategize & understand
-- Listen to communities online & off
- health care; finance; taxes;retirement;
politics
-- Communicate--Try & fail
-- Measure
--views, hits, followers, downloads, where
from, where to; not money
@TonyMartignetti #NextGen10
http://www.mpgadv.com 30
Using Social Media Properties
The Big Four
Facebook
YouTube
Twitter
LinkedIn
(last two probably not big, but their influencers will be there.)
Don't forget old-fashioned email
@TonyMartignetti #NextGen10
http://www.mpgadv.com 31
Using Social Media Properties
Multi-channel conversation
Social media best when reinforced by offline prompting and
branding
Consistent messages across channels
Relationship precedes call to action
@TonyMartignetti #NextGen10
http://www.mpgadv.com 32
Using Social Media Properties
Plan & strategize about meeting your constituents online,
the same way you strategize around in-person cultivation
Aggregated for most
Tailored for a few
@TonyMartignetti #NextGen10
http://www.mpgadv.com 33
Continuing Ed.
• Blog: http://www.mpgadv.com
• Tony Martignetti Nonprofit Radio: FB
• The Martignetti Report enewsletter
-- leave a biz card
• Twitter; LinkedIn
• “Planned Giving Simplified” by Robert Sharpe, Wiley publ.
• http://www.ventureneer.com/
• http://www.whatgives.com/
• http://www.socialmediaexaminer.com/

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Planned Giving and Social Media - NextGen: Charity 2010 Workshop Presentation

  • 1. PG & SoMe: Planned Giving & Social Media NextGen:Charity 2010 delivered by Tony Martignetti, Esq. Martignetti Planned Giving Advisors, LLC November 19, 2010
  • 2. @TonyMartignetti #NextGen10 http://www.mpgadv.com 2 Where Weʼre Headed • What is Planned Giving • Why is it important • How is Planned Giving done • Who are the best prospects • Traditional prospect outreach • Using social media properties • Continuing Ed.
  • 3. @TonyMartignetti #NextGen10 http://www.mpgadv.com 3 What is Planned Giving A method of charitable giving that involves the donorʼs consideration of their retirement plan and family estate plan, and Usually (not always) accrues cash to a non-profit at the donorʼs death
  • 4. @TonyMartignetti #NextGen10 http://www.mpgadv.com 4 Why Is Planned Giving Important • Build endowment • Help through next recession • Lifetime relationships • Welcome those with modest incomes • Your competitors are asking
  • 5. @TonyMartignetti #NextGen10 http://www.mpgadv.com 5 How is Planned Giving Done • Revocable gifts (your donors can take them back) -- very valuable to your program -- Charitable bequests -- Living trusts -- Beneficiary designations • Irrevocable gifts
  • 6. @TonyMartignetti #NextGen10 http://www.mpgadv.com 6 Charitable Bequests • Not hard to do • Except, unlikely youʼll be told • Xcellent for people of modest means • Tax deduction for estate doesnʼt matter • Gain cash, property, anything of value • Even though revocable, valuable • Not necessarily small if “residual”
  • 7. @TonyMartignetti #NextGen10 http://www.mpgadv.com 7 Living Trusts • Check your checks “revocable living trust” “living trust” “revocable trust” “trustee” • Help donor make you remainder beneficiary • A way to avoid probate • Received at death • I see easy transfer to you • True, no deduction doesnʼt matter • You get trust remainder quickly
  • 8. @TonyMartignetti #NextGen10 http://www.mpgadv.com 8 Beneficiary Designations • Life Insurance • Retirement plans -- IRA, 401(k), 403(b), Small Employer Pension (SEP), SIMPLE IRA • Commercial annuities • Bank and brokerage accounts • Any asset with a beneficiary designation
  • 9. @TonyMartignetti #NextGen10 http://www.mpgadv.com 9 Where We Are • What is Planned Giving • How is Planned Giving done Revocable gifts Irrevocable gifts pay life income
  • 10. @TonyMartignetti #NextGen10 http://www.mpgadv.com 10 Irrevocable Gifts That Pay Life Income Donor donorʼs death nonprofit lifetime income cash, stock, real estate planned gift
  • 11. @TonyMartignetti #NextGen10 http://www.mpgadv.com 11 The Life Income Gifts (a/k/a love those acronyms) • Charitable Remainder Annuity Trust (CRAT) -- fixed income for life • Charitable Remainder Unitrust (CRUT) -- variable income for life • Charitable Gift Annuity (CGA) -- fixed income for life -- lower minimum gift than charitable trusts
  • 12. @TonyMartignetti #NextGen10 http://www.mpgadv.com 12 Charitable Remainder Trusts • Income tax charitable deduction when trust created • Typical is husband & wife getting income -- “income beneficiaries” • You are remainder beneficiary • One trust can benefit multiple nonprofits -- “Iʼd like to help you but I have other charities I support” -- “You can help us all” • Hard to do for less than $100,000
  • 13. @TonyMartignetti #NextGen10 http://www.mpgadv.com 13 Charitable Gift Annuity • Fixed income for life to 2 “annuitants” • Typical is husband and wife • Income tax charitable deduction • At death of annuitant(s), whatʼs left is a gift to one nonprofit • Substantial web of state regulation for approval, especially in CA, NJ & NY
  • 14. @TonyMartignetti #NextGen10 http://www.mpgadv.com 14 Where We Are • What is Planned Giving • How is Planned Giving done Revocable gifts Irrevocable gifts pay life income donʼt pay life income
  • 15. @TonyMartignetti #NextGen10 http://www.mpgadv.com 15 Irrevocable Gifts That Donʼt Pay Life Income • Life insurance ownership • Retained Life Estate • Charitable Lead Trust
  • 16. @TonyMartignetti #NextGen10 http://www.mpgadv.com 16 Life Insurance Ownership- Nonprofit Owns Policy • Charitable deduction -- your donor loves you • An increase in your net assets --cash surrender value -- your CFO loves you
  • 17. @TonyMartignetti #NextGen10 http://www.mpgadv.com 17 Retained Life Estate • Not just primary residence • Expiration, then transfer by deed to nonprofit • Wave bye-bye “remainder interest” • Yet retain “life interest” • Or, a/k/a Life Estate • Report upfront, immediate deduction • Keeps donor paying taxes, maintenance, insurance, repairs
  • 18. @TonyMartignetti #NextGen10 http://www.mpgadv.com 18 Charitable Lead Trust Model: Donor 2- income for period of years Nonprofit 3- close of trust 1- cash, stock, real estate Lead Trust Heirs
  • 19. @TonyMartignetti #NextGen10 http://www.mpgadv.com 19 Where We Are • What is Planned Giving • Why is it important • How is Planned Giving done Revocable gifts Irrevocable gifts pay life income donʼt pay life income • Who are the best prospects
  • 20. @TonyMartignetti #NextGen10 http://www.mpgadv.com 20 Who Are The Best Prospects- Where To Look • Board, for leadership gifts • Other current donors • Exclude events & last yearʼs dinner honoree (unless committed)
  • 21. @TonyMartignetti #NextGen10 http://www.mpgadv.com 21 Who Are The Best Prospects • Age 60 and over • Consistent donors (they love your work) -- Ignore gift size • Any income & asset level • May need income supplement • Single, female, widowed, heirless (ideal) • Women outlive men; critical to Planned Giving
  • 22. @TonyMartignetti #NextGen10 http://www.mpgadv.com 22 This Sickens Me “A few female friends and I have let it be known to some of the nonprofit organizations we support financially that we would like to explore planned giving options that include their charity. None of the three organizations I mentioned this to have followed up with me...my women friends have had similar experiences. And each time I share the story at a fundraising training I collect another example of a woman who has dropped hints, left messages, sent emails or boldly said something about estate planning & planned giving and they've been ignored or forgotten. “The age group I'm referring to is mid-40's to mid-60's. We have disposable income now but will have more to share later. Some of us don't have children to leave our assets to and others of us simply want to leave a legacy gift in addition to anything we'll do for our families.”
  • 23. @TonyMartignetti #NextGen10 http://www.mpgadv.com 23 Where We Are • What is Planned Giving • Why is it important • How is Planned Giving done Revocable gifts Irrevocable gifts pay life income donʼt pay life income • Who are the best prospects • Traditional prospect outreach • Using social media properties
  • 24. @TonyMartignetti #NextGen10 http://www.mpgadv.com 24 Traditional Prospect Outreach • Personalized direct mail • Publications • Face-to-face meetings • Seminars • Events • Board meetings • Web • ALL relevant & integrated with social media work
  • 25. @TonyMartignetti #NextGen10 http://www.mpgadv.com 25 Using Social Media Properties • Penetration 20% among 60+ --rising at steep, increasing rate • Email most common & comfortable • Facebook most common property -- the kids & grandkids • Grave privacy concerns -- Liking; chat; external sites
  • 26. @TonyMartignetti #NextGen10 http://www.mpgadv.com 26 Using Social Media Properties “Social media, done well, strengthens the bond between the nonprofit and its constituents.” (Nonprofits and Social Media Ain't Optional http://www.ventureneer.com)
  • 27. @TonyMartignetti #NextGen10 http://www.mpgadv.com 27 Using Social Media Properties That leaves you with: Willing but skeptical novices Fish where the fish are Bait with what they like to eat
  • 28. @TonyMartignetti #NextGen10 http://www.mpgadv.com 28 Using Social Media Properties • Concerns about identity theft -- Physical address, every page -- Contact: phone number with name and dept. • Concerns about ease of use -- Make the font larger and have easy page mods -- Make it clear and easy
  • 29. @TonyMartignetti #NextGen10 http://www.mpgadv.com 29 Using Social Media Properties The Basics Still Apply -- Strategize & understand -- Listen to communities online & off - health care; finance; taxes;retirement; politics -- Communicate--Try & fail -- Measure --views, hits, followers, downloads, where from, where to; not money
  • 30. @TonyMartignetti #NextGen10 http://www.mpgadv.com 30 Using Social Media Properties The Big Four Facebook YouTube Twitter LinkedIn (last two probably not big, but their influencers will be there.) Don't forget old-fashioned email
  • 31. @TonyMartignetti #NextGen10 http://www.mpgadv.com 31 Using Social Media Properties Multi-channel conversation Social media best when reinforced by offline prompting and branding Consistent messages across channels Relationship precedes call to action
  • 32. @TonyMartignetti #NextGen10 http://www.mpgadv.com 32 Using Social Media Properties Plan & strategize about meeting your constituents online, the same way you strategize around in-person cultivation Aggregated for most Tailored for a few
  • 33. @TonyMartignetti #NextGen10 http://www.mpgadv.com 33 Continuing Ed. • Blog: http://www.mpgadv.com • Tony Martignetti Nonprofit Radio: FB • The Martignetti Report enewsletter -- leave a biz card • Twitter; LinkedIn • “Planned Giving Simplified” by Robert Sharpe, Wiley publ. • http://www.ventureneer.com/ • http://www.whatgives.com/ • http://www.socialmediaexaminer.com/