Planned Giving THE MAKING A WHAT IS IT RESOURCES CHALLENGE PLAN - - PDF document

9/24/2018 1

Planned Giving

T h e B a s i c s

WHAT IS IT THE CHALLENGE MAKING A PLAN RESOURCES WHAT IS IT THE CHALLENGE MAKING A PLAN RESOURCES

Planned Giving What is it?

PLANNED GIVING

Home, 47% 2nd Home, 13% Furniture, 5% Checking, 1% Savings, 2% Investments, 3% IRA, 26% Cars, 3%

2016 Bequests = $31,760,000,000

How big is $30 Billion 108,843 Feet

9/24/2018 2 35,000 Feet

PCUSA = 360 Feet

PCUSA $102,000,000

108,843 Feet

ANNUAL GIVING PLANNED GIVIN ING & PLANNED GIVING ANNUAL GIVING (lifetime)

2.74X

Lifetime annual giving

Relative Size Planned Giving

Data from presentations by Russell James, Texas Tech University

5%

9.5%

…of Americans have a charitable estate plan. …of donors giving $500+/year have a charitable estate plan.

28%

…say they would consider a gift through their estate.

80%

…make gifts during their lifetime.

23%

are willing… but have not.

…relatively

UNTAPPED

…IMPROVE annual giving

…BIGGER

than imagined

2.74X

the size of lifetime gifts to the charity.

75%

average annual giving increase after adding charitable beneficiary to estate plan.

23%

are willing… but have not. PCUSA CHURCHES REPORTING DATA MEMBERS BEQUESTS # Receive % Receive

• Avg. for ALL
• Avg. for BRC*

2010 2011 2012 2013 2015 2016

10,662 10,751 10,630 10,039 9,643 9,451 8,369 8,219 7,807 7,892 6,999 6,738 2.01M 1.95M 1.95M 1.81M 1.6M 1.54M $98M $143M $106M $108M $104M $102M 2364 2179 2050 2040 1834 1783 27.4% 26.5% 26.3% 25.8% 26.2%

26.4%

$9K $13K $10K $10K $11K

$11K

$41K $65K $51K $52K $56K

$57K *Bequest Receiving Church

9/24/2018 3

4-5%

9-10%

BEQUESTS

As a percentage of charitable revenue

All PCUSA All Non-Profits

$11,000

10-12%

Bequest- Receiving PCUSA

$57,000

4-5%

BEQUESTS As a percentage of charitable revenue

All PCUSA

$11,000

10-12%

Bequest- Receiving PCUSA

$57,000

WHAT IS IT THE CHALLENGE MAKING A PLAN RESOURCES

(1) Inc

ncreasing Com Competition

for Charitable Dollars (2) Our

ur tacti actics ha have no not cha changed

from when there was no competition and when we were younger and simpler

CONTEXT

Staff

• Dozens. Even 100+
• Full Time

Large Budget

• Support: Marketing & Admin
• Professional (CFRE)
• Goals (Contacts and $)

LARGE NON-PROFIT CHURCH

• No staff

Staff

• Volunteer
• Minimal experience
• None
• None

Budget = small

9/24/2018 4

Can’t change competition But…

Th The loc local chu church has has the he COMPETITIVE AD ADVANTAGE.

COMPETITIVE ADVANTAGE: Having our audience meet within our walls every week.

Having our audience meet within our walls every week. Regular givers Regular volunteers Participate(d) in leadership … for their lifetime Spend life’s most important moments here Open Inclined Favorably Inclined VERY Inclined Pillar

WHO MAKES A PLANNED GIFT

WHAT IS IT THE CHALLENGE MAKING A PLAN RESOURCES

Policies Endowment or Reserve: Where do planned gifts Go? Distributions: How will funds be used? Committee and structure Legacy Circle

Groundwork Decisions

… m a y t a k e a w h i l e

Next Step: AWARENESS

Donor Idea Gift

9/24/2018 5

Broadcast Targeted Responsive

BASIC EXPANSIVE ADVANCED

Broadcast

BASIC EXPANSIVE ADVANCED

Each Year

12 4 2 1 Blurbs Articles Announcements Legacy Sunday Brochure(s) Web Pages

Always

• Inspirational
• Estate Planning
• Gratitude
• Personal (Testimonials)
• Recognize Past Gifts
• Acknowledge What Gifts Have Done

Basics

Content Hints

Basics

Bulletin Blurbs

The Gift of a Lifetime: A will represents a person’s final wishes and intentions. After providing for your loved ones, please consider one final testament of faith through a bequest in your Will or living trust that provides enduring support for our vital

• work. For many of us, this will be the most significant gift we will make – our

gift of a lifetime.

Basics

Newsletter Articles

Jean went home to be with the Lord on August 27, 2002, at age 82. She never married, but had two cousins who lived in Missouri, so most folks who knew Jean said she had no close family. I’ve thought about that phrase – “no close family”. The more I’ve thought about it, the more strongly I feel that Jean Smith had more close family than most of us will ever have. And most of her close family was centered at her beloved

• church. Yes, Jean remembered her family – her church family – in her
• will. You and I were part of Jean’s family.

Basics

Announcements

We met here, we were married here, our kids were baptized here. In a place where everything changes so fast, this church has been

• ur constant, our foundation.

Thank you, our church family, for being there for us, carrying us through some of our hardest times and greatest moments. We want to be there for you too, so we wanted you to know that you are a part of our estate plans.

9/24/2018 6

Basics

Legacy Sunday

• Sermon
• Seminar – on Estate Planning and/or

leaving a Christian Legacy

Basics

Planned Giving Web Pages

Basics

Planned Giving Brochures

Expansive

More than the minimum

Basic Expansive Advanced

Expansive

Establish a Planned Giving Committee

Basic Expansive Advanced

Expansive

Make a Plan

Basic Expansive Advanced

9/24/2018 7

WHAT IS IT THE CHALLENGE MAKING A PLAN RESOURCES

Top 5 Challenges (& Remedies)

# 5 - Loss of momentum (12 months in) # 4 - Technique-focused (instead of inspirational) # 1 - Pastor disinterest # 3 - All committee activities = endowment management # 2 - Distrust of endowment

# 1 - Pastor support and involvement # 2 – Regular Congregational Communications # 5 – Case Statement # 4 – Planned Giving Committee # 3 – Multi-Year Effort

TOP 5 COMMON PRACTICES Of top bequest-receiving Churches

C o m m u n i c a t i o n s

2017

May Jul Sep Nov 2017 Mar May Webinar Overview

Calendar

9/24/2018 8

Planned Giving Season

Planned Giving

Annual Giving takes lead Planned Giving takes lead

1. Web pages 2. Intro Article: Your Pitch or Template 3. E-Newsletter (same content as #2) 4. Introductory Blurb

WHAT

1. Invitation Article/Letter 2. Blurb: Invitation 3. Brochure 4. Response Card 5. Leadership Introduction

WHY

1. Legacy Sermon 2. Minute for Ministry 3. Staff Protocol and Ed. (Overview and Intake docs) 4. Response Letter 5. Intention Form

HOW

MAR APR MAY JUN

1. Article: Letter to Our Children 2. Minute for Ministry 3. Blurb: Teach

TEACH

1. Web pages 2. Intro Article: Your Pitch or Template 3. E-Newsletter (same content as #2) 4. Introductory Blurb

WHAT

MAR APR MAY JUN

1

Inserted

• Welcome Message
• Point of Contact

1. Web pages 2. Intro Article: Your Pitch or Template 3. E-Newsletter (same content as #2) 4. Introductory Blurb

WHAT

MAR APR MAY JUN

2

1. Web pages 2. Intro Article: Your Pitch or Template 3. E-Newsletter (same content as #2) 4. Introductory Blurb

WHAT

MAR APR MAY JUN

3 https://spark.adobe.com/page/JNGz4kkrDYv6B/

1. Web pages 2. Intro Article: Your Pitch or Template 3. E-Newsletter (same content as #2) 4. Introductory Blurb

WHAT

MAR APR MAY JUN

4

9/24/2018 9

1. Web pages 2. Intro Article: Your Pitch or Template 3. E-Newsletter (same content as #2) 4. Introductory Blurb

WHAT

1. Invitation Article/Letter 2. Blurb: Invitation 3. Brochure 4. Response Card 5. Leadership Introduction

WHY

MAR APR MAY JUN

1. Invitation Article/Letter 2. Blurb: Invitation 3. Brochure 4. Response Card 5. Leadership Introduction

WHY

MAR APR MAY JUN

1

1. Invitation Article/Letter 2. Blurb: Invitation 3. Brochure 4. Response Card 5. Leadership Introduction

WHY

MAR APR MAY JUN

2

1. Invitation Article/Letter 2. Blurb: Invitation 3. Brochure 4. Response Card 5. Leadership Introduction

WHY

MAR APR MAY JUN

3- 4

• Information updated.
• Message updated on inside panel

1. Invitation Article/Letter 2. Blurb: Invitation 3. Brochure 4. Response Card 5. Leadership Introduction

WHY

MAR APR MAY JUN

5 Include:

• Marketing samples
• Educational Overview
• Response Mechanism

1. Invitation Article/Letter 2. Blurb: Invitation 3. Brochure 4. Response Card 5. Leadership Introduction

WHY

MAR APR MAY JUN

5

9/24/2018 10

1. Web pages 2. Intro Article: Your Pitch or Template 3. E-Newsletter (same content as #2) 4. Introductory Blurb

WHAT

1. Invitation Article/Letter 2. Blurb: Invitation 3. Brochure 4. Response Card 5. Leadership Introduction

WHY

1. Legacy Sermon 2. Minute for Ministry 3. Staff Protocol and Ed. (Overview and Intake docs) 4. Response Letter 5. Intention Form

HOW

MAR APR MAY JUN

1. Legacy Sermon 2. Minute for Ministry 3. Staff Protocol and Ed. (Overview and Intake docs) 4. Response Letter 5. Intention Form

HOW

APR MAY JUN

1

Legacy Sermon

Most effective moment.

1. Legacy Sermon 2. Minute for Ministry 3. Staff Protocol and Ed. (Overview and Intake docs) 4. Response Letter 5. Intention Form

HOW

APR MAY JUN

2

Minute for Ministry

either the why of planned giving

• r

a testimonial

1. Legacy Sermon 2. Minute for Ministry 3. Staff Protocol and Ed. (Overview and Intake docs) 4. Response Letter 5. Intention Form

HOW

APR MAY JUN

WHAT STAFF NEED TO KNOW Planned Giving?

What and Why

Primary Church Contact? Where’s the Expertise?

3

1. Legacy Sermon 2. Minute for Ministry 3. Staff Protocol and Ed. (Overview and Intake docs) 4. Response Letter 5. Intention Form

HOW

APR MAY JUN

WHAT STAFF NEED TO KNOW Planned Giving? HOW

3

1. Legacy Sermon 2. Minute for Ministry 3. Staff Protocol and Ed. (Overview and Intake docs) 4. Response Letter 5. Intention Form

HOW

APR MAY JUN

WHAT IF SOMEONE CALLS IN?

KNOW THE PLANNED GIVING PERSON

3

9/24/2018 11

1. Legacy Sermon 2. Minute for Ministry 3. Staff Protocol and Ed. (Overview and Intake docs) 4. Response Letter 5. Intention Form

HOW

APR MAY JUN

THEY SAID YES!!

So what now?

4

1. Legacy Sermon 2. Minute for Ministry 3. Staff Protocol and Ed. (Overview and Intake docs) 4. Response Letter 5. Intention Form

HOW

APR MAY JUN

Response to Member who says yes

4

1. Legacy Sermon 2. Minute for Ministry 3. Staff Protocol and Ed. (Overview and Intake docs) 4. Response Letter 5. Intention Form

HOW

APR MAY JUN

Form to attach to:

Response to Member who says yes

5

Thank you