|
|
|
Planned gifts offer potential for substantial dollars
over the long-term. They are often large because donors make gifts of
their assets instead of the income off those assets. The Moran Company
specializes in Outsourcing Planned Giving Programs.
Following are seven essential components of a successful planned giving
program. When you contract with the Moran Company, these are some of
the areas that we will focus on during consulting sessions: |
-
Qualify Planned Giving
Prospects. Organizations should
identify a revolving “Top Forty” list of major and planned giving
prospects. These prospects will require one-on-one moves. In
addition, a planned giving mailing list should be assembled.
Following are some general characteristics of planned giving
donors: older (Age 60 and over); without children; often are
female; single or widowed; have appreciated property holdings
-
One-on-One Calls.
It is important that fund raising staff commit to a certain number
of calls each month to establish and strengthen relationships with
major gift/planned gift prospects.
-
Establish a Goal for Planned
Gifts. Goal setting is important in
fund raising. It is even more important in planned giving because
many organizations allow planned gift fund raising to slip on
their list of priorities. We recommend that an internal goal for
planned gifts be set every twelve months. This will include
identification of previously unknown expectancies or new planned
gifts such as will expectancies, life insurance, IRA designations,
gift annuities, etc.
-
Develop a Heritage
Society. A Heritage Society provides a
marketing focus for planned giving activity. Members are those
who have remembered your organization in their estate, in a
charitable trust, as beneficiary on an I.R.A. or insurance policy,
or through some other planned gift. Organizations doing planned
giving should establish a society and set a first year goal for
membership.
-
Dedicated Planned Giving
Mailings. Mailings are important in
that they are able to cast a broader net than personal visits.
Organizations should do two to three planned giving mailings
annually to planned giving prospects.
-
Integration of Planned Giving
into Existing Publications.
Organizations should use existing publications to promote planned
giving. All reply devices such as return cards, BREs, etc. should
contain check off boxes allowing the sender to inquire about
planned gifts. Also, one-half page in the organization’s
newsletter should be reserved for planned giving articles or
testimonials.
-
Seminars and/or Board
Training. Older donors often have a
high interest in estate planning information. Estate planning
seminars allow you to qualify planned giving prospects among your
constituencies. The key for success is to attract supporters who
are thinking about changing their estate plans.
Go to the About Us page
to view a listing of Moran Company clients and read testimonials from
our clients.
|
