LEAVE A LEGACY Québec And your legacy! What will it be? Action Plan 2010 LEAVE A LEGACY TM Québec , is comprised of 163 charitable organizations that support its mission which is to encourage the population of Quebec to make a planned gift to one or more charities via their fiscal, financial or estate planning. 1
A Word From the Organizing Committee We are particularly proud of our program’s accomplishments this year. In 2009 alone, we saw the launch of a new advertisement, a more aggressive media plan, two radio campaigns and a new bilingual Web site. 2010 promises to be just as interesting and diversified. Many thanks to our partners who make the execution of our annual plan possible, to the volunteers on the organizing committee for their judicious advice and to those on the recruiting committee for their unfailing commitment. Lucille Grimard President 2
Program Objectives and Targets Create awareness and promote planned gifts , notably amongst people aged 35 to 49 years old, as well as people 50 years and over; Offer partner organizations support in promoting planned gifts in order to allow them to reach the greatest number of donors and encourage new organizations to join the program; Convince professionals working in the financial, tax or legal field to recommend planned gifts to their clients. 3
Communication Strategy 2010 Increase awareness and visibility of planned gifts: Continue using the new publicity with different celebrities and place advertisements and columns in print media targeted according to their clientele and their scope; Produce two radio campaigns : one in May and one in November in the greater Montreal and Quebec areas. Evaluate the impact of our message using this media and produce another message if needed. Include an English station in these two campaigns and produce the appropriate message; Follow-up with contacts in order to access a network of regional media for our advertisements; Maintain press relations with national and regional media. 4
Communication Strategy 2010 Promote organizations, carry out support activities and communication tools: maintain an informative and dynamic Web site; produce and distribute an annual directory of partners; revise brochures intended for donors; serve our clients through the 1-888 number. Encourage networking through conference activities: invite partners to all conferences of the Round Table of Metropolitan Montreal (CAGP TM ). 5
Communication Strategy 2010 Collaborate with professional associations: renew partnerships with the Chambre des notaires , the Chambre de la sécurité financière and the Ordre des comptables agréés ; distribute the directory of partner organizations; place our advertisement in L’Entracte (newspaper of the Chambre des notaires du Québec); place an article or advertisement in the journal of the Chambre de la sécurité financière; maintain and promote the section of the Web site for professionals. 6
Financial Contribution of Organizations Category Amount Benefactor $5,000 Friend $2,500 Platinum $1,000 Gold $500 Silver $325 7
2010 Exposure Plan by Category Benefactor Friend Platinum Gold Silver Advantages $5,000 $2,500 $1,000 $500 $325 Yes Testimonial of one of your donors on our Web site and in the press kit. Name of your organization mentioned as an example in the Yes infomercials or editorials. A thank-you message to the friends and benefactors in the Directory Yes Yes of partner organizations. Yes Yes Name of your organization and resource person in all advertisements in the magazines Le Bel Âge, Virage and Senior Times. Name of your organization in the advertisement of the newspapers Yes Yes Yes Les Affaires and the Journal du Bel Âge. Name of your organization in all advertisements placed in daily Yes Yes Yes newspapers. Name of your organization in the advertisements placed in the three Yes Yes Yes Yes national dailies. Name of your organization on our Web site with a hyperlink to yours. Yes Yes Yes Yes Yes Information sheet on your organization in the Directory of partner Yes Yes Yes Yes Yes organizations. Yes Yes Yes Yes Yes Information on conferences that deal with planned gifts. Free directories. 50 25 10 5 2 Additional pamphlets and bookmarks at cost. Yes Yes Yes Yes Yes 8
Exposure Plan for Partners Benefactors ($5,000) Friends ($2,500) Name of your organization in editorials or Name of your organization in all printed infomercials advertisements in magazines (Bel Âge, Virage, Senior Times) Name of your organization in all printed advertisements in magazines (Bel Âge, Virage, Name of your resource person in all Senior Times) advertisements published in these magazines Name of your resource person in all Name of your organization in all printed advertisements published in these magazines advertisements in the special sections of weeklies such as the one in Les Affaires and Name of your organization in all printed the Journal Bel Âge advertisements in the special sections of weeklies such as the one in Les Affaires and Name of your organization in all printed the Journal Bel Âge advertisements in the special sections of dailies Name of your organization in all printed Name of your organization on our Web site with advertisements in the special sections of dailies a hyperlink to yours A testimonial of one of your donors on the Web Invitation to all conferences of the Round Table site and in the press kit of Metropolitan Montreal Name of your organization on our Web site with Information on conferences that deal with a hyperlink to yours planned gifts Invitation to all conferences of the Round Table An information sheet on your organization in the of Metropolitan Montreal Directory of partner organizations An information sheet on your organization in the A thank-you message to friends in the Directory Directory of partner organizations of partner organizations A thank-you message to all benefactors in the 25 copies of the Directory of partner Directory of partner organizations organizations 50 copies of the Directory of partner Promotional and informative material at cost organizations Promotional and informative material at cost 9
Exposure Plan for Partners Platinum ($1,000) Gold ($500) Name of your organization in the advertisements Name of your organization in all printed placed in the three national dailies. ( La Presse, Le advertisements in the special sections of Devoir, The Gazette or Le Soleil ) weeklies such as the one in Les Affaires and Name of your organization on our Web site with a the Journal Bel Âge hyperlink to yours Name of your organization in all printed Invitation to all conferences of the Round Table of advertisements in the special sections of Metropolitan Montreal dailies Information on conferences dealing with planned gifts Name of your organization on our Web site with a hyperlink to yours An information sheet on your organization in the Directory of partner organizations Invitation to all conferences of the Round 5 copies of the Directory of partner organizations Table of Metropolitan Montreal Promotional and informative material at cost An information sheet on your organization in the Directory of partner organizations Silver ($325) 10 copies of the Directory of partner Name of your organization on our Web site with a organizations hyperlink to yours Promotional and informative material at cost Invitation to all conferences of the Round Table of Metropolitan Montreal An information sheet on your organization in the Directory of partner organizations 2 copies of the Directory of partner organizations Promotional and informative material at cost 10
And your legacy! What will it be? Activities for the Year 2009 11
French Media Campaign, a New Concept! The French media campaign was submitted by the students of the Societal Marketing Chair of the Université de Montréal and their professor Richard Leclerc. Based on the theme « Et vous, que laisserez-vous? », the French advertisement mentions important people who left their mark on Quebec’s history or who currently contribute to the improvement of society. Dr. Gilles Julien participated in the French media campaign as a volunteer in order to make our message better known to our target audience. In the fall, Dan Bigras joined our cause. 12
Media Campaign French campaign English campaign In 2010, the prominent figures will be: In 2010, we plan to adapt the French • Émile Nelligan, media concept in order to launch an • Lucille Teasdale, English version of the advertisement. • Félix Leclerc, • … 13
Printed media campaign Exposure in targeted media throughout the year: • Advertisements • Columns « Le don d’œuvres d’art » by François Lecompte, of Raymond Chabot Grant Thornton, « Léguer à un organisme » by Jean Valiquette, of Vallée & Valiquette, notaries • Editorials written by journalists
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