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How to Put On Successful Planned Giving Seminars

by William J. Moran, J.D., M.S.Ed.

Planned giving and estate planning seminars can be an effective tool to raise awareness of planned giving and estate planning vehicles.  In addition, they can be used to identify planned giving prospects.  You want to invite individuals with the following characteristics:

  • Have a history of support (volunteer or financial) to your organization
  • Are interested in estate planning

In recent years, many organizations have had difficulty in attracting even a minimum attendance to estate planning and planned giving seminars.  Partly, this is due to the great number of similar seminars being held by banks, financial planners, etc.

Consider the following two alternatives to increase your success rate in putting on presentations:

  1. “Captive Audience” Presentations – The planned gift fundraiser obtains permission to present to constituency groups at their regularly scheduled meetings (e.g., auxiliary meetings or alumni meetings).  Often, the fundraiser is given a small amount of time on the meeting agenda.  Although these presentations are necessarily brief (Ten minutes), they can be very effective in reaching a large number of people who would not come to a scheduled seminar.
  2. “Combined” Seminars – Combine the seminar on planned giving with another topic as a “hook” to attract people, followed by the planned giving portion of the program.  As you move to such a combined seminar, you will increase attendance but the quality of those attending as planned giving prospects will go down.  Here are some ideas for “combined seminars”:
    • Have a “high tea” put on by one or two respected women in your constituency and directed to older female supporters.
    • Center the seminar on a topic of interest, such as “stroke”, heart disease, or some other topic that appeals to the self-interest of those you wish to attend.  Select a topic on which your organization is seen as an expert.
    • Have special invitations go out from a highly respected individual inviting key individuals to his or her home for cocktails and to meet an important individual connected with your charitable cause (i.e., symphony conductor for city symphony).

If you use one of the above “hooks” make sure that the invitation at least implies that part of the event will be about attracting support for your organization.   An outline of the agenda for such an event follows:

Possible Agenda for a “Combined” Seminar:

    1. The announced topic (majority of the program)
    2. A testimonial from someone who has made a planned gift to your organization
    3. A brief explanation of planned gift opportunities
    4. A direct request for planned gift support to the organization

 

Bill Moran, The Moran Company, specializes in nonprofit executive searches
for executive directors, fundraising staff and other top nonprofit leadership.
www.morancompany.com

© 2008 The Moran Company
“We find great nonprofit executives”

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